We love data and tech, but they don't always love you!
Take what you have and add what is minimally necessary to grow and scale.
Less is More
You need easy access to your data to make sound decisions, monitor business performance, and provide actionable marketing insights. But you don’t need to launch a shuttle! So we start with your data and systems and identify any gaps preventing you from getting where you are going. Next, we consider your strategy, tactics, and staff to anticipate the additional marketing and sales efficiencies needed to achieve your goals. Then, we recommend the minimum amount of tech to produce the data you need and pave the road to marketing success.
SOUND FAMILIAR?
You wasted money on martech: made a valiant attempt at deploying it, found it too complicated and of little value. So you “brought someone in” to fix it or scrapped it after being sold something new, but that didn’t really work either. Then, your competitor got something so Gatsby that you chased that too, only to have history repeat itself. You examine your data, interpret it, and put your best foot forward until the C-suite questions it and sends you back to square one. You have executive marketing fatigue, turnover that lost vital tech expertise, a legacy black hole (or two), and overall tech frustration. (And the gaps between your investments in analytics and technology widened, unbeknownst to you.)
The Solution: Downsize your data.
Data can give you analysis paralysis if you don’t know what to look for and when. Even the best marketing ships need data captains because every ad channel, analytics system, CRM, and marketing automation platform creates waves of metrics and data. They spit out reports with different formats, attributions, and definitions of success. Marketing Chills establishes baseline metrics and milestones relevant to your marketing goals and tracks them, regardless of the channel. (We track everything else in the background because you never know what the future brings!). A siloed marketing data approach hinders results, so we use a hub-and-spoke model for you to maximize marketing performance and bring insights into your sight.
Avoid a tech stack attack and quadruple martech bypass.
Technology can enable or disable you if you don’t know how to use it. Most companies over-purchase or fall prey to bad configurations. Others buy what their agency sells as the latest and best [insert marketing jargon] that puts a man on the moon in [insert your vertical]. These solutions were built for other clients and resold to you in part of the SaaS gold rush. The problem is: No two tech stacks are alike, even in the same vertical, because every business has different variables and circumstances. As such, Marketing Chills uses different combinations of market-proven technologies to create a custom solution for you. So if you sense kickbacks, profit sharing, or incentives to someone recommending tech: Run, don’t walk, and add us to your holiday card list.
Simplify your stack. Amplify your empathy.
Invest less in tech and more in the humans that will use it. Choose great people and proven technology, then “configure” them together for a sustainable solution that grows with you and evolves with the market. Like a farmer cultivating crops, don’t ever plant something unless you can maintain it! Marketing Chills takes what you have and builds a software stack around it with established solutions configured with your CRM. We recommend combinations of recognized, best-in-breed tools that flow into an aggregator and produce standardized reports relevant to your business. We focus on results, not vanity metrics or antiquated tasks that keep your employees busy (and frustrated!). Everyone is happier when working toward a common goal, understanding what is expected of them, and knowing that their contribution means something.
Transparency and communication are key.
Once marketing, sales, and management are on the same platform, accessing data with defined and aligned goals, we endeavor to open lines of communication everywhere. We encourage healthy debates and disagreements. Communication is to marketing what blood is to life, so we want your whole organization to be thinking like a marketing organization. We set up workflows, reviews, and clear feedback loops to welcome and reward the “if you see something, say something” and “fail fast or step on the gas” mentality.
Marketing Chills’s Marketing Technology services include:
Digital Analytics
It starts with a data audit, data mapping, and an overall configuration health check. Then we plug holes in your tracking and analytics for optimal web and campaign performance and ready data sets to make bottom-line decisions. We design analytics to grow with you using tools that evolve with the market.
Audience Analysis & Testing
Our team works with you to understand your audience, find it in the various marketing channels, then target it using the best marketing campaigns. Finding your ideal clients and customers is critical in a cluttered market. Without knowing the “whos on” first, you’ll never sell them “whats” on second.
Your Website
Marketing Chills believes that creative, analytics and data do, in fact, mix! We handle all facets of user experience (UX) and user interface (UI) strategy, website design and development, landing page optimization, and CRO implementation to enable creative, data-driven decisions. We use Content Management Systems (CMS) that marketers manage, so you call our dev team for growth projects, not the day-to-day business.
Customer Relationship Management (CRM)
We collaborate with you to refine the use of your existing system or migrate you to a CRM best suited for your business goals. CRM is vital and needs to fit your goals like a glove, so we guide you through the selection, implementation, integration, and training of a good one. (Not development to make something you built quack and waddle!)
Marketing Automation (MA)
The title is an oxymoron, but the tech is a must-have in most cases, and we help you pick one to maximize your business opportunities and your team’s workflows. It frees people to think about your marketing and not be beholden to it. Lead nurturing and lead scoring are a fan favorite to keep sales pipelines and bellies full. (Again, don’t develop on a legacy system and reinvent the wheel!)
Reporting & Dashboards
Marketing and sales success hinges on insights from solid reporting, dashboards, and visualizations. We facilitate easy access to reports from the top down and systematic presentation, review, and (in many cases) automation. Spend time reflecting and not silvering a new mirror. We also help you find the right attribution models for your business, such as the first click, last click, linear, time decay, and position-based attribution models.
Data Brokers
Shh! This is the not-so-hidden secret to enterprise-level marketing success. Special vendors collect troves of information on people and companies from various sources and layer them to create highly-detailed pictures of your audience so you can efficiently sell to them. Rather scary, but legal. Some are better than others, and we use only reputable sources to increase or amplify your chances of success.
Marketing Chills will translate your marketing strategy into measurable goals with fluid data and solid technology.
We show you how to profit from your growth strategies, marketing experiments, and insights, then teach them to you. We reduce conflicting and confusing information using custom systems designed for clarity and insights into your business. We help you foster a culture to contribute, grow, take courses, travel, and become experts. This approach pays long-term dividends and is one of the most rewarding marketing facets we can help you find success with.
You don't need to measure everything!
Ok, there: we said it. And we probably won’t win any popularity contests for it. The reality is that some meaningful marketing campaigns do not produce cause-and-effect data. Consider promotional videos with zero entertainment value, high numbers, and minimal conversions- are they a bust? Or a content platform that pumps owned and earned media with tens of millions of impressions and brand engagements but (relatively) few direct conversions- is that a bust? Could you spend money and time proving otherwise? Probably, but do you really need to? It’s hotly contested in the digital space, but Marketing Chills’s marketing humans know when to say, “uncle.” They urge you to avoid analysis paralysis, take calculated risks and prevent a “must-measure everything” mindset from melting your cheddar. Let the criticism cometh.