How to evaluate the value of your marketing partners

by Dionne Kumpe

Sep 21, 2016 9:14:09 AM

 

Engaging marketing partners to help shape the success of your brand is an investment in your business. Talent and expertise come at a cost, and that cost should carry a return. So how do you know if the time, energy and money that you’re investing in your partners are worth it?

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Topics: Marketing Strategies

The sales pipeline questions your SVP wishes you would ask

by Shade Wilson

Sep 8, 2016 5:29:17 PM

We all have our insider language and acronyms. Marketers will talk endlessly about things like SEO, UX, CTR, CPA, KPI and more. Sales counters with the need for BANT, PPVVC, GPCT, ABC and my personal favorite, MMC. But what are we really getting at?

Time to move beyond the typical marketing language and get right to the questions your Sales VP really wishes you would ask about the sales pipeline. 

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Topics: Lead Generation

3 questions to give your marketing dashboard greater impact

by Shade Wilson

Aug 24, 2016 8:00:00 AM

How good is your marketing dashboard at tracking the results and impact of your marketing programs on your company’s bottom line? In a study from Teradata nearly half of marketers reported significant pressure to be more data driven. Yet 87% considered data the most underutilized asset in their organization.

The challenge isn't having data; it's not thinking through what activities deserve tracking and which are just providing noise.

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Topics: Marketing Analytics

How to lead with less: marketing plans that work

by Dionne Kumpe

Aug 10, 2016 9:40:53 AM

 

 

Marketing budget cuts are never really a surprise. Along the way, there were signs. Missed sales goals. New data analysis and lead generation projects. Reactive decision-making. Unrest among the leadership team. Requests for spending updates. Calls to buckle down for now, whether now is the rest of the quarter or the year.

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Topics: Marketing Strategies

Online lead generation: 3 easy tips to make your site best of class

by Shade Wilson

Jul 28, 2016 9:45:56 AM

Your website should be the hub of lead generation and the best avenue for you to attract and engage new potential buyers. However, for many companies their website is at best a signpost and at worst just an extension of their brochure.

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Topics: Lead Generation

Vitamins or pain pills – what marketing plan outline are you using?

by Shade Wilson

Jul 13, 2016 2:09:26 PM

 

For most organizations marketing seems to take one of two forms.

For some it’s a Vitamins approach, with a focus on building out initiatives based on long-term strategic opportunities.
  • Addressable new markets 
  • Evolving trends in customer usage or behavior
  • Entrance or exit of a competitive brand or category
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Topics: Marketing Strategies

Connecting your marketing plan to your sales process with PPVVC

by Shade Wilson

Jun 29, 2016 7:26:30 AM

One of the biggest challenges many companies face is how to effectively connect their marketing plan to their sales process. Too many times the groups operate as totally separate units without finding ways to work together.

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Topics: Lead Nurturing

Stop It - Marketing techniques that could be harming your business

by Shade Wilson

Jun 15, 2016 12:12:44 PM

 

Digital marketing is a venue of continual change. Marketing techniques that were heroes of yesterday have become the zeros of today as the landscape continues to evolve. From Google algorithm updates, to social media channel proliferation to the ability for all organizations to capture and utilize big data to improve their marketing the pace of change is amazing. With change not only are there things you should add to your program, there are also some that need to be taken out. Here’s a list of tactics you should stop doing this year.

Previously effective marketing techniques that need to stop

 

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Topics: Awareness & Traffic

Competitive analysis based on customers first, competitors second

by Shade Wilson

Jun 1, 2016 7:30:00 AM

So you've been asked to undertake a competitive analysis project. Easy enough—look up every company that is classified with the same SIC code as your brand. 

Job done, right?

Maybe, but with such a narrow approach in your market research you could be missing a lot of information that will have a big impact on your company's success.

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Topics: Marketing Analytics

How to make the most of a marketing budget cut

by Dionne Kumpe

May 18, 2016 8:00:00 AM

It’s a classic situation: You’ve been tasked with achieving long-term objectives, so you develop plans, secure funding and start implementing. Then the world changes and you pivot to address short-term needs with limited resources. [Cue the Advil.] Now the biggest question on your mind is:

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Topics: Marketing Strategies