As our Digital Marketing practice has developed, we’ve had numerous clients ask us if we can help them with their Content Marketing. It’s common for everyone to be excited about creating a Campaign Playbook, but the reality of content creation sets in soon after. After all, it’s the ongoing work of putting words on the page that makes the engine go. Few mid-sized companies have the time or resources to both act as a subject matter expert and write compelling copy for blogs and social channels. To that end, we’ve added a new service line to CRM Switch’s resources that can do exactly that. (more…)
For each business requirement that a CRM system can be configured or customized to address, there’s often a decision as to whether the requirement should be delivered tactically or as part of a broader CRM strategy.
In our opinion, a CRM strategy should be developed before a CRM subscription even begins. Once the subscription has started, there should be an ongoing commitment to a strategic approach to decisions as to what functionality to deliver to users. (more…)
But what Peter Dicken first wrote several decades ago in his book Global Shift continues to hold true today:
… technology in, and of, itself does not cause particular kinds of change. It is, essentially, an enabling or facilitating agent.
Yet marketing automation continues to be deployed at organizations at which there’s a general perception that this type of technology in and of itself will cause change and produce results. (more…)
First, there’s an upfront investment in developing a marketing automation strategy. Second, many, but not all vendors have an additional mandatory fee for what is variously called onboarding, Kickstart or implementation. Third, once a marketing automation system is in place, there are ongoing costs to execute on the strategy.
All marketing automation vendors provide some form of tracking code. This code is added to a website, much the way Google Analytics tracking code is added to a website.
Tracking code is used to provide a variety of insights. A key insight is that marketers and salespeople can view detailed website activity for each converted visitor. A salesperson, for example, can base a conversation on what content a Lead viewed. (more…)