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One common misconception around scaling marketing efforts is that in order to scale you need to do more marketing. However, it’s not actually about doing more, it’s about being more efficient with your tools, skills, and knowledge. It’s about your team working in a coordinated dance of growing audiences, connecting with audiences, and meeting KPIs. 

We’ll look at a number of resources you and your team can use to scale your marketing efficiently and effectively. For most of these tools, you don’t need a massive budget, team, or loads of time. Take a look at the different options and try out the ones that you think will benefit you most. 

In this first part of the series, we will look at Lead Generation and Analytics tools. Next week, we’ll look at Content and Email Marketing, Web, SEO, and PPC. Next, we will look at Design, Social Media, and Productivity tools. 

We’ve used the tools below for both ourselves and clients with great results. So use the Scaleur’s Toolkit as your shortcut to marketing success. Enjoy! 

Lead Generation Tools 

Building a predictable lead generation machine to support scaling a business is challenging. Once you crack this challenge, though, it’s extremely rewarding because it helps you scale up faster. Also, it will allow affording to be more selective with whom you work with. In the B2B world, most customer relationships today begin with content offers, then continue with lead nurturing. You must understand the full nurturing model and have various types of content (from eBooks to webinars) to serve specific audience needs throughout your funnel. These tools will help you get there. 

• Leadfeeder — a website visitor tracking tool that tells you which businesses are visiting your website. Even if the visitor does not fill out a form or download a resource. Using a website visitor tracking tool (which is similar to analytics, but with the ability to identify which individual companies visit your website). Is an effective method of lead capture. By identifying the businesses visiting your site and monitoring the pages they visit and the content they read. You can develop outreach and engagement opportunities based on their actual site engagement.
• Product Hunt — A go-to launch platform for startups and enterprises that are putting new products in the market. It has a pre-existing community of testers and early adopters who are willing to try new products.
• Sumo — A multi-app toolkit built to increase the ROI of your website. It offers a variety of pop-up tools designed to drive lead captures on every page of your website. Including newsletter sign-up, special offers, and lower cart-abandonment rates through timely pop-up reminders during checkout. Sumo integrates with email providers to ensure your leads go straight to your lists. Alternatives are Sleeknote or Hello Bar. 
• Fomo — A way to leverage the power of social proof to increase conversions. While customers and prospects are browsing your website, Fomo displays small notifications alerting your prospects about other visitors on the site, as well as some of the purchases those other visitors have made. By showing prospects that other customers are viewing and purchasing, you instantly give your website credibility through social proof.
• Snip.ly — Adds a call to action on every link you share. Even if you are sharing a non-branded website, lets you display a branded call to action on those sites. Meaning you can engage customers and prospects with every piece of content you share with them.
• Drift — A way to capture more qualified leads based on who visits your site. Drift creates conversational bots that interact with your website visitors. By setting predetermined questions and answers to commonly asked questions and tailoring these questions to different pages on your site. You can help potential new leads find the information they’re looking for quickly and boost conversation on lead generation pages. Drift gives you the ability to connect your support team directly for any interactions that require a more “human” touch.

Analytics Tools

Data visualizers help reformat valuable, insightful data into visual graphs, charts, and graphics that make those numbers easier to digest. You have to know your numbers because if you don’t know how much it costs you to generate leads and sales, down to the penny, you will crash and burn.

• Google Analytics — To keep a pulse on how users are interacting with your pages and products, take the time to set up Google Analytics on your e-commerce website. You’ll be able to track sessions, users, pageviews, conversion events, time on page, bounce rates, and more. You can also set up reports that help identify problems or opportunities in real-time.
• Segment — Collect data points from every platform, aggregate them into Segment, and then send that data to hundreds of tools for marketing, analytics, and data warehousing. With more than 200 source and destination integrations, Segment makes it possible for your business to coordinate and draw insights across multiple business units and teams. Alternatives are Urban Airship, Keen, Snowplow, and Mapp.
• MixPanel — A granular data collection tool that allows you to analyze each customer interaction across the entire user journey, MixPanel captures each user interaction, so you can start to build touchpoints and customer journeys based on actual customer interaction history, leading to a more-personalized customer experience and increased conversion rates. Alternatives include Amplitude, Woopra, and Localytics.
• Bitly — Create short links that track every click, tap, or swipe as users make their way across the internet. Branded links allow you to make sure campaign links have brand consistency. You can integrate Bitly with most social media and campaign management tools to ensure all of your messaging is tracked effectively.
• SharedCount — A simple application that lets you see where your site’s URLs have been shared online, this program calculates the number of shares for a given URL in Facebook, Pinterest, and StumbleUpon.
• Autopilot — Capture new leads from your website, app, or blog and then nurture them with personalized messages. You can also use it to automate repetitive sales funnel tasks, such as lead assignation, appointment setting, and customer onboarding programs. Alternatives are Marketo or Pardot.
• Zapier — This automation tool lets you move data between your web applications, so lead generation flows and alert notifications can be automated seamlessly between your marketing tools. 
• Clearbit — Tracking sales interactions and lead generation is important as you start to scale up your business, and Clearbit’s Salesforce integration will automatically update any interactions with your leads based on a number of different sources. This tool will also help track leads through the entire sales funnel, helping you know exactly when to retarget or reach out and close the deal.

Conclusion

In most situations, a combination of email and social media marketing is the most cost-effective way to reach the maximum number of people in your target audience. But the trick is to engage the 20% of your customers who will drive 80% of your business. Then, expand your reach by investing time in the one or two social networks where the majority of your customers are most active. This strategy will drive repeat business and amplify the reach of your messages through social sharing and word of mouth. 

Become a Successful Scaleur

Scaling is a strategy that can only be mastered by a scaleur who is a dedicated learner and considers real-time business priorities. I hope the article above has helped! Marketing Scaleurs is a scaling company that helps entrepreneurs scale their marketing efforts. We’re experts in growth marketing, product development, and more, creating custom growth plans for startups, entrepreneurs and scaleurs in order to help them gain traffic, generate leads and increase their revenue. 

If you want traffic, leads and sales, get in touch and you’ll start getting results in no time!