Automation tools are everywhere within the modern marketing mix. They simplify one of the most difficult and time-consuming parts of marketing – lead nurturing – so that content distribution and lead conversion happen with minimal intervention. In other words: you can connect with prospects and move them along the sales funnel without the grubby business of cold calling. It’s understandably desirable.
But the reality of marketing automation is less idealistic, even for businesses that spend a lot of time creating content for use in their marketing and lead-generation efforts. Most businesses could benefit from solutions that make their jobs easier – but there’s a strong case against going all-in on marketing automation.
Read Doug Plant’s (Mugo Web‘s client engagement manager) article in The Globe on why it’s not always a great idea…
Here’s the new promotional Globe Media Group video. It brings the new GMG brand to vivid life and explores how The Globe delivers a unique client experience that focuses on the intersection of Audience, Context and Performance.
Across the sales and editorial groups, I’m driving a renewed focus on CEM – Customer Experience Management. The goal is to ensure that every source of client contact – from information touch-points (such as the GlobeLink.ca website, booklet, video and new PPT deck) to proposal development to new conversation-starters (the Opportunities Calendar in the website) – effectively demonstrate how to form the strongest connection to Canada’s influencers, in partnership with The Globe.
Combined with an intensive training program (building deeper product knowledge and an advanced sales approach), the sales group are now better equipped to deliver fully on a client’s objectives – and grow their business opportunities – than ever before.
The new Globe Media Group brand identity and sales materials are launching in early July. A strong new expression of our brand, the new marketing message focuses on emphasizing The Globe’s core strength and how that benefits our advertising partners.
Exploring the intersection of Audience, Context and Performance, across a new booklet, video and presentation and a redesigned GlobeLink.ca website, we clearly demonstrate how to form a strong connection to Canada’s influencers – accessing a target consumer audience – within Canada’s most influential audience, within our leading, trusted editorial context to deliver fully on a client’s objectives.
The new messaging effectively conveys the next evolution in the GMG sales approach – away from a traditionally transactional approach to developing deep client relationships as marketing consultants. The transition is demonstrated with strong category and product knowledge and in crafting carefully tailored proposals and persuasive communications to initiate productive conversations.
Initial feedback from the sales group is very positive, with reports of clients being highly engaged and freshly impressed in recent presentations. Combined with extensive training to upgrade proposal, presentation and communication techniques, the new Globe Media Group is positioned for strong growth as we approach the next fiscal year.