Your marketing springboard
Are you on the right track to reach your destination?
Search & Social
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Your Marketing Springboard Assessment
Here's how you stack up and how to improve
Where do you stand?
At the Strategy level, you may still be answering questions like "Who is my audience" and "How do they view my organization." The trap many marketers fall into is pursuing the other four categories before defining core tenets of their business. But foundation is important. Without it, you will find initiatives fall short of expectations, your audience isn't able to digest advanced marketing messages and ROI decreases across the board.
So first things first. Set time aside to think about your organizational structure, your brand, and whether your marketing plan aligns with your overall strategy. Essentially, ensure everyone is singing from the same choir book-from the CEO to the guy who just started.
At the Platform level, you know who you are, but don't have a technology infrastructure to create and maintain a dynamic online presence. Driving innovation here will rely on having a well-designed and well-managed website and mobile platform. Even if you're inexperienced with the infrastructure ins and outs of platforms, you can partner with a provider to make it simple and easy to understand.
In addition, when you move forward into platform development and implementation, you can take advantage of a wide array of add-ons to capture important metrics. Examples of this include Web analytics, leads from multiple sites, online community interactions and more. Begin today by defining the digital foundation from which you want to build.
At the Search & Social level, you need to develop the technology groundwork, which begins with dipping your toes in the search and social media waters. Carving out dollars in your marketing budget for the two will be critical moving forward-since search continues to drive leads, and the number of marketers who saw social as a driver of products and services jumped exponentially from 25% to 64% last year (Salesforce Marketing Cloud 2015 State of Marketing).
So what can you do? To begin, start exploring. Test the value of new social and search options you're unfamiliar with. And take it seriously-from the people you dedicate to the dollars you're willing to commit. Most importantly, roll out your strategy based on your audience. For example, are they interacting more during non-business hours? Are you delivering information they want to hear or what's on your marketing calendar? Flexibility will be key to mining value at this stage.
At the Marketing Automation level, you've discovered you have a story to tell your audience, but that it's work-intensive to tell it. What automation does is create a framework to remove the manual maintenance and care of your communications, so you're working smarter, not harder.
It also allows you to personalize messages to each individual based on products and services they're most likely to engage with. When you create an individualized journey each member can travel down, you're able to automate touch points specific to them-via email, text, etc.-then create a cross-sell path based on numerical propensities that guides how you engage them moving forward.
At the Emerging Tech level, you know 'good' is never enough. From strategy to social, platform to people, you understand the value of continually pushing forward and discovering "what's next." That means fiercely defending the value of an omni-channel approach to marketing-one that allows best practices today to interact and incorporate cutting-edge opportunities waiting just beyond the horizon.
Emerging Tech is executable with a foundation from every level that precedes it. It requires the right balance of personalization, experience and bottom line value. Technology-like app-based and in-game marketing, SMS, and beacons, for example-cuts through the noise when you've designed a clear understanding of who you are and how you reach your audience. Because when your message is clear, the possibilities are endless.
What do your results mean?
Your score in each section will help you assess your current level of marketing competency. The higher the score, the higher your sophistication in that level. Knowing your score in each level will help you identify the gaps in your current marketing capabilities and uncover opportunities for growth. Marketing organizations that want to increase their effectiveness and ROI can leverage Springboard to:
- Determine a roadmap for your dollars
- Identify where you're having the most impact
- Share marketing insights with your leadership team
- Partner with Bluespire to gain traction in opportunity areas
It's time to dive into your potential!
Begin your journey today
Now that you have assessed your current capabilities in each of the five areas key to marketing success, take the next step with Bluespire. We're a strategic partner and advisor who can help fulfill the promise each level offers. From strategy to emerging tech, we're available to provide guidance and resources to support your current marketing-and add expert insight to whichever categories you want to focus on.
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