The final in our three-part series, this blog has content for all readers but will probably provide the most benefit to partners with larger marketing departments – six or more FTEs or 2-5 FTEs plus agency support. Smaller marketing department? Check out my previous blogs for tips for small and mid-sized marketing teams.
Congratulations on having a robust marketing department and ample resources to deploy! However, as you probably know, all the money and staff in the world won’t help if you don’t have the right marketing mix and message.
With a larger staff and greater investment in marketing, you have the resources to support each stage of the cloud buyer’s journey, so here are three objectives to consider when allocating those resources:
  1. Team specialization and coordination across your company
  2. Sophisticated tools and data measurements
  3. Demand generation
Team specialization and coordination
With a large marketing team, you’re able to deploy marketers on all stages of the customer journey and across many channels. Consider focusing your team members to address specialties such as campaign management, social marketing, content creation and curation, analytics, communications, etc. Your highly specialized team will be able to run longer-term campaigns designed to build awareness and generate demand.
As company size increases, so too does the risk of information silos. Be sure your team communicates and coordinates with sales, finance, service, and support departments at your organization to align messaging and goals. Work with finance to be on top of renewals, for example, and leverage IT consultants to help with cross sales. Those on the front line with customers have valuable insights into the pain points customers face, the concerns customers see on the horizon, and the content they find most valuable, so use their knowledge to inform your marketing decisions.
Hear from Chris Hertz, President of New Signature, on how his organization found success by focusing on segmenting customers and tailoring content to those segments, effectively having dialogues around the content their customers care about.
Tools and measures
Now that you have this big, specialized team, help them stay focused on the task you hired and trained them to do. Investing in more advanced technology to help you manage multiple media channels will free up your team to do more marketing, less managing. Hosting and participating in larger events is a great way to locate prospects and nurture existing relationships, so consider looking to outside sources to organize and run them, allowing your team to concentrate on how to leverage the events strategically.
With more data coming in from your longer campaigns and bigger events, you’ll want to capture all the information buried in the numbers. Hire or outsource data analytics expertise to surface up those actionable insights – mining customer response to marketing efforts can highlight what types of content and data your customers engage most with. Be sure to have a customer data governance process in place both to protect customer information and to be sure no valuable insights are missed.
Demand generation
You have the team, the tools, the data – how to use it all to generate demand for your products and services? Here are some ideas to consider:
  • Advance your content production. Use the data your efforts have generated to create highly personalized customer experiences.
  • Upgrade your website. Advance your site with responsive design and personalization.
  • Employ campaign landing pages and paid search. Increase your organization’s SEO and brand recognition; guide prospects to your website.
  • Demonstrate thought leadership. White papers, articles, blogs, are all good ways to show that your organization is not just up-to-date but is out in front of the changes going on in the industry.
  • Host events. Attend and sponsor larger industry events to spread your name and message to a select, appropriate audience.
Having a larger marketing team means having the ability to do more, but it also means greater responsibility for managing those resources to ensure consistency in brand and message. Remember, you’re building your community, not just looking for the next sale, so it’s worth it to really hone your message to the community you want to develop.
I’ll be talking more about marketing strategy and tactics in the weeks to come, so stay tuned! I’d also love to hear your questions and feedback about matching marketing to the cloud buying journey, so please add your thoughts to the comments on our Facebook page.
Do you have additional feedback or comments? Let us know on our Facebook page!