This is 21st Century. With the rapid growth of development in each and every sector, the competition has increased tremendously. Every Marketer have a wish to be viewed as brand in order to be counted as trusted organized in the views of people or their niche customers. Many marketers struggle to have their departments viewed as the valuable, revenue-generating entities that they are.
By adding your real activities to actual revenue, you can prove that your marketing activities are working and generating revenue and where Experiential Marketing comes into existence.
Experiential Marketing is the only ways for Companies that succeed with this strategy go beyond giving consumers attractive offers and samples. It helps in connecting niche customers with your business rapidly. For doing this we require:
- The right metrics
- Integration between sales and marketing systems
- A measurement process
The Right Metrics
Although, the process metrics like fans, followers, clicks etc. are important as it helps markets to show the progress of their work, but it does not have any importance for those with profit-and-loss responsibility and not important to most businesses as a whole.
You should always search for Business Metrics as it is directly related to profit, revenue, sales, lead volume, lead quality, and so on. The problem, of course, is that not only are these metrics harder to measure, they are harder to tie to specific marketing actions.
Right Metrics is the first step in converting marketing from a cost to a revenue generator. No doubt, there are lots of difficulties in determining and add it into process. You need to construct a road before you can secure the resources you’ll need to take the next step.
Sales and Marketing Systems Integration
Sales and Marketing Systems Integration is the next step that helps you in preparing sales and marketing systems. It is prepared in way that you can track not just how many times a piece of content, for example, has been consumed, but what content a particular prospect has consumed. Your CRM and CMS or Website build on other platform should be integrated.
A proper integration of CRM with CMS websites can help you to create a report which pieces of content are most frequently consumed by prospects who convert to customers. This has an added advantage of knowing that what kind of content is more consumed or more popular and people are liking it and according you can focus on providing that type of contents to your customers. You might also like to add links of that content in your website sidebar to help people find information who has already consumed introductory materials.
The content liked by people works as ladders and there are more hope of conversion.
Measurement is the final steps that helps you to know what’s working and what is not. We need to know what content resonates with our audience and which audience segments we’re connecting with. Most of the data you’ll require for this will be available in your CRM, though you may need to tie in other analytics data gathering tools.
Making yourself an educated consumer is very important, even if you aren’t going to implement with internal resources. Different vendors will present different solutions and doing a peer-to-peer comparison requires at least a basic knowledge of the various moving parts.