Grab your party hats, it’s time to ring in the new year! 2019 brought us some fascinating insights and set the stage for major changes on the horizon. Here’s what we learned at Tobe Agency this year, and what we’re eyeing for 2020.
1. Marketing Starts with Content, NOT Technology
Martech (marketing technology) stack services like HubSpot, Pardot and Marketo work wonders to sync your channels and bring your strategy together...but only you have quality content. Think of your martech stack like a car. It’s an intricate combination of parts and technology that work together to get you from point A to point B. But if you’re out of gas...you’re not going anywhere. Content fuels your martech stack.
2. Your Business Really Needs a Marketing Director
Hiring a marketing agency to be your marketing director just doesn’t work. The downfall of this arrangement can best be described as a language barrier…it’s very difficult to communicate efficiently without a translator. Your marketing director is the translator that keeps everyone on the same page.
3. Segmentation is Still Supreme
If you're doing any kind of marketing without properly segmenting your CRM, you're most likely not getting optimal results. We hear it all the time: your team is crafting fantastic subject lines, presenting valuable content and placing thoughtful CTAs...and you’re STILL not seeing results. The culprit is usually insufficient (or nonexistent) segmentation.
4. It's OK if Your Services Aren't for Everyone
Inbound marketing helps guide your leads along the buyer’s journey through the path of least resistance. There’s no need to force anyone along, or bend over backwards trying to land a prospect that ultimately isn’t a great fit for your business. Especially for services with lots of back-and-forth between you and your clients, it’s best to focus your energy on reciprocal, mutually beneficial relationships.
5. Structure and Process Makes You Scalable
Can you take that huge contract? The answer lies in the mechanics of your business. If you’re running like a well-oiled machine, you can handle the growing pains. If you already have some kinks in the system, scaling will be pretty uncomfortable for you AND your clients. Solidify your structures and nail those workflows!
What's up, 2020?
1. So. Much. VIDEO!
We’re preparing for an increase in video marketing clients, and an opportunity to help our client transition into video marketing. We’re getting pretty darn good at creating funnel-specific video content strategies and we can’t wait to implement more in 2020 with new Video Marketing packages.
2. Sales Enablement
We expanded our sales enablement services for b2b clients in 2019 and we’re working on making them even more useful in thee coming year. 2020 will see an integration of video in the sales process as well.
3. Bro, Do You Even Podcast?
People love to multitask. Podcasts make it possible for leads to consume your content without interrupting their activities—a win for everyone! We’re prepared for the growth of podcasting with an upcoming Podcast Production package.
Most importantly, we plan to keep driving our clients’ top-line revenue through skillful strategy and creative content. May 2020 bring you crushed goals and mind-blowing growth.
Cheers from all of us at Tobe!
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