How to Get the Most From Your Marketing Agency


In the last ten years, we have seen a real change in what gets outsourced. Most business owners, today, are focused on engaging their customers and increasing their profitability and don't have the in-house marketing resources to attend to everything at once. But now, companies of all shapes and sizes are outsourcing marketing analytics while still seeking outside social media managers and brand strategy services.

With a plethora of marketing and sales data at your disposal in this age of Big Data, meaning that there’s more marketing metrics and key performance indicators that need to be considered before every move, things like email marketing automation and customer relationship management systems can help ease the load off your company. But many companies still want most or all of their marketing's information management to be outsourced to professionals. Instead of focusing on outsourcing, let’s explore inward and learn how you can get the most out of your marketing with the help of these tools.

Outsourcing Your Marketing Information Management

Today's economy is increasingly a winner-takes-most landscape in which those who master Big Data, analytics, customer engagement, and lead nurturance gain the largest share of potential customers and enjoys even greater brand recognition.

Yes, the biggest challenge for companies today is staying ahead of the data as it increasingly keeps marketing and sales teams constantly on their toes. In fact, the amount of data worldwide is increasing at an annual rate of 40% or more. However, this is beneficial, because there are more customer trends to spot ahead of time and more customer behaviors to make sense of than ever before. Find the right tools to measure successful marketing metrics in order to get a good of understanding and perspective of your audience for future marketing success.

Customer Relationship Management and Marketing

If you're still using Excel and Outlook to manage an email list totaling thousands of customers, then you're not getting the most out of today’s technology.

In fact, you're probably doing a lot of the legwork yourself. When all you really need is a customer relationship management (CRM) system that will apply better segmentation, automation, and project management than even a unified marketing and sales department could muster together.

This isn't to say that fledgling technologies threaten to crowd out marketing and sales professionals. On the contrary, customer service representatives will still be there to answer questions that haven't already been addressed and the traditional sales representative isn't going away anytime soon.

However, customer relationship management software actually makes their jobs easier and more effective, because it provides segmentation and automation capabilities in order to streamline an effective and personalized lead nurturing workflow based on your audience’s needs.


If you don’t talk to your customers, how will you know how to talk to your customers?—Will Evans

Create Personalized Content with Market Segmentation

Your market segmentation should be broken down by demographics (e.g., age and gender) as well as psychographics (e.g., customers' interests and hobbies). Marketing segmentation also needs to take into account a customer's previous buying activity or a prospect's position in the sales funnel to be fully effective.

Having a constant handle on which customers want which kinds of data by embracing segmentation from the start will almost always result in higher open rates and much more customer engagement.

Essentially, if you’re not already segmenting your customer base, both your inbound marketing and retention rates take a hit since customers are receiving content and promotions that don't, or only vaguely, apply to their current situation.

Customer relationship management software allows you to go about segmentation in a much smarter way. A CRM stores and analyzes customers' preferences, buying habits and personal characteristics so that when you send (potentially automated) content to your customers, it's on-point and relevant to their current needs and position in the sales funnel.


When creating content, be empathetic above all else. Try to live the lives of your audience.—Rand Fishkin

Nurture to Sales Conversion with Marketing Automation

Marketing Automation means that customers will receive relevant content that pertains to them in the format that they like most. If you're still unsure what customer are after, then you can provide them with a survey that inquires a little deeper insight into their needs while storing these results in your CRM database for future use.

One of the biggest perks to working with a CRM is that all of your contacts are in one place and your leads can be easily managed. You can even automate your lead qualification and assignment based on real-time lead scoring that ensures that only the most promising marketing leads get passed onto sales.

Most customer relationship management software will also allow you to automate marketing processes and send, for instance, qualified leads promotional offers right when they're ready to pull the trigger. To avoid any waste and duplicate efforts, CRM software typically also includes sales force automation that tracks every interaction salespeople have with their customers.

Salesforce automation, sales forecasting and marketing automation also seek to reduce the number of marketing leads that don't ultimately get converted to sales —a whopping 79% of leads of them which is a waste of your time and resources. Be purposeful in your marketing by utilizing automation software and cultivate a more engaged audience.


Choose the right purpose, people will be attracted, motivated, and unified.—Robert Wong

When you can have all of your contacts in one place, your sales and marketing processes are automated and you can track all the results, your company wins out. So before you outsource to a marketing agency, explore and use the tools around you. And once you’ve found out for yourself that even those process are too much for your team to handle, reach out to a marketing agency that can set up these processes for you to create a more engaging, personalized user experience for your audience each time.

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