Marketing is constantly changing, and so is the B2B buyer. When most people expected the sales cycle to shorten with the advent of technology, it actually lengthened a majority of sales cycles because businesses have so many options to choose from!
Not only does this impact your bottom line, but it also impacts the entire marketing lifecycle—from market understanding to monetizing your efforts online.
The goal of any marketing strategy shouldn’t be to just see results from digital or just see results from traditional marketing; the goal should be to find what’s going to work for you. Here’s how we approach that:
- Step 1: Audit what you’re currently doing and what you’ve done in the past.
- Step 2: Identify what’s worked, what hasn’t, and what areas you need to address.
- Step 3: Approach each area of need by logical progression or priority.
It sounds simpler than it is in practice—trust us. But the exercise itself is very insightful.
As we’ve gone through this exercise with so many of our clients, we noticed a pattern for our approach. In essence, we had developed our very own marketing lifecycle model, used as an auditing tool and as a guide for clients to use to build and grow over time.
Only 61% of marketers believe their marketing strategy is effective according to Hubspot.
Ladies and gents, we’d like to introduce the Sapphire Lifecycle Model.
Sapphire Lifecycle Model
Sapphire Strategy has developed the Sapphire Lifecycle Model as a way to audit current marketing efforts, identify the areas of need, and guide brands through the lifecycle so they can optimize their marketing performance.
The model is made up of the 10 facets of the marketing lifecycle, each which must be addressed individually to effectively understand, market, and monetize a brand.