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Marketing software: help or hindrance?

By Matt Eldridge, founder and head designer at Melt Design

Don’t get me wrong, marketing software can be beneficial. But how do you know if you are benefitting from it, or merely just wasting money and resources on unnecessary techniques? 

Last year was my first year as a bonafide business owner. Sure I’d managed teams in the past but I wasn’t the one paying the wages or losing sleep over customers. 10 months into melt, business was good. We weren’t struggling to acquire business; in fact, we were struggling to keep up with the demand.

Nonetheless, I still wanted to improve. One of the areas I was keen to progress was my competency as a sales guy. Part of being a better salesman is going after cold leads. I’m not a big fan of that idea but I also knew it was something I had to tackle in order to bring more sales into the business; so this is when I started looking for sales tools and lead capturing tools and indeed found one which I went with.

A little bit of code goes on your website – just login to your portal and then you can see who’s been to your website. It gives you their details bar their email address and with a further dig on the company, you could figure out their management team and their financial state. This way you know if they can afford your service and who you need to talk to buy your service. You can also see which lead source they came in from: organic search, PPC, referrals facebook etc.

This is all great, powerful information, so I signed up for 12 months and was convinced I’d found the tool to change the game. My only reluctance was the time and cold calling aspect – but I figured we’d make it work.

It was taking 2-3 hours a day to look at the traffic for the right leads. Over 1000 businesses analysed and 100 calls and I was unable to get anyone on the phone. Moreover, the 2-3 hours a day was killing us on the production side. We just didn’t have the manpower to lose me for 2-3 hours a day and I didn’t need the extra sales because we didn’t have the resources to deal with it.

All in all, this 12-month commitment is going to cost £3400. One or two websites and that cost is covered – not a bad return on investment. What isn’t included in the cost is the amount of time required to filter all the leads. You add this together and you’re probably closer to the £10,000 mark! That’s £10,000 I could have spent on building leads of genuine people interested in us, attended a sales training course and becoming better at what I was already doing!

Every time I get the monthly invoice – I shake my head in disappointment – not because of the money, but due to the bad judgement on my part. I got sucked into wanting a shiny new marketing toy when what I had was already working.

The annoying thing is – this is a mistake I see so many business owners making. They spend all their time on acquiring the new things they read about. They want a new CRM, a new call system and squeeze page builder – and most of the time they don’t need it.

Assess where you are and what you need. Can a new tool improve what’s already working? Is it affordable if it doesn’t work for you? Chances are if it’s radically different, it won’t stick.

Matt Eldridge is the owner and head web, design and marketing master of Melt Design. He specialises in delivering results driven websites that combine design, clarity, marketing tools and techniques that translate into sales and subscribers. He has previously worked for Entrepreneurs Circle running Botti Creative and now aims to grow Melt Design into one of the most well respected design, web and marketing agencies in the UK. You can find out more about Melt design here:

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Posted in Digital and Tech, Editor's Picks, Marketing, Public Relations

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