If you are concerned with measuring the impact of your marketing, great!
But isn’t it critically important to ensure that you are doing the right things in the first place? Activities that negatively affect your underlying goals waste time, and more importantly money.
This is what ‘Laying the Foundations’ is all about. We ensure you are spending money and resources on the right things for the right reasons and that you
- Really know the target customer
- Develop marketing strategy from facts not assumptions
- Have goals and metrics clearly defined
- Have internal alignment on what success will look like and how it will be measured
We help clients’ make strategic decisions based on fact not assumptions. We use state of the art online and offline data collection techniques to provide factual evidence from which you can make informed decisions, rather than relying on opinions
A real understanding of your customer and their motivation is critical to an effective marketing program. We build a full 360 view of your ‘perfect customer’, compiling both on and offline data to document both what they say about themselves and how they actually behave. We then help you ensure that all marketing programs take account of this core information
Digital marketing is no longer distinct from traditional tactics, but forms an integral part of any marketing program. With Digital Foundations we demonstrate how Google and other search engines understand what you do, and how they can connect you to people with a need that you can solve
Breaking Down Silos
Marketing results results can now be measured against business impact, and therefore more people have a view on marketing success. Marketing Procurement, Marketing Operations, tactical marketing teams as well as the C-suite are all now internal stakeholders. However, each team often has different motivations, objectives and even speaks a different business language. Breaking down these silos is critical to align the teams around clear objectives
When assessing the success of a marketing program, defining what success looks like - and how it will be measured - is the essential first step. Many companies fail to bring together all internal stakeholders at the outset to agree the objectives and the associated metrics for success. In this workshop we help align the teams around a single focus and provide systems for measuring progress to goal
We help companies achieve their marketing objectives by identifying their marketing needs and bringing them together with the perfect agency partner. We partner with companies who are conducting an agency selection or review to:
Identify and clearly define marketing needs and to summarise these into a brief
Help allocate a reasonable budget
Finalise a shortlist of potential agency partners
Facilitate the selection process
If you are looking for a new agency partner, we can help you short-list and select the right partner for you. We can also help structure the contractual relationship around your key business objectives, to ensure you are maximizing ROI on the relationship
Once you know what you are trying to achieve and how you are going to do it, you need to make sure you have the right systems, software and budgets in place to achieve your clearly defined strategic objectives.
Is your data integrated to enable you to use it for meaningful insights or is it siloed? Do you have the right partners and skills in your team to deliver the programs that you need? Our ‘Optimize’ services ensures that you are best-positioned to deliver your programs efficiently and powerfully.
Data Integration for business intelligence
Measuring progress to goal requires objective data. Many companies are sitting on valuable data that can be used to inform decisions and to measure impact, which may be be siloed in different systems and even departments. We work with you to identify and integrate these data streams to help you optimize your marketing programs
Our professional services team can work with you to help select and focus the most effective programs that achieve measurable results, for example web and digital marketing programs. By deploying the Covalent Bonds’ marketing operations model, you can focus your teams on programs which can be modified, tuned or even substituted mid-campaign if they are not achieving the desired results
Once you know that you have selected the right programs to achieve your objectives, our proprietary ACTSights software enables you to see, in real time, the impact of your programs on your goals. It uniquely provides Actionable Insights which tell you what the data really means to you, and what you (or your agency) should do as a result. [link to website]
ACTsights™ uses your company data to provide insights into the effectiveness of your marketing.