F & G Funnel Mechanics https://wearefandg.com Tue, 02 Mar 2021 16:09:44 +0000 en-GB hourly 1 https://wordpress.org/?v=5.6.2 179832549 What is lead generation? https://wearefandg.com/2021/03/02/what-is-lead-generation Tue, 02 Mar 2021 13:28:57 +0000 https://wearefandg.com/?p=12921 The post What is lead generation? appeared first on F & G Funnel Mechanics.

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Marketing is awash with jargon and terms used interchangeably. Our goal with this article is to clarify some of those grey areas. We’ll look at some key questions such as: what is lead generation? What’s the difference between demand generation and lead generation? Where does lead generation fit in the marketing funnel? What about lead generation versus nurturing? And what about measuring lead generation – what key metrics should you be tracking? What are some core lead generation processes, tactics and tools?

Lead generation versus demand generation

The goal of marketing is to stimulate interest in and create business for a brand or organisation. 

The funnel is a useful model here. It’s not perfect but it helps us understand the customer journey towards a purchase and the strategies and tactics we can use as marketers to make that journey a productive one for brands and buyers.

For brands, marketing ‘starts’ with demand generation: securing attention and building appeal broadly amongst core customer segments. This activity takes place at the top of the funnel – or the awareness stage. It is literally about encouraging demand for your product and service: brand and reputation building. It’s measured by things like traffic, search results, cost per click, audience growth etc. 

Being famous is great, but as business performance metrics go, that can be vanity. Converting that awareness into sales, that is sanity.

We asked a senior marketeer client what their goal is.

They said: “What we care about – as a joint sales and marketing team – is pipeline. And building new pipelines… that’s the thing that keeps me awake at night: making sure we’ve got enough pipeline pouring in the top so that sales can hit their targets.” Senior VP of Global Marketing, US enterprise software firm.

Lead generation is about converting interest into action

Enter lead generation. It’s a subset of demand generation: it is still about creating demand, but in lead generation there is now a mission to convert. 

Lead generation is about taking that brand awareness and converting it into action: 

– For a customer that action might be an initial engagement with a brand: following and liking its content, signing up to hear more. This is the acquisition stage of the funnel. It’s measured by things like traffic, mentions, cost of acquisition, open rate etc

– Or the customer might go straight to a business outcome – a sale or subscription. This is the activation stage of the funnel and essential metrics at this stage include: numbers of signups, completed onboarding processes, usages of the service etc

For fast moving B2C brands it can be a swift move from awareness to activation. For more complex or high value, and often B2B, sales the path from awareness to activation can be long and circuitous. 

 

What are some key lead generation tools for inbound and outbound marketing?

Our approach to lead generation is customer-centric. It’s about attracting customers by developing content and experiences tailored to them.

A simple inbound lead generation approach is to create a piece of content called a ‘lead magnet’, which we offer to prospects to download as a tool to capture contact details and permission to market. This can be supported by digital advertising to put the content in front of new audiences.

Or we might use a tailored outbound approach, creating personalised campaigns that use content-pieces as hooks to move a relationship on, supporting social selling and account based marketing programmes.

Lead generation versus lead nurture

We know this when we look at different funnel shapes – the number of touchpoints it takes to convert and the length of time to convert vary significantly from industry to industry, between brands, categories, products, price points etc. Google recently did some research into this to understand better the complex decision making process that customers go through – or what it calls the “messy middle”.

This goes some way to explain why the funnel is not a perfect metaphor. But to continue with our model, for the purposes of this article, the next phase after generating a lead, is lead nurture. 

Lead nurturing is the process of building and strengthening the relationship with a prospect. It’s about ensuring prospects have the information and engagement they need, appropriate to where they are in the purchase journey. The goal is to support and encourage leads from one funnel stage to the next, towards purchase.

Lead nurturing takes place through the acquisition and activation stages of the funnel (and arguably beyond, but that’s for another article). As such in addition to the metrics we’ve referred to already, we have a new set of KPIs to help us manage lead nurture. 

As a prospect moves through the funnel we can build intel about how likely they are to convert. The more data we have on prospects, the better we are able to qualify or ‘score’ leads. Lead scoring models are built on a range of inputs such as customer demographics, firmographics, interaction and engagement information, plus sales and service data. The model defines what a ‘good lead’ looks like at different stages of the funnel and the data/activity that’s required from the customer to move from prospect to marketing qualified lead (MQL) to sales qualified lead (SQL).

Lead nurture tools

Retargeting or remarketing is a core lead nurture tactic – a performance marketing tool that allows us to remind customers of their activities on a website if they leave without purchasing/converting. 

Email marketing is another great nurture tool. Once a customer signs up and gives permission to be marketed to, email is a useful way to keep in touch and stay front of mind.

Nurture tools need to be used intelligently to be effective. As a rule of thumb we recommend that the mission is to seek permission, be useful and add value – if you want to see conversion success.

Lead generation is all about the pipeline…

Back to our marketing VP: “The way it works is this, demand gen creates some awareness and we drive some leads. Then the sales development reps team call the leads trying to find projects. At that stage they’re converted to opportunities, and the sales team take those all the way through to closed won… And it works, we know the results we’re getting… because I’ve got my data scientists on board. I can track the results of a PPC ad all the way through to closed won. It’s not a perfect science, but it’s pretty close. And most people can’t do that… But it’s pipeline, that’s what keeps me awake at night.”

So to sum up, lead generation is the link between sales and marketing, the discipline that ensures the marketing team is focused on its contribution to the bottom line.

We can help you….

The F&G Funnel Mechanics lead generation service is about helping you identify and build relevant addressable audiences, nurture leads and deliver opportunities into your business. We’re not one-size-fits all. We start from insight – into what makes you unique, and which customers you uniquely serve. And we build creative content-led campaigns that fit with your business objectives. We’re technology and discipline agnostic, so we find the approach that’s right for you. With that foundation right, the drivers for successful lead generation are managed experimentation and regular, consistent effort to ensure your efforts are better targeted and the benefits grow over time.

We’ll help you grow your on-target prospect base and deliver more leads to your business with ongoing programmes that convert awareness to acquisition.

We’ve built content strategies founded on target customer insight and addressing core pain-points to fuel inbound and outbound marketing programmes for a range of clients. Helping them build valuable pipeline through many sectors including financial services, construction, media and FMCG. 

To hear more, book an Ideas in Action webcall with us. It’s a short session of creative consultancy designed to inspire fresh thinking for your lead generation campaign. No charge, just free ideas. Drop us a line to get involved.

 

Book your

FREE

Ideas in Action

webcall here

 

 

5 + 11 =

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Supercharge your business purpose with these three rules https://wearefandg.com/2021/02/17/3-rules-to-live-by-if-you-want-to-supercharge-your-business-purpose Wed, 17 Feb 2021 11:33:26 +0000 https://wearefandg.com/?p=12783 The post Supercharge your business purpose with these three rules appeared first on F & G Funnel Mechanics.

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We are in the business of designing marketing funnels that help businesses grow.  In this article we are going to explore why you should keep your purpose front and centre, and give you 3 tips for supercharging your business purpose whether you are a start-up or an established business.

There are 3 building blocks that are essential elements of marketing strategy that will drive growth for your business:

1. Business purpose

2. Buyer personas 

3. Content strategy

At the heart of each building block is real evidence:  knowing why your company exists, who your customers are, what problem you are solving – and designing an effective and valuable content strategy on the back of all that.

The three building blocks of funnel design: purpose, buyer personas and content planning

The three building blocks of successful marketing strategy

Rule 1: Know why business purpose is so important

In our experience, the first problem marketers run into with funnel design is that their brand’s purpose is not clear. We’re not unrealistic. We’re not suggesting that every brand needs to have a higher esoteric mission (although these are great!). But every business should know and be able to articulate who they are, what specific problems they solve and what makes them unique.

One of the key elements of customer driven marketing strategy is a clear brand purpose

Purpose is the rallying call that will set your direction, inspire your staff, ensure you’re focused on customer value, and drive performance.

This will only work if you can communicate it consistently in a way that your audience understands – be that customers, employees, partners, investors, stakeholders or influencers.

And to do that it’s essential that you build a messaging architecture that can guide you when you need to explain your business and your proposition.

Rule 2: Be your authentic self

Sounds cheesy but it has never been more true.  Now is the age of authenticity and if you can hitch your purpose wagon to a higher mission, all the better.  B corps are an excellent example of this.  Started in 2007, certified B corporations are businesses that look at using their power to address social and environmental issues.

B corps demonstrate that you can (and must?) put your higher purpose before profit.

Rule 3:  Be consistent

To recap, your business purpose is the rallying call that will set your direction, inspire your staff, ensure you’re focused on customer value, and drive performance.

But it can only work if you can communicate it consistently in a way that your audience understands – be that customers, employees, partners, investors, stakeholders or influencers. 

And to do that it is essential that you build a messaging architecture that can guide you when you need to explain your business and your proposition.  We’re going to share with you two really useful templates that will help you capture who you are, what you do, what’s unique, what your key messages are, and credibility points to validate your position. 

You can download them both here
>>>>F&G Blank Message House & Elevator Pitch Template.

Examples of companies with their purpose front and centre

And finally, to give you some inspiration, we asked some of the F&G Funnel Mechanics team who came to mind as companies with a powerful and effective purpose.  Have a read and see what you think – are they strong and successful?

How could they be improved?

1.  Microsoft  “to empower every person and every organization on the planet to achieve more.”

2.  Lush “To make our products by hand with only vegetarian ingredients and little-to-no preservatives.”

3.  Innocent  “We’re here to make it easy for people to do themselves some good (whilst making it taste nice too)”

4.  Salesforce  “To help our customers transform themselves into customer companies by empowering them to connect with their customers in entirely new ways. To deliver our customers a carbon neutral cloud we went even further offsetting emissions throughout our data center supply chain.”

5.  Apple  “To empower creative exploration and self-expression.”

6.  Smol “We believe it’s the little things that make a big difference. High performance, eco-friendly cleaning products conveniently delivered to your home at the best price, guaranteed.”

7.  Girls Who Grind Coffee  “To empower women throughout the coffee industry – from the women who grow the coffee, to the importers, to women who enjoy drinking it.”

8.  Oddbox   “To rescue odd and surplus food in order to reduce food waste and foster conscious consumerism.”

9.  John Lewis & Partners “The Partnership’s ultimate purpose is the happiness​ of all its members, through their ​worthwhile and satisfying employment​ in a ​successful​ business. Because the Partnership is owned in Trust for its members, they share the ​responsibilities​ of ownership as well as its ​rewards​ – ​profit, knowledge and power.”

10.  Beam  “Giving homeless people a career, pride and true independence.”

We explore the other key elements of developing your marketing funnel for growth in another article here.  Understanding business purpose is a huge topic.  We recommend you getting (re) acquainted with Simon Sinek’s ‘Find Your Why’.

Otherwise let’s talk.

 

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5 things to put a rocket up your business growth this month https://wearefandg.com/2021/01/14/5-things-to-put-a-rocket-up-your-business-growth-this-month Thu, 14 Jan 2021 17:25:53 +0000 https://wearefandg.com/?p=12814 The post 5 things to put a rocket up your business growth this month appeared first on F & G Funnel Mechanics.

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Boom!  We’ve landed on Planet 2021 – how is everyone doing out there?  What a welcoming first week back at work it has been we must say.  Here at F&G we are back to the business of engineering marketing funnels for growth whilst having a right old rollicking time homeschooling and arguing over who is hogging the bandwidth.  Corporate life at its finest.

Riding into 2021 like....

We have five things up our sleeve this January to help you focus your marketing efforts: three events and some expert insight. An online workshop in partnership with Huddle where we are looking at the first building block of marketing strategy – Purpose!  We have not one but two events in the diary supporting Devon based businesses – the first one virtual and the second one face to face (fingers crossed).  And finally, some great pointers on what to include in your next marketing report and the answer to a tongue twister…does it pay to play paid in your digital marketing strategy for start ups.

ONE: Calling Devon’s entrepreneurs and business owners - a free online business growth workshop 19.01.21

When we launched in 2019 we set out with a mission to help entrepreneurs in the South West excel and grow their businesses. We are excited to hold our first online workshop for Devon businesses on 19th January at 10 am. Join us for a fun, practical and interactive session in marketing funnel design that will get you thinking and inspire fresh ideas for your marketing strategy. 

Book here

TWO: Why purpose is core to marketing success: the unique what, how, who and why of what you do - a free online workshop in conjunction with Huddle Hammersmith 20.01.21

Book your place in our virtual workshop hosted on 20th January to dig deeper into the first building block of successful marketing strategy.  We’ll help you look at the core elements of designing a marketing funnel for your business that will drive growth – with particular emphasis on your purpose and what makes you unique.

Book here

THREE: Brainstorming for business growth tailored to your business - Walking Workshops in Exeter 25.02.21

We are very much looking forward to meeting Devon’s entrepreneurs and business owners at our accessible-for-all Ideas in Action Walking Workshops which will be held at the end of February. We bring you creative collaboration on the move along Exeter Canal: fresh thinking to fuel marketing, find new leads & grow your business. In small but perfectly formed Covid-secure groups.  Book here

FOUR & FIVE: Our coverage this month....

Not sure what to include in your B2B marketing reports? Jane from F&G shares her opinions with Databox on the most essential things to add in a B2B marketing report.

Does it pay to play paid (go on… say it fast) when you are in startup mode?  Sarah from F&G talks to The Successful Founder about digital marketing and what role it plays in startup strategy.

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F&G Funnel Mechanics host their successful online workshop for Devon businesses this January https://wearefandg.com/2020/12/21/fg-funnel-mechanics-host-their-successful-online-workshop-for-devon-businesses-this-january Mon, 21 Dec 2020 14:46:12 +0000 https://wearefandg.com/?p=12763 The post F&G Funnel Mechanics host their successful online workshop for Devon businesses this January appeared first on F & G Funnel Mechanics.

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We are excited to hold our first online workshop for Devon businesses. Join us for a fun, practical and interactive session that’s designed to get you thinking and inspire fresh ideas for your marketing strategy. 

Learn how to find and attract the right customers to your business with the Funnel Mechanics at F & G

You will learn the core elements of designing a marketing funnel for your business that will drive growth. We help you work out how to attract the attention of more of the right people and to draw them towards your business.

Date and time: Tues 19 January 2021, 10:00 – 11:00 

Online via Zoom

Register for the event here

 

 

 

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Your invite to a mobile business brainstorm in Exeter on Tuesday 25th February 2021 https://wearefandg.com/2020/12/21/your-invite-to-a-mobile-business-brainstorm-in-exeter-on-tuesday-26th-january-join-us-on-our-ideas-in-action-walking-workshops-along-exeter-quay Mon, 21 Dec 2020 12:54:30 +0000 https://wearefandg.com/?p=12750 The post Your invite to a mobile business brainstorm in Exeter on Tuesday 25th February 2021 appeared first on F & G Funnel Mechanics.

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Join us on our Ideas in Action Walking Workshops along Exeter Quay, Exeter

The progressive businesses of Devon need creative and results driven marketing to grow ethically and profitably over the next decade. But how?

Our Ideas in Action Walking Workshops, Exeter are short sessions of creative consultancy. Creative collaboration on the move: fresh thinking to fuel marketing, find new leads & grow your business. No charge, just free ideas you can take away and implement to drive your growth. More details and registration here.

Just when you thought it was safe to get back into the office… We’re back to working from home. And while we’re happy to ditch the commute, we miss face to face communication. The benefits to more flexible working may be clear, but there’s no online fix yet for those spontaneous moments of creativity that spur innovation.

We’ve spotted a way to address this. We’re inviting marketers to take part in small Covid-secure brainstorms on the move. 

What to expect

– A 30 minute walking brainstorm following an accessible-to-all route along the Exeter Quay 

– Share your marketing challenge in advance and the F&G Funnel Mechanics team will prepare a tailored brainstorm session for your business. Choose your slot, on the half hour, between 8.30 and 4.30

– Delegates will have fun, be inspired and take away practical tools/learning that they can implement

– Plus, coffees are on us! 

Let’s spark some creativity!

Why F&G Funnel Mechanics

We work with progressive businesses to build sales and marketing funnels that drive growth. Testament to our creative coaching powers, we partnered with OS accelerator Geovation to deliver marketing mentoring to its startups.

F&G Funnel Mechanics was started in 2019 with an aspiration to work with the South West progressive businesses and was launched at the first Bristol Technology Festival. Now, we’re bringing our walking workshops to Exeter designed to help Devon’s marketers and entrepreneurs to brainstorm their next phase of marketing growth. 

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Your personal invite to our #Huddle event this December https://wearefandg.com/2020/11/30/your-personal-invite-to-our-huddle-event-this-december Mon, 30 Nov 2020 14:46:45 +0000 https://wearefandg.com/?p=12713 Need an injection of insight for your 2021 marketing plans? Reserve you place on our online workshop on 8th December

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We are excited to be partnering with  Huddle London for our latest online workshop on Tuesday 8th December.

Funnel mechanics, or how to find and attract the right customers to your business is designed for business and/or marketing leaders and is free to attend. We help you look at the core elements of designing a marketing funnel for your business that will drive growth. Inspiring thinking about how you can attract the attention of more of the right people, and draw them in to your business.

If you’re looking for inspiration for how to level up your marketing to drive your next phase of growth, our virtual knowledge-share session this December could be for you.

The event is open to Huddle members and to the public.

You can find more details and register here for our virtual workshop in partnership with Huddle London. We hope you can join us!

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Your personal invite to our #BristolTechFest event on 12/11/20 https://wearefandg.com/2020/10/15/youre-invited-ideas-in-action-walking-workshops-at-bristol-tech-festival-12th-november-2020 Thu, 15 Oct 2020 14:51:35 +0000 https://wearefandg.com/?p=12657 F&G Funnel Mechanics launched at the first Bristol Technology Festival. Now, a year later, we’re back with our Ideas In Action Walking Workshops designed to help Bristol’s marketers and entrepreneurs to brainstorm their next phase of marketing growth.

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The progressive businesses of Bristol and its Tech Cluster need creative and responsible marketing to grow ethically and profitably over the next decade. But how?

Our Ideas in Action Walking Workshops are short sessions of creative consultancy. Creative collaboration on the move: fresh thinking to fuel marketing, find new leads & grow your business. No charge, just free ideas you can take away and implement to drive your growth. More details and registration here.

Just when you thought it was safe to get back into the office… We’re back to working from home. And while we’re happy to ditch the commute, we miss face to face communication. The benefits to more flexible working may be clear, but there’s no online fix yet for those spontaneous moments of creativity that spur innovation.

We’ve spotted a way to address this. We’re inviting marketers to take part in small Covid-secure brainstorms on the move as part of the Bristol Technology Festival.

What to expect

– A 30 minute walking brainstorm following an accessible-to-all route along the River Avon through Bristol

– Share your marketing challenge in advance and the F&G Funnel Mechanics team will prepare a tailored brainstorm session for your business. Choose your slot, on the half hour, between 8.30 and 4.30

– Delegates will have fun, be inspired and take away practical tools/learning that they can implement

– Plus, coffees are on us!

Let’s spark some creativity!

Why F&G Funnel Mechanics

We work with progressive businesses to build sales and marketing funnels that drive growth. Testament to our creative coaching powers, we partnered with OS accelerator Geovation to deliver marketing mentoring to its startups.

F&G Funnel Mechanics launched at the first Bristol Technology Festival. Now, a year later, we’re back with our Ideas In Action Walking Workshops designed to help Bristol’s marketers and entrepreneurs to brainstorm their next phase of marketing growth.

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11 tactics for lead generation that actually work https://wearefandg.com/2020/10/08/11-tactics-for-lead-generation-that-actually-work Thu, 08 Oct 2020 13:20:26 +0000 https://wearefandg.com/?p=12625 The post 11 tactics for lead generation that actually work appeared first on F & G Funnel Mechanics.

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We’re a new agency. We’re in the business of creating growth for our clients based on tried and tested experience and techniques.

But despite all that experienced-enough-to-know-better-ness, it’s hard not to have our heads turned by those seductive shiny promises to overnight lead generation success.

Usually if something looks too good to be true, it’s because it is.

So we’d like to get real about lead generation here and share with you some tactics for lead generation that actually work.

1. Who?

Make sure you’re focused on the right customers. Refresh your buyer personas. Who are your target customers? When did you last review them? Have they changed over the last six crazy Covid months? What are the issues they’re seeking to solve?

2. What?

How can you help your personas achieve what they’re trying to do? Does your proposition need to be reviewed? What are you uniquely placed to offer those personas?

3. Message

You need to get your content refreshed and ready:

Keyword strategy – with your offer and your customers needs in mind, do some keyword research to make sure you can optimise well. If you’re a smaller business with smaller budgets, long tail keywords are probably your best bet for success.

Problem- / benefit-led content – you need some content ready to use to fuel whatever communications push you go for. What stories can you tell that speak to your target customers challenges, wherever they are in their buyer journey? If you know what your message is, you can spin that story into any content format you need – whitepaper, blogpost, email copy, social ads etc.

Nurture flow campaign contentlead nurture can be automated or hand-cranked. Its not just for those with expensive marketing automation platforms. Organise a series of content pieces that can form a campaign designed to take your buyer personas on a journey.

4. Activation

Referrals – how easy can you make it for people to refer, recommend or give you testimonials? Start with the warmest folks in the networks closest to you: clients, ex clients, partners, peers and alumni and ask them for help. Draft an update note that outlines what you’d like them to do, with a shareable email they can simply forward to refer you and your business. What can you offer in return for their help to make it worthwhile – can you connect them to others?

Prospecting – how can you go about generating new prospects to market to, for short term results and alsoover time?

–  The fastest way to build your marketable prospect list is to create a lead magnet:

– Events: create an event, use paid advertising, get people to attend / sign up for a newsletter. Boom you can start to nurture those leads.

– Content: create a pillar piece of marquee content, use paid advertising, get people to download / sign up for a newsletter. Boom you can market to them.

– Advertising: paid social, PPC and digital ads can help to raise profile over time as well as support specific campaigns. The watch out here is that this can be expensive and needs to be targeted closely. It’s essential that you keep an eye on your cost per acquisition (CPA) / customer lifetime value (CLV) ratio.

– Content marketing: an ongoing strategy of developing SEO optimised content to build authority and an audience overtime.  This is particularly important for your company’s blog, where getting a conversion rate of 2 to 5% is the optimal goal. However, it is not always easy. 25% out of 23 marketers participating in a Databox survey reported a lead-to-visit conversion rate of just 1-2%. 

What's your visit to lead conversion rate on your blog?

That is why it is essential that the strategy you come up with needs to include the goal of getting the lead-to-visit conversion rate where it needs to be. With careful monitoring of this metric and timely adjustments, your content marketing can become your most powerful tool.

Nurturing – working with existing prospects. We know it takes many touch points with a potential customer before they convert. Can you put a proactive campaign in place to accelerate leads through several touches in short succession, with the goal of conversion? The key is to make sure each touch is respectful and focused on delivering value in and of itself to the customer, and leads them on a journey. You need to be creative, consistent, and gently persistent. What should the touches be?

Here’s a suggested lead nurture campaign content flow to get you thinking:

– Customer problem ‘thought leadership’ piece – quantifying issues and looking at how that problem can be addressed.

– Case study piece: break down how others have addressed that problem.

– Useful third party content: can you share a link to a relevant and appropriate source – news, research etc.?

– Tips and tricks listicle for addressing the customer problem.

– Free offer: can you offer a product/service taster to get the prospect to experience your proposition?

Overnight success is the result of one thing: luck.

But you know what they say. The harder you work, the luckier you get.

We hope our tried and tested techniques above will make your lead generation work harder for you.

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Is content marketing in decline? https://wearefandg.com/2020/10/07/is-content-marketing-in-decline Wed, 07 Oct 2020 12:33:43 +0000 https://wearefandg.com/?p=12595 Jane from F&G Funnel Mechanics looks at the evidence and crunches the numbers to find out whether it really does pay to invest in content marketing. She also looks at which content types are the highest performing at each stage of the funnel.

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Well, it depends what you mean. It’s harder than ever to get cut through. It’s getting more costly. But the volumes just seem to be increasing.

So is it worth pursuing?

According to the Online Marketing Institute and Microsoft and Google it takes multiple touch points with a brand to convert a prospect into a customer. Google estimates the financial investment customer will engage with brand content online 8-9 times before making an investment decision. For the OMI, touches 1-5 are simply about building basic brand awareness. Conversion isn’t likely to happen until somewhere between touch 7 and 13. (And yet 89% of sales people give up on the opportunity around touch 4 – run out of outreach ideas perhaps?).

Profitwell’s research shows that content marketing as a customer acquisition channel is fast accelerating in cost and volume of output, even as engagement drops. Profitwell sees this as an indication of the maturity of content marketing. An analysis borne out by the Content Marketing Institute’s 2020 study into B2B content marketing. The CMI found that overall success with content marketing is similar to that reported for the last 3 years.

But even if customers are more difficult to reach, and the proliferation of content makes getting cut-through harder, content marketing is still driving business. Of respondents to the CMI 2020 study:

  • 86% said content marketing creates brand awareness
  • 70% found it generates demand
  • 68% found it nurtures leads, and
  • 53% found it generates sales

Which content types are the highest performing at each funnel stage?

So is it in decline? Well, no. It might be an ongoing and costly endeavour but it’s clear that content remains the fuel that drives the marketing engine.   The tough message is, we just need to work harder at creating work that delivers.

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Are you getting ROI from your marketing automation? https://wearefandg.com/2020/10/01/marketing-automation-platforms-or-point-solutions Thu, 01 Oct 2020 10:20:36 +0000 https://wearefandg.com/?p=12564 The post Are you getting ROI from your marketing automation? appeared first on F & G Funnel Mechanics.

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What is marketing automation? Fundamentally, it’s the process of using technology to streamline, automate and measure marketing tasks. 

Deployed right it takes care of repetitive tasks so that marketers can focus on more strategic activities. More, marketing automation enables targeting and personalisation at speed and scale, so boosting marketing efficiency and revenue growth.

Sounds fantastic! But in practice, many companies find deploying it right is not easy.

A bit of history

Marketing automation technology grew out of customer relationship management software. It began life as email marketing add-ons but really came into its own in the 2010s. Advanced features were increasingly integrated allowing marketers to manage social media, landing pages, mobile messaging, ads and more. As a hot new area of marketing technology, it rose up the tech hype curve attracting the attention of the big brands. And, subsequently, a series of big ticket buyouts.

As is the way with such market consolidation, what started out as great point solutions, evolved into large multi-functional platforms. Fantastic utility when used and managed right. But often complex and costly to integrate and operate.

Making the most of  it

If you’ve invested in a big marketing automation platform, are you wringing every last drop of value out of it? If you’ve yet to try automation, where do you start? And if, like most, you’ve a hybrid blend of tools and systems, how do you find a path to rooting out inefficiencies and unnecessary costs, and focus in on what drives growth? 

Getting your plan together

To find out, you need to go back to the beginning and review your funnel. Or, more specifically, map your existing customer journey. What are the key performance indicators you use now to measure that journey from awareness to revenue and referral? What data can you access along that journey? What is the tech architecture supporting the funnel?

From this position of clarity you can see what’s working, plus you can spot gaps and issues. This will help you to identify the right KPIs to track. And to determine exactly which technology platforms and tools you need to optimise, to drive growth. 

It might be that an all singing all dancing platform is just what your business needs. Or it could be that a simple optimisation is all you need for now to fuel your next phase of growth.

Starting with the customer and building tech-agnostic evidence will show you the way.

The post Are you getting ROI from your marketing automation? appeared first on F & G Funnel Mechanics.

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