Enterprise Sales Online: How To Drive Conversion UP & Costs DOWN

With more and more people being prepared to make bigger ticket purchases of complex products online, such as Insurance...

...up over 50% according one EY Report.

The race is on for companies to lead their markets, when it comes to Attracting, Engaging and Converting product sales online. Once the sale is made, the Lifetime Value of the customer is dictated by the initial delivery experience and your ongoing service.

The easier you make their life,

the stickier they are as a customer.

Same goes for your staff.

There are three departments within any enterprise organisation that play a critical role in the overall Digital Transformation process and the Customer Experience (CX) at each stage of the Prospect and Customer Journey and the entirety of the Customer Lifecycle.

The organisations getting the best results, are those where Marketing, IT and Digital are working strategically as a Team to drive Performance, not just at a campaign level, but also at the underlying Technology level, which impacts the over Customer Experience and ultimately conversion or outcomes...

Let's look at the Biggest Challenges which are impacting on the Digital Conversion results of the vast majority of Enterprise organisations and then let's look at the solution...

The Five Biggest Problems...

1. Total Cost of MarTech Ownership. Most costs are hidden and not clearly identified, therefore making it hard for most C-Level executives to be able to make the strategic decisions needed to resolve the cost issue.
2. Hosting Costs Out of Control. Every new client we have taken on has previously been paying far more than they need to in hosting costs. In many case we have reduced their costs by as much as 60-80%.
3. Website Performance is Slow. This impacts everything, from first impressions, to initial CX, SEO, Ad Costs, Conversion. Yes, poor performance is a real issue at every level
4. Can't Get New Campaigns Live Fast Enough. When your MarTech Stack and DevOps is not optimised your team are typically spending too much time doing work they should not have to do, just to keep things running. This delays speed of delivery and increase time to market.
5. MarTech Stacks are Complex which Increases Security Issues: Some mistakes have bigger consequences than others. Security breaches are the type of problem that can destroy reputations, careers and potentially the whole business.

If these are the Problems what are the Solutions?

Dramatically Reducing Your Total Cost of MarTech Ownership (By up to 50% or more)

TCO is essentially the overall cost of the other four problems listed above. As you start to optimise for best practice in each of the other areas, then you immediately start to lower your TCO (whether you can currently measure it or not).

Just like organisations have Data Silos, they can also unfortunately have communication and operational silos. The single biggest High Impact for any organisation is to get strategic alignment between Marketing, IT and Digital Teams.

Fasttrack Resolution.

• Have a Facilitated Strategy Session with key stakeholders to understand the core problems for each separate department and the impacts, the resolution required and the business case that drives commercial decision making.

MarTech Hosting Cost Reduction

The reality is MarTech is complex and requires a specialist understanding and skill set if you are going to minimise your Hosting Costs. Most internal IT teams, MSPs and consulting digital agencies struggle with managing Hosting costs for MarTech.

Technology changes are positively impacting the MarTech industry, which is increasing the level of complexity. Too often the infrastructure decisions of the past have not kept pace with MarTech innovation. This is understandable from a past decision making perspective, however it is not going to stack up with the Future State requirements of most organisations moving forward.

Infrastructure is foundation that speeds up or slows down your Digital Strategy execution and your overall Customer Experience. This has a leveraged impact on your ROI and your Revenue.

I cannot overstate how important it is to get this right.

Fasttrack Resolution

Get an independent third party MarTech infrastructure specialist to benchmark your current hosting spend against industry best practice. Dataweavers will do this for you at no cost.

Website Performance - Speed Is Critical

How well your Infrastructure is set-up and optimised, directly feeds into your page speeds, Customer Experience. Fixing your Page Speed is directly related to your Hosting and Infrastructure. Get this right and you will see instant results from your existing Marketing and Digital investment.

Fasttrack Resolution

Get your page speeds as low as you can and definitely get them under 5 seconds as a benchmark. Want to run a quick check on your page is performing, then go to GTmetrix , paste your domain in and click 'Analyse'...

If you get a score or 'C' or less and your page load is over 5 second, then consider messaging me.

Getting Campaigns Out The Door Fast & Effectively

DevOps velocity is about having consistent 'Best Practice' frameworks to keep your internal teams and digital partners working on the right things in the right way and working on the right things. This is about having systems, tools and processes that eliminate time consuming task that can be eliminated or automated, freeing up your best people to focus on the things that move the revenue need and impress C-Level and the Board.

Fasttrack Resolution

Align yourself with technology and partners that simplify your life and make things easier (not harder) for your team. The evolution of technology supporting the MarTech Stack means where in the past organisation have thrown People, Time and Money at upgrade processes, migrations and integrations.

This can now be simplified and automated through tech innovation.

MarTech Security Needs Specialist Attention

With over 10,000 MarTech applications in market and enterprise organisations being dependent on custom Apps and complex API integrations, it is no wonder that Cyber Security takes on a whole new level of complexity and risk.

The concept of 'You don't know what you don't know' has a whole other level of consequences when something goes wrong. You only have to look at the Cyber Security breaches news every single day to realise the risks and commercial (and career) implications of getting it wrong.

Fasttrack Resolution

Get a MarTech Specialist to audit your MarTech security posture so that you find out 'What you currently don't know...' and once you do know what you are dealing with, consider partnering with MarTech Security specialists to support your internal and Digital Agency teams.

Ping me if you want see where the holes (and Opportunities) are in your current MarTech Performance and Security...