Do you need a fresh approach to marketing that will really make a difference in the next 100 days? Yes? then agile marketing might be the right answer for you. Shane Redding joins us to talk about agile marketing and using data to drive your marketing success, and she gives us some really practical tips on what to do in the next 100 days.


About Shane Redding
Shane Redding is a consultant, trainer and non-executive director. Shane has been in the industry over 30 years. She joined as a graduate at IBIS Information Services, an innovative data business. Shane had ideas about what she might enjoy, a company car, working in New York too! She entered the interest in direct marketing.

Agile marketing expert Shane Redding

IBIS had a very large database. Shane started to learn about data targeting very early in her career. This early training forged an important approach she takes today - a data-led perspective.
MarTech Tracker - Shane's latest non-exec role
MarTech Tracker, http://www.martechtracker.com based in Nottingham, is her latest Non-Exec Director role. A very exciting business, founded by Jordan Adams. It combines the best of traditional direct marketing approaches, including outbound to qualify leads. They use new tech to understand what tech a prospect uses. They use machine learning to gather publicly available data. There is so much data they can use legitimately.

MarTech has patents on their processes. Shane helps businesses where they come from. They understood good lead generation for events. Jordan saw how difficult it was to get I touch with people. He found out when someone would want to talk to you.

Best time to contact (alternative) – contact Graham at Finely Fettled.

The trick is to understand WHEN it is right to use the phone. Shane advises that companies should spend more time closing deals rather than wasting huge amounts of their time hunting down new prospects on the telephone.

This joins up with marketing automation work Shane has been doing, so the sales leads are handed off to sales at a much later stage in the engagement process. MarTech Tracker fits in the space that some organisations are calling “an inside sales function”.

If you don’t have that, what do you do?

Without a human touch, your conversion rate is not as string. Marketing qualified leads, has come to mean something definite in the sales funnel.

Shane mentioned – Sirius Decisions - https://www.siriusdecisions.com taking someone from being a cold prospect to a sale. Most purchases nowadays start with Google, the enquire, they become identifiable or not. You can use IP tracking to identify companies. If you fill out a lead form, that is score 1 on the qualification of lead process.
Corpographic - our new favourite word
Shane mentioned “Corpographic” – when we classify businesses this is a great phrase! It’s like demographic.

Shane’s experience has been in B2B. She helped Royal Mail to launch Business Movers, to track when a business moves address. By date, by geography and postcode. She’s worked with ITV on new lead generation processes. She works for Gumtree for Business. This is an innovative platform for businesses the ‘Gig’ economy. What if you want to target specific non-traditional businesses, like Uber drivers – which is where many of them are hired.

Business Movers – Royal Mail’s people were really interesting and innovative, Shane recalls. She was impressed that they moved quickly. Surprising for a large business.
Agile Marketing
Marketers are starting to talk about Agile Marketing – Test, Learn, Do, Review.

Do you still time-box in Marketing? You can. It takes the principles and applying them. There are differences as marketing needs to work cross-functionally. With a new product. Shane works with Sika https://www.sika.com a world leader in their field, she used an agile approach to bring in marketing automation, to test whether they could get a ROI.

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