If we think of marketing assets as how your brand presents itself to potential customers, then in this context, marketing systems are the sub-conscious processes in the background that keep your brand a living, breathing, functioning entity — without taking up all your time and attention.
Marketing assets include tangible marketing "things" like a deck, a flyer, photography and videography, paid print advertising, published articles, press, industry reports, white papers, case studies, and all the data and metrics these channels create.
A marketing system is a repeatable, predictable routine a marketer uses to carry out their daily work. And a MARCOM system is a CRM that has been built to track all the sales and marketing efforts in a holistic way.
If you’re reading this, you probably already have a brand and a collection of assets (see side panel for examples). But, do you have marketing systems? Without marketing systems, assets can sit idle, waiting for someone to notice them. With the right systems running in the background, you’ll be capturing leads, guiding potential customers through email funnels, assigning accounts to sales reps based on regions, forecasting financials, gaining actionable metics to guide new strategy — a robust marketing system uses your assets to drive growth strategy and raise your brands perceived value.
Gone are the days when companies could succeed simply with soul-to-soul sales with a few printed ads as supporting collateral. Today, brands engage in intentional (and sometimes, unintentional!) hybrid marketing systems that make the most of assets to expand coverage, control costs, and stay ahead of the competition.
There can be conflicts between different marketing channels, and it can be harder to control indirect channels than direct ones. But for companies that can navigate these challenges and make the most of hybrid marketing systems, the rewards can be game-changing. They'll have a major advantage over competitors who are unwilling to put in the time and effort to diversify effectively.
In our present digital environment, there are myriad integration and automation tools that can help your marketing assets work harder. Keep following our blogs to learn more about strategic distribution of marketing assets through integrated systems using platforms like Zapier and Jitterbit. Create new leads from window-shoppers, influence buying habits with loss aversion techniques, remind customers of an abandoned shopping cart, send out shipping notifications and request reviews, convert an email subscriber into a regular customer through tailoring content to their preferences, all without any day-to-day interaction with your assets. Anything is possible with a bit of imagination and intentional planning of your hybrid systems!
Make your assets work harder with marketing systems, and give yourself more time in each day to plan your next growth phase!
And always remember THINK IT, INK IT. Give your team a place to track opportunities and build a pipeline. When you're intentional about sales opportunities and you keep them at the top of mind, you're more likely to see conversions happening.