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Growth marketing is about increasing pipeline so the sales organization can be more successful, faster. My guest on this episode of the podcast approaches growth marketing through hyper-personalization. What is that? Imagine yourself driving down the highway and two billboards appear along the road. One is a generic, “buy this product from us” presentation while the other speaks directly to you, addressing a very specific personal need you have. Which are you most drawn to?
Ari Capogeannis is Senior Marketing Director in charge of Demand Generation for Cumulus Networks.The company designs and sells a Linux operating system to deliver networking solutions for large datacenter, cloud computing, and enterprise environments.
. Ari has seen how hyper-personalization —directed at every person within the decision-making unit of mid-market and enterprise businesses — can accelerate sales pipeline with truly qualified leads as well as decrease the time to close. Listen to hear a brief but deep-dive explanation of what hyper-personalized growth marketing could do for your modern marketing strategy.
This episode is sponsored by XANT, the enterprise leader in sales engagement. Xant has authored the Definitive Guide to Sales Cadence. Get your copy at www.SalesCadenceGuide.com
Acquisition, Engagement, Retention: Three Pillars Of Growth Marketing Ari explains that there are three aspects of growth marketing that must be mastered:
Acquisition Engagement Retention He explains how a hyper-personalized approach to growth marketing can improve the effectiveness of each of these pillars by introducing a new concept: He calls it “Demand Gen 3.0.”
Demand Gen 1.0 is marketing that’s focused on marketing qualified leads (MQLs) which is primarily a volume play with limitations.
Demand Gen 2.0 is focused on generating opportunities within target accounts and managing those opportunities in collaboration with the sales team. It uses scoring models to develop accountability and measure the journey of those opportunities. It’s less about leads. It’s all about driving opportunities at accounts.
Demand Gen 3.0—which is what Ari is advocating— refers to a holistic approach whereby marketers create a digital experience that addresses specific pain points of each person encountered on the website and other digital channels. Different than 1.0 and 2.0, this 3.0 approach is not just lead gen and it’s not just coming up with scoring models that allow sales teams to be more efficient.
Demand Gen 3.0 is about leveraging the marketing technology stack to deliver messaging that speaks directly to the pain points of the varied members of the decision-making team within a prospective customer’s decision-making unit. It’s done by segmenting content according to role and persona and also providing it directly to the sales team for their use.
What Size Marketing Staff Is Required to Hyper-Personalize Marketing This Way? An approach to growth marketing that dives so deeply into hyper-personalization by personas and buying stages sounds very people intensive. It’s understandable to think that it could require many people. But Ari explains how, by making the right choices about tools within the MarTech stack and centralizing the data, these tasks can be handled by a team of one, two or three people, of course depending on their other responsibilities.
He says you must hone in on the tools that can integrate effectively. You may need to replace four or five separate technologies in your MarTech stack to achieve centralization of data that enables your team to manage personalized messaging. This change will impact everything, including targeting, predictive analytics, sales enablement and more in a way that accelerates your ability to be effective in this growth marketing strategy.
Effectively Passing Personalized Assets To The Sales Organization By using this streamlined set of predictive analytics tools and other MarTech solutions, Ari’s team can discover insights about the prospect’s buying journey, both on and off the company’s website.
Off-site: Are people researching key brand terms or other terms related to the products that Cumulus Networks sells? Are they exhibiting behavior that indicates an interest in the company’s offerings?
On-site: Ari’s team can tell exactly when people from matched accounts are hitting the website each day, tie it to a sales territory, and arrange to sort each one by sales engagement stage. Then he can identify leads that indicate buying intent and provide them to the appropriate person in the sales organization. The integrated and centralized way the tech stack works enables sales to understand the content paths they should use—by vertical, purchase intent, stage, who they are competing against, etc.
Ari refers to this as “People-Based Marketing”—it…
HASHTAG MISTAKES That Are HURTING Your Instagram Growth! (HASHTAG STRATEGY 2020)
Want to know how to use hashtags to grow on instagram?
In this video, I’ll go over my instagram hashtag strategy 2020, including the best instagram hashtag strategy, how to use instagram hashtags properly to avoid the top instagram hashtag mistakes, as well as how to fin the best instagram hashtags. There are key hashtag istakes to avoid when it comes to looking at your instagram hashtag strategy, and by watching this video, you’ll also answer the question “do hashtags still work in 2020!?”. The short answer is YES.. but only when you do it right. Tune into today’s video as we explore some of the top instagram strategy 2020 and the best instagram strategy 2020.
Disclaimer Vanessa is a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to www.amazon.com.
The Turn Your Followers Into Clients Facebook group is specifically created for Coaches, Consultants, Strategists, Experts, and Educators who want to get VISIBLE on social media so they can book clients and build massive influence for their coaching or consulting business.
This group is hosted by Vanessa Lau. She is a marketing strategist, business coach, and content marketing expert who grew her business to multiple 6 figures in one year alone using the power of social media.
She now uses this group to teach other coaches, consultants, experts, and strategists how to leverage social media to create massive tribes and drive quality leads to their client-based businesses.
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Get a first-hand account of how Artificial Intelligence and automation are changing the way digitally mature brands and agencies work. The session will cover the benefits and obstacles businesses face when adopting AI, and case studies of successful AI implementation in cross-device marketing campaigns.
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Growing a business can be quite challenging! First, you come up with a viable idea, then you discover a profitable niche, define the demographics of your target audience and then create something valuable to sell to them. However, irrespective of how easy the aforementioned procedure sounds, the real task is in getting the word out there.
Without marketing, your business is as good as not in existence. Marketing is how you get your business across to as many people as possible. The truth is that even if you have the world’s best product that can solve nearly any problem if no one knows about it, how will they buy?
Marketing is discovering how people want to perceive a product, knowing how they want to buy it and then selling it to them, which is why every entrepreneur has to create a good marketing strategy to help promote their businesses.
In this video, I’ll share with you 10 Marketing Strategies to Fuel Your Business Growth. This, I believe will help you become a successful person. If you’re new here, consider subscribing so that you won’t miss other interesting videos like this.
There comes a time in any business where focusing on a single marketing channel becomes an issue. Once you are beyond the “survival” stage of a new product, it’s time to consider upgrading your strategy to minimize risk and create long-term growth.
The problem is that it can be difficult to know when or how to make this move. And sometimes businesses completely fail to revisit or upgrade their marketing strategy. Either because attention has shifted to a new project, or because the marketing team fell in love with the original marketing channel.
Of course, it’s faster and easier to get more value from an existing channel than to nurture a new one. So teams have a strong incentive to focus on what has worked in the past. But of course, eventually every channel reaches a point at which investing additional time and money isn’t worth it.
In this video, I share some advice on when and how to make the shift from a focused approach to a diversified approach. Plus two different ways a marketing team can take on additional channels.
There are different ways to enter a market (start a business), you could introduce a completely new product or introduce an enhanced produced to an already existing market, or you take an already existing product to a new a market or you could simply enter an existing market with your own version of an existing product. There are different level of risks for each strategy but they all WORK. The key is knowing what growth strategies work for different market entry strategies. In this video, I and Debola Ajayi do a deep dive into market entry and product development/growth strategies for new businesses.
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