Business Growth Newsletter Edition #8
Q2 2018-19 – December 2018
Alchemise Sales & Marketing Market Wrap 2018
Welcome to our final quarterly newsletter for the year and hope you are looking forward to a well earned Christmas holiday break!
To close off this year, we wanted to highlight our top sales & marketing insights during the year for your reflection and awareness over the break…
Measuring the right ROI is more important than ever before
This year we have still seen many businesses not be able to measure the effectiveness of marketing spend. The typical average benchmark that seems to still be a measure is 5% spend of revenue, however this is still not enough for many digital marketing initiatives for lead generation and brand awareness.
The maturity of the local market seems to still require much awareness and reason to shift into a growth mindset. Unless you are willing to try and seek the right help, the same patterns will be repeated over and over again. Is doing nothing or not changing an option for the viability of your business model to scale?
If you can adopt a scientific approach with the right data, your insights and results will be tangible.
Here is an example of what is possible to measure ROI as a starting point by aligning your sales and marketing goals.
Smarter demand generation for technology marketing campaigns
It is possible to achieve better than industry marketing standard conversion rates for lead nurturing and lead generation campaigns for complex technology services/solutions.
With the challenges of reaching out to your contacts, social and content based engagement needs more personalisation of the right type of content and also context. To do this you need to understand what type of challenges they might have, how you can provide value or help them to solve these challenges and when is an appropriate time to be front of mind to them.
If you would like to find out how you can also take a different customer centric process and approach to achieve 20%+ success rate then call us to discuss how we achieved this for our client.
Here is a snapshot of the results in just one month!
Are you willing to do something different to get a different result if you feel you aren’t getting the results you need? We can share some insights around how…
Also don’t miss our latest Case Study: Digital Realty drives APAC Hyper-Scale, Multi Cloud Data Centre Campaign with Alchemise Consulting.
Inbound 2018 – HubSpot Customer Flywheel
A fundamental shift was announced to the HubSpot business model at this year’s conference. The complete customer lifecycle isn’t just a funnel but positions the customer in the centre of all sales, marketing and service/customer focused interactions.
Introducing the customer flywheel – The shift from funnel to a sales, marketing and service/customer centric focus:
For more information about the shift published in Harvard Business Review by the CEO of HubSpot, Brian Halligan please click here.
The philosophy of shifting the traditional full funnel to a flywheel concept makes sense in putting the customer at the centre of your business.
Business partner succession and risk planning
Our first Business Growth Workshop earlier this year featured our guest speakers from Maxsum Consulting and Macquarie Group. A real situation arising from many business owners is the lack of succession planning or risk management within the business or between partners.
When involved in a business partnership have you thought about planning your exit strategy or growth strategy and how to mitigate business risk? Your hard work and wealth needs to be protected by having the right buy/sell agreements or succession plans in place.
More information can be obtained from us about the first steps with an initial discussion – reach out to us to start the conversation.
Why did your marketing campaign fail?
If you are not achieving your ROI or wondering why your marketing efforts aren’t reaping the rewards of sales results, then let us share some insights as to why you may need to take a different approach.
We are seeking to hear from approximately 200 business owners or sales and marketing managers to share how they have felt and what their experience has been in their marketing campaigns’ success, failure or ROI expectations and why.
Our Alchemise Survey for ‘Why my marketing campaign failed’ is still open for your input. We will share our insights once we complete the survey during 1H 2019.
Strategic go-to-market and new market entry considerations
We have spoken to many start-ups and more established businesses looking to enter Australia or grow into other markets on limited capital and funding to scale, including those working with investor funding.
I understand margins are tight and the drive to scale to grow in exploring other markets or new segments can be a good strategic move. However, I wanted to highlight that it’s best to get some independent help to test the go-to-market and market entry position with research and feasibility studies (across financial, sales and marketing aspects) before launching your product or services.
There may be some pitfalls to consider and analyse first with a strategic go-to-market plan such as:
- Testing the revenue and profit model
- Understanding your cash burn rate and payback period of investment.
- What is your go-to-market strategy for the local market/segment?
- How do you develop initial brand awareness?
- What is your sales and marketing go-to-market plan including resources, process and systems to support your growth?
Our Top 10 most Popular Blogs in 2018
Our top ten headline blogs and case studies this year…
- Case Study – IBM business partner drives up lead conversion rate by 25%
- Blog – My customer experience: 5 ways a major Australian department store failed to deliver
- Insights Video – How to turn your website into a customer centric approach
- Blog – How business owners can maintain focus and discipline for success
- Blog – Reflections on global business: Diversity, leadership and experience
- Blog – Software start-up businesses: What is your sales and marketing plan?
- Blog – How do you protect your business identity and digital risk?
- Case Study – Sales and marketing strategy: Australian HR advisory firm
- Blog – 9 steps to calculate your sales and marketing ROI
- Case Study – What sales commission do I pay my new sales BDM hire?
Looking forward into 2019…
Don’t forget to take the opportunity to reflect on the past year, but also to kickstart and set aside time to work ON your business in 2019, not just on blue sky ideas but getting help to become clear on your business purpose and goals.
If you are looking for more information or to arrange an initial consultation with us, please contact us. Email us at firstname.lastname@example.org or start the conversation on Twitter @alchemise_cons, otherwise feel free to phone our Melbourne office on +61 (3) 9225 5022.
We wish our valued clients, partners and friends a
Merry Christmas and a Happy New Year!
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