Posts In: Marketing Strategy

3 Notable Marketing Trends for 2015

August 27, 2015 Marketing Strategy 0 Comments

marketing trendsMarketing is evolving faster than ever with the introduction of new apps, social networks, and the widespread availability of smartphones. Not only are companies creating and executing their own marketing campaigns, customers are now empowered to build their own brands and command their own audiences.

Here are three major marketing trends we’ve noticed for 2015. If you haven’t been paying attention this year, it’s not to late to take note for the second half of the year.
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Why Your Business Should be Embracing Social & Digital Marketing

Social Media

B2B and B2C selling in today’s market requires more than just traditional sales and marketing methods to be truly successful. Some folks may make the case that they haven’t invested in areas like social media, content marketing, SEO, digital marketing and are doing fine. They have the – Don’t fix it if it ain’t broke attitude, but don’t be fooled. Your business should be embracing social & digital marketing.

Well, I guess a few things come to my mind, by not embracing new digital technologies and the online world in general, how much additional revenue are you leaving on the table? If I told you as an example that you could garner 30% more revenue by adding a digital and online component to your marketing and sales efforts would that entice you if he cost was less than 5% of those new revenues would you be more interested? What if you could improve customer engagement, repeat visits, repeat purchases, improve referrals all by utilizing digital and online engagement models? Interested?

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How to Do a Keyword Audit to Improve SEO

August 20, 2015 Marketing Strategy 0 Comments

Keyword audit

When it comes to building a strong SEO strategy, one of the most important factors to consider is the use of effective keywords. There are a number of tools both free and paid that give us a ton of data on keywords. Two of the tools I will discuss in the post are Moz and Google Keyword Planner. The abundance of available data about keywords can sometimes be difficult to navigate However, there is a way to organize all this information in order to draw out valuable conclusions that can eventually lead to actionable steps in improving SEO.

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Stop Using Excel to Manage Your B2B Customer Data

manage Your B2B Customer Data

One of the biggest recommendations I make to B2B startups is to start using a Customer Relationship Management (CRM). Organizations invariably start with Excel as their repository for customer information. There are many benefits for using a CRM versus excel to manage your customers. There should be no reason not to use a CRM. The high-end for startups for CRM is Salesforce.com starting at $25 per user a month and starting with a tool like HubSpot CRM at $0 for the sales side. There are pluses and minuses to either of the CRM systems, but both are better than use an Excel spreadsheet.

Here is why you need to stop using Excel to manage your B2B customer data.

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The Customer’s Buying Process Trumps Your Sales Process

Customer Buying Process

One of the biggest changes in B2B sales over the last few years has been the flip in the importance in the buyers purchasing journey versus the steps in the sales process for the vendor. It is not to say that your internal process is not important, but the buyers process is more important. This really hit home for me last week. We are interested in exploring a new marketing automation solution for both ourselves and our customers.

I had seen a solution recently at a large vendor road show that stopped in Toronto. I spent over 30 minutes with the vendor and had most of my questions answered. The next step for me was to have the team see a demo of the marketing automation system as they work with the competing systems on daily basis. Instead of allowing us to move to a demo with my team, we had two telephone meetings that captured about the same information with two different reps before I was able to schedule the demo.

The biggest issue is that the prospect gets excited about the solution and/or demo but does not have the power to buy themselves. Here are some ways that you can match your customers buying process and still get the information you need to support your sales process.

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