Our world has become very fragmented in the post-pandemic world. Even before the pandemic, many marketing organizations were disconnected from the rest of the company. They believed that they could execute a set of tactics, like emails, blog posts, and social media, which would be enough to drive revenue. Well, that didn’t work out well.
Over the past few years, the pandemic accelerated disconnectedness. Not only disconnectedness in marketing but throughout the organization. This is resulting in a fragmented approach to everything.
The Disconnected Crisis
At HubSpot’s recent Inbound Conference, CEO Yamini Rangan spoke about the disconnected crisis that most firms are experiencing in one form or another. Let’s take a closer look.
- Disconnected Systems - Over the past several years, companies have accelerated digital transformation, implementing many point solutions that are not integrated. This has resulted in disparate data sitting in various silos throughout the organization.
- Disconnected People – One day, you are working in an office, the next day, you are working remotely. What started off as several weeks turned into years. Although companies scrambled to put remote work policies in place along with the technology to support it, management had no experience in managing it. This created a fragmented work environment.
- Disconnected Customers –Your customers are going through the same thing and are likely disconnected from you.
Fragmented Digital Programs
Even though we all scrambled to be more digital, we are learning is it’s not enough to be just digital.
Our programs are also disconnected, resulting in a fragmented digital marketing and sales approach.
It’s not enough to write a blog.
It’s not enough to send emails.
It’s not enough to post on social.
It’s not enough to have a great website.
It’s not enough to simply offer a demo.
These tactics are just table stakes.
You have to do so much more.
You have to do it every day and do it well. And each task needs to be connected to a broader program.
We need to be better connected in so many ways.
- Our tools need to be connected. If you are still using point solutions that are not integrated, then you are likely unable to orchestrate an omnichannel campaign where you leverage every available channel to reach your potential customers. You can’t orchestrate it, you can’t ensure your data is valid, and you can’t measure it.
- Our people need to be connected. We must align marketing, sales, and customer service, providing a customer-centric environment across the buying journey. People and programs all need to be on the same page.
- Our customers need to be better connected to us with ongoing nurturing and community building so that there are opportunities to cross-sell, upsell and evangelize your company and product.
Our programs need to be connected. Even though we all scrambled to be more digital, we are learning is it’s not enough to be just digital. Our programs are also disconnected, resulting in a fragmented digital marketing and sales approach.
It’s not enough to write a blog.
It’s not enough to send emails.
It’s not enough to post on social.
It’s not enough to have a great website.
It’s not enough to simply offer a demo.
These tactics are just table stakes.
You have to do so much more.
You have to do it every day and do it well. And each task needs to be connected to a broader program.
Omnichannel campaigns have never been more important in driving momentum and brand awareness.
Companies that connect their systems, people, customers, and programs will grow, and those that don’t will watch their competitors gain market share.
5 Tips on How to Connect Everything
Connect your systems to a customer-centric CRM platform that integrates the tools so that you can develop, orchestrate, and measure omnichannel campaigns.
Align marketing, sales, and customer service processes and programs. Once these elements align, people will follow.
Build customer communities and communications programs. Touch your customers regularly with webinars, new training programs, and newsletters.
Create truly unique thought leadership. Be different and controversial, and tell a story about how your company is changing how your customers do business today.
Develop a strategic marketing plan that integrates all the tactics, including all aspects of PR, email, social, content, advertising, and events, into cohesive omnichannel campaigns.