We begin with an approach that takes responsibility for the entire Customer Value Journey. We do this for several reasons. Many marketing agencies are very good at producing leads, generating content, or building a brand. While these are very important and essential parts of the process, experience has shown that the entire journey needs to be considered, or the overall effort could be a waste of valuable advertising dollars. Or to put it another way, a salesperson's time is very expensive. Simply producing a high number of leads, can result in wasted sales energy and lead to burnout. Our goal is to develop a process that supports the entire digital journey - from attracting and qualifying leads to nurturing them into customers. This way your sales team's time is focused on furthering one-to-one relationships with the most qualified and profitable customers.
We believe this process actually complements, rather than competes with most traditional advertising and design agencies. Therefore, we don't necessarily recommend that you cut ties with anyone with whom you are currently working. In fact, a synergistic approach with agencies can often help put in place the strategic direction they need to do their best work.
Customer Value Journey
ABM Segmentation (if B2B)
Predictable Selling System
Create Landing Pages
Content Lifecycle Plan
Lead Capture and Handoff
Building a Predictable Selling System
A Predictable Selling System is the process of mapping out and building ads, landing pages, lead capture, and email nurture sequences to create a sales funnel that converts strangers to prospects and then ultimately clients and eventually brand advocates.
We utilize organic and paid traffic strategies to drive visitors to a landing pages - which has only one purpose: to move visitors into the next phase of the Customer Value Journey.
Facebook Ad to targeted cold audience
Retargeting Ad with Offer Expiration
We treat every website that we build as a living breathing entity - meant to be cultivated and developed, rather than simply built and set aside. Rather than treat a website as a finite project with a launch date (that usually gets pushed back), we strive for an early launch with a focus on continued improvement over time. We then optimize based on careful observation of the visitor, rather than designer intuition. This leads to greater sales conversion rates and improvements in visitor satisfaction.
As a Hubspot Growth Driven Design agency, we have been trained and certified in an Agile process of website development versus a traditional "waterfall" web design process. That simply means that we are dedicated to a continued website improvement process. There are a number of advantages to working this way. The most important being that by "listening" to the visitors, we put the customer front and center of every marketing decision. Additional advantages include the ability to rapidly pivot the messaging, if needed (which startup companies appreciate.) Ongoing optimization leads to better and more predictable conversion ratios. And with this approach programs can be launched early, without waiting until the whole site is perfect.
Here are a few website examples:
We do not accept all web design projects. This is because our expertise is Demand Generation, and there are many websites which have different jobs. If a client requests web design services and the scope falls outside our core competency, we may choose to refer the project out and collaborate on the demand generation strategy portion, only.
We have experience with the configuration and integration with many different CRM systems. This includes hands-on experience with Hubspot, Salesforce, Microsoft Dynamics, and Zoho to name a few. If you have not implemented a CRM, we are happy to make recommendations based on your business needs.
Content Marketing, Social Outreach, and SEO
Quality content is at the epicenter of all of our marketing campaigns. However, building content for the sake of one's own echo chamber, is merely self-serving and neglects the reader.
We recommend a process of creating content with a conscious determination of the mutual purpose for both creator and reader. Doesn't the reader, who trades time and attention, deserve to be enriched in the process? But providing content strictly for serving the reader neglects the business process, as well.
Our strategy is to determine the reader's desired topics and map them to the business interests to determine relevant overlap. From a demand generation perspective, our goal is to move the prospect along the Value Journey until it makes sense to reach out with a sales message.
A solid content strategy forms the overall foundation for multiple campaigns, including SEO.
Testing & Conversion Optimization * Marketing Analytics & Data Science
In addition to tracking views, clicks, and conversions, we use a combination of heat maps, screen recording, and visual feedback to glean anecdotal and data-driven insight into a campaign's performance. With enough data, we can begin A/B testing to further optimize every campaign.
1. Consistent, daily effort is what yields results. 2. Decisions should be made based on data that comes from testing & observation, not hunches. 3. Excellence is not a one time thing. It is obtained through a rigorous and dedicated improvement process. 4. Listening to customers is at the core of what we do. 5. There is no quick path to riches. But your competitor is right behind you with a set of steak knives.
What Our Clients Are Saying
"My salespeople get notifications as soon as a lead arrives. All of the customer's information is automatically entered into my database. The system works beautifully!" Marc W.
"Now I know at glance which campaigns are working and where I want to invest. This is so easy." Luke H.
"My salespeople spend more time connecting with customers and less time chasing leads." Ivan H.