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The Work of a Marketing Manager Is Changing - But How?

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A marketing manager's role is changing because of two basic factors: the customer has changed and technology is constantly developing at record speeds. In order to maintain lead generation, marketing managers must fine tune their focus to have a detailed account of who the potential buyers are so they can target them more efficiently and not have their sales staff taking random shots in the dark to see who shows interest.

The way that marketers can do this is through the growing use of technology that will support just about any kind of marketing idea you have. Here are a few things that marketing managers need to do in order to keep up with the demands of the 2017 customer:

You need to know more than your customer

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Potential customers are out there doing their homework, they are not waiting for businesses to approach them anymore. They know what they need and they know where to look. With so much access to information online today, the buyer is arriving at a business's sales department as an expert, very close to the end of their "buying journey". 

It is at this point where the marketing strategy must be at its strongest: the part of the pipeline where it is essential to nurture the leads so they are not lost. With a strong lead generation strategy aimed at catching the buyer's interest while building trust and putting them at ease, these leads will become revenue at a faster rate. Here, a dynamic online existence is essential and the inbound campaign is the driving factor.

Generate more leads with the Smart Insider’s Guide to Lead Generation

Using social media differently

Still playing a major role in this new strategy, is social media, according to HubSpot. By having potential customers complete website or landing page conversion forms with their social media profiles, not only will there be a higher conversion rate, but their information will be available for sales staff to use for a more successful engagement with the interested businesses. This information also helps to direct ad placement on social media pages and other sites, directly targeting and educating prospective customers.

The uptake of chatbots on social media, specifically Facebook, are where marketing managers need to focus their efforts. In fact, according to TechCrunch, more than 10,000 companies are already developing artificially intelligent chatbots, and the  Business Insider reports that companies like KLM have seen rise in private message demands, with 7x more private messages being sent than wall posts (wall: 5,000 vs PM:35,000).

Host more virtual events

Marketing managers are going to need to use Facebook Live, host webinars and virtual events in order to effectively attract self-educating, potential buyers. Not only is video taking over in a fast way, but so is attending various conferences and networking events remotely.

Webinars give the business a perfect opportunity to present relevant, organised content and pitch its product or service to interested customers. Using outbound marketing tactics such as personalised email, LinkedIn, Twitter or other sites to invite them individually to the webinar, means a larger audience and a greater chance for success.

Ditch the Desktop

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Today, with over 70% of the population accessing the internet from their mobile devices, mobile marketing is vital for successful campaigns. If you aren’t using your mobile to check out the competition, access your own brand’s services, or stay abreast of how other industries are using mobile, you’re already behind.

According to Marketo, the best ways to increase mobile app engagement by making them easy to use, by personalising push notifications and other app messages, and by not overloading the user with information. Mobile marketing is the most personalised form of marketing these days and has high potential for lead conversion. Not only do the customers get information geared to their needs and interests, but companies can gather essential information about them, allowing a more concentrated, and ultimately successful marketing campaign.

Marketing managers can learn a lot by asking how customers want to get information delivered to them via mobile, because we already know that mobile is surpassing any other device. Depending on your persona, and the buyer’s journey, you might find that almost every interaction your target audience has with your brand is achieved through their phone.

Don’t wait until your next marketing strategy is in full swing before considering how you will attract leads. Download the Smart Insider’s Guide to Lead Generation today to find out how to apply lead generation techniques to improve your role.

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Topics: Marketing