Innovative Strategies for Modern Marketing Success

The marketing landscape is changing at a rapid pace and with it are the components and strategies that create the formula for marketing success. Shifts in marketing needs have created an evolution across marketing teams and in the marketing services industry. Many orgs require assistance in understanding and implementing these strategies in a way that will ensure business growth and prosperity. 

 As we rush full speed into the golden age of automation, marketing teams must utilize a combination of technology, data and insights, audience definition and acquisition, operational efficiency, best practices and of course automation strategies to ensure success and scalability. Focusing on agile strategies across teams and partners to meet the demand of the ever–evolving market demands.
“At a time when brands are also navigating many digital marketing challenges, they cannot afford to sacrifice on revenue because of internal knowledge gaps or team time constraints,” says Henry Rowe, President and Chief Strategy Officer, Theorem. “Simply put, the future can no longer afford to be siloed.” 

Agile marketing team and services orgs have pivoted to a model that allows them to understand how all of these marketing elements stand alone and feed into one another. In addition, these groups are enabling the creation and implementation of marketing strategies that meet the needs of ever–changing customer demand, while ensuring successful longevity. But what are the main factors that create overall modern marketing success?

Key Factors that Make Up the Perfect Marketing Recipe for Success:

Strategy

While many focus on technology and platforms as the heart of their marketing success, it is actually strategy that takes center stage. The most important part of ensuring modern marketing success and scalability is building a marketing strategy around your current and future business needs. 

Creating a well rounded strategy involves the inclusion of many parts of your organization to perform an in-depth look at your current business needs and goals as well as the aspirational needs and goals of the business. Doing so will allow teams to fully understand what the strategy must entail for short–term and long–term marketing success. 

“Many brands have their strategy sorted; what they want and appreciate is flexible expertise that is as deep as it is effective, taking existing business strategies and turning them into actionable digital campaigns.”
-Jay Kulkarni, Founder & CEO, Theorem
In addition to the creation of the strategy is the implementation. A task that must be approached with a flexible mindset. The demands of the consumer market are rapidly changing and only those who create a flexible strategy will be able to pivot quickly to meet those demands. 

Technology

Secondary to strategy, technology is a vital part of ensuring marketing success in the modern landscape.  Once you have a flexible winning strategy for your marketing success you must determine which technologies will best suit your business needs and what integrations and implementations will be required to ensure optimized process workflows.   
It is important develop a MarTech strategy that is both right for your current business and will allow your business to easily scale. This includes technology that will automate processes, creating efficiency, reducing error rates and increasing ROI in the long term. Developing an agile tech stack will allow for growth of your organization and ensure marketing success in the current landscape and for years to come. 

Data & Insights

More than ever before, data and insights are the key to a successful marketing strategy. Understanding and targeting audiences is the key to any winning marketing campaign and the only way to do either is to utilize audience to get there.

While the days of the third-party cookie are on the way out in terms of data collection, the first-party cookie will continue to reign supreme. Many organizations have adopted new, versatile methodologies for collecting first-party data in order to better understand their ideal consumers. In addition, there are a rising number of companies that are evolving out of an MQL, SQL funnel strategy and adopting a smaller, more qualified marketing target strategy to bolster their pipeline with more qualified potential buyers and increase close rates.
 
These new targeting methodologies and fluid data collection strategies are restructuring the path to modern marketing success. While the underlying tactics in terms of data analysis, audience segmentation and targeted messaging based upon consumer intelligence have remained the backbone of digital marketing, the formula for their specific usage has changed to suit the demands of the modern customer. 

Operational Efficiency

There are many factors to consider when working to achieve operational efficiency. Many sectors within your organization will need to be aligned and optimized in order to achieve operational success. Some of the most imperative alignments being the alignment of sales and marketing teams as well as marketing and tech teams. Both are necessary to ensure operational success.
 
Evolution in the marketing landscape has created the need for unification of teams across organizations in terms of goals, KPIs and ROI. The bottom line here is that ensuring modern marketing success means creating optimized workflows and collaboration across the teams within your organization. The silos that once existed between marketing, sales and IT teams can no longer work when strategies merge their focal points, expertise and goals.
 

An organization’s operational efficiency ties back to the success of its strategy, MarTech, and data utilization processes, all of which need to be created, integrated and utilized by numerous teams in order to achieve success and ensure long term scalability.

The Future is Flexible

Continual shifts in marketing demand have created evolution in the marketing landscape. At the end of the day modern marketing success hinges on agility of internal marketing teams and or the marketing service orgs they partner with.

 

Organizations with the ability to create flexible strategies, blueprint and implement agile MarTech, dynamically collect and utilize data and continually optimize organizational efficiency are sure to continually succeed when it comes to their digital marketing endeavors.  

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    Meto

    Meto

    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.


    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

    website: https://meto-intl.org/

              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at www.covenanthouse.org

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