The strategies for effective marketing vary from company to company and product to product.
But for EDB, effective marketing begins with identifying a desired quantitative and qualitative outcome the entire team can rally around. Team members then create strategic plans and readjust when necessary, according to new sales goals and marketing trends.
For Carole Bailey, a senior director of global demand, the proof is in the pudding. After revamping email outreach practices targeting training and migration portals, she was able to take a step back.
“With just a few weeks in operation, we’ve seen a 100 percent improvement in engagement from respondents visiting these sections of our websites,” Bailey said.
What does effective marketing look like for your team specifically?
The Merriam-Webster definition of effective is “producing a decided, decisive or desired effect.” The most important part of this definition for our team is the quantitative and qualitative desired effect, which we all can rally around. We create strategic plans annually and readjust quarterly to align with sales goals and marketing trends. If we are successful to have met these prescribed metrics, whether it’s creating leads or impacting brand awareness, we feel we accomplished them as a team.
We review our programs weekly to assess how we are tracking to our objectives and key results.”
What is the key to making your marketing efforts more effective?
We review our programs weekly to assess how we are tracking our objectives and key results. Monthly, we review with our key constituents from sales leadership to review our mutual goals based upon open communication.
What’s a successful marketing initiative you’ve recently worked on?
We embarked on many different projects to improve our emails and our account engagement. One key initiative was revamping our email practices with special attention to nurture email programs. The team reviewed all of the year-to-date metrics of the various nurture streams and created new nurture email structures for two website areas: the training and migration portals. In the past, these were two areas where there was little consideration for the respondent’s behavior once they had visited these portals. With just a few weeks in operation, we’ve seen a 100 percent improvement in engagement from those respondents visiting these sections of our websites.
