Andomise BLOG

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Content, content everywhere – Free eBook

Content, content everywhere – Free eBook

 

Free eBook – A marketer’s guide to automating the distribution of digital collateral.

Subscribe here for your free copy

 

Content is the “new face of marketing” for B2B marketers driving leads into the business, but of course content is not just for lead generation.  There is far more.

Marketing is usually the hub of an organisation’s whole go-to-market process and information must support customer relationships at every touch point and all product functions from inception to retirement.

The more complex your products and services, the more content you’ll have of all types from documents to images and videos. Add the need to execute campaigns more quickly, with shorter product life-cycles and support for mobile sales teams, product managers, partners and customer services.

Now, keeping any kind of unified control over what content and messages are used becomes even more of a headache. It consumes resources and budgets and few marketers want to spend endless time on the admin tasks of managing information and responding to demands from other departments; time that could be better spent on strategic work or campaigns.

Read more AboutContent, content everywhere – Free eBook

Andomise Support – knowledge centre and online help

Andomise Support – knowledge centre and online help

  The latest release (25/5/2015) of Andomise gives Users and Administrators access to Andomise Support, the new online help system and knowledge centre, from inside the application. It includes: Detailed User & Admin guides to all functions Overviews of the concepts and functions behind the system Video demonstrations Support and info requests submission The UserRead more about Andomise Support – knowledge centre and online help[…]

Why “go-to-market content”?

Why “go-to-market content”?

Every company has a process for going to market that is focused on how the organisation will develop and deliver their offerings to reach market penetration, revenue and profitability expectations.
Delivering the right information (content) to the right people at the right time is an obvious requirement.You could be forgiven for thinking that content is primarily a marketing and sales need. When you google B2B content, “content marketing” and related services fill the first few pages. A simple definition of content marketing is “using content to engage a target audience to drive profitable customer activity”, and it’s clearly an important part of a company’s go-to-market activities, but it is only part.Go-to-market functions, such as sales, marketing, product management, partners and customer services all use company information and generate content of their own. Each of these functions is a touch point in the overall customer experience and plays a key role in the outcomes of the go-to-market process. Yet they are often isolated from changes in the marketplace, from a company’s strategic priorities, even from each other. Read more AboutWhy “go-to-market content”?
Why is content marketing important?

Why is content marketing important?

90% of consumers find custom content useful. (TMG Custom Media) Articles with images get 94% more views. (Jeff Bullas) 58% of consumers trust editorial content. (Nielsen) 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. (Content Marketing Institute) 60% are more likely to be on the lookoutRead more about Why is content marketing important?[…]

Blow out the fog and draw in the knowledge

Blow out the fog and draw in the knowledge

 

There were virtually no marketing automation systems in use when American historian Daniel J. Boorstin told us

“Technology is so much fun but we can drown in technology. The fog of information can drive out knowledge.”

Today’s marketers are drowning in technology. There is a platform for creating and sending emails, another one for social media, yet another one or two for online content management. The list goes on. In fact 50% of Enterprise marketing teams use multiple automation systems. It isn’t surprising then that 85% of them don’t feel they are using these systems to their full potential.

These statistics are all very interesting – but what do they actually mean in practice?

We asked a group of Enterprise marketers – all using marketing automation systems – three simple questions that revealed some very interesting answers. Read more AboutBlow out the fog and draw in the knowledge

Stop playing Russian roulette with your products

Stop playing Russian roulette with your products

stop-playing-russian-roulette-with-your-productsIn a world where over 80% of buyers educate themselves about suppliers’ products and services online, nine out of every ten Product Managers believe that buyers do not have access to correct and current information[1].

In other words most suppliers today “educate” prospects with out-of-date, incorrect and erroneously duplicated information.

It’s not intentional. Suppliers want to provide the best information but managing distributed content is complicated and expensive. Most marketers and product managers lose control over their content once it goes online or is distributed to resellers.

Although understandable, this status quo is unacceptable to buyers. Whilst researching the problems they want to solve, prospects consult supplier websites, LinkedIn company pages, trade publications, blog posts, white papers and user forums. Suppliers with contradictory information across these platforms are becoming increasingly less likely to be trusted and shortlisted. Read more AboutStop playing Russian roulette with your products

Be careful what marketing you automate…it might cost you your sales

Be careful what marketing you automate…it might cost you your sales

be-careful-what-marketing-you-automate-it-might-cost-you-your-sales
Automation is the new black for B2B marketers. It offers the promise of better engaged customers, more intelligent delivery of content to prospects, more pre-qualified leads and scale.
This outward Nirvana is not all that it appears to be. Here are a few sobering facts;

  • Three out of five marketing automation programmes fail,
  • Only 8% of B2B marketers use automation to nurture relationships with existing customers,
  • Most automated marketing fails between the sales stages of awareness and purchase; this is widely attributed to lack of content.

The situation is complicated even more by the fact that half of the B2B companies that have adopted marketing automation use more than one system. With over 200 systems to choose from and no single one that covers all marketing channels perhaps this isn’t so surprising.

Industry pundits comment extensively about the need for clean data, high quality content and a great plan to make marketing automation work. Several high profile experts have gone as far as saying that lack of these key ingredients means that most businesses aren’t ready for marketing automation yet. They might be right, especially when you consider that 85% of B2B marketers don’t feel they are using their automation platforms to their full potential. Read more AboutBe careful what marketing you automate…it might cost you your sales

Don’t let your sales and marketing automation dumb down your business

Don’t let your sales and marketing automation dumb down your business

Many B2B marketers have fallen in love with sales and marketing automation solutions.
And rightly so; the promise of driving awareness about a product or service into a conversion funnel that delivers qualified leads, increases profit margins and drives business growth is highly attractive. No wonder that spend on sales and marketing automation is forecast to increase 60% this year (Raab Associates).Among all of this potential, there are downsides to sales and marketing automation that are causing B2B marketers to re-think their strategies and ways of working with these technologies.Sales and marketing automation can dumb down your business, creating the opposite outcome from the quality sales pipeline sought. In this series of short posts we consider the three big traps that could result in unwanted dumbing down. Read more AboutDon’t let your sales and marketing automation dumb down your business
Case study example for an SME

Case study example for an SME

The business

A B2B Cloud based SaaS company with 250 employees, 30 channel partners worldwide and 50 field sales (remote) is spending approximately £600,000 each year on marketing content.

The challenges

  1. Marketing have to run multiple campaigns and online events with a major product releases every 3-4 months. They can measure effectiveness of lead campaigns based on conversion increase but do not have a granular view of costs per type of content.
  2. Sales teams and Partners have to be continually updated on new offerings. This is time consuming and expensive.
  3. Sales teams find it time consuming to locate relevant content to send to prospects/accounts for the stage in their CRM. This is causing them to miss their targets.
  4. The partner portal is continuously updated but there is no data to find out if partner teams are promoting latest content.
  5. Content packaging (Video, audio, documents) is outsourced to a digital media company and costs approximately £12,000 per campaign package. This is viewed as too expensive.

The solutions with Andomise

With Andomise, the marketing team could…

Read more AboutCase study example for an SME

Changing role of B2B sales people

Changing role of B2B sales people

  Over the next few years, strengthening customer engagement will be more important to a sales person’s success than any other business development activity. Why? Because today’s fully engaged customers are already spending 23% more with the suppliers they trust. Sales people will change their behaviour to follow the money. A B2B sales person’s roleRead more about Changing role of B2B sales people[…]