Marketing is a bit like a house. Without all four walls in place, your roof is going to collapse. Unlike a house, marketing teams tend not to keep all four pillars under one roof. So this blog discusses what those four pillars are and why we need them together in one place to achieve successful marketing strategies.
Pillar One: Lead Generation
At the core of any marketing team is a responsibility to generate leads for their sales team. Your methods to go about this could vary from content marketing to telemarketing. However you go about it, you need to know you’re sending your sales team qualified leads. Without this pillar, your pipeline will struggle as sales and marketing disagree on which leads are the best to chase.
Pillar Two: Email Marketing
Still one of the most successful marketing techniques for B2B is email marketing. But with attention spans shortening and inboxes expanding, you must be clever with your email marketing if you want it to stand out and survive. Keeping up with the latest best practices (like redecorating your feature wall) is essential if you want to stay in the game.
Pillar Three: Automation
Of course, marketing teams don’t just focus on lead generation and email marketing. You must also consider social media, events, webinars, PR…the list continues. There’s no cut-off point for the amount you can market to improve your business presence, but marketing can not do everything at once. Automating your processes, from execution to reporting, is a sure-fire way to make sure you can keep your business house up and running.
Pillar Four: Reevaluation
At the end of the day, the value you have put into the house is what you’re looking to see as an actual ROI. The only way you can do that is by running the numbers. But to do that, you need to be able to take a step back from everything. Instead of running around trying to juggle the task of lead gen, email marketing, and automating everything – you need to manage your marketing in one place.
From attracting leads, engaging them with relevant emails and automatically reporting on their interactions. You CAN do it all from the comfort of your sofa if you manage your marketing under one roof.
