Marketing has evolved. Powered by technology, and driven by the commercial pressures that define today’s marketplace, Marketing is now oriented towards demonstrating a Growth Marketing Focus aiming at measurable growth and contribution to sales pipeline.
Each marketing discipline, such as advertising, branding and digital, has its place in a company’s evolution and growth from start-up to Enterprise. However, with the emergence (and explosion) of marketing technology, tools and analytics, we increasingly see the need for traditional marketing disciplines to move towards later stages of company development. In their place, a Growth Marketing focus is enabling visibility, access and control of the data that is driving measurable results from the very start of the commercial journey.
What has changed?
Cloud technology has allowed the development of cost-effective software tools – usually based on Software as a Service (SaaS). Salesforce.com and AWS are good examples of early cloud adopters and enablers of this development. The result we’re seeing now across 1000s of providers in this space is cost-effective solutions for companies of any size. In other words, barriers to entry have fallen away.
How INBND can help
SMEs are one example of organisations that now benefit from cheaper and better marketing technology to level their playing field with their larger competitors. However, to generate a Growth Marketing focus through internal resources can be expensive, time-consuming and distracting. INBND’s expertise provides immediate Growth Marketing focus and saves a significant amount of time and budget compared to the acquisition of this level of expertise in-house.
By the same principle, other – larger – organisations may find themselves with the same requirements and challenges as SME, but on a larger scale. The nature of Growth Marketing is that it is scalable by default. INBND can also help in determining how much Growth Marketing should compete with traditional marketing.
Regardless of where your challenges hold back your Growth Marketing focus, INBND is here to help. Get in touch with us today to find out more.