One of Nymark Agency’s first ever clients was Agiboo, a company that develops state of the art commodity trade and risk management software.
If we look back to 2020, the corona pandemic will go down in the books as the end and beginning of an era. A harsh new reality and, for some, a very painful one.
Why changing something that works? What do you gain from that?
Our customers experiences.
Marketing automation as the golden egg for getting more qualified leads.
Nymark as international digital agency for Smart industries, Energy and Education.
From the book: Scaling Up Content Marketing (2019)
Where in recent years, content marketing was ‘the next big thing’, we have now passed the hype phase.
In Stage 2 we (or you did it yourself) developed your customer journey. In this stage we will organize sessions on, for example, a monthly basis to improve on different weaknesses. We discuss KPI’s and a data dashboard will show how we are performing. One of the great advantages is that teams from different departments can help each other to identify and improve weaknesses on a structural basis.
Fortunately, there is more and more attention focused on the interpretation of data. Data visualization is aimed at providing information so that marketeers, analysts, and other users can make decisions based on that information. Data dashboards are a great way to continuously show data to those involved. This is more difficult than it seems; often dashboards are crammed with metrics and not enough attention is paid to what insights are really needed.
Although Nymark is in favor of pull instead of push, sometimes the flywheel has to be powered up with bought attention. This can be perfectly in line with a substantive approach. We’re specialized in advertising on Google, YouTube, LinkedIn, Instagram, Facebook and Pinterest.
Try to imagine: instead of trying to generate dozens or hundreds of leads, try to target 3 or 5 companies at the top of your list. Account-based marketing enables you to focus at an early stage on the organizations that are the best match for your organization. ABM is meant for B2B and helps your company to interact with high quality accounts as if they were individual markets.
In 2005 HubSpot’s CEO, Brian Hannigan, coined the term inbound marketing. Inbound marketing has become crucial as a methodology to attract, engage and delight a specific audience, as a counterpart to mass media advertising. It’s all about generating organic traffic, leads and converting those leads into ambassadors, with an important role for marketing automation. It’s not about promoting the features of your product, but being relevant for your customer’s challenges, problems and interests. Build authority, become a thought leader, and let your audience find you.
emphasis on creating content with a strong focus on conversion, whereby the profession increasingly tests itself in terms of realizing measurable objectives in the field of brand strategy, sales and marketing. After years of focus on the game, today it is also expressly about the marbles. This makes things more difficult, more measurable, but above all, more exciting every day. Helping your audience with relevant content to make a decision that is best for them is still one of the most sustainable approaches in our domains.
Together with Henk Jacobs, thought leader in corporate communications and Prof. Dr. E. (Ed) Peelen, affiliated professor at the University of Amsterdam, director of Nymark Agency, Andries van Oers, wrote a book in 2019 called Scaling Up Content Marketing. Ed and Andries are part of the chair of a content marketing foundation, also affiliated with the University of Amsterdam.
Sometimes the development of an API costs some time and money, but in the long run it saves you tenfold. We will try to connect all your relevant parts, often to a smart centralized marketing CRM.
The success of inbound, content and account-based marketing in our domains largely depends on social reach. The chosen social media strategy will already be partly implemented at this stage. Depending on the channel, we will set up everything in accordance with the brand identity and the requirements of execution (Stage 4).
Doing content marketing or inbound marketing without marketing technology is like cycling without pedals and handlebars. Your web environment needs it. Whether it’s Salesforce, HubSpot or MailChimp, there’s a system to suit every organization and challenge.
Sometimes small things can make a huge difference. But behind those small things, we often find complex problems. One area where that applies is in how to organize your growth. The sharing of information between departments, marketing and service, for example, can turn losses into profits. Describing the opportunity is easy. Creating the solution isn’t. At Nymark, we see a lot of organizations from the inside. Some very efficient, some not. We’d like to share our experience with you.
Nymark removes all unnecessary context and provides a practical no nonsense approach to put your content strategy on paper. It’s important to keep in mind this content strategy is developed to make consistent, intentional choices about content that are based on business goals, brand values and, most importantly, user needs. Before creating your content strategy, we must get to know your audience. Your audience will be brought back to 1-3 personas.
If you do not know your identity, your raison d’être or your beliefs, being successful will be very hard. Like brand guru Marty Neumeier says, a brand strategy is “a plan for the systematic development of brand in alignment with a business strategy.” This process often seems to be really complicated when it shouldn’t. But to achieve what you’ve documented is. Trying to reach for the ultimate goal is worth your time though: when your audience defines your brand exactly the way you meant. The basis for developing your brand strategy is a completed brand canvas in Stage 1.
We’ll dig deep to find everything we need to start off on the right foot. Not only hard market data will be collected. With the use of different technologies, we can obtain insights in trends, possible market developments and user sentiment. In addition, we can do interviews with representatives of target groups. This is important for creating buyer personas in Stage 2.
After years of experience discussing brand identities, we developed our own canvas model. If you want an easy visualization of what your brand is all about, create your brand canvas with us.
Not your ordinary Q&A. After our unique brainstorming sessions, you’ll be energized and exhausted at the same time. We question everything. Not only about your organization and goals, but also/mainly about you. In our team we have graduates of masters e.g. in economic psychology, mathematics and arts. A lot of perspectives. So, prepare yourself. We’ll start with a bang.
Your game plan to reach your goals. Devising the right strategy is no easy task. This is an area where experience does matter, where someone who made several mistakes has more credibility than one who didn’t made any. In this phase we’ll follow our own program wherein we define a (multi-disciplinary) market approach, key elements of product/service, buyer personas, content strategy, social media strategy, etc. At Nymark we love building authority and engaging with target groups by creating relevance and solving their problems. No push, pull.
Often the moment when ideas become reality. Your web environment serves so many purposes. It deserves special attention. That’s why we made it one of our core services. From websites to e-commerce environments: we can build it for you. At Nymark, we work with a large number of developers and partners. We always find the best match in terms of technology, people and content.
Salesforce’s definition: A customer journey map is a visual representation of every interaction a customer has with a brand during its customer journey. The map tells the story of the customer experience at all touch points between customer and organization, from the first contact and purchase to the ultimate goal of long-term brand loyalty.