I have been fortunate to work in the marketing departments of large companies and startups of different levels. Through that experience I have learned that company culture is critical to success! Being an employee of a company is like being a resident of a village. The bigger the village is, the larger the municipal budget and the greater power its leaders have; likewise, the bigger the corporation, the bigger its budget and the more power its CEO has. Yet increasing profit and power are not means of generating higher margins, and behind multiple layers of management is the end-user, the customer, trying to figure out if they should buy your product or a competitor’s. Customers want value, and often an experience. Does your product or service offer something your competitor does not? Continue reading “Five Things Large Corporations Can Learn From Startups”
Here is an informative blog survey that Drift, a company that helps marketers, collected. I have been on the side of the room where the sales team tells us how our leads are not converting and that is why clients are not pulling out their check books to write six-figure contracts right off the bat. This is a matter of displacing blame and responsibility. Marketing and sales teams have a responsibility to generate better quality leads together, and sales needs to remember that behind all leads are real people that have real challenges they seek solutions for.
Following up promptly with leads is critical to connecting with the right person at the right time! If the lead gets bounced from one department of the company to another, there are opportunities for gaps and disconnections that lead to client frustration – and no sale. More and more companies are integrating their inside sales teams into their marketing department to avoid this disconnect to create a seamless lead journey.
Not reaching and converting the numbers of people you want? Replacing your marketing team is not the answer. Tune that team up! When you want to reach and convert more people, empowering and training your team to know their limits and identify when to take the car to the mechanic is a good option, and way more cost efficient.
Think about it: Do you buy a new car when something is broken? Continue reading “Tune Up Your Marketing Team”
When it comes to running a business, marketing is the the umph that makes your product stand out in a world of commodities.
Understand that your target customer hasn’t been waiting for you to come to market to answer the problem you are hoping to solve. Whether you are selling a book, a service, or a product, you need to go to specific steps to communicate effectively to your target in a language they can understand. Also, let’s cut it to the chase, if you are living anywhere after 2017, there is a good chance that all businesses need a website and other forms of digital marketing. The good thing is that digital marketing is cheaper than brick and mortar, but it shouldn’t be free (unless you don’t believe in yourself).
There are three questions that you absolutely need to ask yourself to measure success as you start your business. Marketing should not be buried under the noise of the daily grind. Continue reading “3 Marketing Questions Every Small Business Owner Needs To Ask Himself”
Most B2B marketers agree that it takes between eight and ten touchpoints to generate interest with a potential prospect. A touchpoint happens when the product or service comes into contact with the potential customer. It is the place where the customer sees, hears, or interacts with what the company has to offer.
As I mentioned in the past, customers today are well-informed and know how to navigate through all the “blah blah blah” delivered by some brands. They have heard hundreds of thousands of ads from the milk box to the high-end car. They know all the keywords that make them cautious of an advertisement. Words like: unique, better than the competition, authentic. Those can be true in the advertiser’s mind, but they are counterproductive when crafting your touchpoints. Continue reading “Generate Quality Touchpoints to Create Better Connections with Visitors”
Digital marketing was born with the growth of Internet technologies around Y2K. This, in many ways, is still a new and developing way to connect technology and marketing. People are still learning what this means. When someone says that (s)he does digital marketing, it is not always clear what this means, as it represents different things to different people. My mom often tries to understand if my job is to be on Facebook all day. My friends think that I have the coolest job where people pay me to tweet stuff and like other people messages.
I build awesome buyer journeys.
I love tech, and I was born in this era, when it is easier to create and analyze a website in full HTML than building an outdoor shed (even if I can do both now). Allow me to share this short and easy guide to analyzing a website. Below, you can find a small list of things that I do when I check a website.
I am aware that the C-Level crowd may not be as familiar with the web, especially since technology changes every day. The logic behind a website is similar to any marketing media, the good thing (or bad depending on your perspective) with the web is that everything leaves a trace. It is not enough that a website looks good, it also needs to be accessible, clear, and trustworthy. Continue reading “Christmas Gift! How to Analyze a Website for Busy C-levels”
This post is probably one that will bother some marketing professionals, but I believe that educated consumers lead companies to challenge themselves and push them to create better products that are more useful and relevant to their lives.
With this past election and Donald Trump’s big win, I have felt the need to go back to where marketing and psychology meet and understand how consumers make decisions. Continue reading “Consumers: Pay Attention to These 5 Marketing Tricks”