Convince Your Boss: How What a question! And of course, when we say “give him a chance,” it means we’re going to ask him for “extra” money or tell him we’re going to change the investment structure of the Marketing department.
As always, things are easier to understand when they’re in order. We’re going to detail a series of key steps to understand how to invest in marketing and ensure this internal negotiation is successful.
1. Knowing the context to invest in marketing
First, we need to take an introspective look at our own organization. How are we spending our marketing budget ? Here, to put it simply, there are three options:
A) The classics . We do the same marketing db to data we did 15 years ago (events, media advertising, merchandising, and event attendance…). Good news. The world has changed, and we have a compelling argument to use.
B) The Lone Rangers . We’ve begun to go digital. We’re doing online activities, but they’re isolated from the company’s strategy, and neither General Management nor Sales Management really knows what we do.
C) Those who are almost there
We have a digital strategy. Of course, each one relational and object-oriented databases depends on its own channel… LinkedIn, emails, the blog, Twitter, even Instagram Stories… We have the foundation, but we lack the infrastructure to be able to get even more out of it.
2. Prepare the audience Convince Your Boss: How
That is, our boss. We have to make sure he understands what Inbound Marketing is and, above all, its benefits. We can’t forget to talk about:
The paradigm has changed . We’re not the ones going to chase after potential customers. They (through the interesting and valuable content cell phone data we create) are the ones who will come to us asking for information.
Automation. Let’s leave the sales (and marketing) team to do the really important things. We can automate the rest: confirmation emails, recommended content, follow-ups, lead qualification scoring, workflows. From the moment a lead enters through a LinkedIn or Facebook ad to the moment it’s assigned to a salesperson.
All in One. More Integrated. More Measurable
All digital marketing campaigns integrated, for example, in HubSpot . A single platform to monitor spending and returns on all our digital activity.