Modern digital marketing is about much more than content marketing and social media activity, sending emails, counting page views and optimizing search engine rankings. It requires an end-to end approach, connecting the dots all the way from core messaging and persona development, through social media and content marketing to lead management and the hand-off to sales. And dealing with the reality that prospects and customers don’t take a one-way, one-time trip through the Sales funnel.
It means building a single marketing system, instrumented and automated, that can engage and track prospects and customers through the entire sales cycle. Over multiple sales cycles. A machine that’s future-proof and designed to scale. A Customer Engine, if you like.
Over the last 15 or so years I have built revenue-generating machines for B2B software companies ranging from less than $1M in annual revenue to more than $2B, and I realized early that the models and basic principles are the same.
The site is both a blog to document what I have learned on this journey, and a connection point for anyone looking for help with their own marketing and revenue generation efforts.
I’m currently working on Version 8 of the engine approach. What happened to Versions V1-V7? Start by reading the What is a Customer Engine? post.
With a proven methodology for analyzing and optimizing the entire end-to-end pipeline, the Customer Engines approach can deliver immediate improvement to any area of marketing, including messaging and positioning, digital media strategy, marketing measurement, infrastructure design, and business process overhaul.
Contact me to get started.