Enterprise inbound marketing addresses the needs of larger companies. While smaller businesses are primarily focused on brand awareness and search visibility, most enterprises have been building their brand for years and are looking instead to improve the ROI of their marketing efforts. They see content as a key driver of both their lead generation campaigns and their lead nurturing campaigns so they can deliver more -- and better qualified -- leads to their sales teams.
A second differentiator of enterprise inbound marketing is an increased level of review required for an equally increased content production schedule. Legal, sales, product management, and support, all have an interest in marketing activities and a share of the approval process. To meet the challenges of producing quality content quickly and improving ROI, enterprise marketing departments need a new approach to their activities: Lean digital marketing.
Lean processes involve continuous improvement over time, or “kaizen,” which helps an operation perform more efficiently and instills a sense of ownership by all stakeholders. This philosophy has been applied to process in everything from manufacturing to psychotherapy, so why not marketing?
Traditionally, marketing departments have faced two challenges that prevent them from being lean:
1) The lead generation tools at their disposal -- trade shows, video production, direct mail -- are ripe with both inefficiency and inefficacy.
2) Because they appeared to waste both time and money, these tactics often operated in a vacuum with little engagement from other departments, including sales.
All of this has changed in recent years with the introduction of inbound marketing strategies and state-of-the-art marketing automation tools for lead management. The development of lean processes to deploy and monitor inbound marketing activities is the next step in making marketing both productive and transparent.
A second differentiator of enterprise inbound marketing is an increased level of review required for an equally increased content production schedule. Legal, sales, product management, and support, all have an interest in marketing activities and a share of the approval process. To meet the challenges of producing quality content quickly and improving ROI, enterprise marketing departments need a new approach to their activities: Lean digital marketing.
Lean processes involve continuous improvement over time, or “kaizen,” which helps an operation perform more efficiently and instills a sense of ownership by all stakeholders. This philosophy has been applied to process in everything from manufacturing to psychotherapy, so why not marketing?
Traditionally, marketing departments have faced two challenges that prevent them from being lean:
1) The lead generation tools at their disposal -- trade shows, video production, direct mail -- are ripe with both inefficiency and inefficacy.
2) Because they appeared to waste both time and money, these tactics often operated in a vacuum with little engagement from other departments, including sales.
All of this has changed in recent years with the introduction of inbound marketing strategies and state-of-the-art marketing automation tools for lead management. The development of lean processes to deploy and monitor inbound marketing activities is the next step in making marketing both productive and transparent.
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