The Competitive Advantage
October 23, 2018
Here are 8 new ideas for 2019 to make sure you’re not crazy!
It’s almost the end of 2018. Stop what you’re doing for just a minute and take stock of the year that’s winding down. Have you grown like you wanted… acquired as many new clients as you hoped… launched that new service line you were planning on?
If you answered ‘no’ to any of those questions, then the immediate follow-up is, “So, what are you doing about it?”
And if your answer to that is “I don’t know,” then consider the accepted definition of insanity: “To keep doing the same things over and over… and expecting the outcome to change.”Continue Reading
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
August 21, 2018
For years, I’ve said that ours is an industry that does not embrace sales & marketing. And even for those firms that employ marketing, rarely do they have anyone dedicated to selling.
Forgetting for a minute the incorrect assumption that, “Selling doesn’t work for a firm like ours,” when asked about it, the response is often, “We don’t need sales… we do marketing.”
Seriously?! Let’s think about that for a minute…Continue Reading
May 16, 2018
I got into a “passionate” discussion last week with a client about sending handwritten thank you notes, especially at the close of large projects.
I argued for them. I like the personal touch… and think that a handwritten note of sincere gratitude, thanking a client for their business is a good and appropriate thing to do. To my way of thinking, if a client spends $50,000 with you – or even $5,000 – I don’t think it’s asking too much to take five minutes out of your day to write and send a note.
For all the tools, techniques and technologies we employ, I believe we are still in the “people business.” And that well-written thank you notes (something, by the way, that your competitors are unlikely to do) are a real H2H (human-to-human) touch point.
One of my client contacts took the other side of the ‘discussion’… with equal fervor.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 13, 2018
The Marketing and Sales functions are two parts of the same engine – the business development engine – and yet, in too many organizations, they operate in very distinct silos, each pointing fingers at one another for not working as a team and, ultimately, blaming each other when revenue goals are not hit.
But when Marketing and Sales work in unison, each supporting one another and taking advantage of what the other has to offer, both functions can achieve new levels of success. Here are 8 proven ways to get these two critical functions to work together…Continue Reading
February 20, 2018
Guest post by: Whitney Duprey, Marketing Account Manager, Harpeth Marketing
I’ve never really liked the “Marketing Funnel”. There, I said it. My name is Whitney, I’m a marketer, and I don’t like the marketing funnel.
Wow, it feels good to get that off my chest!
Now, let me clarify. I think that the marketing funnel, in its current iteration, does a good job of depicting and helping marketers visualize the sales process and how a lead becomes a customer. You have leads coming in at the top of the funnel, and as they progress through the buyer’s journey, some “fall out” and decide not to purchase with you, while others make it to the end of the funnel and then become customers (yay!).Continue Reading