The Synaxis Keystone Marketing System provides a phased approach to the implementation, rollout, and operationalization of marketing measurement tools, web tools, and communications tools.
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Only through improved technology can a b2b company expect to plan a marketing program, measure marketing effectiveness, and deliver enough leads into the sales process.
Challenge
Today business-to-business (b2b) marketing organizations face special challenges:
- Reduced budgets
- Increased scrutiny and metrics requirements
- Staff training on new technology
As a result, b2b marketing can suffer reduced effectiveness, especially in relation to better organized competitors.
Solution
With these increasing demands on b2b marketing organization, technology must play a key role in the solution. This technology includes website analytics, search analytics, customer relationship management (CRM) or salesforce automation (SFA), and marketing automation.
Benefits
Through improved technology, a b2b company can expect to improve its ability to plan a marketing program, measure marketing effectiveness, and deliver enough leads into the sales process. When technology is added, the average b2b organization is better able to compete.
Note that this technology focus is not just for technology companies. Even if your company sells a non-technological product or service, your marketing and sales functions can benefit from improved technology.
Approach
While b2b organizations share many features, each one is different. We start by listening to you about your communications needs and goals. This includes surveying your current tools, materials, and processes. Then, we work out a vision with you for the future state of your communications. Based on this vision, we create a plan to move your organization from the current state to the desired goals. This plan identifies needs for strategies and materials while outlining how success will be measured. Armed with this plan, we work with you to execute the projects required. Along the way, we monitor key metrics to assess how well the rollout is unfolding. If additional changes are needed, we can help make the appropriate adjustments.
