As marketing becomes more and more advanced, personalized marketing is critical.
Personalization in marketing is real, needed and possible. It re-enforces your brand, and can mean the difference between being competitive or disappearing into oblivion.
But how do you that ?
In this blog post I want to discuss a methodology and a personalization model that helps you to:
- segment your audience, beyond demographics and geographic
- link your business objectives with 1-1 personalization campaigns
- understand how personalization actually works
Let’s get started!
Many B2B companies haven’t integrated their marketing and sales systems.
You have tools for marketing planning, events, webinars, email, PR, marketing automation, websites, document management, CRM, ERP, … Your customer services department also has its own systems, also containing customer touchpoint data. And the finance department is also sitting on similar data.
The effect? Dispersed contact databases, standalone CRM implementations and Excel import-export nightmares. These situations are more the rule than the exception.
We all know we need to integrate these systems. But how do you move towards integrated systems, to the benefit of the business? Read more
This post is about which basic marketing questions you need to answer before you can start building your website. And why growing companies need to build a team of specialist when designing or re-designing their website.
Your first company website
Let me share a story that might sound familiar to some people. When smaller companies start their business, they are very much focused on creating good products or services. They often build a website themselves, because money, time and knowledge reasons drive them into that scenario. Or if they lack knowledge to do so, they outsource but with minimum costs.
Then the company grows, and becomes more aware of their brand strengths, more products are being put in the portfolio, and they start taking marketing more seriously. They start creating a marketing plan, build marketing collaterals, some advertising, some PR, and often in B2B tradeshows and conferences are part of the mandatory marketing “menu”.
Your company has grown, but not your website
Although this is a perfectly natural way for smaller companies to grow their marketing, let me list a few things that clarify my point: