The Splash in Splashmetrics
You may wonder how the heck we came up with this name for our company and platform. Well, first, what is marketing itself if not endeavoring to have your company, product, service, solution – whatever it is – make the biggest, most disruptive splash possible in your target industry? Big splashes change the world. And we’ve always been all about that.
But there’s more to it. A marketing splash that lacks true strategic foresight and long-term planning means that whatever interest and excitement you initially generate will likely fall apart and fade as Buyers lose their way – and their interest – in your disjointed Buyer Journey; that pathway between engagement and won-customer. The statistics are clear that this is a fundament problem with B2B Demand Gen marketing today. But you’d be surprised how prevalent a problem this is in even the biggest companies out there.
So take a look at that image above once more. As you can see, deep strategy should be that “stone” at the center that drives and shapes your entire Demand Gen Splash. This strategy is what maintains the Splash in this stable, predictable state. Nothing is random. Every single aspect of it is planned, executed, managed, and measured by this deep, Buyer-centric strategic planning in the very beginning – resulting in a strategic hub that coordinates the efforts of all downstream tactical teams and platforms across the enterprise. This results in a fully wired, automated, intelligent, and seamless 360° Buyer Journey, which ensures far superior results, reduces redundancy and cost, and greatly improves ROI.
For example think of all those drops that surround the top of the Splash as Marketing Automation interactions. Tactical MA logic within these platforms engages these Buyers and pulls them down via these interactions into the appropriate Smart Content within the Buyer Journey funnel itself. Once there, that Smart Content, enabled by Splashmetrics, is intelligently wired throughout the entire funnel to allow these Buyers to seamlessly self-progress in 3-5 touches to a point of sale through a fully-personalized, uni-directional content sequence.
Most enterprise-level companies are very good at using that MA tactical logic to serve up traditional content assets to pull Buyers to the top ofthe funnel. But it’s there where most Buyer Journeys suffer because this traditional content is typically neither smart, nor sequentially linked, forcing the engaged Buyer out of the journey to await your next email.
If there is not this deeper self-progression strategy at work throughout the funnel including every content asset within it, Buyers move on and companies lose sales.
After over a decade of providing our award-winning Demand Gen strategy and creative expertise to B2B companies ranging from Fortune 100 global enterprises, to medium-to-large businesses – and seeing this critical gap play out over and over again; we decided to tackle that problem head-on and make a big splash ourselves.
And now you know about the splash in Splashmetrics: The Strategic Hub for B2B Marketing.
The Deep End Blog
In this blog, we’ll walk you through various best-practice strategies and how-to’s for getting the most value possible from your own Buyer Journey and broader Demand Gen efforts. Maybe along the way we can help you take control of your own Splash just like we’re doing for our growing list of customers. After all, it’s what we live and breathe every day.
Hope to hear from you soon.