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How to Drive ROI with ECM Marketing Strategy

Sean Parnell – Tuesday, May 23, 2017


"Marketing doesn't work" – statement from a document imaging reseller to us in 2012.

He was 100% correct: marketing without a strategy, with poor execution and being disconnected with sales most certainly does not work – and this is the most common form of marketing that we've encountered.

So, what does work?

The Marketing ROI Formula

Based on our 16 years working in the ECM industry with over 50 companies, plus our 20 years of business-to-business (B2B) marketing experience, here's what we've found to be a successful marketing formula:

  • Marketing Strategy: creation of a comprehensive marketing plan that answers how marketing will achieve your lead generation, sales, profitability, branding, and thought leadership goals
  • Implementation: execution of the marketing plan, in harmony with sales and executive management, where leads generated are qualified and tracked to determine how much sales was generated to determine marketing's ROI

ECM Marketing Strategy

For this blog post, we'll focus on what makes for an effective strategy. Here are five elements for you to consider:

 
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Are You Happy with the Results of Your Marketing?

Sean Parnell – Thursday, October 20, 2016


Are You Happy with the Results of Your Marketing?

As you think about strategic marketing planning and budgeting for 2017, I have 3 questions for you:

  1. Are you happy with the results of your marketing efforts this year and how they translated into lead generation and sales success?
  2. Are you confident in your ability to execute your marketing plan for 2017 with your current internal and external resources?
  3. Are you on top of content marketing, and ranking as high as you want for your highest priority keywords?

If not, we should talk.

 
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