Five Things Large Corporations Can Learn From Startups

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”

The Lead Journey UX is Teamwork Between Sales and Marketing

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.

Continue reading “The Lead Journey UX is Teamwork Between Sales and Marketing”

Impressions are not Touchpoints

There are seemingly countless websites out there. Every minute, 571 new websites go live. Internet users going through websites very quickly, skimming content and then leaving in an average of 15 seconds. Think about your own web-surfing habits and you will probably agree. Web sites have less than 15 seconds to capture a user’s attention, to tell them they came to the right place to find what they were looking for and that they should linger for a while.
Good thing that Google, Twitter, Facebook and other popular sites have developed systems to communicate information on your brand even when your customer has left your website.
People learn about your product as much on your site as they do by browsing other websites. If you are running paid advertising, each time your ad appears on a user’s screen it conveys a message, leaving one more impression before their eyes that might underscore your product or service in their mind.