A blog post this week looking at how the top 500 Fortune B2B companies approach digital marketing made for interesting reading.
Featured on Clickz.com Matthew Sweezey’s research painted a detailed picture of poor execution when it comes to critical areas like data capture, conversion and follow up. Only 25% of companies were routinely using forms within their content to stimulate engagement and discussion, most used forms for general conversion but asked way too many unnecessary questions creating a barrier to conversion. And, only 55% followed up a web based enquiry within 48 hours.
Most of us don’t work for Fortune 500 or FTSE 100 companies. But this data is relevant because it highlights the golden opportunity for us in smaller enterprises, and how a little technical know-how and application could go a long way in improving outbound marketing, lead generation, conversion and customer service.
As most of us are not the leader in our chosen field, we have to be nimble and agile to take advantage of opportunities that come our way. It’s encouraging that larger companies, it seems, are not always so responsive and attentive to customer needs.
Perhaps you can see one or two things in this that you can use to your benefit as you market yourself, your business, your products and services over the coming months. It’s certainly given me something to ponder on.
Do you work for a large company? Is the digital marketing better/worse/easier/harder?