Episode 230: A New Era of Digital Marketing is Upon Us

It’s a new era of digital marketing…are you ready? That’s why we’re so excited to bring back to To The Point Heather McLeod, Chief Growth Officer of Authority Brands! When Heather first joined the podcast, it was in 2020 and she was the CMO. Now, her focus extends further than sales and marketing; she’s looking at everything that impacts revenue.

In just the 4 years since 2020, a lot has changed. COVID slowed down, the economy is in a different place, and some industries are up while others have cooled off. Heather is also now overseeing the 16 major brands on the Authority Brands platform, which combines for a 2.1BN revenue. Who better to talk about the new evolution of the marketing landscape? Let’s dive in!

Growth in a New Era of Marketing

The landscape has changed, and the traditional marketing company can’t simply offer lead generation or promise a low CPL to impact your business. Leads have to be defined and categorized, and smart contractors have realized that leads are an inflatable number that doesn’t necessarily correlate to revenue. If your marketing partner or internal team isn’t paying attention to revenue, they aren’t elite – bottom line!

If you’re increasing your marketing budget, is the pie actually getting bigger or do the slices just look different? It’s all about growing your revenue, and that’s exactly what Heather is focused on in her role.

• Whether digitizing the booking process is possible in the HVAC industry
• The rise in quality of service techs across the trades
• If eCommerce is feasible to fully take over in the HVAC industry given the complexity of the purchase of a new system
• How listening to calls is vital to uncovering missed revenue opportunities and staying connected to operations
• The increase in competition in the digital marketing arena coupled with demand cycle and cost issues creating a new dynamic
• Whether a marketing company can be elite by only offering lead generation
• If cost-per-lead (CPL) is still an important metric to focus on
• The importance of branding and staying top-of-mind to your customer base
• How to set a marketing budget for contractors in 2024
• Why the percentage of revenue from your existing customer base is an overlooked metric
• And more!

Is Your Marketing Elite?

In the new marketing landscape, your marketing agency or partner simply has to be accountable for driving actual revenue that comes from new customers, period. They shouldn’t be taking credit for returning customers and calls that would have come in anyways. Likewise, your internal marketing team should be looking at leads the same way. That’s how you ensure your marketing dollars are getting attached to revenue growth, and how you stay elite in the years to come.

Are you ready to kick ass in the back half of 2024? NO ZERO DAYS!