Interview in progress
- 26 Mar
Marketing has always been about more than organising brochures and updating the social media accounts, but now more than ever it is about demand generation: a constant process of identifying prospects and moving them through the sales funnel.
If you are thinking about employing a Marketing Director and want him or her to be at the heart of the growth of your business, here are some questions that you should ask during interview.
- How will you make sure we can be found consistently by businesses looking for the services that we offer?
- How will you actively identify and target the businesses we would most like to help?
- How will you engage an increasing number of prospects over time and nurture them towards becoming a paying customer - in a way that is measurable and scalable?
- How will you help an SME to educate itself before it feels comfortable to make contact?
- How will you provide proof points to our claims of being the fastest, cheapest, most flexible (or anything else that might be in your value proposition)?
- How easy do you make it for the prospect to find out more or apply - 24/7?
- How near to a one-click application can we get?
- How will you make sure that our marketing is metronomic and 'always on'?
- How can you automate the nurturing process to make it scalable?
- How will you avoid constant process re-engineering as we outgrow early technology choices?
Marketing and sales alignment
- How will you connect marketing and sales so that they work together as an efficient and effective business development unit?
- How will you maximise productivity by focusing valuable and expensive sales resources on only the warmest opportunities?
- How will you know which prospects need to be fast-tracked into sales and which need further nurturing by the marketing process?
- How will you differentiate between implicit buying cycles such as return visits to the website and increased interest in our content, and the explicit signals like completed contact forms?
- How will you know whether those implicit signals indicate active interest (viewing demos, visiting pricing pages etc) or early curiosity (e.g. clicked links in emails, read a blog post)?
- How will you create a feedback loop so that the definition and quality of a warm lead constantly improves?
- How will you monitor both the lagging and leading indicators of business performance?
- How will you visualise our sales funnel so we know which prospects, and how many, are at each stage?
- How will you value our sales pipeline and sanity check it against known conversion ratios?
Here at The Marketing Eye, we can support the interviewing process or we can act as your Marketing Director ourselves and provide the answers to all of these questions and more. We are equally happy supporting in-house marketing teams filling any gaps that might exist in experience or capacity. Please contact us to find out more.
- 19 Apr
Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...
- 14 Feb
Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...
- 24 Jan
Following the European Commission’s recent press release on the updates to the General Data Protection Regulation (GDPR), we take a look at the key points that will affect all businesses using the...
- 29 Dec
Is content marketing just another in a long line of marketing buzz words? Well, here at The Marketing Eye, we don’t think so....
- 13 Dec
A marketing strategy is more than just a string of campaign ideas, it has to be a sustainable, measurable process that drives sales and business growth. Here are 7 essential stepping stones to help...
- 12 Aug
Some would say measuring the value of PR is like knitting fog - it can't be done: it's certainly a topic that has exercised the mind of marketers and brand owners for aeons....
- 03 May
I am often asked to explain the difference between the various marketing technologies and show how they can be linked together to provide efficiency and scalability. The following diagram has been...
- 04 Apr
For anybody to buy 'off the bat' in B2B is rare. The consideration process is long and there can be multiple stakeholders involved, so we have to create multiple touch points to move people along...
- 31 Oct
Take a look at most crowdfunding campaigns and there is likely to be a line for 'marketing' in the section on how the money is to be used. If you're lucky, it will be broken down into 'website...
- 24 Jul
79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance (Source: MarketingSherpa)...