7 Skills That Make You An Awesome Marketer

Guest blog by Matt Greener, an experienced consultant and the Director of Marketing at App Data Room.

Top performing organizations expect more than deliverables from marketers. They expect marketers to be top performers. Do you strive to attain marketing excellence? Learn how to retool your strategy. Here are seven skills that put you on the path to awesome:

1. Be where your audience is.

Is your audience online? Yes. Do they use multiple channels for their infotainment? Yes. Add to the top-of-the funnel leads by being on the channels that your audience is using. According to HubSpot, both B2B and B2C marketers have the most challenge in generating awareness and traffic for clients and organizations. Most marketers face the uphill battle of not getting a sufficient amount of prospects and do not know what channels to focus on in order to get the highest return.

Find the right social networks. Be on those social networks. Talk to your audience where they are. Begin with your blog and quality content. Post frequently and check the stats to see what your audience is using and where they share and comment.

2. Create strong customer relationships one conversation at a time.

Realize the potential in each intimate outreach to a prospect. You are having a conversation with them. Learn to harness the potential of segmented lists and multiple touch points that speak at the right time and in the right context. Just because a lot of our communication is not face-to-face, does not make it any less meaningful to the receiver. Work your communications and look to build long-term relationships.

3. Make quality content your middle name.

People and search engines alike demand content that is real and serves the purpose of engaging the target audience. Deliver what you promise in the title and provide actionable tips and advice to solve the concerns of your target audience. Quality content establishes authority and people continue to tune in when they derive value from engagement. Do not forget the power of video and free downloadables to help qualify and convert leads. Entertainment and utility are two important aspects of content that attract new viewers and maintain the old.

4. Work with sales, not against them.

Are sales and marketing working together? According to Marketo, when sales and marketing are aligned, a business is 67% better at closing leads. Sales enablement requires that marketing and sales work together toward common goals to achieve success. The departments must agree on common performance targets and metrics by which to measure results in order to function properly.

Organizations should strive for sales and marketing to be on the same page with strategy that supports sales efforts and a closed-loop whereby sales reps provide feedback on client response to materials and help to generate real data on the success of marketing efforts. Champion this initiative and you’ll be ahead of the pack.

5. Accomplish more with marketing automation.

It can be difficult to meet all of the content generation and management needs of an organization. How many channels is your company truly ready to manage and maintain? More than generating content, marketers needs to have an ear to the ground, joining in on conversations, listening to the users on competitor’s websites, and provoking dialogue on the social media platforms that their audience are using. Automation is your savior. Tools like HubSpot, Marketo, HootSuite, Sitecore among many others can help to simplify content generation, publishing and social media needs for marketers while providing valuable data to refine your efforts.

Marketing automation can be used to segment email lists and then nurture leads along to sales through personalization, to build meaningful relationships with prospects and consumers.

6. Understand analytics data to quantify performance.

Knowing what information to use is critical to determining performance and next steps. Marketing automation is underutilized by organizations that primarily use basic email functions and neglect to take advantage of the full range of analytic features offered. In social media, data plays no trivial role. Create a file with the types of analytics that need to be reviewed and compared against metrics in each platform that you are targeting. Do research to discover the useful metrics and measurements that you should be using, then start reporting on them.

7. Conduct intelligent lead generation.

Without an audience, most efforts fall flat. For top-of-the-funnel lead gen, work to create a larger pool of prospects to engage from the beginning. More tools than ever are available, but what works for some may not work for others. Identify your target audience and determine the short term and long-term objectives as parts of a cohesive strategy to capture and nurture leads that will be of benefit to sales.

A common theme among top marketers is their ability to connect with the needs of an audience. “What makes content engaging is relevancy. You need to connect the contact information with the content information,” states Gail Goodman, President and CEO of Constant Contact. Top marketers realize that they need to talk and engage with people rather than push information. Connect and be awesome!

Hear more from App Data Room at the 5th Digital Marketing for Medical Devices conference taking place August 10-12 in Minneapolis, MN. Download the brochure for more information on the event and click here to register.

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