BayBridgeDigital > News > Uncategorized > Digital Transformation > The role of digital marketing organizations : creating growth
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In 2017, online sales made up 90 percent of the growth in the CPG industry, displaying a fast-growing segment in a traditionally stagnating industry. In that context, subscription models, albeit still small, are experiencing phenomenal growth. In grocery for example, where store revenue is forecasted to grow by 1 percent annually through 2022, the market for meal kits – proposed on a subscription box model – is projected to grow by a 10x factor over the same period.

Real growth, from a digital marketing standpoint, is supporting the business

Real growth, from a digital marketing standpoint, is not just about success within the marketing team’s framework. It’s not about meeting or exceeding a set goal of how many leads are generated in a month.
It is about helping the entire company meet its goals and supporting the business’s growth as a whole, through a holistic approach to interacting with your audience.

• When a digital marketing strategy generates enough leads on an ongoing basis to supply a steady pipeline of sales, that’s real growth.

• When the leads provided by marketing convert at high rates and result in more deals being won, that’s real growth.

• When a brand awareness campaign or content marketing strategy pays off and your business benefits by being seen as a reputable, industry-leading resource, that’s real growth.

All of the metrics you should be measuring as part of your digital marketing strategy, such as email open and click-through rates, conversion rates, web page views, social media reach, and mailing list growth set the foundation for real growth.

If no one reads your emails or landing pages, or no one ever signs up for your newsletter, you will never have the opportunity to bring them in as loyal repeat customers.

So, it is important to continue tracking this data, and using it to add context to your marketing strategy. If you have not yet reached the level where you are able to track these metrics, now is the time to start.
Consider implementing a system like Salesforce, which can make it easy to implement digital strategies and track their effectiveness.

Once you have a way to measure and manage these data points, you are off too a good start. But they shouldn’t drive your marketing initiatives — they should inform them.

New initiatives and strategies should be tied to a company goal, and created in collaboration with others across the organization to ensure success.

For example, perhaps the company is not meeting its revenue goals.
The Sales department is struggling to close deals and drive enough new revenue, and each salesperson is at capacity. As a digital marketing organization, you have two main responsibilities in this situation:

1. Drive more leads that sales representatives can follow up on by ensuring that prospects know about your products, services, and promotions, and piquing their interest with great marketing content.

2. Ensure that the marketing-generated leads sent to sales representatives for follow-up are high-quality, and that prospects are ready to convert. You do not want to waste your salesperson’s time with prospects who are nowhere near ready to make a purchase — they’re too busy for that!

By supplying a richer pipeline of more sales-ready leads, you’re empowering the sales team to close more deals — meaning that the company is better positioned to meet its revenue goal.

In any case, digital marketing exists as a key component of your company’s success. Marketing initiatives should be driven by company goals and high-level plans, to set the business up for long-lasting success. Whether you’re one lead short of your monthly goal, or one lead over, doesn’t matter — what matters is how your marketing efforts impact the company’s bottom line and support real growth beyond the marketing department.

Written by: Richard Impenge