What are your marketing fulfillment priorities for 2015; and is your fulfillment services partner helping you stay focused? If you want to see how they stack up against those of 5,000 global marketing executives, take a look at SalesForce.com's 2015 State of Marketing report, which was recently posted on the Web.
According to this year's report, the three most pressing business challenges for marketers in 2015 are:
New business development
Lead quality
Keeping up with marketing technology and trends
Top areas in which those surveyed plan to increase their spending are:
Social media advertising (70 percent)
Social media marketing (70 percent)
Social media engagement (67 percent)
Location-based mobile tracking (67 percent)
Mobile applications (66 percent)
And the three technologies marketers cited as being most critical to creating a cohesive customer experience are:
Mobile applications (57 percent)
Marketing analytics (54 percent)
Customer relationship management tools (54 percent)
Whether or not your priorities track with those cited in this report, you have a full plate for the year ahead. Your focus should be on choosing the right channels and media to reach your customers, as well as on crafting the right messages to move them toward the sale. You can't afford to be tripped up by errors and poor performance in the fulfillment portion of your campaigns.
Fulfillment matters. Here's why.
Marketing fulfillment is the process that delivers your content to customers, prospects, partners and anyone else you do business with. If your materials and messaging arrive late, in bad condition or don't speak to your recipients' interests, it doesn't matter how brilliant your marketing campaigns are. So, before you get too much further into the year, take a little time to evaluate your market fulfillment program, to see if it's up to par.
Among the questions you should ask:
How well do we respond to leads? Do we deliver information that directly answers expressed questions and implied needs? Do we get this information to them quickly? Does it arrive in good shape?
Do we follow up at appropriate intervals with additional materials or information, using a variety of channels to reach our customers and prospects?
Do we use a variety of channels to reach customers and coordinate our messaging across those channels?
Do we customize our materials to enhance their relevance to recipients?
Do we use personalization to make our communications friendlier?
Are we always in compliance with applicable regulatory requirements and our own brand standards?
If you're not happy with the answers you come up with, it may be time to talk to another fulfillment provider.
As a marketing professional, you need to focus on what you do best, which is marketing. By hiring the right marketing fulfillment services partner, you can be assured that your messages will be targeted and relevant and get where they need to go quickly and cost-effectively.
Want to learn more about Iron Mountain Fulfillment ServicesCall or emailus, we would be happy to speak to you about your marketing print and fulfillment programs.
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What are your marketing fulfillment priorities for 2015; and is your fulfillment services partner helping you stay focused? If you want to see how they stack up against those of 5,000 global marketing executives, take a look at SalesForce.com's 2015 State of Marketing report, which was recently posted on the Web.
