People buy from people

One area that stays constant is the need to build direct HUMAN CONTACT into a truly integrated programme. In this day and age it’s easy to distance ourselves from our audience and hide behind a digital persona. But it’s amazing what you can discover about your customers and prospects when you actually engage with them on a one-to-one level.

Yes; it may be unfashionable to say so, but we’re fans of picking up the phone and actually talking to people to move them through the sales cycle.

Use all the tools and expertise at your disposal in order to deliver impactful programmes, taking into account language, culture, market sizes and available channels to market. This delivers campaigns to move opportunities through all the stages of the customer journey, from acquisition to nurturing, to up- and cross-sell and ongoing retention in order to identify and maximise revenue-generation opportunities. And don’t forget to measure the results!

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Content: the key to performance

So… it’s about time you got in front of your audience. I mean, it’s been a week since you sent that eblast out, right? OK, so there weren’t many opens. There were fewer downloads. But still, it’s a number’s game isn’t it? Something will strike gold eventually.

It’s amazing that this kind of thought process still goes on in an age in which we have more behaviour-based data analysis at our fingertips than ever before, access to the highest quality data. Despite all these investments, time after time, organisations let themselves down and, yes, waste hard-won budgets, by not recognising the importance of content.

Poor quality content as much as a fundamental lack of it leads to poor campaign performance. If content has not been scheduled as part of your planning process, activity will stall.

And once you’ve invested time and effort in developing powerful content, put it to good use. Of course, use a case study or thought leadership article as a download, but also use it as a base to get a consistent message across multiple channels to market. How we express a concept in a Tweet is very different from how we would explain the same thing in an email and different again from a whitepaper. What tone of voice do you use? What style of language is appropriate?

By developing a library of assets, you can be sure that you will always have a valuable reason to stay in front of your audience, encourage them to get in touch to find out more and demonstrate their interest by downloading relevant collateral. It helps you to get to know your audience better, and focus your attention on creating content that will actually be read.

Click to read more about content development >>