It’s an approach where we’re not fighting it out to just target the ~5% of in-market leads. There is no speculation about whether social shares will convert into real business in the next month (chances are, they won’t). And results are more about driving real growth than grabbing low-hanging fruit (salespeople can do that).
Today, most of our clients use some form of marketing automation. They understand the power this gives them to have more meaningful interactions with customers and prospects. And, to ensure that they have the right impact at the right time, we structure our campaigns into ‘content cycles’ that match the critical stages of the sales and marketing funnel.
While this inevitably means a degree of interruption marketing, we do everything we can to only ever interrupt potential buyers with something they will find genuinely useful in their day-to-day working lives. In doing so, we help our clients become the go-to brands for when customers need to solve the critical challenges they face in their businesses.
What’s more, everything we create can then be used as fuel for wider inbound, social and SEO activity.
The result? Greater cut-through. Increased brand awareness. And higher sales.