Axiom9 Marketing is 30 years old this month. Suzanne Wiebe, Founder and Forensic Analyst, shared her insights and a few words on the past and future of digital marketing.
“The development of new tools has made analytics easier, but people are still tripping over the data. They don’t ask ‘why’ often enough. Most of the new analytics tools fill a niche, but even the big ones leave a lot of holes in a marketing campaign, especially when you lay a sales enablement schematic over the marketing plan.”
Axiom9 Marketing uses many new software programs to make life easier but sticks to its old keyword weight program. “It must be 15 years old, but I haven’t seen anything new that does a job as well. You take what works and trash what doesn’t. This brings us to our belief that sales enablement must be a part of marketing campaigns.”
To stay agile, Fragmented marketing needs to give way to full-service marketing. This is a necessity for survival.
Fragmented marketing refers to a company hiring different agencies to complete various marketing tasks instead of outsourcing to one team. The problem with the fragmented approach is the cognitive bias. Each unit has tunnel vision. They focus on what is important to them. This results in a website design that doesn’t optimize for Speed; a sales funnel that offers consumers different messages at different stages of the consumer journey, or an SEO team that doesn’t speak the same vernacular as the Sales team. The result is a marketing silo that drains both time and financial resources for both the agency and the client.
Businesses are facing enough barriers today, with Stagflation (higher than average unemployment and stagnant demand in the economy) and devaluation of the dollar. Business owners are becoming myopic with anything they see as ‘unnecessary.’ “If their marketing company doesn’t facilitate sales, or generate an acceptable ROI, then it is not a vital part of business growth. It’s gone.”
For decades, C-Suite and executives have expressed frustration with the disconnect between marketing and sales teams. It’s unclear why SEO, Marketing, Website Design, and Sales don’t work together, but everyone seems to struggle with the ‘this is how it has always been’ mentality, and it is hard to break.
Axiom9 Marketing is not the only agency that has taken an innovative approach to sales enablement. This month, their group released a new Augmented reality tool aimed at retail and fashion, luxury cars, and real estate to create a 3D virtual tool that works well on cell phones.
When pressed on the Sales Enablement strategy, Suzanne Wiebe of Axiom9 Marketing explained that, in her experience, marketing campaigns have more impact when marketing and sales teams work together. “Our target is to help businesses connect with buyers, not shoppers, for both to sell tangible and intangible products and services.”
When a solid campaign is executed effectively, the marketing and sales departments can learn to work together. This reduces the time needed to implement marketing initiatives with increased closing rates, one of their top benchmarks.
The first step in future marketing needs to start with identifying inefficiency, loss of revenue, and stagnation, not ‘what color to pick for a new website.’
What else is new? Axiom9 Marketing is taking the new initiative one step further. They added business and sales coaching. They hold regular virtual training events, highlighting the importance of adding sales coaching to company sales enablement protocols. “Business scaling in today’s economic environment requires a new mindset. Success is dependent on the efficiency of both sales and marketing strategies.
As business faces Stagflation, devalued dollars, and changing consumer behavior, they are looking for new ways to compete. Axiom9 isn’t the only marketing company working to reinvent its model and shake off old behaviors. Marketing needs to stop acting like a stand-alone product the company has purchased. Instead, marketing needs to see itself as an asset the company invests in.
The digital marketing industry’s old business model is causing problems. It needs to evolve to stop the loss of talent. Real talent costs money. That cost cannot be passed onto the client, so the marketing team needs to learn how to do double the work in half the time.
The next couple of years will reveal whether the marketing industry ‘gets the message.’
Media Contact
Company Name: Axiom9 Marketing
Contact Person: Suzanne Wiebe CEG
Email: Send Email
Country: Canada
Website: http://www.axiom9marketing.com/
