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How Aligning Development and Marketing Can Maximize ROI

Chris Osterhout SVP of Strategy
#Digital Marketing, #Inbound Marketing
Published on March 11, 2015

Learn why having your website's development and marketing teams on the same page is essential for your digital strategy.

Development Plus MarketingIn the modern information age, it seems like everyone is constantly barraged with data, which can make reaching the audience for your products or services seem difficult. If you want to stand out in this sea of information, an Inbound Marketing strategy is essential. But in order to make this strategy work at its best, all of the members of your team need to be on the same page.

We’ve written before about why web developers need to embrace marketing, and we’ve also discussed the need for marketers to address technical website issues that may affect whether their company can be found in online searches. These are just a few examples of the importance of making sure a company’s technical and marketing staff are on the same page.

As a company that works in both web development and inbound marketing, we understand the importance of aligning the efforts of the entire company and working together toward a common goal. In order to help our clients maximize their ROI, we need a marketing staff that understands the ins and outs of inbound marketing, as well as a deep technical bench that can help them realize their efforts.

Maximizing ROI

Integrating the different platforms you use for different aspects of your business can eliminate data silos and ensure that your digital strategy works more smoothly, but making these systems work together often requires technical expertise. In addition, issues can often arise, especially when the systems need to be integrated beyond what is available “out of the box.”

For example, what if you want to use a Marketing Automation Platform (MAP) like HubSpot to create blogs, but you also want to utilize some of that blog data as a call-to-action (CTA) within your Content Management System (CMS) without having to duplicate your efforts? Or what if you want to use content that you’ve created within your CMS platform as a CTA within your MAP without having to update it in two separate places? This type of functionality is not immediately available simply by connecting your CMS to your MAP; it requires additional configuration to create.

As these two examples show, having developers who understand the needs of your marketing team and how to implement them can make all the difference in implementing functional integrations between these different systems. With these technical resources in place, marketers will be able to greatly reduce the amount of time and effort needed to bring their planned campaigns to reality, which will reduce costs and result in a much higher ROI.

With developers that understand marketing needs and a marketing team that is able to use the available tools to their fullest, your company will be able to achieve your goals more quickly and efficiently. At WSOL, our design/development and marketing teams work hand-in-hand to realize our clients’ goals, and we’ve created technology like the HubSpot-EPiServer Connector that can help make the integration between different systems as easy as possible, while providing robust tools for customization and implementation of inbound marketing strategies.

Do you have any questions for us about how to determine the best digital strategy and make sure you are getting the most out of your website and the other systems your company uses? Please contact us to speak to a Solutions Engineer, and we can work with you to achieve your business goals. If you have any other questions, please share them in the comments below.