How Organic Marketing Services Fit Into Revenue Operations
Organic marketing isn't a siloed operation. It works seamlessly alongside other marketing initiatives, particularly paid advertising, to achieve a multi-pronged approach to revenue generation.
Here's how organic marketing services support your revenue operations:
In an effective revenue operations (RevOps) model, organic marketing plays a crucial role in attracting qualified leads, nurturing them towards becoming customers, and upselling current customers.
FullFunnel views organic marketing as a powerful lever for growth in three key areas of revenue operations:
- Demand Generation
- Pipeline
- Customer Success
Here's how organic marketing contributes to the bigger picture:
Demand Generation:
Organic marketing tactics like SEO, content marketing, and social media marketing help attract potential customers who are actively searching for solutions to their problems. This targeted approach brings in leads who are already interested in what you offer, increasing the chances of conversion.
Lead Qualification:
By creating valuable content that addresses specific customer pain points, organic marketing educates potential leads and helps them understand your brand's value proposition. This allows them to self-qualify, weeding out those who aren't a good fit and saving the sales team time.
Brand Awareness and Trust Building:
Consistent, high-quality organic content positions your brand as a thought leader in your industry. This builds trust and credibility with potential customers, making them more receptive to your sales messages later in the funnel.
Alignment with Sales and Customer Success:
A strong RevOps model fosters communication and collaboration between marketing, sales, and customer success. Organic marketing efforts should be aligned with the sales funnel, providing targeted content for each stage (awareness, consideration, decision). This ensures a smooth customer journey and increases the chances of closing deals.
Measurable Impact:
Organic marketing campaigns can be tracked using various metrics like website traffic, lead generation, engagement rates, and conversions. This data provides valuable insights for RevOps teams to analyze the effectiveness of campaigns and optimize strategies for better ROI.
Cost-Effectiveness:
Compared to paid advertising, organic marketing offers a more sustainable and cost-effective way to generate leads. While it requires ongoing effort, the long-term benefits of building a strong organic presence can significantly contribute to revenue growth.
Ten years ago, blogs and social media were king in earned and owned media. Today, your approach to organic marketing should focus on creating high-value unique content that addresses your ICP’s pain points meaningfully. Nobody wants to read another blog that summarizes another blog. Instead, B2B consumers are looking for material that will help them:
- Solve complex problems
- Learn something new
- Explain a solution to their stakeholders
By harmonizing content with the sales and customer success arms of your organization, you can develop effective content and then distribute this through various earned and owned mediums and channels to maximize reach, visibility, and value throughout the funnel.
Organic marketing is a vital cog in the RevOps machine. By attracting qualified leads, nurturing them with valuable content, and building brand trust, organic marketing paves the way for a more efficient sales process and ultimately drives revenue growth.
