INTELLIGENT SECTION
FINANCE SALES & MARKETING HR SOLUTIONS EMPLOYEE ENGAGEMENT
The constant evolution of marketing
Sarah Bentley , Managing Director , FLUME Marketing , and Amy Poole , Director , FLUME Marketing , provide insight into FLUME , the importance of a marketing strategy and the latest trends .
It ’ s important to have an integrated approach to a marketing strategy , combining and interweaving digital marketing with events , advertising and pipeline generation . going to be most suitable for them . No company is the same as the next .
One of the main trends over the last 12 months is the regeneration of sales teams . A lot of the pipeline has been either exhausted or not nurtured properly because there haven ’ t been the means to build up the consistency of the conversion rates for the sales team . So , you need to build awareness but also build on top of the funnel pipeline to trickle down and have more nurture to come through to sales teams .
Sarah Bentley , Managing Director , FLUME Marketing
Amy Poole , Director , FLUME Marketing
Since the pandemic , we have seen that persona-based marketing is key , if not more relevant now than ever before . Companies want to be able to speak directly to their audience in a very personalised way .
A lot of the ABM marketing that we now do is more human-to-human so you ' re aiming to reach the individual to understand how they are communicating with the marketing material .
The world has changed and what worked pre-pandemic will not necessarily work now . Look at the audience that you are aiming to reach and make sure that when you are designing your marketing strategy that it is personalised .
It isn ' t a one size fits all anymore . You need to make sure that you ' re always working backwards from those targets , to make them more achievable , but also work closely with the sales teams to make sure that their targets are met at the same time and you ' re generating the leads that they ' re looking for .
Whilst these days marketing departments are targeted on the number of leads generated , it is important for companies to see your brand in the market . Standalone lead generation campaigns will result in a poorer ROI unless they are supported by other marketing activities in an integrated approach , such as brand awareness campaigns , events and other forms of marketing activity . x
In most instances , clients are interested in attaining direct dialogue with their target audience which we do through this integrated approach under the Account- Based Marketing Umbrella .
When we first sit down with clients , we always work backwards from their targets because that is the main thing that is always on the line with the budget sizes . We need to make sure that we understand exactly what they need to deliver , where the audiences they need to reach are located and which activities are
www . intelligentcxo . com
51