Marketing Performance: Summary
The main thrust of this video and article is to highlight the need to re-organise marketing teams if you want to counter the decline of digital marketing and embrace digital selling and all it can offer. It is important to understand this strategy is not about money! It is about ensuring your marketing team understand that B2B sales and marketing has already evolved to Digital Selling and that process requires you to re-organise marketing and what your people do on a daily basis.
We explore a more effective and profitable way for businesses to grow B2B revenue and reach their total addressable market by improving marketing performance to win more buiness through a combination of restructuring content, email, and social media advertising banners to invite business prospects to a weekly live stream show, replacing traditional telesales and cold calling tactics.
Regarding costs, once you map all this out, re-organising marketing will costs dramatically less than the false strategy of digital marketing, as in demand gen, lead gen and ABM. It happens to cost approximately a third of your entire marketing budget.
Table of Contents
- Marketing Performance to Drive Digital Selling
- Marketing Performance Means Adopting Live Streaming
- Social 444 and Adverts to Flip Marketing Performance
- Leveraging Technology for Marketing Performance
- Embrace New Marketing Performance Strategies
- Marketing Performance Takeaways
- Marketing Performance FAQs
- Conclusion
1. Marketing Performance to Drive Digital Selling
As a seasoned professional, I have seen the power of Digital Selling drive marketing performance beyond anything you will have experienced. By reorganising your business' approach to marketing and sales, you will make selling easier for B2B sales people and increase profitability while decreasing overhead costs. Digital selling focuses on providing engaging content, utilising platforms like email and social media to reach out to potential clients, and replacing cold calling with live streaming shows.
Building marketing performance is not a one-off activity, but adopting digital selling as your primary strategy will deliver results you have never seen in any other business, or experienced yourself, until now.
2. Marketing Performance Means Adopting Live Streaming
Live streaming has become an essential marketing performance tool for businesses looking to grow and expand. By hosting weekly live stream shows, you can effectively engage with your audience and provide them with valuable information about your products and services. This interactive method of reaching potential clients can lead to increased brand awareness and ultimately, more sales.
This approach requires a change of understanding how you organise a marketing team. It must not be operations and administratively driven. This has proven to be detrimental to all businessees. Now is your opportunity to re-organise marketing to reach more prospects now that you ever have in the past.
3. Social 444 and Adverts to Flip Marketing Performance
To maximise the impact of your live streaming efforts, you'll want to use Social 444 and Adverts to invite prospects to your shows. You will need to be prepared to organise your marketing team in such a way that you're able to create multiple adverts, creating eye-catching banners and targeted adverts, enabling you to reach a wider audience and increase the chances of them attending your live streams.
4. Leveraging Technology for Marketing Performance
In the age of digital selling, it's crucial to utilise the right tools and platforms to achieve the best marketing performance results. For example, ChatGPT can assist with copywriting, while Mid Journey, Adobe Firefly, and Microsoft Designer can help create compelling images and visuals. Additionally, platforms like Blackmagic Design offer low-cost access to live streaming technology and equipment. Also, with the progress of the likes of Runways, there are so many opportinities to exploit AI video too.
5. Embrace New Marketing Performance Strategies
Change can be challenging, but embracing new strategies like pivoting to digital selling can lead to significant growth for your business. By incorporating tools like Podcasts, Photography, and SEO & SEM, you can revamp your marketing strategy and increase your chances of success.
Change Management
What could be seen as simply replacing a few elements of marketing would be an incorrect assumption. To change 'hearts and minds' takes more than a few videos.
We advocate a significant change in the way businesses operate when it comes to I.T., Sales and Marketing. Watch this video to see how you can adopt a new way of working with the expectation to increase profitability and restucture headcount and costs.
With any type of change there must be some reorganisation. Your existing business has been functioning in a way that aligns itself to current marketing expectations, i.e., to the strategies of B2C and not a separate B2B methodology.
As explained in this video series, the overall approach to business marketing has been driven by a perceived expectation that marketing automation and marketing technology is responsible for success. And when it doesn't happen, which is very often, the software operators (i.e. the marketers) and the software managers (i.e. the CMO's, Marketing Directors and Head of Marketing) are fired or leave before they're pushed.
As CEO or Managing Director, you are the only person in the business who can 'stop-the-rot'. The marketers believe they technology is amasing and repeatedly embrace it. Sales people are always complaining they don't get enough leads and the real loser is the success and stability of the business.
Marketing performance is not simply about devising a new advertising strapline. It is about adopting strategies that will challenge and change other departments to ensure new business growth is supported by everyone, not just sales.
Digital Selling Organisational Chart
In the video below I explain how your internal organisation structure can be changed to accommodate and adopt Digital Selling and the impact it can have to significantly increase exposure and profitability and, at the same time, reduce overheads and head count.
The business community, from investors, to directors to bankers, all expect there to be two specific rows on a P&L account or projections; Sales & Marketing - We all comply because it's all about the money. However, I can categorically state that the B2B marketers don't know what they're doing, and I've explained all this previous as it related to marketing automation and so on. The fact remains that the average tenure of a CMO is only eighteen months. This illustrates thst CEO's know there is a problem but can't put their finger on it because of the intense exspectation to invest and utilise marketing technology.
In the previous article/video I explain in great detail how to adjust your marketing to get around the technology making your business invisible.
In the broadest of terms, I recommend you adopt digital selling as part of your marketing performance directive. Shift the owness of new business development to creating and distributing content to educate your vertical market/audience and make sure your website can communicate everything you do, enabling prospects to become customers, all by engaging with your content and digital selling infrastructure.
Technology (formerly I.T.)
The first hurdle is to recognise the role of the technology team. Too much responsibility has been given to marketing to manage their affiars when it comes to technology. I recommend that all digital is supported by technology business unit (formerly I.T.). Certain personnel can be moved from marketing to Technology, as I am not proposing to increase the workload of I.T. staff, simply to shift the workforce and ensure the business intelligence stays within the business for longer.
Content (formerly Marketing)
The title of your most senior marketer or CMO, becomes Editor-in-Chief as you're producing content to engage. This include video, podcasts, live stream shows and of course articles. You are able to reduce our sales team numbers and their work is now being transposed into an online digital process, which is what the Internet was supposed to do in the first place. this is not to be confused with ecommerce or online shopping, that is completely different.
You mission, should you accept it is to harness and coral all the sales knowledge of your people and recreate it digitally to enable prospects, from all over the world, at any time of the day or night to access your company, learn all about your products and place an order without speaking to a salesperson - ever!!!
If your CMO is not up to it, replace them!
New Revenue Teams (formerly Sales)
Due to the increased acivity of the Content Team, people formerly in sales can be redeployed to support Content or their employment could be terminated. Overall, less people are required, which also changes the compensation plans as on one person would be responsible for the success of the business, they all are. This means a bonus scheme can be put in place that all can benefit from.
6. Marketing Performance Takeaways
- Embrace digital selling as a key element to your marketing performance strategy for business growth.
- Leverage live streaming to engage with potential clients at scale.
- Utilise Social 444 and Adverts to keep visible in the eyes of your prospects.
- Ensure you have critical knowledge of the size and accessibility of your Total Addressable Market
- Adopt live streaming to drive marketing performance to new heights and engage with your TAM at scale.
- Be open to change and pivot your business to embrace new technologies, especially live streaming cameras and switchers.
7. Performance FAQs
Q: What is Marketing Performance?
A: The salesXchange definition of Marketing Performance is the critical strategy and management of a set of activities designed to generate new business income and significant profitability, without referencing meaningless KPIs. Peerformance marketing is not dependent on one person, rather it is the responsibility of every employee.
Q: What is digital selling?
A: Digital selling is a modern approach to marketing and sales that focuses on providing engaging content, utilising platforms like email and social media to reach out to potential clients, and replacing traditional methods like cold calling with live streaming shows.
Q: How can live streaming benefit my business?
A: Live streaming allows you to engage with your audience in real-time, providing valuable information about your products and services. This interactive method of reaching potential clients can lead to increased brand awareness and ultimately, more sales.
Q: What is Social 444?
A: Social 444 is a digital selling strategy that involves using targeted social media advertising banners to invite prospects to your live stream events, thereby increasing the reach and impact of your marketing efforts.
8. Conclusion
By embracing digital selling and incorporating live streaming into your marketing strategy, businesses can effectively reach their total addressable market and experience significant growth. Utilising platforms like Social 444 and Adverts, along with the right technology tools, can enhance your marketing efforts and increase your chances of success. Now that you've learned about these powerful strategies, we invite you to watch our video for even more insight into how you can transform your business.
Keep exploring this website and keep learning. Only those businesses who embrace change will win! And that's you!
The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.
