Around Christmas it’s not uncommon for companies to send consumers small product samples in the mail. And if you’ve ever owned a small business you’ve probably gotten sample company pens from promo companies. Done more creatively dimensional direct mail is a good way to get the attention of a prospect who has otherwise been ignoring your other marketing. Continue reading
Sometimes it’s hard to do justice to a major marketing approach in a single blog post. Bear with me; I’m going to try.
Account-based marketing (ABM) is kind of hot these days, although it’s not necessary new. In the past it’s sometimes been called key account marketing, or something similar. You can use it to close and grow specific larger accounts. Continue reading
If the overnight success of Pokémon Go means anything, it’s that augmented reality has entered the mainstream and will be understood by many more people. And augmented reality (AR) has many applications in marketing.
For those who haven’t heard of AR, it’s adding data or images to images of the real world. While it can be done with a special headset it’s far more accessible if it’s done with a smartphone camera and app. Continue reading
You can achieve constant, incremental improvements to your marketing results with tweaking and testing. But just as in the startup world you can sometimes get huge improvements by trying something out of the box. It might be in the area of creative, or offers, or forms, or places to place your ads or content. Continue reading
People buy with emotion and justify with logic. Sales people have known this forever and good marketers do, too.
Bob Johnson at IDG Connect and Kim Wallace of Wallace & Washburn had done research into the behaviors of B2B buyers. They found that in 97% of cases vendors introduced in the first buying team meeting were the ones that made it to the short list, so if you weren’t a pre-favorite it was almost impossible to get in on the opportunity later. Marketing is critical for becoming a pre-favorite. Continue reading
Marketing is not an island. Truly valuable (to their companies) marketers aren’t focused on marketing metrics such as increased web traffic, low cost per clicks and social shares, they’re focused on contributing to the company’s revenue growth and profitability. And to do that they need to work closely with sales. Continue reading
Many people equate marketing with advertising and promotion. But marketing’s most important role is in understanding the customer and their needs, desires and motivations and working with others in the company to help create the products and services that they’ll pay for. As Seth Godin says, “Don’t find customers for your products, find products for your customers.”
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This may seem obvious, but it’s not obvious to everyone who starts a business: building your business begins with understanding your customer and then producing a product or service that customers are willing to pay enough for that you can be competitive and make a profit. Continue reading
Congratulations to HubSpot — yesterday they filed a $100 million IPO. Over the past 8 years the people at HubSpot have grown a company known for its terrific product and culture. That’s a real accomplishment. Continue reading
If you want to know how to increase the revenue of your company, download this free ebook from the revenueassociates.biz website. These 10 people are experts in sales and marketing and have helped rapidly grow such companies as HubSpot, Eloqua, MarketingProfs, and many others.
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