"Marketing as a Service vendors help companies plan and manage marketing-intensive activities."

- Karen D. Schwartz

Why the Leadgate B2B Online Marketing Maturity Model?

At Leadgate Europe, we believe that merely increasing online budgets and shifting the focus to online marketing is not enough to achieve success with online marketing. To achieve long-term success with your organization’s online marketing, it is important to focus on the areas that your organization needs at the time. For example, it makes little sense to spend a lot of budget on a marketing automation system if your website is not yet measurable and findable. Your potential customers won’t be able to find you at this time, so it’s better to invest your budget in measurability, findability and visibility. At this point, your organization is not yet ready for a marketing automation tool. We call this the maturity phase of online marketing.

Every company is different and so is the maturity stage of online marketing. To help your IT organization achieve optimal online marketing results, we work with the Leadgate B2B Online Marketing Maturity model:

What is the Leadgate B2B Online Marketing Maturity model?

The Leadgate B2B Online Marketing Maturity Model helps B2B organizations focus on the right online marketing disciplines based on their online marketing maturity phase. Five maturity levels are distinguished within the Leadgate B2B Online Marketing Maturity Model, so we can work step by step toward your ideal online marketing maturity. In each of these stages, brand awareness (long-term success) and online lead generation (short-term success) take center stage.

Each maturity level has its own characteristics and associated KPIs. For example, in level 1 and level 2 the focus is mainly on measurability, findability and visibility (brand awareness), in level 3 it is about demand generation and demand capturing, among other things. In levels 4 and 5, the focus is on quality deeper in the marketing and sales funnel. In the final stages, the collaboration between marketing and sales also becomes important. By defining specific KPIs for each maturity level, progress and online marketing are measurable.

Want to go deeper into maturity levels and the corresponding metrics and KPIs of the Leadgate B2B Online Marketing Maturity model? Then download our white paper where we discuss the five maturity levels and the corresponding KPIs.

How do we apply the Leadgate B2B Online Marketing Maturity Model?

We evaluate the level of online marketing maturity within your organization and from here we advise you to focus on specific online marketing disciplines involved. By setting appropriate KPIs, both the progression and the online marketing is measurable. This allows us to measure when your organization is ready for the next step in the Leadgate B2B Online Marketing Maturity Model.

Our goal is to help organizations succeed with digital marketing by guiding them to online marketing maturity.


Read more in our white paper:

With the Leadgate B2B Online Marketing Maturity Model to online marketing maturity

Building online marketing maturity takes time, but is many times more effective than putting budget and focus into marketing disciplines that your organization doesn’t get results from. With the Leadgate B2B Online Marketing Maturity model we make online marketing measurably better, building towards online marketing maturity. Want to grow your IT business in a targeted way through online marketing? Contact us to talk about this together.

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