We take performance seriously… Brand and website design are important, but if your ability to offer a fast experience to users is poor - you’ll be penalized two fold: By a higher user bounce rate, and by Google. 50% of online visitors will abandon a page if it takes longer than 3 seconds according to Google. In 2010 Google began to take page speed as a signal into their ranking algorithm.
Ever been in a meeting about pricing? “This is our ideal customer profile and how much we want to charge” “But we need to offer choice and maybe a free one to encourage adoption” “Yeah.. ok, put those on the pricing page. Just make it pretty much useless so users upgrade, ok?” We have customer success teams, account based sales, marketing qualified sales and of course buyer personas and ideal customer profiles.
The average company now has over a dozen marketing tools. It just kind of happened. Organically. But you’ve now got - in engineering parlance - a stack. And for many - a messy one. One that would make any engineering devops person cringe. Marketing today has far more in common with engineering as a discipline. It’s time to take a more structured approach to using them, not just as individual tools, but how they operate as a system.