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Background

Enable specialises in building custom software that meets businesses’ specific requirements. Its bespoke solutions are designed to deliver in areas where enterprise systems and off the shelf software simply can’t deliver.

One of the software solutions developed by Enable is a niche rebate management software platform, DealTrack. Created in collaboration with DCS Group, the UK’s largest distributor of health, beauty and household brands, the platform is aimed at helping organisations manage complex trading agreements involving retrospective payments.

In their book ‘Inbound Marketing’, Brian Halligan and Dharmesh Shah co-founders of Hubspot, outline that marketers in mid-size and large companies spend 80 percent of their time worrying about conversion rates and 20 percent of their time getting more visitors to their website.

The emphasis on lead conversion vs website visitors varies from industry to industry. In the IT technology sector, particularly in the IT Channel, there is still a dependency on traditional outbound marketing, because quite simply that is the way most channel partners have grown in the past. 

Does your marketing strategy continually adapt to changing customer behaviour, technological advancements and industry trends? Or do you rely on the same methods year after year to bring in business and engage visitors?

When thinking about todays modern buyer, consider this for one moment…how do you buy?

Are you stumped to find the information you need to make a considered decision, be that in your personal or professional life? Of course not, you consult and research that 'big library in the clouds'.

Are you dithering and need to phone a friend (or worst still a salesman), of course not, you get onto your social network and ask your peers and colleagues for recommendations.

So buyers have fundamentally changed, they are digitally driven, they have rapid access to information from multiple devices, they start their search on the web, the buyer has changed more in the past 10 years than in the past hundred.