- How to Sell to Market Research Buyers, Part 2
- How to Sell to Market Research Buyers, Part 1
- 5½ [behind-the-scenes] Marketing & Sales Activities You Need To Do in December
- Got something to say?
- Running a small firm? Who holds you accountable?
- Marketing & Sales Success Begins with a Simple Step… Thinking!
- Your Sales Forecast Doesn’t Have to be a Guessing Game!
- Lead generation is a 3-step process.
- Measuring Sales… it’s Not just about Revenue
- 7 Selling Behaviors Seller-Doers Must Employ to be Successful.
- Can you really be “all things to all people?”
- 12 Marketing & Sales Activities you Gotta STOP this Year!
- How to maximize the impact of your marketing investment.
- Revenue Growth? Try the ‘5% Challenge’… it’s Brilliant!
- Should you ever walk away from revenue?
- Get Ready for 2017 with these 6 Marketing & Sales Activities
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 2
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 1
- 10 Guidelines for How to Be Successful at Sales
- Strategy Before Tactics!
- 6 Marketing & Sales Lessons Learned in our First 4 Years in Business
- The Sales Presentation: Stop Reading the PowerPoint Slides and Tell Your Story
- Content Marketing not working? Eh, don’t worry about it!
- Marketing Measurement: 3 New Methods You Have to Try in 2016
- The One Thing You Must Include in Your 2016 Marketing & Sales Plan
- Not using LinkedIn? Are you kidding me?!
- Is it OK to fire a client?
- Take Charge of Your Own Success… Stop Relying on Others!
- Getting first-time clients to take a chance on you.
- 9 Ways to Build your Business During the Summer Slowdown
- The Top 10 Ways to Build Awareness
- The 13 Most Common Website Mistakes
- The Most Important Part of Exhibiting
- Content marketing isn’t a one-time thing… it’s an all-the-time thing.
- THINKING! A framework for creating better business plans in 2015.
- Not happy with your marketing & sales? Then make just one change in 2015!
- For Beginners: Should I Tweet Daily? Yes… and here’s how.
- Got your Marketing Plan for 2015? No?! Now’s a good time to start…
- How to Connect with Booth Visitors – An Exhibitor’s Worksheet
- Not getting the email results you want? Make sure you’re following these 7 email marketing guidelines.
- 10 Ways to Get Clients to Sell FOR You (and they won’t cost a dime!)
- Do you know where you’re going? Why Strategy should drive your marketing & sales.
- 11 execution tips to help you exceed client expectations
- How to Turn First-time Clients into Repeat Clients
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 2
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 1
- 13 Lessons for Researchers Who Don’t Want (or Like) to Sell
- Social media marketing success in 30 minutes a day
- Get it right! You can’t manage what you don’t measure.
- It’s not that complicated! A common sense approach to the marketing & sales process.
- How MR firms are blowing it with new customers: Lessons learned while secret shopping
- Management or sales… you can’t serve two masters.
- Prove it! Nine ways to convince prospects to work with you for the first time.
- Five everyday ways to grow your business
- How that ‘one great client’ could doom your firm
- Six marketing and sales mistakes MR firms make every day
- Eight proven ways to build awareness – and why you should!
- Suspects, Prospects and Clients: Is your firm focused on the right target?
- A Checklist for Conducting Your Own Marketing & Sales Audit
- Learning to play the game: What football can teach us about marketing
- Differentiating your firm in a crowded marketplace
- 25 low- or no-cost ways to grow your business
- 15 Reasons E-mail Still Matters in Sales and Marketing
- Come prepared, dress the part and follow up: 10 dos for exhibiting at MR trade shows
- No rookies, no gum and no Frisbees: 10 don’ts for exhibiting at MR trade shows
- How to see yourself as clients see you
- Marketing 101: It takes Work to make it Work
- Use the 8 Ps of Marketing when Setting Strategy
- Integrate the 4 As of Marketing into Your Planning
- Size Does Matter: 4 Approaches to Growing Your Business
- The 12 Guiding Principles of Marketing (part 2)
- The 12 Guiding Principles of Marketing (part 1)
How to maximize the impact of your marketing investment.
Make sure everything is working together with Integrated Marketing.
Think about the kinds of business development activities that take place in the average firm in our industry: a website, email marketing, social media, some content marketing, maybe a salesperson, networking, PR, etc. Fairly typical, right?
And generally, we think about each of them as their own entity. We have a sales plan… a content marketing plan… an email schedule… and so on.
But rather than that ‘silo mentality’ – where each of these activities are implemented separately – think about what they would look like if they all worked together… connected to one another… and fed off of each other. That is how to maximize your marketing & sales impact.
To help illustrate that point, I’ve put together an example of what an integrated marketing & sales flow chart might look like…
And here’s the explanation for how all of those activities work together…
- All sales leads generated at networking events or that come from phone/email/website inquiries (1) get entered into the CRM (2).
- The names in the CRM (2) are exported to become the email list for the monthly email campaigns (3).
- The email campaigns do several things: link recipients to the blog (7)… or the landing page for the upcoming webinar (5)… or to the website, in general (6).
- The blog post (7) can also be re-published on one of the employee’s LinkedIn Profiles (11). When that happens, it is easily shared with that person’s LinkedIn connections and with the members of the groups to which they belong (10).
- All visitors to the website (6) can easily link to the landing page of the latest webinar (5) or read the latest blog post (7).
- Social media posts can be used for many purposes… sharing posts of general interest with connections and groups (10)… or linking readers to the latest blog post (7) or promoting an upcoming webinar and linking people to the landing page (5).
- Press releases can be sent out to industry outlets to promote an upcoming webinar and link people to the landing page (5).
- Everyone who registers for the webinar (5) will be automatically added to the CRM (2). Everyone who attends the webinar (5) will be handed off to the sales team for follow-up (4).
One other thing to keep in mind… Integrated Marketing isn’t just about the flowchart. It’s also about the “look & feel.” All of your marketing efforts should be very consistent in their color, font, use of logo, tone, writing style and so on. That is… your website should look & feel like your emails… should look & feel like your brochures… should look & feel like your advertisements… and so on. Bottom line: Anyone who sees or reads anything from your firm should know immediately who it’s from.
OK, now it’s your turn!
The flowchart above is just one example of how a variety of marketing & sales activities might work together. And while some of these kinds of things may be happening at your firm… the “flowchart” is a different way to think about integrated marketing. And when you actually put pen to paper to create one, that truly makes it come to life.
So, don’t waste any more time… grab a sheet of paper and take a few minutes to sketch out a diagram like this for your marketing & sales activities. Make sure they’re all working together. If you find an activity all alone in a silo – either find a way to connect it to your core efforts… or stop doing it!
When you take advantage of integrated marketing like this, 1 + 1 [really does] = 3!