Process
There has to be a joined-up approach to all activity as doing things in isolation will create weak links to the customer experience, which causes them to look elsewhere.
When marketing in the digital world most, not all, roads will lead back to your website so having an up to date and user-friendly site where users can learn and interact with you is vital.
Marketing effectiveness fall short for 3 key reasons:
The fragmented approach of using multiple marketing providers limits performance, as buyers expect a seamless experience throughout the buying cycle. Businesses need a unified strategy where everything works together in a single program, focused on prospect development with measurable outcomes—not just isolated marketing activities.
Marketing budgets often miss their mark, with up to 90% wasted on targeting the entire market instead of focusing on the Active Market. Research shows that only 10% of the market is actively looking to buy at any given time. (Chet Holmes)
Reaching active buyers is crucial for lead generation, as this small percentage holds the most likely prospects.
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