Adopting Automation & Artificial Intelligence

Content Is King, But That’s Not Enough

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Content Is King For More Reasons Than You May Know

Here are a few of the standouts:

  • It has long been the Google magnet for organic SEO.
  • It forces a deeper understanding of the customer experience.
  • It enables brand affinity in a ‘flat’ online world.
  • It builds brand equity and share of voice in highly competitive markets.
  • It provides a path for customer collaboration in product development.
  • It creates a brand persona that is personalized to customers and qualified candidates alike.
  • It feeds the sales pipeline in the form of lead generation, product demand and customer engagement.

Over the last several years ‘content‘ has become the backbone to successful marketing campaigns. Companies small to large disperse time and money to establish themselves as the thought-leader in a category, often never pitching their own product or services in the process. This is the mantra of our customer-driven age, and no doubt it is here to stay.

“Yet, simply providing content that doesn’t push products isn’t enough. In order for content to support sales, brands need to have sufficient technology for tracking readers’ activity and then providing more targeted articles or videos before eventually pitching products that will meet individuals’ specific needs.”

CMO Technology News, 5/31/17

When it comes to sales enabling technology,  none has become more influential, important and affordable to sales and marketing teams than CRM + Marketing Automation. This powerful combination offers both sides of the revenue pipeline (mktg & sales) to work smarter and collaboratively in supporting each customer through their individual buying journey.

CRM + Marketing Automation combines as a single engine that makes every piece of content, event, sales promotion, customer contact, public relations, product development, advertising, sponsorship, trade show, sales contest and more, accountable.   Track lead generation, ROI, customer preferences, process barriers, individual sales performance, product viability and demand, and a host of customized answers to the ‘gray areas’ of a company’s day-to-day business.

CRM + Marketing Automation used to a technology caviar affordable only to big business.  That landscape has changed, and now even the smallest start-up can leverage those same technologies to compete against larger competitors.  Never before has there been this affordable of a tool available to truly level the playing field between a small company and a Fortune 500, and measure how each piece of content contributes (or doesn’t) to company growth.

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Retail Beacon Technology: A Digital Hit Or Miss?

eMarketer, a top thought-leader in digital marketing, has a great article about the status of beacon technology adoption in retail today.  For those not familiar with beacon technology, this is a quick and great read.  Here’s a valuable snippet of content, but don’t let this prevent you from reading this brief article in full:

What’s Going On with Beacons? – eMarketer

…retailers are currently more invested in customer experience personalization tactics like targeted marketing campaigns, training in-store associates and collecting data on customers’ preferences than they are on in-store technologies such as beacons. “