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Category Archive for: ‘Strategy Matters’

Marketing and Sales: Can’t We All Just Get Along?

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Sales and marketing teams, left to their own devices, do not speak the same language. They think they do, but they don’t. Sales teams speak the language of prospects, appointments, commitments, and closed deals. Marketing teams speak the language of exposure, brand awareness, impressions, and reach. Language conditions the way people think, act, and make decisions. It shapes the way …

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Are You Selling Collaboratively?

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Too often, our enthusiasm to simply close the sale clouds our perspective. Not only are we leaving money on the proverbial table, but we are leaving something far more important on it. Opportunity! When we sell collaboratively, we roll up our sleeves and get a little dirt under our finger nails. We ask both the finite and the broad –sweeping …

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Branding In The Blended Workplace

We are moving toward a part-time, short-term, outsourced, telecommuting, job-sharing, telepresence, IMing, text you later workforce. How in the world are marketers going to reinforce brand sentiment when the very people representing the brand are spread out from anywhere in the world? And just what are the implications for the companies behind the brands?

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Are You Treating Millennials Like Baby Boomers?

Every marketer knows the drill. People born in different eras have different values. You may think that you already took generational demographics into account when creating your marketing plan. You used Facebook and Twitter. You created YouTube ads and made sure they were less than 30 seconds long. You used 50% post-consumer recycled packaging materials. You made sure to use …

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QR Codes . . . Brilliant? Or Bust?

Quick Response (QR) codes make a lot of sense for the right marketing campaign, as they make it possible to bridge the end user’s offline experience to the offline experience. However, there’s a hitch. According to a recent survey, an estimated 64% of consumers do not understand the purpose of QR codes. Is that a problem?

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What Marketing Could Learn From Sales

To some, the line between sales and marketing is a bit blurry. Oftentimes business owners miss the mark when it comes to drawing the distinction between marketing and sales simply because they are using textbook tactics instead of real world strategies. While the definition of “sales” is more succinct, the definition of marketing is a mouthful according to the American …

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5 Keys To Mastering Social Media

Social this. Social that. But what does it all really mean? Here’s the short answer; to some it means absolutely nothing; to others, it means the world has changed forever. As a marketing strategist, I see the social space as a relevant environment for business growth. In fact, through social platforms, I have met some of the most talented people …

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Is E-mail Still Relevant?

If you have used e-mail marketing in the past, or if you’re considering incorporating e-mail marketing into future campaigns, you might find yourself in a quandary. E-mail marketing has historically been a cost-effective way of reaching current and potential customers; however, its effectiveness has diminished in the last several years. Social media and smart phones have added to what was …

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