The Competitive Advantage
September 26, 2018
Webinars continue to be one of the most effective marketing channels in the B2B space. Done right, they can help to establish [and cement] your position as a Subject Matter Expert (SME), define your competitive advantage in the marketplace, build awareness for your firm and – maybe most importantly – generate and nurture qualified sales leads.
But, webinars have more ‘moving parts’ than most marketing tactics. So, to ensure success when you’re delivering them, follow these 7 guidelines (in no particular order, except the first one!):Continue Reading
September 11, 2018
I was on an elevator this morning when the stranger who got on with me looked over and said, “Nice shirt!” I was wearing one of my polo shirts from The Masters Golf Tournament in Augusta, GA. This happens to me all the time when I’m wearing one of these shirts. The logo is such a recognizable image – even without the word ‘Masters’ written across it (see image) – that people seem compelled to comment on it.
What is it that makes this logo so well-known? While we can’t replicate the world-wide TV audience and golf superstars associated with the event, there still are several lessons – as business owners and marketers – that we can take from this:Continue Reading
July 31, 2018
While it’s only the beginning of August – and we’re all in the middle of the summer doldrums – now is the perfect time to start planning for 2019 and thinking about your marketing & sales for next year. Five months may seem like plenty of time to get ready… but you’ll get busy this Fall, and January 1st will be here before you know it.
So, block of a little time RIGHT NOW to start thinking about improving your marketing & sales efforts for next year. And the absolute best way to do that is to make sure you understand all of the things going on in and around your business. What you learn will form the foundation for making smarter marketing & sales decisions next year. To help, here are 6 suggestions to get you started…Continue Reading
July 17, 2018
While we all have some level of responsibility to help grow our businesses – and for business leaders, there’s the added responsibility of keeping our employees employed – sometimes, as painful as it might be, there are projects that you just need to walk away from. Why? Because taking on those projects can do more harm than good.
Based on conversations with clients and my own experience, there are 5 times when you should turn down a project:Continue Reading
June 26, 2018
We’re halfway through 2018… how are you doing so far?
Like taking your car to the mechanic every 5,000 miles, halfway-through-the-year is a good time to “look under the hood” of your sales & marketing efforts to see how you’re really doing. If your “engine” is running smoothly… great! If it feels a little rough… it might be time for some ‘tweaking.’ And if it is, we hope this 3-Point Tune-up will help.Continue Reading
May 7, 2018
We hear it all the time… “Marketing is so different compared to the way it used to be.” Or, “Marketing is changing so fast that I can’t keep up.” And you know what? Both statements are true.
Think of all the technology-driven tools, developed in just the past few years, that have impacted the way we work: marketing & email automation, social media, CRM and SFA, data & analytics, SEO and – more recently – chatbots, AI and blockchain. In fact, there are more than 5,000 (!) software platforms and apps purpose-built to support marketing and sales. (Want to see them? Click here: https://cdn.chiefmartec.com/wp-content/uploads/2018/04/marketing_technology_landscape_2018_slide.jpg)
It’s mind-numbing!Continue Reading
April 10, 2018
During the time I’ve been in this industry, I have often said that, “Market Research is an industry that does not embrace sales and marketing.” And in 12+ years, no one has ever disagreed with me about that.
To be fair, certain segments – tech providers and panel companies, for example – have done a better job of making sales and marketing an integral part of their organizations. But one of the core segments of the industry – market research agencies and consultants – uhhh… not so much!
And when I chat with the leaders of these agencies about their lack of sales and marketing activity, they always respond with some sort of reason. Make that, some sort of “excuse.” So, for each of these excuses, I want share a new way to think about it.Continue Reading
March 27, 2018
One of the first questions I ask during an initial exploratory call with a prospective client is, “What kind of marketing and sales are you doing now?” And I generally get the kind of answers you’d expect…
- “We blog once or twice a month.”
- “We network at conferences.”
- “We send out a monthly e-newsletter.”
- “We’re all on LinkedIn.”
And so on.
And it all sounds pretty good on the surface, but once I dig a little deeper, I find that even though many of these firms have taken the first step… they rarely finish what they start. For example…Continue Reading