5 Reasons to Stop the Feud Between Marketing and Sales

In B2B, I often hear people talking about the relationship between marketing and sales. This is very disturbing, because the difference is most of the time presented in a type of conflict of resources and activity. When sales are down, sales teams speak negatively about marketing, and the opposite is true as well. Most of the discussions are attempts to dismiss responsibility.

To me, this is a “chicken or the egg” scenario. Both are necessary to any organization and both have an important responsibility to increase the company’s bottom line. However, in many organizations, top leaders can make the decision to cut marketing activity because it does not show direct, measurable revenue that can be attributed to marketing. Most of the time, sales teams are the final touch that closes the sale, except for B2C where e-commerce websites are usually managed by marketing. In the spirit of Socrates, “The only thing that I know is that I know nothing.” I think that it is fair to ask: what does marketing bring to the bottom line? Continue reading “5 Reasons to Stop the Feud Between Marketing and Sales”

Emailing: What Would Can-Spam Do? (WWC-SD)

emailing

As I am building my next mass-email campaign, I was wondering WWC-SD (What Would Can-Spam Do?).

Can-Spam establishes the standards in sending commercial emails. The Federal Trade Commission (FTC) enforces these rules.

For most of us marketing professionals, considering Can-Spam in our email campaigns is like taking a kid to a candy store and telling him he can only look. We have the ability to buy lists of thousand of contacts across industries, but we are not supposed to use these for campaigns. Continue reading “Emailing: What Would Can-Spam Do? (WWC-SD)”

The Secret No One Tells You About: Demand and Lead Generation

demand generation

Demand generation and lead generation are often used interchangeably to represent the idea that someone may be interested in buying the fabulous product you are selling.

As I am reading the Patterson Principles of Selling by Jeffrey Gitomer, I realize that these 2 things are different, and identifying what make them unique would allow each approach to generate better results individually.

My approach is always to try to do the best small task that I can and then move on to the next; for that, I identify small differences between concepts and apply a strategic approach accordingly.demand-generation Continue reading “The Secret No One Tells You About: Demand and Lead Generation”

Two Words for 2016: Scientific Marketing

Measuring individuals’ feelings and perceptions can be complex, especially when they are not always clearly expressed by customers and prospects. Advocates of factoring feelings into marketing strategies state that “people don’t always know what they want anyways, that their emotions towards our products or brand cannot be put in a box, quantified or measured.” I also believe that people have complex emotions that are influenced by what they are currently doing, where they reside, the people they are with, and a thousand other factors. Continue reading “Two Words for 2016: Scientific Marketing”

Why Do Millennials Love Marketing Speed (And Why You Should, Too!)

Most of the time, when I mention speed in marketing, someone will attach this trait to the fact that I’m of the “millennial” generation. When I say “speed”, I’m talking about the way technology, innovation, and the world itself is pushing each one of us to do better tomorrow than what we are doing today. A letter that used to take three days by mail now takes seconds. What happens in tech and innovation is also happening to marketing. Continue reading “Why Do Millennials Love Marketing Speed (And Why You Should, Too!)”

Anatomy of $14.31 Billion Created in 24 Hours

As Cyber Monday and Black Friday are almost upon us, I wanted to look at a success story and identify key factors of success for this day. It may be too late to implement some tactics, but not too late to anticipate the next big buying rush coming to online stores from laptops, tablets, phones, TVs and Smartwatches very soon.

I am more of a B2B kind of  guy, but in today’s business even the most business-oriented corporations expect businesses to talk to them like B2C customers, especially as we are still in the awareness phase. When it comes to analyzing successes, it is better to start looking at what the big boys of Internet marketing are doing to set the bar high. Continue reading “Anatomy of $14.31 Billion Created in 24 Hours”

How Can Football Help Overcome Objections?

Football season is starting again and I am just now learning the rules of  this national sport. I see football as an analogy to overcoming objections and strong resistances in business. What happens in a football field is the same thing that happens in the marketplace: You have forces that are pushing against each other to gain ground against the other.

One striking difference with football teams is the players’ capacity to make quick decisions, learning from experience trying different approaches, and the way players adapt to change. Continue reading “How Can Football Help Overcome Objections?”

Don’t Be Predictable in Marketing

Marketing is the art of communicating business benefits in a way that attracts customers and increases sales.

The traditional marketer is often an intelligent individual that studied marketing or has grown to become an educated marketer. He or she develops this skill by reading a lot of marketing books and following old and experienced trends. Using “safe” and traditional methods allows these artists to get by and make do.

It is safe to be average, but nobody remembers average.

Continue reading “Don’t Be Predictable in Marketing”