94 percent of B2B procurement research begins online, and by the time a prospect has contact with a sales rep, more than 60 percent of the buying process is complete.
The internet has transformed the way we hear about, research, and ultimately buy products and services. No longer are today’s buyers stuck going through a lengthy sales process with a rep. They can start online, researching their problem and potential solutions. In fact, they expect information to be online, and if it isn’t, they move on to the next provider.
You can be a part of those early conversations.
By publishing helpful, educational content online that answers your target prospects’ questions and helps them come to trust your company, you’re beginning a conversation that evolves into a relationship. This method of marketing and sales is called “inbound.” Inbound is an educational, attraction-based approach to getting customers compared to outbound, which uses interruption methods to initiate a conversation with a prospect who may or may not be in the market.
How Smoky Labs can help you attract, convert, close, and delight more customers & clients
Digital marketing is an art, a science, and often a moving target, but we’ve boiled the basic elements down to these four goals, which we achieve using a combination of inbound and outbound marketing:
More/targeted website traffic to funnel into your marketing & sales pipeline using
- Social media
- Content syndication
- Influencer outreach
Convert traffic to leads by building relationships with prospects using
- Website UX optimization
- Calls to action
- Landing pages
- Lead capture forms
- Conversion rate optimization
- Premium content (case studies, white papers, ebooks, and videos)
Turn leads into solid sales prospects and convert to customers using
- Email nurturing / Marketing automation
- Buyer matrix / Lead scoring
- CRM integration
- Testimonials/social proof
- Case studies/white papers
Gain a higher revenue percentage from existing, happier, customers.
- Lifecycle email
- Content marketing
- Case studies/success stories/testimonials
- Qualitative and quantitative customer research
- Retention rate optimization
A holistic approach
Our end goal for you is always performance-based. We’re going after more website traffic so we can get more, better qualified leads. We’re nurturing those leads with educational content about your industry, how your solution solves their problems, and what it’s like to work with you. We’re delivering sales-qualified leads to your sales team to close, and we’re developing onboarding and nurturing sequences designed to delight those new customers.
This process is all tied together and focused on the big picture, which means we don’t do one-offs like just the blog or just a few white papers. If we write blog posts for you and increase your traffic, but you have no lead capture system on your website, those folks are reading and leaving and the effort is wasted. The entire inbound marketing system is just that, a system that’s designed to get you the business results you want.
1. Free Consultation
We’ll spend an hour talking with you about your goals, pain points, and current strategies, and come to a mutual understanding of whether we can help you get to the next level with digital and inbound marketing. Next, we’ll do an in-depth call about your business and marketing so we can see where we can add the most value.
If we agree that we might make good partners, we’ll create a comprehensive proposal that includes high-level strategy, planning, timing, and execution of your personalized digital marketing campaign that’s designed around your business goals.
At kickoff, we’ll dive deep into your current marketing tactics, benchmarks, metrics, creative, and everything else we need to take inventory of your current setup. Then, we’ll set goals and KPIs together in order to deliver a comprehensive digital marketing strategy for the coming 12 months.
How will we get to the goals? We’ll share our vision of the digital roadmap with you and get feedback for making it rock-solid. You’ll see our plan, benchmarks, and projections, as well as industry case studies, and should feel comfortable proceeding with them and building a relationship of trust and partnership with us. We ask you to sign off on the strategy, which we guarantee with 100% satisfaction.
5. Execute, optimize, report, and recommend
Our campaigns will start off optimized for learning, and will get smarter as we learn more about your customers and their preferences. Each month, we’ll report on key performance indicators and how we’re tracking to business goals, and discuss together what we might do to generate even better results.
6. Rinse and repeat
Our goal is to keep you as a long-term client by delivering great results and open and honest communication. We’re in this with you for the long haul. As the guys at Tropical MBA say, “Marketing stamina isn’t sexy, but it’s the critical piece in business success.”
Our Secret Sauce
We apply these six essential ingredients to each piece of your marketing puzzle.
Before tactics comes strategy, specifically a comprehensive strategy customized to your end goals and KPIs.
Key Performance Indicators
Each tactic can be measured with a combination of KPIs, which are carefully-chosen business metrics (e.g. Customer Lifetime Value, Annual Revenue, Customer Churn) and marketing metrics (Web Traffic, Click-Through Rate, Open Rate, Referrals) that best help us understand whether and how well we’re tracking to goals. We use a combination of quantitative and qualitative metrics to measure success.
If Strategy is the “What,” Tactics are the “How.” Tactics spell out the specific channels and tools we’ll use to achieve those goals.
Benchmarks and metrics don’t mean much if we can’t tie them back to revenue. We believe that marketing is a smart and incredible investment rather than a cost center, and we work with you to create a “closed loop” marketing system in which real results can be tracked and optimized.
Using a combination of your results, our experience, industry benchmarks, and our ongoing results for you, we’ll set benchmarks for achieving success.
There’s always room for improvement. We don’t “set it and forget it” with your digital marketing like it’s a crockpot timer or a programmable thermostat. We’re constantly looking for ways to improve campaigns for better marketing, sales, and business results.