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July 06, 2021

Sum It Up! Episode 3

2 minute read

Hooray! Episode 3 of SUM IT UP has arrived! Check out Ryan and his tips for optimizing your CRM for enterprise, creating a people-centric digital transformation strategy, and organizing your content for B2B lead generation. This is an episode you don't want to miss!

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Transcript:


Ryan Burkett:

Welcome to Episode 3 of Sum It Up with Stratagon, where we provide you with SMART, USEFUL MARKETING tactics to keep your strategies moving forward. 

As we move into the middle of the year, it’s a great time to dig through your processes and tech stack to see what’s really working. It might be ideal to think about a marketing audit so that you can assess what’s best for your organization’s goals. 

[SMART Topic: How to Optimize Your CRM for Enterprise]  

Our SMART topic today is optimizing your CRM for enterprise. 

Customer Relationship Management systems exist to help you get to know your customer base and  streamline your sales process through a unified platform that enables you to see customer data and identify their needs in one place. 

A CRM helps you optimize and personalize prospect and customer interactions, but how do you do that on an enterprise scale? 

  1. Make it usable so that all of your team members catch on and adopt it quickly. 
  2. Practice good data hygiene by consistently monitoring data through audits and updates.
  3. Remove the burden of manual tasks by automating mundane processes and putting time back into the workday. 

We love that HubSpot’s CRM allows you to scale to the enterprise level with unique and customizable features.  

[USEFUL Topic: Digital Transformation: a People-Centric Approach] 

The USEFUL topic you need right now is digital transformation. 

The last year has proven itself to be the test of digital resilience for every company, and some felt the changes more than others.  

Digital transformation is the process of  integrating digital technology into business processes in order to  update  overall performance, approach, and customer  experience.  

Change is tough, but digital transformation should be an ongoing part of your company so that you can stay ahead of the competition, and the best way to do that is through a people-centric approach.  

When you think about your most recent customer service experience, what are the things that stand out? Those might be just the things you should think about in your digital transformation, from a helpful chat bot to personalized content built for you. 

Think about how every decision affects your internal team and your customers, and then move forward with empathy to implement changes that will increase efficiency and provide superior products and services. 

[MARKETING Topic: Organizing Content for Lead Generation] 

Today’s MARKETING topic involves organizing your content for lead generation.  

B2B lead generation is sorta like a dating game. You don’t want to come on too strong or you’re not likely to get a second date, so you need to let your prospects get to know you by organizing your content into funnels so that they can take interest in your products or services before they’re ready to buy. 

Think about it as educating your prospects through marketing and letting them decide when they’re ready to speak to someone in sales. Here’s how: 

  1. Top-Of-Funnel Content 
    TOFU content exists to raise brand awareness about your product or service which is why it comprises the awareness stage of a buyer’s journey. It helps leads put a face to a name, or a logo to a product/service and makes them want to learn more.   
  2. Middle-Of-Funnel Content 
    MOFU content, which falls into the consideration stage, helps prospects get to know your products and services better, narrows your audience to the right buyers, and teaches them how to choose a solution that meets their needs.  
  3. Bottom-Of-Funnel Content
    BOFU content gets to the decision stage of why your product or service could meet their needs in the best way. While you’re still educating them, the types of content become more specific to how your solution is effective, such as case studies, demos, testimonials, and more. 

Content planning for lead nurturing takes time, but so does every relationship!  

It’ll build the momentum you need to use the alphabet: A - Attract, B - Bring ‘em in, C - Close the deal, and D - Delight the customer for the long run.

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Ryan Burkett
AUTHOR BIO
Ryan Burkett

Ryan Burkett is a senior partner and solutions delivery champion at Stratagon. Ryan shares passion in traditional, inbound, and digital marketing, but really gets his kicks building client experiences that never disappoint. Whether a envisioning a tradeshow or mobile tour, a targeted campaign or content-filled microsite, or even building customer strategy and business processes to help our clients deliver for their clients, Ryan delivers. Family man, sports fan, member of the Crossfit cult. Connect with him on Twitter and LinkedIn.