ON24 appoints The Croc for EMEA demand gen

Big news just in! The Crocodile has been appointed by ON24 to deliver demand generation programmes in EMEA.

ON24 is the leading webinar marketing platform helping over 2,000 organisations drive human engagement and deliver actionable data.

We’re already big fans of the ON24 platform, so this is a really exciting opportunity for The Croc to flex some conversational muscle with a tech leader and innovator.

The Crocodile’s managing director, Jason Talbot, says: “As anyone in the marketing industry will tell you, the ON24 webinar marketing platform is second-to-none. We are delighted to be part of a marketing team driving growth and market leadership across EMEA”.

INRIX gives The Crocodile the green light

INRIX is leading the way in urban mobility improvement. The Seattle-headquartered company combines the Internet of Things and one of the world’s most comprehensive global traffic databases to provide a range of analytics, connected car, parking and traffic solutions.

The insights and vast datasets INRIX has are used in products such as Roadway Analytics, an on-demand, cloud-based analytics suite that helps city authorities and strategic roadway operators to optimise decision-making and planning. It also produces the high-profile annual Scorecard report, the largest study of its kind, that analyses the impact of congestion on over 1,000 cities around the world.

The Crocodile has been appointed by INRIX to develop campaigns across INRIX’s technology stack, including automated, nurture campaigns using Pardot and Google paid media. We’re delighted to be working with a company at the cutting edge of its industry and looking forward to helping INRIX achieve even greater success in the future.

Make 2017 Real-time + Personal – download the paper

By 2018, organisations that excel at personalised customer interaction online will outsell slow-to-act rivals by more than 30%*.

Many marketers already agree that personalisation represents the future of digital marketing. However, most are still struggling to get aboard the ‘one-to-one’ at scale train. This paper is a guide to unlocking the potential of Real-time + Personal to deliver sustainable growth and results.

It’s an approach that can transform your brand into an authentic and trustworthy guide along an omni-channel customer journey – forging deeper relationships and more impactful conversations.

Unlock the potential — download the paper

(*source: Gartner report: “Technology overview for customer journey analytics”)

The uncomfortable truth about marketing automation

Let’s get one thing straight – Marketing automation is awesome technology. As a tool to support the development and progression of leads; as an enabler between marketing and sales functions; and as a rallying point for results-focused marketing activity, marketing automation is where it’s at – and no buts.

But…. Let’s not forget that much of the marketing automation buzz in the market is generated by the platform vendors themselves. Clever, innovative, persuasive software specialists they most certainly are; marketing people with the job of making it work under the pressure of today’s KPIs? Er, no.

So while the vendors are pouring honey in our ears and whispering sweet nothings about SQLs and nurture flows, pause for a second to consider ten all-important truths.

Mildly uncomfortable they may be, but together they should offer busy marketers a more pragmatic perspective on the reality of marketing automation and how to make a success of this powerful platform.

1. Your platform is not a strategy

It’s software. Pure and simple. Marketing automation can help define your approach to marketing and provide an activity framework of sorts, but it’s no substitute for having a robust plan.

2. Marketing automation does not generate leads

Campaigns generate leads. Marketing automation brings methodology and science to a process that still requires full strategic, creative and planning legwork. There are no shortcuts to effective lead gen!

3. It doesn’t connect your marketing and sales departments

It takes actual people, committed to an effective sales and marketing partnership, to sit down and plan a new, results-driven vision. Marketing automation is a great enabler, just don’t forget the humans!

4. Global is a big ask

The global marketing automation option can work, but don’t underestimate the role of data, process, training and hands-on regional implementation. It will take time, patience and (ideally) local support from agencies that know their stuff.

5. Reporting comes first, not last

Begin your new marketing automation-enabled strategy by defining exactly what you want to be able to report, and work backwards to build your lead nurture programme. Don’t just jump into marketing automation and assume ‘good things’ will come out the other end.

6. If it‘s non digital, it’s a non starter

Marketing automation isn’t magic. The only way to incorporate touches from direct mail, events or telemarketing is through a digital link or by human input.

7. Bad content can kill you

Too many marketing automation projects crawl along on a diet of mediocre, all-about-me content. It’s vital to invest the time, budget and expertise needed to deliver a winning content portfolio.

8. Marketing automation best practice: Approach with caution

We need to be very careful about swallowing the line that marketing automation is a straightforward DIY job if you just follow the manual. You will almost certainly require expert support with selection, implementation and activation.

9. It’s automated, not automatic

The brilliance of the software is the ability it gives you to experiment, adapt, test, push what works and learn what doesn’t. Don’t be reticent, and don’t be frightened of diving in and exploring.

10. Marketing automation might not even been the answer…

There are plenty of automated email broadcasting tools (often cheekily defining themselves as marketing automation) that offer simple lead scoring plus a few other bolt-on goodies. You may not need to go the whole marketing automation shebang to get the solution that’s right for your business.

We know the pressure of working with stretched budgets, limited resources and pressure from the C-suite to deliver. We also know your marketing automation platform and lead nurture strategy can be up and running cost-effectively (and hitting your KPIs) if you take a marketing-led, holistic approach.

Find the right agency to support you (preferably one with an end-to-end marketing automation capability), and together you can make measurably magnificent marketing. Now that’s the truth.

Full guide (PDF)

Frazer Nash 3D approach to lead generation

When we were asked create a lead generation program for cutting-edge metal 3D printing innovator Frazer-Nash, all of us tech geeks got very excited. This is an uber-cool technology area right now.

Frazer-Nash is an engineering firm with a distinguished heritage in motorsport and aerospace. Today, they are applying the latest metal 3D printing technology within their business – and want to offer this capability as a service to a wider range of customers.

After Frazer-Nash appointed The Crocodile earlier this year, we worked closely with them to understand the complexities of ‘metal additive manufacturing’ technology, and helped them develop a GTM proposition for their unique combination of modern 3D automation with precision-finished craftsmanship.

The result is a cost effective digital lead generation campaign – which includes a highly optimised and responsive landing page for ongoing SEO and PPC run by The Croc, a compelling case study, an explainer video to bring their unique and cool proposition to life, and ongoing PR aircover.

Check it out now at www.frazernashAM.com.