Published on by Digitally Squared

Marketing is a critical function for any modern organization. It has the potential to transform an organization and can determine its entire growth trajectory from starting up. Here are 10 ways how a company’s marketing department can deliver real business value to clients including startups:

1) Ensure effective market positioning to demonstrate value proposition The right projection of the company’s position in the market is essential to demonstrate its value proposition and drive its demand generation initiatives. This requires a clear articulation of what the company represents, and what are its goals and inherent capabilities. Marketing plays a major role in conveying this message to a wider, intended audience.

2) Leverage the speed of innovation Disruptive technologies like Big Data, Cloud Computing, and Mobile Apps have accelerated the speed of innovation for digital businesses. Marketing teams must ensure that a company’s new engagement systems connect and blend within a development cycle of the systems of record that already exist.

3) Move from product-centric marketing to a buyer-centric setup Customers today are more concerned about business outcomes than the specifics of products. They are increasingly exhibiting a stronger desire to learn about understanding how businesses should think about designing, establishing, and managing new and future-proof environments. Shifting from a product-centric to a buyer-centric marketing focus is therefore the way ahead.

4) Shifting from B2B to B2I Focus is increasingly shifting from B2B (business-to-business) to B2i (business-to-individual) – the goal being to ultimately market to an individual, and break down segments to familiar buying behaviors. This kind of marketing sophistication calls for specific and relevant content creation that can be conveyed through the right channels at the right time.

5) Empathy is key Being empathetic means understanding one’s products/services and customer’s needs equally. Empathy in marketing and towards buyers are both equally important characteristics that help deliver better business results.

6) Leveraging marketing technology to handle the sales and marketing funnel A well-integrated platform of engagement helps marketing teams track both ends of the marketing and sales funnel – from social impressions, unique visitors, and other top-of-the funnel activities, moving on to responses, leads, and value conversions to the sales pipeline.

7) Being curious and solution-oriented Marketers must be curious, ask questions constantly, have a passion for innovation, and always be ready to solve the next puzzle and all of this is collectively a data driven process. Specific desirable behavioural traits combined with healthy curiosity is what will define marketers of the future.

8) Manage resources with the generational divide in mind The new generation of marketers are eager to learn, very adaptable and willing to apply latest technology to solve problems. Veteran marketers, in comparison, are flexible, eager, and open to new learning. It is therefore the responsibility of the marketing leadership to ensure that these two groups are able to work in tandem.

9) Identify opportunities to innovate at every level Instead of the traditional top-down approach of driving innovation initiatives, a grassroots level innovation culture works better at an individual marketer level. A program that identifies the innovators in the organization can go a long way towards nurturing a culture of constant innovation in the organization.

10) Build a culture that values speed and ownership through collaboration Building a collaborative culture where speed is valued and ownership accelerates the delivery of innovative solutions can help a company achieve its desired objectives. The above pointers can help the marketing teams of companies drive better business results.

Let us build your online marketing toolkit that converts best. Click here to know more. We believe that value marketing is about a lot more than just campaigns and advertisements and it involves setting up the right infrastructure to help support engagement and create positive experiences that drive word of mouth and generate referrals for every clients including startups. As Jeff Bezos once stated “If you build a great experience, customers tell each other about that. Word of mouth is very powerful.”

 

 

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