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Are You Running Marketing Technology or is It Running You?

October 24, 2017

Is marketing technology running your business into the ground or are you using marketing technology to gain new ground?

It’s worth stepping back and looking at the question – the marketing challenge for businesses is the level of technology and content creation that’s necessary to make your lead generation marketing work.

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And then there’s all the content you have to create to support these marketing tactics:tightrope-ribbon.jpg

The content is important because your customers are trying to research and learn before they talk to a salesperson.

We can ... can you?

So, to market and build your sales pipeline effectively, you need to have a lot of talents on your staff:

At Leading Results, we have a staff of 10 employees with varied skill sets, and when we dug into it, we discovered that there are about 200 separate skills you need to market effectively – that is, creating content and then using technology to promote and track it.

What to do, what to do ...

If you don’t have the right staff and skills to create the content and run the technology, it’s running you into the ground. And if the staff and skills aren’t there, you have to make a choice:

13 Questions to Consider When Selecting a Marketing, Advertising or Design Agency

A good example of how option (c) can work for you is how we work with one of our clients: a technology firm we’ve been working with for 4 years. They have a one-person marketing team responsible for the ongoing marketing and services to their current clients. We do the rest for them.

What’s the rest? Target market research and discovery, long-form content creation, blogging, SEO, webinar support, ongoing website and marketing automation (HubSpot) management, social media, email marketing, and more.

In the last three years, they’ve seen web traffic increase 250% a year each year and they’ve closed over $2,000,000 in new business directly attributable to the leads we’ve generated through programs we’ve run and content we’ve created.

As an agency, we’re all about figuring out what works best for our clients to help attract their profitable customers, and then doing the right things on a consistent basis for them, within the budget they can afford. For us, it’s about keeping an eye on the long-term vision, doing the short-term work, and thinking ahead for our clients so they can stay focused on their business and not worry about finding new customers down the road.

When you step back and look at the marketing automation landscape, you can be intimidated and hopelessly lost or you can resolve to do something different and grab a competitive advantage over every other company that wishes things could just be simpler. Once you decide to do something different, it’s just a build-or-buy decision.

If you decide to buy the expertise (in the form of an agency), I hope you’ll give us a call.

Dan Kraus
Written by Dan Kraus

With more than two decades of experience in sales, marketing, and go-to-market strategies, Dan Kraus has developed a deep portfolio of experiences that he now uses to help small businesses profitably grow their businesses. As an entrepreneur, Dan understands the challenges of growing a business with limited capital and human resources. As a line of business manager in larger companies such as SAP America and Great Plains Software (now part of Microsoft), his experience launching new business ventures inside reputable organizations established his reputation as a creative and effective executive that could both plan and execute within corporate confines.

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