Imagine that you provide catering equipment to the Education sector.
An unexpected sales opportunity turns up in your Google Analytics. It shows that Castlereagh Collage has spent 8 minutes 41 seconds on your website and viewed nearly four times more web pages than the average visitor. Now that’s a hot lead.
So what do you do? You could call them but the problem is that they were looking at this three weeks ago. The opportunity while hot then may now have passed.
Next imagine you have a spike in traffic onto your business-to-business website. What caused it?
Turns out that due to some good off-line trade PR you got nearly double the website traffic, all from new potential customers (as opposed to returning existing clients). It didn’t translate into new sales leads. Why? Because the PR piece talked about a new innovation in catering equipment, your website home page talked about when you were established. The customer hadn’t the time to go looking through your website navigation and the internal site search box you have at the top of your website, that returned out of date PDFs.
So what happens next is that Sales people usually look upon the Marketing department as ineffective. Marketing, feeling the pressure from Sales then decide that the fix should be to build another campaign microsite or redevelop their website.
What is needed is a strategic plan to attract new opportunities using online and offline marketing methods, to understand what opportunities look like and formulate a business process to maximise the opportunity. This requires business leadership and process creation. This is the job of senior management.
At iON we help bridge the technology/marketing understanding gap for senior management. We work to establish a digital strategy that produces sales opportunities through business process. We know the importance of return on investment and how to achieve it. The wonderful thing is, these new opportunities might already be sitting under your nose just waiting for you to discover them.
Call Yolanda or Niall on +4428 9045 5911 to make an appointment
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