online or internet marketing implementation practice

Hi Exerts

We are into real estate business selling apartments and for every project of ours we have a website, our domain is www.orange.com and for every project  we have created the website like project1.orange.com and project2..orange.com and project.3.orange.com
 what is happening is:  if visitor accessing  project2.orange.com it  redirect to www.orange.com/project2 
we have around 12 projects,
1 to 4 in one region of our country
 5 to 7 other region of country  
 8 to 9 other region of the country
10 to 12 other region of country
Totally as of now we have 4 regions each region is of few hundreds and thousands kilometres  in distance   and each region of  projects  their own marketing and sales team.
Our problem : until now we have replaced with 4 to 5 digital marketing agency as all of them could not keep up their assured deliverables also as soon we engage them they will replace all the websites by giving reasons "old website is not good and traffic cannot be generated" we will pay for web development and few started asking more money but we always  used engage one digital marketing agency for all the regions, if any issues happens and if questioned and service stop affects all the regions now that we again evaluating  the new digital marketing  service provider but this time we hired only web development company and got all the websites done,  now that all sales head our is under are trying to hire one common new digital agency for all the regions and also their cost is expensive also this agency travel and accommodation cost itself is high, also understood this new  agency who the discussion is going on they inturn outsource work to other companies .
My Suggestion as below
I reached all the marketing heads and suggested that we subscribe for the marketing automation software like hubspot or pardot or act-on and each region hire qualified resource at locally to work on the marketing automation software and content development at locally and we have to ensure they work as per the company branding guide lines.
Please suggest is this idea/plan will be working out
D_wathiAsked:
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Lucas BishopClick TrackerCommented:
Hi D. Wathi,

To clarify how things are setup now:

we have 4 regions each region is of few hundreds and thousands kilometers in distance  and each region of  projects  their own marketing and sales team

You have 4 different sales and marketing groups.

Do these groups all report to one stakeholder? (ie. vp of sales/marketing)

this time we hired only web development company and got all the websites done
we have around 12 projects,

You have 1 web development agency. They have created new web site, which equals 12 projects. Each project is a web site dedicated to a specific apartment complex you are trying to sell.

now that all sales head our is under are trying to hire one common new digital agency for all the regions
they inturn outsource work to other companies

Your head of sales is looking to hire a new digital marketing agency. This agency is expensive and will probably outsource much of their work.

What you have completed is a common setup:

1.

Web design company builds a web site

2.

Marketing agency is hired to drive sales

3.

Marketing agency says "This web site is not set up to build a sales funnel".
This is because "design" and "marketing" were not aligned. A designer wants to build a web site that looks beautiful. A marketer want to capture leads/sales.

A beautiful web site is not necessarily designed to capture leads effectively. This means either:

1.

A new web site must be created

2.

Marketing needs to build new landing/squeeze pages that are focused on their goals and are not part of the original design project.
This is a common problem, if the design and marketing/sales teams are not on the same page.

Your plan for marketing automation integration is very wise. I'm familiar with Marketo, personally. This system gives you a level of business intelligence that you otherwise have no insight into, especially once you've 'captured' a lead.  In general, you'd integrate the marketing automation system with a crm (like salesforce), so that you can score your leads and transition them to sales people.

However, the key is being able to have a site that can capture leads effectively. This way your sales team can begin the process of nurturing.

If your site does not capture leads, then the marketing automation system is only going to tell you how bad the site is.
If your site does a great job of capturing leads, then the marketing automation system is going to give you extreme detail into the interests of your prospects.

This is why design and marketing need to be on the same page.
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D_wathiAuthor Commented:
Thank you very for the reply,
you had asked for
question:Do these groups all report to one stakeholder? (ie. vp of sales/marketing)
Answer:No each region has sales head that region marketing and sales report to that region sales head

Also what I am suggesting is " website development can also be one service provider it is does not matter much  as once in a year /few the website will be going for revamp but other than the website all the other lead generation I mean converting the website as lead generation machine, keyword analysis, blog writing, landing pages, forms, seo audit, competitor tracking, social network channels, email marketing and etc all the done by using the marketing automation software like market/hibspot/act-on for all the regions main account and child accounts for each region will be subscribed so that all reports/analytics region wise and consolidated will be available  and recommend to hire a local resource to work on the marketing automation software and outsource the content development for regular  content and this content will be used by resource who works on the marketing automation software and this reassure will be trained by dedicated expert from marketing automation software company.
Head IT will act as a overseer and will ensure resource working/agency resource working in the automation software is following as per the dedicated expert from marketing automation software company.
please suggest is my this suggestion found to be working out good in comparison giving all pan india digital marketing work to one agency and they charge for all the standalone subscriptions  and bill us and not sure which all tools will be used and how effective it is used. please suggest is my idea on going for marketing automation software
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Lucas BishopClick TrackerCommented:
Yes, with something as complex as marketing automation, it is a good idea for your development agency to have a stake in both the design and marketing components.

This helps prevent finger pointing which can be common with two groups having different goals.  You've already experienced this:
Design agency - "We've built a great web site for you"
Marketing agency - "This web site doesn't work for our marketing purposes"

Instead, you have one agency who handles the design, with an understanding of the marketing goals that are tied into your automation system.

Head IT will act as a overseer and will ensure resource working/agency resource working in the automation software is following as per the dedicated expert from marketing automation software company.

Yes, your IT or perhaps a technical marketing person should take ownership of the tools and the associated subscription costs.
This person will be a "super admin" who has visibility into everything.
They can see if the Marketo database is reaching a certain # of contacts (higher cost) and look at ways to archive old data, etc.
They can help integrate different systems together (marketing automation, your crm, etc.

Then if you decide the digital agency isn't performing, you still have full control over all of your assets. Simply lock the agency out and move forward with a new one.
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