The role of marketing is to fill the top of the sales funnel with leads that might be interested in buying your product. Traditionally marketing used a variety of ‘tools’ like conferences, PR, keynote speeches, database building and email campaigns.
The world has moved on. Companies have invested in a plethora of tools, like SalesForce, Hubspot and LinkedIn. Many marketing folks are bamboozled. Sales folks are frustrated. They don’t see the tools investment delivering. They still have to find their own leads.
However, there is a new breed of marketer. They see the possibilities of using digital platforms to reach prospects and they know how to do it. They are part tech-geek. They understand how to integrate internal sales and marketing systems. They are good at maths. They can run scenarios based on data. They can build predictive models.
The poster children of this new breed of marketer are from companies like Dropbox and Airbnb. They are changing marketing practice. These Growth Transformers know their impact.
To join this new breed of marketer, try sending your marketing folks to class with the following homework:
- How do we integrate our marketing systems to deliver real leads?
- How can we use our existing marketing data better?
- What one step would they recommend to 10x our qualified leads?