Stuck in survival mode? This marketing article shows how marketers are using technology and shifting to growth mode from collecting data, automating processes, accelerating the sales cycle, using sales enablement, and also providing incredible brand experiences.
In good times startups emerge, grow and prosper, which includes marketing resilience with technology.
There are many customers and it is easy to take a slice of the market. But in bad times is when we see the true strength of a company. That is why today we are going to teach you how to create the resilience of your marketing using technology.
Without the resilience built into the business model, marketing departments would not be able to adapt and continue to navigate a rough sea of tidal waves and rough waters.
So Content Marketing scholars are leveraging technology like never before. Thanks to it, they not only survive apocalyptic levels of disruption but can also generate great results, reaffirming the importance of having a specialist in the field.
What is the secret behind your success? What should we do to get through this special moment of the market? Keep reading and you will know!
- Improve data collection and use
- Automate to stay agile
- Accelerate the sales cycle with interactive content
- Increase conversions with sales enablement content
- Encourage the commitment of officials
- Create brand experiences
Improve data collection and use
Your audience demands premium content. Do you currently have the necessary technology to deliver this value? To develop the resilience you must understand the environment in which you are working to generate leads and drive the buying process.
Improving the way you collect and use data is key to maintaining this level of awareness and proactivity. Better data helps you create high-impact content that your customers are looking for and with which they want to interact.
You can spend less time creating “meh” content (that is not interesting or exciting) and more time creating content that is a perfect extension of the brand experience and that customers will use as bridges to a purchase decision.
It uses Artificial Intelligence technology in the research stage to learn, not only what type of content customers need, but also how they interact with them in order to improve messages, resources, and marketing strategies.
Expanding the accessibility and interactivity in all the pieces of content to align them with the phases of the customer’s journey in their purchase process is a good way to create the resilience of your marketing using technology.
Learn more and scale your content to reliably generate revenue and show why the organization you work with chose you to lead their marketing efforts. The right technology helps marketers deliver results.
Automate to stay agile
Are you not confident in automating a certain course of action, a set schedule of activities, a predetermined direction? You may think that putting a strategy in motion through automation can be a bit unnatural and cold.
In reality, what we automate are often monotonous tasks that do not require creative thinking at set intervals. The benefit is the time you save, and you can dedicate it to more analytical and strategic thinking to adapt and take advantage of emerging opportunities in real-time.
As artificial intelligence technology advances, we can automate more tasks and thereby create bolder strategies to build marketing resilience.
Accelerate the sales cycle with interactive content
We like to think of interactive content as fertile soil in which plants grow faster, get bigger, and produce sweeter, more nutritious fruit. Excellent metaphor, isn’t it?
Interactive content is like organic fertilizers that support and accelerate your sales cycle by maintaining a constant flow of leads, even when times get tough.
Interactive content accomplishes this in several fundamental ways:
- show that you understand your audience: you know what is most useful to them;
- show the perfect message at the right time: in addition to expanding your relevant content and studying, also think about games, e-books, and webinars in which you give the customer control of the information flow to discover how deep they go researching a product before be ready to buy;
- it is very easy to share: people identify with the intelligence of your content and want to share it;
- strengthen the relationship you have with customers: whether they are potential, new or regular, at each stage of the buying journey ;
- generates more timely and useful comments: when content is interactive we know when people click and where they are going, how long they stay, and what they were looking at before making a purchase. Convert this type of data into business insights to use when creating higher-performance content.
This last point is very important, because when the comments are timely, we can make adjustments quickly, which reduces waste and eliminates the “mistakes” that plague so many content plans.
When a context switch or mistake leaves your customers disoriented, you can quickly rethink your strategy to show them that you are listening to them and actively participating in a back and forth journey.
Increase conversions with sales enablement content
Data-driven content, which we obtain using the right technology, gives your sales team exactly what they need to close the deal with customers quickly, with less follow-up and fewer missed opportunities.
The role of marketing is to generate highly qualified leads for sales. But let’s face it: one of the most sticking points between marketing and sales is that leads come in that aren’t as mature to be driven down the funnel as marketing believed.
When marketing creates content that is specifically focused on sales enablement, it strengthens the association between sales and marketing while improving the overall effectiveness of content earlier in the customer journey.
With sales enablement content, we seek much more than “good or acceptable,” we seek to activate the “thrive” mode in our teams and in our business.
That’s the kind of marketing resilience that technology enables us and that organizations need right now.
Encourage the commitment of officials
Employee engagement in the US, for example, is incredibly low.
According to recent Gallup research, approximately 34% of employees feel regularly involved at work. However, fostering employee engagement is an interesting goal, as companies with engaged employees experience a 21% increase in profitability and 59% less turnover.
How to encourage employee engagement? Employees who feel they have a voice are 4.6 times more likely to get involved.
Marketers leveraging technology to escape survival mode are experiencing this phenomenon.
With 50% of the US workforce working remotely and many companies looking to keep a higher percentage of employees working remotely, this topic took on enormous prominence.
Create brand experiences
Ultimately, we are creating a brand experience with technology where content is a perfect extension of how customers use, enjoy and share your product or service.
The experiences of content add value to whatever you sell. They generate that premium product mentality that justifies people paying more for the same overall item.
Brand experiences influence the way people see themselves as members of the various communities in which they participate, therefore the content should be a two-way conversation. When it does not happen, it is quite obvious and people feel they are not being heard.
Brand experiences immerse customers in the brand and make them advocates for it, technology combined with human innovation is what makes success stories like these possible and consistently repeatable