Tag Archives: Marketing Automation

Aardvark Marketing Consultants | Aardvark Marketing Consultants win Best Marketing Automation Specialists 2017

Aardvark Marketing Consultants win Best Marketing Automation Specialists 2017

Aardvark Marketing Consultants win Best Marketing Automation Specialists 2017

Aardvark Marketing Consultants Ltd have again been recognised this year as innovative leaders winning the Corporate Vision Magazines Technology Innovator Award 2017 for Marketing Automation. Technology and digital marketing is constantly changing with new advances including ever more sophisticated automation, web tracking, CRM and lead scoring systems. Keeping abreast of these changes means Aardvark Marketing customers benefit from implementing the latest, most effective marketing programmes with outstanding results.

“Marketing automation is a powerful tool in the marketing toolbox but can be an expensive minefield for the uninitiated” says Gill Hutchinson, Director at Aardvark Marketing. “79% of our top performing companies have used automation for more than 2 years however, for the majority of SME’s, this represents a significant investment of time and resources and requires careful planning and organisation. Giving a marketing executive one of these systems is like handing over a Ferrari to a learner driver – accidents are bound to happen”. Aardvark Marketing recommend getting a specialist into the business to oversee the strategy, planning, implementation and measurement of the new systems to realise the full benefits of the modern technology and fuel faster and more profitable growth. “Winning the CV Technology Innovator award is a real boost for us as it recognises the contribution we make to unlocking the potential of these IT advances for our clients” says Gill.

The benefits of marketing automation include more personal level communication with prospects. This contrasts with the more traditional ‘broadcast advertising’ approach which involved targeted groups of people using specific demographics and media consumption. By engaging in a more personal way an automation system can generate more leads, increase the number of qualified leads and drive more sales through lead tracking. Another benefit is to increase cross-selling and up-selling to existing customers.
In todays’ marketplace buyers are changing their behaviour. They can access more information about your company than ever before and sales cycle length has increased by 22% over the last 5 years because of changes in the decision-making process and more people being involved. Having an effective and efficient lead nurturing system is now seen as a basic requirement by many leaders in the marketing industry.

“Now celebrating its third year, the Technology Innovator Awards return in 2017 to showcase the talented individuals, teams and firms that form the backbone of this dynamic industry. We aim to raise the profile of those who’s innovative thinking and commitment to technology make the industry what it is today. “ Laura Hunter, Awards coordinator, commented: “Technology is vital to everyday life; therefore it has been a real pleasure to be able to showcase those dedicated to making innovations happen. I would like to congratulate my winners and wish them the best of luck going forward.”

For a free and confidential consultation about how Aardvark Marketing can help your business call us today on 01905 885 285 or email us

Aardvark Marketing Consultants | The evolution of marketing segmentation

The evolution of marketing segmentation

The evolution of marketing segmentation

We’re in a golden age of marketing segmentation and automation. Marketers are benefiting from being able to personalise marketing messages using automation systems that segment us according to the choices we make, what we do, what we view, who we talk to and what we spend.

Martin Hayward of Hayward Strategy and Futures recently wrote an interesting article about marketing segmentation through the ages. His historical analysis of how marketers have changed their segmentation techniques makes interesting reading:

1. You are what you earn – still used extensively today, this model grouped consumers by social class. This model assumes that class, employment and consumer spending power were related. For example, the professional classes include lawyers, doctors and accountants could be assumed to have different lifestyles and disposable income from tradesmen including plumbers and electricians.

2. You are where you live – again, still of use today, especially for direct mail campaigns, this model makes assumptions about the relative affluence and lifestyle of a consumer based on their specific postcode.

3. You are what you say you are – this was popular in the 1980’s era when marketers became very interested in responding to consumers based upon their responses to lifestyle preferences and choices. This had limited value due to the paucity and inferior quality of the available data.

4. You are what you do – the emergence of Big Data led this revolution which has been championed by supermarkets and their loyalty cards. The collection of a huge amount of data about our spending habits has enabled a more targeted marketing approach. The data revolution, together with the growth of social media and pay per click advertising means marketing has never been more laser-like in its ability to respond to our behaviour online, as evidenced by Facebook, Google and Amazon.

Martin’s prediction for the next phase of segmentation is “you are what you choose to share”. He believes this will be a logical step for consumers as we come to appreciate the extent to which we share our personal details and make a concerted effort to control and regulate the data we allow organisations to capture.

So, apart from being a bit of fun for older marketers like myself to appreciate, what would be a useful take-away from this model for a business and the marketing strategy to adopt?

Firstly, I would argue strongly that any way a business can define their ideal customer is valuable information. I spend a lot of time with my clients helping them to research and refine their ideal and we still use size of business and geographical location as a part of that process. The ‘big brother’ world of web tracking and social media allows us further insight about on our prospects, which add more colour and detail to our picture.

Secondly, if we know what brands a person buys, who they associate with, and what they are interested in watching or doing, we can tailor messages that resonate with their world. Over time, tailored marketing gives a better return on investment as we focus on the issues that matter to them. Understanding what issues excite them, what tone of voice we should use and when we should talk to them etc allows us to build stronger, more lasting relationships with potential customers. In short, we can become better at establishing trust.

Thirdly, business owners need to keep an eye on the future trends that will change the way we do business. The era of permission based marketing is fast approaching and business needs to be aware of how both existing and potential customers could react to the use of their data. One of the benefits of using marketing automation is it allows marketing to be permissions based. Customers need to behave in a certain way before we send them more information, and they can choose whether to receive it. In the future, customers may be warier of their behaviour and more reluctant to share information than before. Marketing content will need to be more relevant to the recipient than ever before if consumers exercise more discernment in their choices. Are you ready?


If you’d like a confidential discussion about achieving more bang for your marketing buck, contact us on 01905 885 285 or email us here

Aardvark Marketing | How to successfully implement marketing automation

How to sucessfully implement Marketing Automation – webinar

How to sucessfully implement Marketing Automation – webinar

79% of the top performing companies have been using marketing automation for more than 2 years.
However, many companies are being tempted into buying the new systems without first putting some thought into how they can be used to save time and money in their own business. Without the in-house ‘know-how’ to design and implement the right processes, there is a big risk that the investment will turn out to be a ‘solution’ that just doesn’t work. Marketing automation is potentially a powerful tool, but it must be used with intelligence.

This webinar is aimed at helping business owners make an informed decision about whether marketing automation is something that you should explore in more detail.
CLICK HERE to start on YouTube, or download from Slideshare HERE
This BizSmart lunch and learn webinar was broadcast on 13th September





Aardvark Marketing Consultants | Content is King

Content is King – too simplistic?

Content is King – too simplistic?

For years, marketing and SEO specialists have been banging the drum of “Content is King”. Although the dominant search engines giants like Google don’t share their algorithms with the general public it is the general consensus that they love new content when it comes to ranking websites. Blogs and new landing pages continue to be required, therefore, to stay ahead of your competition when it comes to getting your name at the top of the search listings. But that’s not the whole picture.
Rick Carlson, Founder at SharpSpring explains why the marketing landscape is more complex than immediately meets the eye. “Contrary to popular belief, content is not king: it’s more of a foot soldier. You need a strategy to use content effectively or it will just sit there, accomplishing very little.”  Many companies choose, either deliberately or by default, to let their content sit on their website and hope that visitors will simply stumble upon it for themselves.
Generating larger numbers of visitors to your website is certainly important however, for business growth, what marketers really want to achieve is an increased number of better qualified, on-profile leads. The quality of your website visits, as well as quantity needs to be considered. Adding behavioural tracking and building dynamic lists means that companies now have an alternative – that of sending leads the content they request for themselves by using a marketing automation system.
This is where content that is highly relevant to different segments of your market becomes critically important. Not all leads are created equal and not all leads will be ‘sales-ready’.  Ideally businesses need to present content that appeals to a market segment which can be ‘drip-fed’ to them over time, a process marketers call ‘lead nurturing’.  Relevant content, delivered to the right audiences will encourage them to engage more with you and eventually contact you when the time is right for that prospect. Alternatively, a personal sales call may be appropriate when a prospect has engaged several times with different pieces of information and accumulated a large enough ‘lead score’. At this point it is worthwhile for a salesperson pro-actively to reach out and make contact, for example with a direct telephone call.
So, yes, the quantity of marketing content your business produces is important but the ideal scenario is to allow use of your quality content to engage in high converting one to one conversations with your leads.
To find out how your business can make more effective content and convert more sales ready leads using automation,why not have a confidential chat with us or read more about marketing automation here.
Happy Marketing!