Marketers have THE power to create magic with words and images to change our perception. Imagine a world where marketerscan keep your sales pipeline full at all times. Imagine where marketers areable to create a brand promise THAT customers gravitate to. IT ispossible if they are given a chance and HAVE THE experience to deliver it.
Today marketers are highly scrutinized and they need justify by creating lots of content to show their value. The pressure of creation forces marketers to create a lot of content and make it available in many environments which increases thecosts over time around maintenance and sustaining their content. This becomes a viscous cycle andcannot be managed in THE long run. We can end that cycle.
First you need to define the objective that help marketers to focus on sales and secondly onstandardization to reduce ongoing costs.
Today I will share insights that can help you reduce marketing costs by enabling a robust knowledge sharing platform for your organization.
Before you think about creating an experience,there are 3 things you need to know about Marketer’s DNA to provide a comprehensive solution:
- All marketers have a substantial ability to understand customer’s needs and willingness to share insights with stakeholders.
- All marketershave a substantial ability to change mind shift using words and video. Storage capacity is critical.
- All marketers need resources to do rapid experimentation to test their campaigns.
To make marketers successful and in turnhelp your company’s objectives, you need to focus on 4 critical capabilities for enabling the right tools for marketers:
- User Segmentation: Marketers needs all resources to segment their customers todo their daily activities. The effort should easily be integrated with a CRM system which includes contacts management, list management, and the capability to create content bysegmentation and executing campaigns across all assets. Segmentation is critical for marketers, so make it easy.
- Knowledge Storing and Sharing Center: Marketers need a simple and easy to use platform wherethey can store and repurpose LARGE pieces of content such as templates, videos,graphics, value proposition, testimonials, case studies etc., all in one place.Also make it easy to archive content.
- Knowledge Chat: Marketers prefer to connect with people easily. They prefer a real-time chatting environment to discuss, share, and communicate the right information at the right time.
- Marketing Tools Repository: Marketers prefer standard tools and templates to drive consistency and predictability. Providing an easy to access downloadable tools will allow marketers to design and implement best practices.
Let us know how you empower your marketers in your company. Love to hear your ideas!
