This document provides an agenda for minding the gap between digital specialists and growth/innovation. It discusses overcoming fear of the unknown, why platform evangelists fail when they use jargon, and the importance of metrics and measurement for success stories. Effective integration requires superior interpersonal skills like collaboration, listening, and balancing technical and presentation skills.
5 simple steps to deliver your digital marketing strategy.
1. Set the Platform. 2. Understand your Environment. 3. Establish Marketing Objectives. 4. Create Initiatives. 5. Implement, Evaluate and Adapt.
BITZ BOOTCAMP DC: CRM and Customer InsightsLocalogy
This document discusses the benefits of using a CRM (customer relationship management) system compared to relying only on spreadsheets and email for tracking customers. It notes that CRMs provide an all-encompassing customer view, team communications, analytics and reports, email automation, and sales process automation. It also outlines important factors to consider when choosing a CRM, such as whether it is purpose-built for SMBs, easy to use, has needed features, and offers support. The document cautions that CRM investments can still fail without proper setup, team buy-in, and training. Ultimately, it argues that a CRM standardizes processes to free up time for relationship building.
Learn how to make the number, become a better messenger, and defeat the status quo with Greg Alexander (CEO of Sales Benchmark Index) and Tim Riesterer (CMO of Corporate Visions)
Social Advertising. For Pundits have been debating which is better (and which will last): Twitter or Facebook
Both now have ever-evolving advertising platforms, and both can offer real success for an advertiser…or abysmal failure if you don’t know what to look for and how to measure success.
The top ten digital marketing mistakes are: 1) focusing too much on self-promotion instead of engagement and conversation; 2) assuming a one-size-fits-all approach without considering local markets; 3) failing to analyze results to understand customers; 4) prioritizing tools over strategy; 5) expecting to go viral with the first post without setting realistic goals; 6) not investing properly and treating social media as "free"; 7) ignoring the growth of mobile users; 8) ignoring traditional marketing channels; 9) relying solely on online translation services; and 10) getting website traffic but failing to manage customer data and preferences.
Nadine dietz the cmo solution guide to leveraging new technology and marketin...The CMO Club
The document discusses the evolving role of the CMO and challenges they face in delivering a seamless customer experience across channels. It finds that only 13% of CMOs feel they can currently provide such an experience. The document outlines solutions for CMOs to better understand the customer journey, collaborate with the CIO, redesign marketing teams, and establish continuous improvement processes. It concludes that the CMO's role will continue expanding as marketing tools improve customer experience measurement.
Use the upper right-hand corner to place compelling copy to catch the reader's eye first. Keep the layout clean and simple with white space, bullets, and short paragraphs to make the information easy to absorb. Tap into brain science like the Zeigarnik Effect by leaving things unfinished, the Von Restorff Effect with unexpected content, and the Noble Edge Effect by associating with positive causes. Include customer testimonials that others will want to see and create a compelling call to action to motivate the reader to respond.
DCS: Jill Konrath "Using Conent to Establish Sales Credibility"G3 Communications
The document discusses how businesses can use content to establish sales credibility and connect with buyers. It outlines that content marketing budgets have increased significantly in recent years. The document then discusses how content can help salespeople at each stage of the buyer's decision process by providing information to pique curiosity, initiate change, and help with option selection. It emphasizes using simple and aligned content that addresses buyer issues and priorities.
5 simple steps to deliver your digital marketing strategy.
1. Set the Platform. 2. Understand your Environment. 3. Establish Marketing Objectives. 4. Create Initiatives. 5. Implement, Evaluate and Adapt.
BITZ BOOTCAMP DC: CRM and Customer InsightsLocalogy
This document discusses the benefits of using a CRM (customer relationship management) system compared to relying only on spreadsheets and email for tracking customers. It notes that CRMs provide an all-encompassing customer view, team communications, analytics and reports, email automation, and sales process automation. It also outlines important factors to consider when choosing a CRM, such as whether it is purpose-built for SMBs, easy to use, has needed features, and offers support. The document cautions that CRM investments can still fail without proper setup, team buy-in, and training. Ultimately, it argues that a CRM standardizes processes to free up time for relationship building.
Learn how to make the number, become a better messenger, and defeat the status quo with Greg Alexander (CEO of Sales Benchmark Index) and Tim Riesterer (CMO of Corporate Visions)
Social Advertising. For Pundits have been debating which is better (and which will last): Twitter or Facebook
Both now have ever-evolving advertising platforms, and both can offer real success for an advertiser…or abysmal failure if you don’t know what to look for and how to measure success.
The top ten digital marketing mistakes are: 1) focusing too much on self-promotion instead of engagement and conversation; 2) assuming a one-size-fits-all approach without considering local markets; 3) failing to analyze results to understand customers; 4) prioritizing tools over strategy; 5) expecting to go viral with the first post without setting realistic goals; 6) not investing properly and treating social media as "free"; 7) ignoring the growth of mobile users; 8) ignoring traditional marketing channels; 9) relying solely on online translation services; and 10) getting website traffic but failing to manage customer data and preferences.
Nadine dietz the cmo solution guide to leveraging new technology and marketin...The CMO Club
The document discusses the evolving role of the CMO and challenges they face in delivering a seamless customer experience across channels. It finds that only 13% of CMOs feel they can currently provide such an experience. The document outlines solutions for CMOs to better understand the customer journey, collaborate with the CIO, redesign marketing teams, and establish continuous improvement processes. It concludes that the CMO's role will continue expanding as marketing tools improve customer experience measurement.
Use the upper right-hand corner to place compelling copy to catch the reader's eye first. Keep the layout clean and simple with white space, bullets, and short paragraphs to make the information easy to absorb. Tap into brain science like the Zeigarnik Effect by leaving things unfinished, the Von Restorff Effect with unexpected content, and the Noble Edge Effect by associating with positive causes. Include customer testimonials that others will want to see and create a compelling call to action to motivate the reader to respond.
DCS: Jill Konrath "Using Conent to Establish Sales Credibility"G3 Communications
The document discusses how businesses can use content to establish sales credibility and connect with buyers. It outlines that content marketing budgets have increased significantly in recent years. The document then discusses how content can help salespeople at each stage of the buyer's decision process by providing information to pique curiosity, initiate change, and help with option selection. It emphasizes using simple and aligned content that addresses buyer issues and priorities.
This document discusses using predictive analytics to gain insights from past data and recognize patterns to forecast the future. It highlights how predictive analytics can help avoid past mistakes by developing better problem solving approaches. Managers are advised to understand predictive analytics methods to forecast sales, develop ways to improve sales, and run effective digital marketing campaigns.
This document provides guidance for sales communication during a global crisis. It outlines three stages of a crisis and shifts in consumer sentiment. It advises acknowledging the crisis, creating an interim plan, and refining strategy based on learnings. For sales communication, it recommends empathy, reassurance, and providing support. It contrasts aggressive 1990s sales tactics with helping customers. It provides tips to be relevant by sharing useful content, be timely by asking how the crisis impacts customers, actively listen without responding, and lead with heart by showing genuine care and interest.
This document outlines 5 common mistakes made in B2B demand generation programs. Mistake #1 is focusing too much on the company rather than the customer problem. Mistake #2 is relying on one-time events rather than an ongoing program. Mistake #3 is confusing marketing lists with qualified leads. Mistake #4 is emphasizing response rates over business results. And mistake #5 is failing to properly manage executive expectations. The document provides case studies and lessons learned to help avoid these mistakes.
The document summarizes 10 tips for increasing ROI on event spending that were shared at a GPJ Morning Premiere event. The tips include: 1) Understanding audiences from their perspective rather than your own assumptions, 2) Carefully planning event strategies and dividing objectives among individual events, 3) Ensuring key performance indicators truly reflect desired outcomes, 4) Creating unforgettable experiences that drive engagement, 5) Inviting everyone both in-person and online to events, 6) Remembering that results may take time to materialize after events, and 7) Communicating clear plans and objectives to all involved to maximize efficiency and outcomes.
What is the best way to learn? Many think through interactive activities and games. In fact, some of the most memorable lessons we learn are through games.
Gamification is a way to apply gaming elements - fun and competition - to a non-gaming activity. You are basically telling your customers that your brand can be fun, different, and creative while retaining all of its qualitative characteristics.
So we decided to use gamification method to change users’ behaviour and encourage them to try more tools and features within our software thus to increase users' retention.
What we have seen was a huge success and great outcomes for both our users and our brand. After all, our Easter Egg Hunt game was among the nominees for the UK Social Media Communications Awards as the Best Use of Twitter and for the DADI Awards in “B2B sector website, app or campaign” category.
To give you a basic idea of what we did, we will sketch out the game our team came up with. During the Easter season, we released a game, directly built into our interface - an Easter Egg Hunt. We challenged our users to find 15 Easter eggs, hidden anywhere within our platform. To collect the egg, a user had to set up a project, create a report, or basically perform any action that showed off the functionality of our diverse tools.
Jason Leigh of Razorfish discussed a proven technique for accurately attributing business value to your marketing efforts at the Razorfish Client Summit October 12-14.
Game Changing: How you can transform client mindsets through playJess McMullin
My slides from the 2006 IA Summit conference. Talks about design games.
Full audio + slides in WMV and QT format from the always awesome Bryce Johnson at
http://www.thechickentest.com/2006/05/game-changing-how-you-can-transform-client-mindsets-through-play-jess-mcmullin/
Marketing in the Age of MicrotransactionsJulien Wera
This presentation was given at the Evolve 2011 conference in Brighton and is focused on the best practice to market and promote free online games funded through microtransactions.
The Challenger Sale Model is a transformation imperative for every organization and needs to be embedded in the sales force . The book explains how to deliver a differentiates selling experience that delivers higher level of partner loyalty and growth . This is a summary of my key takeaways and by no means does justice to all the tools and techniques to reframe customer conversations to make them impactful and memorable
How to engage, nurture and close more prospects with Full Funnel MarketingHeinz Marketing Inc
This document outlines an agenda and presentation for a full-funnel marketing workshop. The presentation will cover an overview of full-funnel marketing, introduce various tools like persona matrices and sales process maps, and provide instructions for participants to develop 1-2 of the tools. Participants will then present their draft tools, get feedback, and discuss next steps. The presentation emphasizes quantifying goals, understanding customers, mapping the sales process, having revenue responsibility, and measuring results.
How to Use Monroe’s Motivated Sequence to Create an Effective AdQingjiang (Q. J.) Yao
The document discusses Monroe's Motivated Sequence, a 5-step persuasive technique for advertising: 1) get attention, 2) describe a problem or need, 3) present the solution, 4) visualize benefits of the solution, 5) call for action. It provides examples of techniques for each step, such as startling statements, questions, or illustrations for attention; statements of need, illustrations, or relevance for need; and specifying the solution, explaining workability, or addressing objections for satisfaction. The goal is to learn how to create effective ads using this sequence.
Get Your Sales Mojo Back | 3 Useful, Easy Tips from Oneupweb's CEOOneupweb
The document provides 3 tips for getting back on your sales game when you're feeling unprepared for an important meeting. The first tip is to go outside for a short walk or do some jumping jacks to get your blood flowing. The second tip is to have a small talk with a client to get your juices flowing by discussing their marketing struggles or brainstorming new ideas. The third tip is to think about funny stories or have someone tell you funny things that have happened to clear your head and relieve stress so you can feel focused for the important meeting.
Steal from the Startups: Growth Tactics for Grownups with Kevin Henrikson Search Engine Journal
Agile marketing tactics aren’t just for startups.
Kevin Henrikson, veteran of two startups sold to Yahoo and Microsoft for $550M, will break down his startup marketing strategies which he subsequently scaled for enterprise marketing teams. (Psst: Kevin is also a co-founder in Alpha Brand Media, Search Engine Journal’s parent company!)
A presentation I gave at the second Startup Growth Manchester event. It's based on the important pre-requisites each startup must match if they are to become world-class companies.
Get started acquiring customers NOW with simple frameworks and easy-to-use tools in this presentation. Includes links to reference materials and additional reading.
This document provides an overview of conflict management. It defines conflict and discusses that conflict can have both positive and negative aspects. It describes common "red flags" that signal emerging conflicts. The document outlines five common conflict management styles: collaborating, compromising, accommodating, competing, and avoiding. It provides guidance on when each style may be appropriate. The document also provides tips for dealing with difficult personalities, such as "Sherman tanks", "snipers", "chronic complainers", "negativists", and "exploders", while managing conflict.
Dokumen tersebut memberikan informasi tentang jadwal ujian akhir semester (UAS) mata kuliah Komputer 2 yang diadakan pada tanggal 31 Mei dan 1 Juni 2010 untuk 18 kelompok yang dibagi berdasarkan jadwal. Diberitahukan pula tentang pengumpulan tugas besar berupa poster, cover CD, dan booklet sebelum ujian dimulai.
Mike Rowe gave a presentation about hard work and how it has been degraded in modern society. He began with an engaging story and wove other parts of the story throughout to keep the audience interested. As a TV host, he was a dynamic public speaker who used good posture and voice. He integrated meaningful information well with engaging stories. Being a well-known personality added to his credibility. The key takeaways are how to smoothly incorporate content with story, and importance of stage presence and charisma.
El documento proporciona consejos para organizar y presentar una presentación de manera efectiva. Señala que una buena presentación comienza con una introducción atractiva para captar la atención de la audiencia, define el propósito y la importancia del tema, y anticipa los puntos principales. También recomienda desarrollar el contenido de manera clara e involucrar a la audiencia, así como concluir reforzando los mensajes clave y sugiriendo acciones. Además, ofrece pautas sobre el uso de imágenes,
Sedona stats report for February Sedona Homes and Land - SedonaRealEstateAg...Damian Bruno
- The document provides monthly real estate statistics for the Sedona area for February 2014, including the number of residential properties and lots sold, average sales prices per square foot, and pending sales amounts.
- A total of 119 residential properties and 127 lots were sold in February 2014, with average sales prices per square foot of $197.55 for properties and $5.87 for lots.
- Pending sales in millions of dollars and the number of active residential listings are also shown for February 2014 and compared to previous years.
This document discusses using predictive analytics to gain insights from past data and recognize patterns to forecast the future. It highlights how predictive analytics can help avoid past mistakes by developing better problem solving approaches. Managers are advised to understand predictive analytics methods to forecast sales, develop ways to improve sales, and run effective digital marketing campaigns.
This document provides guidance for sales communication during a global crisis. It outlines three stages of a crisis and shifts in consumer sentiment. It advises acknowledging the crisis, creating an interim plan, and refining strategy based on learnings. For sales communication, it recommends empathy, reassurance, and providing support. It contrasts aggressive 1990s sales tactics with helping customers. It provides tips to be relevant by sharing useful content, be timely by asking how the crisis impacts customers, actively listen without responding, and lead with heart by showing genuine care and interest.
This document outlines 5 common mistakes made in B2B demand generation programs. Mistake #1 is focusing too much on the company rather than the customer problem. Mistake #2 is relying on one-time events rather than an ongoing program. Mistake #3 is confusing marketing lists with qualified leads. Mistake #4 is emphasizing response rates over business results. And mistake #5 is failing to properly manage executive expectations. The document provides case studies and lessons learned to help avoid these mistakes.
The document summarizes 10 tips for increasing ROI on event spending that were shared at a GPJ Morning Premiere event. The tips include: 1) Understanding audiences from their perspective rather than your own assumptions, 2) Carefully planning event strategies and dividing objectives among individual events, 3) Ensuring key performance indicators truly reflect desired outcomes, 4) Creating unforgettable experiences that drive engagement, 5) Inviting everyone both in-person and online to events, 6) Remembering that results may take time to materialize after events, and 7) Communicating clear plans and objectives to all involved to maximize efficiency and outcomes.
What is the best way to learn? Many think through interactive activities and games. In fact, some of the most memorable lessons we learn are through games.
Gamification is a way to apply gaming elements - fun and competition - to a non-gaming activity. You are basically telling your customers that your brand can be fun, different, and creative while retaining all of its qualitative characteristics.
So we decided to use gamification method to change users’ behaviour and encourage them to try more tools and features within our software thus to increase users' retention.
What we have seen was a huge success and great outcomes for both our users and our brand. After all, our Easter Egg Hunt game was among the nominees for the UK Social Media Communications Awards as the Best Use of Twitter and for the DADI Awards in “B2B sector website, app or campaign” category.
To give you a basic idea of what we did, we will sketch out the game our team came up with. During the Easter season, we released a game, directly built into our interface - an Easter Egg Hunt. We challenged our users to find 15 Easter eggs, hidden anywhere within our platform. To collect the egg, a user had to set up a project, create a report, or basically perform any action that showed off the functionality of our diverse tools.
Jason Leigh of Razorfish discussed a proven technique for accurately attributing business value to your marketing efforts at the Razorfish Client Summit October 12-14.
Game Changing: How you can transform client mindsets through playJess McMullin
My slides from the 2006 IA Summit conference. Talks about design games.
Full audio + slides in WMV and QT format from the always awesome Bryce Johnson at
http://www.thechickentest.com/2006/05/game-changing-how-you-can-transform-client-mindsets-through-play-jess-mcmullin/
Marketing in the Age of MicrotransactionsJulien Wera
This presentation was given at the Evolve 2011 conference in Brighton and is focused on the best practice to market and promote free online games funded through microtransactions.
The Challenger Sale Model is a transformation imperative for every organization and needs to be embedded in the sales force . The book explains how to deliver a differentiates selling experience that delivers higher level of partner loyalty and growth . This is a summary of my key takeaways and by no means does justice to all the tools and techniques to reframe customer conversations to make them impactful and memorable
How to engage, nurture and close more prospects with Full Funnel MarketingHeinz Marketing Inc
This document outlines an agenda and presentation for a full-funnel marketing workshop. The presentation will cover an overview of full-funnel marketing, introduce various tools like persona matrices and sales process maps, and provide instructions for participants to develop 1-2 of the tools. Participants will then present their draft tools, get feedback, and discuss next steps. The presentation emphasizes quantifying goals, understanding customers, mapping the sales process, having revenue responsibility, and measuring results.
How to Use Monroe’s Motivated Sequence to Create an Effective AdQingjiang (Q. J.) Yao
The document discusses Monroe's Motivated Sequence, a 5-step persuasive technique for advertising: 1) get attention, 2) describe a problem or need, 3) present the solution, 4) visualize benefits of the solution, 5) call for action. It provides examples of techniques for each step, such as startling statements, questions, or illustrations for attention; statements of need, illustrations, or relevance for need; and specifying the solution, explaining workability, or addressing objections for satisfaction. The goal is to learn how to create effective ads using this sequence.
Get Your Sales Mojo Back | 3 Useful, Easy Tips from Oneupweb's CEOOneupweb
The document provides 3 tips for getting back on your sales game when you're feeling unprepared for an important meeting. The first tip is to go outside for a short walk or do some jumping jacks to get your blood flowing. The second tip is to have a small talk with a client to get your juices flowing by discussing their marketing struggles or brainstorming new ideas. The third tip is to think about funny stories or have someone tell you funny things that have happened to clear your head and relieve stress so you can feel focused for the important meeting.
Steal from the Startups: Growth Tactics for Grownups with Kevin Henrikson Search Engine Journal
Agile marketing tactics aren’t just for startups.
Kevin Henrikson, veteran of two startups sold to Yahoo and Microsoft for $550M, will break down his startup marketing strategies which he subsequently scaled for enterprise marketing teams. (Psst: Kevin is also a co-founder in Alpha Brand Media, Search Engine Journal’s parent company!)
A presentation I gave at the second Startup Growth Manchester event. It's based on the important pre-requisites each startup must match if they are to become world-class companies.
Get started acquiring customers NOW with simple frameworks and easy-to-use tools in this presentation. Includes links to reference materials and additional reading.
This document provides an overview of conflict management. It defines conflict and discusses that conflict can have both positive and negative aspects. It describes common "red flags" that signal emerging conflicts. The document outlines five common conflict management styles: collaborating, compromising, accommodating, competing, and avoiding. It provides guidance on when each style may be appropriate. The document also provides tips for dealing with difficult personalities, such as "Sherman tanks", "snipers", "chronic complainers", "negativists", and "exploders", while managing conflict.
Dokumen tersebut memberikan informasi tentang jadwal ujian akhir semester (UAS) mata kuliah Komputer 2 yang diadakan pada tanggal 31 Mei dan 1 Juni 2010 untuk 18 kelompok yang dibagi berdasarkan jadwal. Diberitahukan pula tentang pengumpulan tugas besar berupa poster, cover CD, dan booklet sebelum ujian dimulai.
Mike Rowe gave a presentation about hard work and how it has been degraded in modern society. He began with an engaging story and wove other parts of the story throughout to keep the audience interested. As a TV host, he was a dynamic public speaker who used good posture and voice. He integrated meaningful information well with engaging stories. Being a well-known personality added to his credibility. The key takeaways are how to smoothly incorporate content with story, and importance of stage presence and charisma.
El documento proporciona consejos para organizar y presentar una presentación de manera efectiva. Señala que una buena presentación comienza con una introducción atractiva para captar la atención de la audiencia, define el propósito y la importancia del tema, y anticipa los puntos principales. También recomienda desarrollar el contenido de manera clara e involucrar a la audiencia, así como concluir reforzando los mensajes clave y sugiriendo acciones. Además, ofrece pautas sobre el uso de imágenes,
Sedona stats report for February Sedona Homes and Land - SedonaRealEstateAg...Damian Bruno
- The document provides monthly real estate statistics for the Sedona area for February 2014, including the number of residential properties and lots sold, average sales prices per square foot, and pending sales amounts.
- A total of 119 residential properties and 127 lots were sold in February 2014, with average sales prices per square foot of $197.55 for properties and $5.87 for lots.
- Pending sales in millions of dollars and the number of active residential listings are also shown for February 2014 and compared to previous years.
The document provides a user manual for the Vivitek H9080FD 1080p DLP projector. It includes sections on safety instructions, an introduction to the projector features and components, descriptions of the projector controls and functions, instructions for installation, connections, and operation. The manual also covers maintenance, troubleshooting, specifications, and other technical details about the projector.
The document provides tips and advice for effective public speaking. It discusses the importance of being well-prepared, overcoming stage fright, engaging the audience, using humor appropriately, gestures, and concluding powerfully. Specific tips include starting simply, practicing, making eye contact, speaking conversationally, and being confident in delivering one's message.
We could all use a little inspiration to think differently about measuring our outputs, outcomes and overall value as marketers. Especially on those days when you feel like you’re drowning in data or struggling to demonstrate ROI clearly. These are some of our favorite quotes – some sassy, some serious and some old – about PR measurement that will keep you inspired while you’re working on a big dashboard for a client or tracking down clips for a report.
The acquisition marketing puzzle most fail to complete - Turing Festival Augu...Depesh Mandalia
The acquisition marketing puzzle most fail to complete is about 3 key aspects of growth marketing often missed by very good channel acquisition managers: Mission, Insights and Agility. Grab tangible takeaways and actionable ideas to help add rocket-fuel to your acquisition marketing campaigns.
Deck from Turing Festival, Edinburgh, August 2016.
Why We Win (Or Lose): Powering Your CI Program with Win/Loss AnalysisKristine Culp
The webinar covered integrating win/loss analysis into a company's competitive intelligence program. It discussed conducting win/loss interviews to understand why customers buy or don't buy, then tracking how competitors address those reasons and measuring success by monitoring win rates. Attendees learned to surface key insights, track competitor movements related to those insights, and measure performance in insight areas over time. Regularly sharing findings and activating insights across teams can help make them stick.
An Actionable Guide to Building Out an Account-Based Marketing Strategy in a ...Aggregage
ABM is one of those words you've heard but maybe you haven't explored fully yet. Are you searching for a new creative go-to-market plan in our new digital-first, work-from-home environment? Or maybe you’ve done your research on ABM, understand the benefits, and now you want to see some tactical ways on how to get started? Either way, you're on the right track and we have just the thought-leaders to help you! Join Justin Keller, VP of Marketing, and Brad Beutler, Director of Content at Terminus for their discussion about how to create your future timeline to Go-to-Market success with ABM.
Building and scaling an acquisition marketing machine - seedcamp sept 2016Depesh Mandalia
This document outlines how to build an acquisition marketing machine that scales through insights. It emphasizes starting with a clear mission, generating deep product, customer and market insights, and adopting an agile approach using hypothesis-driven testing to enable fast growth. Specific strategies discussed include focusing on customer outcomes over revenue, developing insights not just data, prioritizing hypotheses to test, using MVP testing and learning from outcomes to continuously improve and scale acquisition efforts.
Phil Provost outlines 5 common mistakes made when planning experiential marketing events. The first is having too many companies involved, which increases the chance for mistakes. The second is being unable to properly evaluate and measure the performance of the event. The third is making the brand's message too complex for audiences to understand. The fourth is failing to collect data and follow up after the event. The fifth is prioritizing business goals over crafting a memorable brand experience. Provost advises hiring a solid team to streamline the process and ensure effective coordination of all event aspects.
Peter Fodor discusses best practices for mobile ad creatives to overcome high customer acquisition costs. He emphasizes developing a clear creative strategy first to define the big picture and key messages. The strategy should guide concepting, testing, and iterative improvements of the top-performing ads. It's also important to thoroughly research the product, competitors, and target audience to identify the unique selling proposition and what motivates users.
B2B Marketing Trends to Engage Target Accounts and Skyrocket Demand GenAggregage
In this webinar, ABM expert Ari Capogeannis will provide examples of successful ABM strategies and assist you in making the most of your ABM technology!
PMI france lean startup for project managementFranck Debane
This document discusses the Lean Startup methodology for project management. It notes that 90% of startups fail and that business plans are often wrong. The Lean Startup approach is to systematically test assumptions with customers through minimum viable products and a feedback loop to learn what works. The key principles are having a customer perspective, designing experiments, and optimizing for speed through focus and validated learning. Tools include a business model canvas to document plans, assumption mapping to identify risks, and customer feedback loops to test assumptions. The goal is to test the riskiest assumptions as quickly as possible with real users and limited resources to avoid wasting time and money on ideas that don't work.
The document discusses account based selling strategies and tactics. It recommends selecting target accounts based on industry, company size, and potential deal size. It also advises investigating accounts to identify decision makers, influencers, and pain points. Personalized value propositions should be crafted based on account insights and tailored for specific industries and roles. A multi-channel outreach approach using tools like email, phone, LinkedIn, and social media can be used to engage decision makers at various levels.
The document provides an overview of a webinar on user feedback and customer centricity. It discusses how companies can lose focus on customers as they grow, and the importance of understanding different customer groups and their needs. It then describes how to identify "good" versus "bad" customers, and provides tips on gathering qualitative customer feedback through methods like interviewing users. Finally, it discusses how insights can be applied across the product lifecycle from innovation to optimization, and provides a 5-step process for conducting customer empathy research.
50 Sales Lessons from 3 Years in B2B SaaSEvan Lewis
The document provides 50 sales lessons learned over 3 years in B2B SaaS sales and tactics for improving sales performance. It covers key areas like deal cycles and closing, sales management, sales operations, and post-sales alignment. The lessons include tips for prospecting, qualifying leads, negotiating deals, managing a sales team, using sales tools, and ensuring customer success after a sale is closed. The document aims to distill the author's experience into concise and actionable advice for other salespeople.
[Webinar] How To Build A Predictable ABM EngineMintigo1
To view the full webinar replay, please visit:
http://www.mintigo.com/webinar-how-to-build-a-predictable-abm-engine/
Description:
If you are one of the 60% of marketers exploring how to deploy Account-Based Marketing, then you may be wondering where and how to start. Which tactics work and how can your martech stack and marketing database support your ambitious ABM efforts?
In this session, you will hear from ABM practitioners Josh Hill (author of MarketingRockstarGuides.com), Tony Yang (VP of Marketing at Mintigo), and Charlie Liang (Director of Marketing at Engagio) discuss the steps they took to build a martech stack and infrastructure that’s optimized for an ABM strategy. This hands-on session will cover:
- How predictive marketing enables ABM
- Building a martech infrastructure for ABM
- How to structure the right ABM programs
- Understanding how analytics change with ABM
- Achieving marketing and sales alignment
Speakers:
- Josh Hill, Marketing Technologist & Demand Generation Expert
- Charlie Liang, Director of Marketing at Engagio
- Tony Yang, VP of Demand at Mintigo
How to bring innovation & your ecosystem to lifeChinedu Echeruo
This document provides guidance on accelerating and de-risking innovation through a systematic, scientific process. It discusses common innovation challenges such as finding product-market fit and building a world-class team. It then outlines steps to build a minimum viable product in 100 days and achieve product-market fit within 6 months through customer interviews, prototyping, and testing. It also provides a model for organizing an innovation team called the "Beloved Organization" with roles like vision keeper, co-creators, and stakeholders. The document aims to help organizations launch new products and organizations more successfully through a proven innovation process.
The document is a program for the DMA Annual Event that has been rebranded as "&THEN". It will take place October 4-6, 2015 in Boston and feature keynote speakers, panels, workshops, and networking events focused on marketing topics. Attendees can learn about content & creation, data & analytics, engagement & experience, integration & attribution, technology & innovation, and strategy & branding. Registration is available at different access levels and early registration saves up to $500 on on-site rates.
The purpose of a persona is to identify a customer’s motivations, expectations,and goals. Even though
personas … are fictitious, they are based on knowledge of real customers. A well-crafted persona enables you to stand in your customer’s shoes and take a more customer-centric view.
This document discusses crisis communications and reputation management in the digital age. It outlines how social media has changed how consumers get their news and share information about brands. It then provides eight reasons why social media matters for businesses, such as the large numbers of people using platforms like Facebook, Twitter, YouTube, and blogs. It also gives examples of how advocacy groups, unions, and politicians are using social media. The document concludes with best practices for social media crisis management.
This document discusses content strategy and its importance for brands. It defines content strategy as planning for the creation, delivery, and governance of content that people find valuable. The document outlines steps to develop an effective content strategy, including auditing existing content, understanding audience needs, analyzing content, aligning content to goals, and assuming responsibility for content as a critical business asset. An effective content strategy can provide benefits like improved user experience, brand consistency, and search engine optimization.
This document discusses the growing importance of integrating multicultural capabilities into marketing agencies. It outlines three forces driving the multicultural market: 1) growth of the U.S. multicultural population, 2) multicultural consumers changing general market trends, and 3) multicultural consumers themselves changing. It also describes two industry trends: ethnic ad agencies falling behind on digital capabilities while large general market agencies build multicultural skills. The key takeaway is that multicultural marketing will become a core capability of full-service agencies, representing both a disruption and opportunity for those who adapt.
The document discusses six criteria that make a company great: 1) Owners have a clear vision and purpose, 2) The company contributes positively to its community, 3) It has close relationships with customers and suppliers, 4) Employees are highly valued, 5) The business model is sound and protects margins, and 6) Owners and leaders are passionate about the company's work. Additional factors that support these criteria include having leaders who know themselves and what they want from the business, being rooted in the local community, trusting employees over strict control, and leaders taking care of their own well-being.
Tim Ash is the CEO of SiteTuners, a company that provides conversion consulting and full-service landing page tests with guarantees to improve online conversions. Under Tim's leadership, SiteTuners helped one client increase conversions by 51% and generate an additional $48 million in revenue through conversion optimization and testing tools. The document provides Tim's contact information for those interested in learning more about SiteTuners' services.
The document provides tips for creating winning proposals. It summarizes common mistakes made in sales proposals, such as assuming research is accurate or not identifying a firm timeline. It recommends explicitly asking clients questions to determine budget, priorities, and proposal expectations. The document outlines standard elements for good, bad, and best proposals, such as including objectives, strategies, case studies in good proposals and avoiding boilerplate text in bad ones. It provides templates and emphasizes detailing the scope of work, ROI, and client testimonials in the best proposals.
Social media can be used as a Trojan horse to spread messages and influence users. An experiment showed that posting certain types of content on social media could significantly shift users' opinions on various topics within a short time period, with over 75% of engagement happening within the first 30 minutes and another 10-15% in the following 30 minutes. The types of content that generated the most engagement were those that appealed to users' interests in ladders, food, family, and tailgating rather than more extreme topics.
This document provides a list of various digital marketing tools for agencies organized into the following categories: search tools, social tools, email tools, content creation tools, location-based tools, and display advertising tools. Specific tools mentioned include the Google Keyword Tool, Ranking History, SpyFu, Evo Terra, Conversation Prism, Facebook Insights, Objective Marketer, Buddy Media, Wildfire, email service providers, Flowtown, TubeMogul, Geotoko, and retargeting platforms. The document aims to be a resource for digital agencies looking to utilize different tools across key areas like search, social, email, and advertising.
Brian Wong discusses how to effectively market to and engage with youth audiences. He notes that youth are coming of age in a time of social media and constant connectivity, and prefer authentic interactions over contrived ones. Wong also emphasizes that brands need to continually innovate and refresh their approach in order to maintain relevance and the interest of youth, whose attention spans and tastes change rapidly. Statistics alone are not enough to understand this demographic; brands must provide possibilities, be cooler than past generations, and accomplish great things to align with youth.
The document discusses how agencies can partner with third party providers like development firms to improve their capabilities. It recommends that agencies find partners that complement their own strengths and weaknesses to create better end products. The document provides tips for agencies on how to start a partnership, including getting to know the other company, establishing processes for collaboration, and working together on initial projects to build trust and lay the foundation for an ongoing relationship.
This document discusses social media compliance considerations from regulatory bodies such as the FTC, FDA, and FINRA. It provides examples of violations these organizations have prosecuted related to inadequate disclosure of relationships, unsubstantiated claims, and employee social media use. The key points are that social media requires the same compliance as other communication channels, and that oversight of employee activities and adequate policies are important to mitigate risks to brands and avoid fines.
The document provides examples of marketing agency positioning statements and summaries of their services. It then discusses tools and strategies for conducting a brand audit, positioning a brand, and differentiating a brand in the market. This includes understanding standard market expectations, excelling at basic services, and identifying a unique value proposition. It emphasizes the importance of strategic planning and creating a brand positioning that stands out from competitors.
The document discusses emerging trends in digital advertising, including real-time bidding, audience targeting, and the use of data to optimize campaigns. It notes that technologies are shifting media buying towards automated, data-driven approaches leveraging vast online user data. Specifically, it highlights the growth of real-time bidding exchanges, video advertising, and the importance of verification and post-buy analytics to understand campaign performance and attribute conversions across channels. The document advocates for an integrated, "atomic" approach combining planning, data, buying, and analysis tools to optimize advertising based on deep audience insights.
This document discusses the challenges modern marketers face in managing data from dozens of different media sources and platforms. Specifically, it notes that over 55% of online ad spending in 2010 was not properly measured or optimized, potentially being wasted. It then outlines the complex, manual process currently required for marketers to collect, analyze, report on, and share data from various ad servers, analytics tools, and other sources - a process that takes multiple days each week. Finally, it introduces the concept of "Data 2.0", describing it as an open, automated system that provides a simple, centralized place to access updated data from any source in order to better optimize spending and predict effective media placements.
The document discusses humanizing brands through social media and dialog rather than monolog. It emphasizes that brand development is about building a relationship with consumers, not just marketing initiatives. Successful brands are invented through claims of distinction and evidence of those distinctions, with operationalization preceding humanization. Metrics show traditional media spend, buzz effects, humanizing effects, and interactive social spend can optimize a brand's development when balanced.
The document discusses creating an engaging corporate culture that attracts and retains top talent. It notes that securing and retaining great employees is a focus for businesses in any economy. An engaged workforce is motivated by having a clear shared vision and purpose, empowerment to achieve goals, and knowing how their work contributes to the organization's success. The document raises questions about how leadership can inspire teams and what truly motivates employees. It cites research on the large baby boomer population seeking purpose and meaning in their work.
This document discusses how agencies can use social media to fuel new business growth. It notes that agencies don't always practice what they preach in terms of social media use and that decision makers now often find vendors through social media rather than the other way around. The document advocates that agencies should view social media as an important new business development tool, as it teaches methods for relationship building that agencies should have been using all along. It provides contact information for Michael Gass consulting.
1) Location-based marketing is growing rapidly due to the proliferation of smartphones, GPS devices, and faster internet connections. Services like Foursquare are gaining users twice as fast as Twitter.
2) Location data provides value to both consumers and businesses. For consumers, it enables networking, discovery of deals and events, and gamification. For businesses, it allows targeted digital content and offers to invite consumer spending.
3) Major players in this space include Foursquare, Facebook Places, Gowalla, and new entrants focused on specific use cases or verticals. Emerging models include implicit location sharing and team-based game mechanics.
4) Effective campaigns integrate location data into welcome messages, offers, content
The document discusses how real-time opportunities and crises are changing the role of agencies. It provides examples of individuals using social media to voice complaints or praise for companies. It suggests agencies need to provide quick support through phone, email, and social media to respond to real-time situations. Agencies also need to acknowledge issues, provide information to customers, and turn complaints into opportunities for customer loyalty and sales.
This document discusses hyper-local online marketing strategies. It defines hyper-local as grassroots, community focused, digital native efforts like blogs, forums, and custom platforms. Examples include a WordPress blog that reports on neighborhood news and a food blogger. Data shows hyper-locals have better trust and satisfaction than TV and newspapers. They connect deeply with authentic local voices and loyal audiences. Opportunities include reaching influential community members who spread word of mouth. Challenges include small budgets and inconsistent reporting, but trends like AOL Patch and local ad networks are helping to address issues.
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Stone Art Hub
Stone Art Hub offers the best competitive Marble Pricing in Dubai, ensuring affordability without compromising quality. With a wide range of exquisite marble options to choose from, you can enhance your spaces with elegance and sophistication. For inquiries or orders, contact us at ☎ 9928909666. Experience luxury at unbeatable prices.
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
Skype: SEOSMMEARTH
Telegram: @seosmmearth
Gmail: seosmmearth@gmail.com
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
13. “ The one permanent emotion of the inferior man is fear - fear of the unknown, the complex, the inexplicable. What he wants above everything else is safety. - H. L. Mencken ”
Background: 15 years digital experience. Lycos Gamesville (once the stickiest sit on the web) & Lycos Network. Prizemeister. Created the Prizemeister persona and integrated offline events and promotions with the world’s first largest massively multi-playered online gaming network. Developed the first digital version of The Price is Right for Freemantle Media, worked with Hasbro & Lifesavers to develop interactive components to their offline brands. Monster.com said I had one of the top 10 coolest jobs on the internet. Relo’d to Arizona in 2003, worked with the world’s largest cruise lines. Worked at Sitewire from 2005-20010 on Olive Garden, Red Lobster, Cap Grille, Sears, Discount Tire, Cox Communications, Fry’s Food & Drug, iGo and more. Won 4 AMA Spectrum awards for Vampire Power Sucks. Then in 2010…
Out of The Darkly came The Lightly. In 2010 I partnered with a traditional/branding agency called The Darkly Agency. The Darkly has been growing a client roster of edgy start-ups and elusive brands and was doing some fantastic traditional work with corporate culture, brand identity and traditional and print media. They needed digital help – and thus was born The Lightly Agency. The Lightly Agency is a full service digital agency that takes the pretty and visually engaging brands and translates that online. We start with strategy and business objectives and do everything form site builds to copy, search engine optimization, social media integration, PR and naturally, measurement and analytics to prove our value.As the guy straddling both a traditional agency and a digital agency, I’m often in a position to play “arbiter of integration”. I have one business partner who is completely about brand and print and another who is 150% digital and metrics. As best practices from both disciplines often conflict, I often find myself in the role of mediator – calling out time out on both, pointing out common ground between both, bringing the conversation back to meeting client objectives, AND fostering compromise between the two sides of the house. It’s not an “all or nothin’ game here. In the end it’s always about doing right by the client and meeting their needs and objectives, so disciplines aside, we need to be able to see things holistically, from another's point of view and very often - -compromise to get the best results.
Most of you are probably familiar with the London transit system’s “Mind the gap” campaign. Introduced in 1969 as a warning to train passengers to beware of the gap between the station platform and the train door -- mind the gap has grabbed the attention of the populace and represented for me, the chasm that still exists between traditional and digital media specialists. The gap exists, but how can we overcome this and build bridges between the two groups? How do we eschew “us against them” mentality and avoid the plight of digital being a “plug & play” afterthought in the planning process? How can you be a superstar and really standout and shine within a traditional environment? This is what we’ll discuss today.
Fear of the unknown. It’s a terribly strong emotion and droves all people (not just Mr.Menkin’s “inferior man” ) to some bizarre, irrational and unnatural behaviors at times. As part of the human condition, we learn thru trial and error. As children we learn that when we touch the hot stove, we get burnt. Our engrained need for self-preservation often precludes us from taking risks, trying new things and fosters apathy and mediocrity. This is true of dining out at the same places over and over again, to fear of new technologies and media platforms.
For the majority of the 20th century we had slow and consistent technological growth from newspapers & print to radio, TV, home computing to cellular phones and more. Each subsequent development had the previous reigning technology shaking in their boots and pundits projecting the death of each industry. But here we are in the 21st century and each one of these still exists and is used, read, listened to and watched by millions daily. Admittedly there may be a slow demise of the daily newspaper, but it’s not dead yet. It’s simply reinventing itself and making inroads to adapt to the technology platforms to which consumers have shifted their behavior – perhaps a little too little and a little too late, many newspaper execs kept their heads in the sand and tried to ignore the tech boom that was happening all around them. Broadcast television made its public debut at the New York World's Fair in 1939, dramatically changing the way people live, work, and spend their free time. But it did not kill radio or the newspaper industry. People simply shifted their behaviors and they splintered into more diverse methods of delivery and consumption.
Cooperation is the key to successful integrated campaigns, but we have to overcome the gap; build alliances and bridges to make that happen. Typically the key making that happen is through understanding and trust. And as we all know, trust is not given easily, especially from business people who’ve been successfully using and perfecting specific methodologies and techniques for decades, like Madison Avenue had done with print, radio and TV.
As everybody knows, you never want to see or show a chart that looks like this in a business meeting (unless of course it belongs to your competition). But when established businesses start seeing a downtrend, what do they do? They panic. And then they go on the offensive. This increases the gap and doesn’t help anyone in the long run. We saw this with the music industry when iTunes came out. Instead of adapting and embracing the new technologies and learning to work WITH consumers based on their shifting behaviors, they went on the offensive and attacked. Ultimately they lost time, share of wallet and profits with this reaction.
If we look at some of the best success stories in marketing and advertising, they come in the form of “integrated campaigns”, when & where the best attributes of each medium are leveraged toward one, consistent goal. Case in point; in 2000, after two consecutive decreases in response, the US Census contracted Young & Rubicam and a host of specialized niche agencies to execute an integrated campaign with a single message “This is your future. Don’t leave it blank”. More than 250 TV, radio, print, outdoor, and Internet ads in 17 languages were created to reach 99 percent of all US residents. The Results: - For the first time in census history, the mail response rate increased over the previous census, from 65 to 67% - The Census ad campaign was ranked the second most effective campaign according to AdTrack, a USA TODAY consumer poll. - The Census Bureau ranked 53rd in spending among all advertisers for the first half of 2000.The point here is that they effectively integrated all channels available to them to move the needle on results for their client.
Perhaps you’ve seen this campaign recently. The first time I saw one of these ads was in a propaganda style publication put out by the US Postal Service (now there’s an industry that is desperately trying to innovate but just doesn’t seem to get it). At first I was taken aback by an ad they included denouncing social media and showed a piece paper with social media sites on it crumpled up and laying in the trash. Not a cool approach. However, as I’ve increasingly seen and read these ads for Magazines; The Power of Print, I like the tact they’re taking. They’re showing how the two media work in tandem and fuel each other’s growth. That’s how you need to think to be a digital superstar. You need to look outside of your walled garden of geek, and embrace both existing and new media to their fullest capability.But how do you play nice in the sandbox with traditionalists and how do you prove that digital can be a superstar? We’ll talk now about a few things I’ve encountered that address this.
One of the best ways to overcome fear of the unknown is to try something new yourself. When we’re afraid of something new, we simply don’t like it or want to think about it because we don’t know what it will be like, we’re afraid we’ll mess it up or wont do it right, or our hard-wired brains simply say “I can’t. I won’t. I don’t like it.” Case in point – have you ever had to get a child to eat broccoli? Or like my Mom with sushi. She didn’t know how to use chopsticks and was afraid that everyone in the restaurant would laugh at her. But when someone took the time to show her how to use them, she realized she loves sushi. A colleague of mine had the arduous task of teaching a 60-somethng year-old client how to use Twitter. This woman has been successful in business for decades but didn’t understand how to Tweet. After one hour of sit-down, personal instruction – the woman came away a Tweet-fiend. Now she tweets daily, boasts a premier profile with more than 4000 followers. Twitter is now an unparalleled business communication tool for her.People need to understand something to see the true value in it and overcome their fear. That closes the gap.
How many of you have a smartphone? How about a tablet device? How many of you have downloaded branded apps? Naturally I would expect this many hands in a room full of early adopters and agency folks, but by our own nature, we tend to be ahead of the curve and on top of the latest trends….especially those of us responsible for digital media. Now how many of you can raise your hands and say the same for one of your parents? Ahem. Let me tell you a story about a client I had at a national brand I’d worked with for years on the agency side. My team and I had a great grasp of the client’s brand, it’s audience, their business objectives…etc. In planning we kept pitching the client on a branded smartphone app. He made a face like he was sucking on a penny. He resisted. Knowing he was very visual and very data driven we pitched it again in a beautiful deck with comps, mock-ups and tons of industry data showing consumer usage, 3rd party predictive modeling, competitor insights -- the works. No dice. He wasn’t buying it and kept saying things like, “I dunno. I don’t think the company’s ready for it yet”. As it turns out do you know what the real source of resistance was? NEXT SLIDE
He didn’t have a smartphone himself. The poor guy was still using an old Blackberry because that’s what his company supplied him with. He had never downloaded an app in his life. He didn’t know or understand the point of doing so. Sure, he read and heard about apps all the time in industry rags like eMarketer and AdAge but he made the fatal flaw that many business people make. And that’s thinking that you are like everyone else.Until he got a smartphone and started using it and downloading apps himself -- he just couldn’t get his mind wrapped around what all the fuss was about. In hindsight, I should have asked him what kind of phone he had at the onset and bought him a flipping iPhone if that would have closed the deal. But hindsight is 20/20, isn’t it?My point here again, is that in order to close the gap and build bridges, sometimes it takes an investment of time, education or training to get people to see and understand the value in a particular platform….even if the rest of the world is shouting about it.
Do you know what this is? It’s a trick pony. And there’s only one of them. Don’t be “that guy”
Too often we hear unsubstantiated war cries of “we need a blog!” or “we need a Facebook page”. I have to ask you to stop, and ask why. What are you trying to accomplish? Jumping right to a specific technology or platform before defining audience and client objectives is NEVER the right way to go. No matter how new, cool or exciting the platform may be. Without the proper planning and metrics for success, you will fail and your opinion will not be valued within the agency if sound like a broken record.
We live in a highly fractured media environment. People spend their time in all sorts of ways online and off and as a core principle of marketing you know you need to be in front of the right eyes at the right time. That means having a presence in many places at once. This creates complexity and difficulty in keeping a brand and messaging consistent across multiple channels. For example, when you say “social media” that is a loaded term comprising hundreds of thousands of websites, networks, tools, technologies and platforms. Narrowing something down to even “social networking” can mean many things from Twitter and microblogs, to Foursquare and LBS’s, to Facebook and LinkedIn, YouTube, Wikipedia and more.
For this reason alone, you can’t be a platform evangelist and only know and push Facebook. If every plan that you produce includes Facebook, you’re putting all of your eggs in one basket. You’re being a platform evangelist. Yes, there are more than half a billion people on Facebook, but not every platform is appropriate in every situation. To really succeed with digital media we are required, by its very nature, to be generalists. We need to know and understand many different channels, platforms, options and audiences.This is why I like to begin every plan with understanding the brands objectives and their target audience. Then dig into that audience and get to understand who they are, how they think, what their behaviors are, where they prefer to spend time and how I can strategically reach them. Use third party tools to research your target audience during planning and make sure you’re speaking on their terms to their needs and wants to really make the brand resonate.
Think again of all the different ways to reach an audience, both digital and traditional. Collaborate with your traditional media planners across the cube wall and discuss ideas as to how you can work in tandem with them, rather than in a silo. Ask them for their ideas on how and when your two disciplines meet and merge and how you can cross leverage both. There’s an old adage that “opinions are like “noses” – everyone has one”. People LOVE to be asked their opinion of something. It’s a conversation starter and fosters collaboration, which leads to building trust and closing that gap between traditional and digital. Look at our friend Martha here. If she were a one-trick pony, she'd never have the money or success she does by sticking to one sole form of media.
Here’s a tip: Sure you know a lot about many different forms of digital media, but there’s just so much out there, nobody can be an expert in everything, yet we need to have working knowledge of so many different aspects of the web to be effective “digital generalists”. Make yourself a goals calendar to try something new each month. By the end of the first week of the month make sure you’ve signed up for a new site. By mid month make sure you've completed your profile. By the end of the month make sure you’ve tried out some new functionality and/or made some contacts. Go and sign up for Yelp and start yelping. Or join Foursquare and start checking in when you go places. Join a new LinkedIn group and participate in discussions. Download a new app. Set up an event on Facebook. Edit a Wikipedia page. Learn FBML. If you create a system of goals for yourself and every month you learn something new, you’ll not only broaden your horizons, you’ll discover new ways of doing things and be able to bring new insights and opportunities to your clients.
I’ve seen it a million times and I’m guilty of it myself. As digitalists, we have our own vernacular for things. Each online community has their own terms for things, memes and slang. “OMG, did you friend her?” “Can you believe what she posted on my wall”? “RT: Lolzcat, FTW” “ I’m going to SEO their site with an OPR and throw in some PPC for good measure”. WTF?
Each digital discipline has it’s own vocabulary, but we must always remember who our audience is, who we’re speaking to. You wouldn’t speak to your best friend’s parents the same way you would to yours, your best friend, your co-workers or a client.The best way to make someone gloss over, start checking their text messages or to lose a pitch (internal or external) is to heavy up on geekspeak. Yes, we know you know your industry – but save the vernacular for the BOLO happy hour or the SES conference floor.Best advice -- avoid acronyms at all costs.
So now that I just told you to avoid acronyms, I’m going to teach you a new one: PoMoSo. It stands for Post Modern Society. In the mid-1990’s a wise man told me that “we live in a post modern society and nothing is new”. That idea intrigued me and stuck with me. I challenged him and said sure, we have the Internet and all these modern advances in technology. But at the root of it, he was right. Most of the advances in technology are just that – advances, enhancements that create greater ease of use, convenience or speed. But much of what is available to us today in digital form has been around for years, decades or more…in some way, shape or form.
Why do I bring this up? Because it’s key to a communication technique I’ve employed hundreds of time when speaking with clients, colleagues or laypeople who are unfamiliar with my space or profession. Your goal should always be “to be understood”. Very often analogies enable people to understand a technological concept in context with something they’re already familiar with.An example of this I’ve used many times in explaining search to people is the old “AAA” or “1” strategy. The objective with Yellow Pages was to be the first results that came up. Same is true of search engines. But for the print yellow pages, a strategy for success was to =name your company with alpha numeric prefixes that would assure you premium placement in the print listings. The same strategy does not apply to search engine optimization, yet people understand this analogy of “coming up first” in listings, which helped me explain why showing up at the top of a results page makes sense.
Your goal is to be understood by your audience – to sell your ideas. Often an analogy can put a complex digital technology, behavior or action into context by making an association with an established standard.
One of the biggest advantages you have as a digital marketer is all of that data available to you. With older forms of media we had approximated systems of measuring things. Very complex elaborate systems were developed to try to quantify things like “Effective Reach Points” and “market penetration”. Today, with digital marketing our biggest asset is the ability to track just about anything and everything someone does online, make inferences form actual user data and precisely pinpoint targets down to the person and their peer group.
Because there is so much we can track online, we also need to weed thru what’s important to the client and what’s not. If you overburden a client with too much data, they’re going to get that “geekspeak glossover” in their eyes and you’ve lost them. Some metrics may be paramount for internal agency management of a campaign, yet barley matter to the client. Don’t report unnecessary statistics to make yourself look good or productive. Focus on what matters most to the client’s business.For example, when I take my car into the dealership when the engine light comes on for the most part I don’t care or even need to know what makes the light come on. I just want it to work and to know how much it’ll cost me.The same is true for clients. Approach your reporting by answering the question, “What does it mean for my business?”. Now think like your client. If impressions and clicks and click-trough rate don’t matter – then don’t bother reporting it. You’re wasting your time and theirs. Show them the money. Show them how many reservations you drove that month, how many gift certificates or widgets you sold. Show them what makes sense to them and be done with it.
With most digital means we can very precisely calculate ROI, which is an absolute for most marketers and businesses today. The power of this data is precisely what fuels the shift in advertising from traditional to digital --especially in light of the slashed marketing budgets experienced by many during the economic downturn. Brands and companies weren't spending dollars unnecessarily and if you can show exactly what you did with their dollars, you are golden.Now granted, there are intangible digital expenses. Just like the CFO of a company cannot quantify the value of landscaping outside of the office, it’s a necessary business expense. But when we’re talking about digital advertizing and web metrics, the numbers are the proof in the pudding that should help propel you to stardom within your agency. When you can show a client a 20:1 return on pay-per-click campaign, or 500 new Facebook fans equated to an additional $5,000 in revenue that month, you’re writing your ticket to stardom.
As I mentioned in the previous section, data is key to selling your ideas and plans. One of the best ways to document your success is to plan for your it during the planning process. Case Studies and Success Stories shouldn’t be the driving factor in your planning – meeting your clients’ objectives should be, but in my experience, often times the success story is an afterthought…something companies scramble for when they’re launching anew website in the frantic race to create site content and showcase their ability. Here’s some advice for you:
Read this article by Barbara Weaver-Smith of The Whale Hunters on the agencyside LinkedIn Group:http://www.linkedin.com/news?viewArticle=&articleID=202889571&gid=1848002&type=news&item=202889571&articleURL=http://www.agencyside.net/2010/09/creating-and-using-case-studies-for-sales-success/&urlhash=IfYv&goback=.gde_1848002_news_202889571
Superior interpersonal skills -- #1 alwaysArbitration skills (learn to compromise and understand what’s a deal-breaker and what’s not)Collaboration skills (invite the best of all worlds and leverage it for your success)Balancing skills (integrate with other forms of media, straddle cross-channel)Educational skills (educate those around you – help them to understand the how & why)Engagement skills (ask opinions of others)Listening skills (listen to clients ,colleagues and honestly consider their responses Technical skills (use and understand many forms of media)Presentation skills (understand your audience and always speak to them on their level)Analytic skills (understand what metrics make sense for your client and don’t overburden them with mind-numbing stats)Planning skills (plan for success and plan to document that success)