Colin Abercrombie, Co-CEO at ProsperoHub, shares his experiences, insights, and advice on the industry-wide shift towards digital-first approaches...
ProsperoHub is a digital business consultancy, supporting ambitious clients in the strategy, data and technology required to optimise their revenue growth.
Our organisation utilises the HubSpot Sales and Marketing automation platform as the cornerstone of our clients’ digital-first approaches. The HubSpot solution is designed entirely around the digital alignment of Sales, Marketing and Customer Service, and by employing this Inbound philosophy inherent in HubSpot's design, our entire team are able to remain faithful to a common methodology in digital-first outreach.
This cross-team understanding is critical in setting and evaluating goals and targets, and in interpreting the results of tactical execution in an aligned, collaborative and constructive manner. 'Trust the Process' has never been a more appropriate expression!
The key benefits of digital-first can be summarised as follows:
The ability to personalise your sales and marketing efforts at scale;
The ability to focus on 'good fit' opportunities;
The ability to record and monitor results more accurately;
At this particular time – simply the ability to reach out to buyers, who may be uncontactable otherwise.
In general, the challenges are no different from those experienced in a more traditional approach to sales; however, there are a few unique challenges in using a digital approach, as follows:
Ensure that your prospect contact details are accurate and current;
Ensure that your sending domain is secure and reputationally valid, or you're going to get a lot of bounces!
Our tech and data teams spend a lot of time focusing on these areas for ourselves and our clients, to ensure that we do not fall at these early (and basic) hurdles. If you can’t get your message delivered, then it doesn’t matter how relevant or timely that message is.
Given the current covid-19 situation, the biggest success for us with digital-first has simply been the ability to continue with business as normal and expand our client base through these challenging times.
As the world post-covid is likely to permanently retain many of the working practices and business characteristics that were adopted during this time, there is a need for all businesses to think of digital-first outreach as a fundamental part of their sales and marketing approach.
My best advice? Get yourself onto a world-class marketing automation platform now – deploy HubSpot in your business as a matter of priority!
Connect with Colin Abercrombie on LinkedIn here.
For more of Colin's insights into the benefits of using a CRM platform, click here.
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