For the modern marketer, marketing software is pivotal to success. Email Monday found 51% of companies use marketing automation software. And, more than half of b2b companies plan on using the technology. If you have never used digital marketing software, or you think you are not using it to its full potential, it can be scary. It can be an investment, so marketers need to get it right from the outset. But there are some things to consider first. Can you afford it? Do you know what you want to achieve from it? Have you got a member of staff in place to use it to its full potential? The best way to ensure you make the most out of software is to include it into your marketing strategy.
A well-planned marketing strategy is imperative for businesses. They take time and a lot of thought but outlining what you want to achieve makes all the difference. Without measurable goals in place, how can we determine success?
What should you include in your marketing strategy?
There are several ways to outline a b2b marketing strategy and there is no definitive answer. Here are a few things to explore, and how you might fit marketing software in.
Start at the drawing board
Think simple. Who are you? What is your purpose? What are your objectives? Think about what you do well, and what you need to improve. Software enhances the good, improves the bad, and helps propel you towards your goals. Here you can find our definitive list of marketing software to boost your business!
Define your audience
Get to know your customers and prospects. Use segmentation; establish your target market, and work towards ABM. Every business has an ideal customer, so use that as a starting point. Providing a personalized experience is a great end goal, but first, you must get there! Use the data you already have and find out where you need to fill in gaps. Find out more about segmentation, account based marketing and target market.
Lead Forensics provides a database of key decision makers for users’ target accounts. When a key account lands on your website, it notifies users in real-time. This data qualifies leads fast and helps sales teams capture leads while they are hot. Find out more about how marketing software helps with b2b lead generation here!
What are your unique selling points?
Some marketers argue that the USP is dead. We argue that your USP is in the hands of your customers, and you will rarely have only one! Think about what benefits your products or services can provide. Different audience members will like different things about your business. Consider developing several USPs, rather than only one. Is your product cost-effective? Is your service east-to-use? Do you provide unbeatable customer service? Make use of marketing software to support your company in what it does best.
Undertake a SWOT analysis
This is an age-old, sure-fire approach to marketing. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. You will already know what your strengths and weaknesses are; make use of software to help with these. Highlighting opportunities and threats may be a little more time-consuming. Opportunities could include new business, new team members, or new technology. Threats might include the difficulties you face or staying ahead of your competitors. Every visitor that finds themselves on your website is a potential customer. By adopting software, businesses can make the most of opportunities and reduce threats.
Lead Forensics reveals your anonymous website traffic. This opens businesses up to a whole host of new opportunities! Real-time notifications and high-quality data gives users a competitive edge over their competitors. Knowledge is power and timing is everything!
SMART objectives work to ensure your goals make sense. Use the template to establish your goals and see where marketing software can help. Or, apply SMART objectives to your marketing software goals. Here is an example of how to set SMART objectives for lead generation software:
Specific – We want to increase the number of new sales leads by xx% by the end of the quarter.
Measurable – The goal is trackable using the Lead Forensics Data Manager. We know how many leads we currently have, and how many we need to meet this goal.
Achievable – It can be achieved. Lead Forensics gives sales and marketing teams access to more data. Real-time visitor alerts speed up the process. Marketers can send relevant content to visitors, and sales teams can strike while the iron is hot.
Relevant – It aligns with our wider business goals to increase revenue and improve our data.
Time-based – The team has xx months until the end of the quarter to meet this goal.
Apply this to any software you are thinking of adopting. It will ensure you meet achievable goals. And, it will help you see the value of the software in place!
Now it’s time to get serious. What can you afford right now? What will you be able to afford in the future? And, establish what is currently a pipedream. This will help you set realistic expectations for your business and your team!
How can marketing software improve your results?
Whatever your goals, there is a software than can help. Marketing software can streamline processes, speed things up, free up time and more. Use software to improve areas where you are struggling, and to take menial tasks away from your team. Find out how it can revolutionize your business.
Which marketing software solutions should you prioritize?
This all depends on your goals and your budget. Using software that tackles more than one problem is always a great place to start. Use software to generate and manage engaging content all in one place. Tackle digital marketing with software that personalizes and automates email marketing, and improves SEO. Automated lead generation software, like Lead Forensics, helps with several areas. Streamline processes; align marketing and sales, and generate leads. Nurture existing customers; access and manage data and save valuable time.
Lead Forensics revolutionizes the lead generation, nurture and management process. The software alerts users in real-time, so they know when key accounts are on the website. This gives marketers and salespeople the chance to make their move. You’ll also gain access to a world-class database of key decision makers. Lead Forensics connects you to the right person at the right time. Request a demo today!