Marketing efforts stopped delivering results?
Marketing moves fast and companies can easily fall into the trap of getting too comfortable with their current marketing platforms. Whether it’s social media tools, CRM platforms, email marketing systems or advertising platforms, they need to be reviewed regularly.
Why regularly reviewing platforms helps keep you on top
Over time, marketing platforms improve, new apps come on to the market, algorithms change, and your business goals shift. Conducting regular reviews enables you to stay ahead of these changes, ensuring your marketing platforms full support your B2B marketing activities aligned to your business objectives.
For example, a CRM platform that was perfect for your business a few years ago might now be lagging in features or integration capabilities, helping to identify whether it’s time to consider other options.
Identifying hidden opportunities
Regular reviews don’t just prevent issues—they can uncover both hidden opportunities and inefficiencies within your B2B marketing strategy. For instance, a dip in engagement on social media might not just be due to algorithm changes but could indicate that your platform isn’t helping you maximise engagement through responding to comments etc. If you notice that your email open rates are declining, it might be a sign that your emails are landing in junk folders, which is an issue that a platform review could help resolve whereas no amount of refreshing your email content will improve these. If your marketing efforts have stopped delivering results, understanding why things are changing can help you stay top of your game.
So, how do you know when your marketing platforms need a review? Here are some telling signs:
- Social media engagement or impressions are declining
- Your data isn’t helping deliver the right quality of leads
- Emails are not being delivered
- Your website’s SEO performance has plateaued
Focus on the metrics that matter
When conducting a review, it’s important to focus on the metrics that matter most to your business. Whether it’s engagement rates on social media, ROI from your advertising campaigns, or conversion rates from your email marketing efforts, understanding what you need from each platform and using the relevant metrics you want to measure will help you compare existing and new platforms so you can choose the for your requirements.
Look at what’s trending
Regularly reviewing some of the top B2B marketing platforms can also help give you ideas of new platforms that could help improve or automate an aspect of your marketing and business development. For example using a new data platform which can not only help you identify potential prospects but either quickly connect with them on social media or integrate with a social media app can save business development teams lots of time when building a strong network and regularly engaging with lots of new prospects.
Staying up to date with the latest platforms
By scheduling regular reviews, you can ensure that your marketing platforms are not only up-to-date but also aligned with the latest trends and best practices.
Our team at Definition Consulting has extensive experience with a variety of marketing platforms. Recently, we suggested to some of our clients that they could benefit from switching to CRM platform Zoho for extensive email marketing, prospect follow-up and reporting capabilities, resulting in better results across their campaigns.
If you would like to learn how we can help in keeping your marketing strategy on track and aligned with your business goals. Get in touch at hello@definitionconsulting.co.uk or call 0161 696 3459.
