MARKET REPORT Digital Channels
Winning in Digital
Mastering the art of
‘digital’ has become
necessary for partners
and suppliers looking to
engage new customers. We are
all increasingly spending our
time online and as consumers
we have never had so much
information available to us.
Whether it is a purchase for our
business or personal lives many
of us start the sales journey on
the web to conduct research
before parting with hard earned
cash. Capturing these potential
customers via digital channels
has never been more relevant for
the Channel.
Rohita Kopf, Marketing
Manager, Sky Business Comms,
commented, “Digital marketing
has changed dramatically
Finding new customers in today’s world is tougher than ever, new digital tools and
platforms need to be mastered to engage with customers on their terms. In this
feature Comms Business spoke to some key channel companies to see how they
leverage the power of digital to acquire and manage customers.
over the last ve years. e
importance of an online
presence for your business is
increasing year on year as more
customers use mobile and digital
channels to research and begin
their buying journey. For today’s
marketeers there is a bigger focus
on lead and demand generation
which is also now used as a key
indicator for measuring success.
“Digital channels are
preferred for most lead
generation activity because if you
have the right tracking in place,
ROI and success can be tracked
across all stages of the customer
journey; through conversion
rates, engagement rates as well as
being able to assess what content
and messaging is resonating with
your target audience.
Kopf continued, “Sales and
marketing teams now work
much closer together and should
be working towards the same
business objectives and KPIs.
Lead generation has always been
a major topic on the agenda for
sales and marketing meetings,
but the focus should not be on
the number of leads generated
but the quality of those leads.”
Paul Richens, Managing
Director of Tricca, says “It’s
important to keep up with
the demands of prospects and
manage them through an
eective lead generation strategy.
Making your strategy work in
an increasingly digital world will
make the dierence between a
fat pipeline or skinny rewards.
“Content marketing plays a
big role here – in fact, it should
46 | Comms Business Magazine | July 2019 www.commsbusiness.co.uk
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