Invisible Marketing

Description

Have you thought about your marketing ecosystem lately? Last in the series of whitepaper previews on the Astadia blog: Is your marketing program a museum piece? Sophisticated marketing programs take a lot of work. Lead scoring. Lead nurture. Lead management workflow rules. CRM-Marketing Automation integration. Crafting thought leadership content that’s relevant and has some value to my prospect. Figuring out how the asset helps someone through their buying process. Of course, after I build a program, especially if it’s complex, and very especially if it works, I don’t want to mess with it. For a lot of reasons, I’ve got to move on. I like the ecosystem metaphor when thinking about marketing, because no ecosystem stays the same over time. What’s different about my prospect? my sales person? or the stuff I’m selling? I can’t leave my marketing program on autopilot and hope it stays relevant. Not to cast aspersions upon museums. I like art. Marketing assets just happens to be more like process art than artifacts that sit unchanged for centuries.

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