The role of marketing is to help fill the top of the sales funnel with leads, who might be interested in buying your product. Traditionally marketing used a variety of ‘tools’ like conferences, PR, keynote speeches, database building and email campaigns.
The world has moved on. Companies have invested in a plethora of tools, like SalesForce, Hubspot, LinkedIn, and literally thousands of other lesser know tools. Many of the marketing folks are bamboozled. The sales folks are frustrated. They don’t see the tools investment delivering and still have to find their own leads.
There is a new breed of marketer. They both see the possibilities of using digital platforms to reach prospects and they know how to do it. They are part tech geek. They understand how to integrate internal sales and marketing systems. They also understand A/B testing how to integrate to large external platforms, like Facebook.
In addition, this new breed of marketer is good at maths. They can run scenarios based on data. They can build predictive models.
The poster children of this new breed of marketer are from companies like Dropbox and Airbnb – however there is an emerging breed of these growth hackers. Growth Transformers know their impact.
Try sending your marketing folks to class with the following homework:
- How do we integrate our marketing systems to deliver real leads?
- How can we use our existing marketing data better?
- What one step would they recommend to 10x our qualified leads?