Marketing is an ongoing conversation between you and your customers. It paints a picture of your business’ values, products, and services through every touchpoint you have. And each touchpoint matters. Each is an opportunity to engage and develop relationships between you and your customers.
So, why do so many businesses see their marketing channels as separate? A personalized email or new landing page might draw people in, but what good are they if their outdated design or poor user experience drives them away? This mismatched approach sends mixed messages, diminishes the credibility of your brand and erodes any trust you may have.
At Digital Reach, we believe your entire marketing engine is an interconnected system, with one core element affecting, feeding, and driving the others. Your web presence reflects your brand and feeds into your email marketing. All of which is driven by your product development and powered by the collaboration of marketing, sales, and development teams. Each role and activity has a part to play in the overall success of your business to open and expand pipeline growth, increase revenues, and ultimately lead to overall business success.
To reach that success, we believe in three core pillars to drive success in an interconnected marketing engine: a resonant brand message that’s essential to a robust pipeline, a proper data infrastructure that ensures you don’t leave revenue on the table, and proper generation tactics designed for your unique business. Smart businesses know that focusing on those three pillars can unlock their full marketing potential.
The Challenges of Traditional, “Siloed” Approaches
Many businesses, even non-traditional modern ones like technology companies, still rely on traditional marketing strategies. While the strategies themselves aren’t bad, the way they’re used isolates teams and their work. They become isolated, or, siloed, approaches because they’re solely based on the isolated activities, the people or teams working on them, or even the isolated objectives they’re trying to achieve.
But today’s buyers are so interconnected when it comes to their online lives that you can’t silo marketing activities anymore. After all, you might be reading this post on a browser on a mobile device, in an email newsletter, or both. A siloed marketing approach is problematic for many reasons, including disjointed brand messaging, inefficient lead management, and wasted resources on activities that lack a cohesive marketing strategy.
Disjointed Brand Messaging
In siloed marketing approaches, different teams and departments may operate independently. Each team thinks they know best, leading to inconsistent messaging across your marketing channels. For example, your social media team might communicate one brand message, while your email marketing team contradicts it in their channels. Your audience gets confused, weakening your overall brand.
Blunted Impact of Different Channels
The result is the same whether we’re talking about paid media and SEO or social media and event marketing. When channels operate in isolation, their combined impact is blunted and often equals less than the sum of their individual efforts. So, when you’re investing heavily in paid media campaigns without considering the synergy it could have with your SEO efforts, you’re not enjoying the benefits of either. You end up with a mismatched online presence that fails to maximize the overall impact you could have on your primary audience.
Lack of Overall Marketing Strategy
Siloed marketing strategies often fail because they don’t match elements present in other marketing efforts. Without a comprehensive marketing plan, you won’t have anything that ties together the elements of each cohesively and gets you the results you’re looking for. Your business might invest heavily in paid media and social media campaigns that look nothing like the email marketing and in-person marketing you’re doing at your live events. Your business leaders will be forced to make marketing decisions on the fly, resulting in missed opportunities for brand growth and market impact.
And these are just some of the challenges facing today’s marketers using siloed marketing approaches. Unless you take the time to ensure that the visual identity, messaging, voice, and digital experience of your brand are the same across all your marketing channels, you won’t see the success you want or need.
The Best Solution is a Holistic Approach
That’s why we at Digital Reach believe in and work with what we refer to as a holistic marketing approach. We know that aligning your brand, connecting your tech stack and data, and ensuring that each element of your marketing works cohesively leads to more positive and effective results. That means looking beyond the logos, color schemes, and font choices of your brand identity and learning how it can affect and be impacted by other various marketing activities. — and vice versa. Each aspect of your marketing informs and fuels the others so that none are left to work in isolation. Each activity and the teams performing them work together seamlessly to empower your business to find the right pathway to success.
Think of it as a holistic understanding and synergy of all your marketing efforts so that everything works in a systematic way designed for success. For example, by optimizing your audience segmentation and paid media investments, you’ll roll out a smoother user experience and fill up more of your pipeline. One client did this and saw a 200% increase in their pipeline.
In another case, a SaaS client, Rollworks, aligned their sales and marketing teams to revolutionize their website’s B2B customer engagement and 3X’ed the number of booked meetings, while generating $5M in their pipeline after a single live event. They rolled out real-time upgraded chatbot functionality on their website that enabled them to have more contextualized conversations and improved their lead qualification process.
Digital Reach’s Holistic Approach
Achieving substantial pipeline growth in today’s digital world requires a holistic approach that recognizes the interconnected nature of the marketing engine. We’ve developed a holistic marketing strategy around understanding and optimizing three key pillars: brand, digital infrastructure, and pipeline generation.
Here is a closer look at how we do this.
1. Brand as the Foundation
The first pillar is all about branding and content. Your brand is about more than just a logo. It’s the essence of your business’ position, messaging, voice, tone, and visual identity. Are you the trailblazer who talks in acronyms and high concepts? Or are you the educator who can explain complex ideas in casual, easy-to-understand language? Do your website and other visuals use the same color combinations and font choices? This matters as it affects how your audience consciously and subconsciously views and reacts to your business.
Likewise, the content you create is foundational to your business. You’ll use it to educate, engage, inform, and persuade your audience at all stages of the customer journey. And not all content works at each stage or in each marketing channel. For example, educational content on social media does not look like educational content on your website or in a webinar and engages in different ways.
We also encourage businesses to stretch a little regarding the creativity they display with their brand. Many rely on being too buttoned-up and corporate, affecting how their messages are perceived and received. Throw in some contractions and more casual phrasing. Publish some behind-the-scenes short videos that showcase the people behind your brand. Show a sense of humor where appropriate, or get really creative and publish a comic book about your industry as our client, Cisco, did. Your audience will appreciate it all.
2. Digital Infrastructure
The second pillar strengthens your digital infrastructure, seamlessly connecting your brand across all platforms. We’ll help you connect the dots between your website traffic and landing pages so they feed each other. We perform a blend of creative and technical assessments on your web presence to see where you are and where you could improve. For many, that means developing a new website or web app. For others, we enhance their existing presence with conversational marketing and apps like chatbots that encourage tailored conversations, direct traffic to relevant content, and automate more of the lead-nurturing process.
Our data experts then work to create a robust revenue operations (RevOps) system to ensure that all leads are nurtured efficiently and aren’t missed. Our approach supports your marketing, sales, and customer success (CX) teams to drive demand generation across the organization.
We know how to set you up to gather attribution and activity data by connecting your apps and services. Our cross-platform integrations connect marketing automation, sales prospecting, and CX into a single source of truth that reduces errors, leverages data for CRM-specific workflows and processes, and includes real-time business intelligence (BI) reporting either in-platform or by connecting to your favorite third-party BI tool. Our experts will design and roll out a customized RevOps system that puts valuable information in the right hands of the right team to drive organizational efficiency and lead generation.
3. Pipeline Generation
The third pillar helps you build scalable, multi-channel marketing campaigns that drive traction across the customer journey. Why? Driving the kind of qualified traffic you need to your website, landing pages, and other touchpoints requires a strategic approach. The internet is littered with many a miscue of businesses investing only in social media marketing, SEO, or paid media.
To develop a profitable pipeline, you need qualified traffic that knows, likes, and trusts you. More than that, you need an audience that resonates with you, your brand, and your content. You want people to feel that sudden urge to take action, whether to click a link, book a demo, or sign up for a free trial. Digital Reach can help you develop the right paid media and SEO strategy that works today. We’ll help you define your primary audience, develop audience segments, drive traffic to your content, and integrate data from your programmatic ABM networks like Demandbase and RollWorks.
When you let our experts align your brand and digital infrastructure to your pipeline, you’ll see how the holistic approach to a marketing engine can work. You’ll break through the silos of each team doing their own thing and create a unified marketing message and strategy that works.
Each new piece of content or marketing campaign will have the full energy of your business behind it, making it irresistible to your audience. You’ll keep your pipeline stocked with high-quality, fully qualified people and accounts more efficiently. Everyone will collaborate more effectively and produce the kind of marketing that drives engagement and revenues. You might wonder why you didn’t take the plunge sooner.
Unlock Holistic Marketing Success
Separating your business from your competitors requires more than the siloed marketing approaches. We’ve seen how that interconnectedness across your brand, demand generation, and RevOps can expand pipeline growth, increase revenues, and drive efficiencies for our clients.
If you’re curious about how we could transform your current marketing strategies, unify your branding and messaging, and revamp your data infrastructure, check out our Blueprints. We create them in partnership with our clients, whether you’re employing ABM sales motion, a traditional demand generation approach, or a product-led growth strategy.
Together, we’ll review your existing marketing efforts, campaigns, tech, and data to see what we can optimize, unify, replace, and revamp. We want to leave you with the best options for your business so you can fill your pipelines effortlessly, manage your tech efficiently, and work together collaboratively. Digital Reach’s marketing strategist would happily provide a customized consultation on how holistic digital marketing can work for your business.
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