Marketing and Sales alignment is paramount for success with any organization. Learn to create synergy between your teams for maximum impact for your sales. Revenue generation is the objective any effective marketing campaign, so aligning with your sales efforts will lead to a success and sustainability.
Want to succeed in sales? Need a little extra motivation? Looking for inspiration and best practices?
You're in luck.
We've compiled 54 of our favorite sales quotes from RAIN Group's bestselling books, research reports, white papers, and award-winning blog that will inspire you and your sales team to reach top performance.
Marketing and Sales alignment is paramount for success with any organization. Learn to create synergy between your teams for maximum impact for your sales. Revenue generation is the objective any effective marketing campaign, so aligning with your sales efforts will lead to a success and sustainability.
Want to succeed in sales? Need a little extra motivation? Looking for inspiration and best practices?
You're in luck.
We've compiled 54 of our favorite sales quotes from RAIN Group's bestselling books, research reports, white papers, and award-winning blog that will inspire you and your sales team to reach top performance.
Presentation by Paul Everett at the B2B Summit 2013, London. Uncut, with a whole extra bonus 6 or 7 slides.
Here's the first six sins (see the presentation for number seven!):
One: data: we didn’t know you existed
Two: Brand: you didn’t know we existed
Three: Content: we tried to appeal to everyone
Four: Calls to action: we left you on your own
Five: Sales alignment: no-one followed up the leads
Six: Focus: we didn’t have time to equip sales to sell
30 Must-Know Sales Prospecting Stats InfographicRAIN Group
This infographic highlights 30 must-know stats from the RAIN Group Center for Sales Research's recent analysis of 488 B2B buyers and 489 sellers to determine what's working in prospecting today.
From Jay Baer and Convince & Convert, The Power of Everything is an ebook from an all-star cast of modern marketing practitioners, who provides short reflections on the power of mobile, content, corporate culture, big data and more.
This ebook will inspire you to become a better marketer in 2013 and beyond, and fill you in on some of the key trends shaping social media marketing and digital marketing success in the modern age.
Audience Targeting Techniques for B2B MarketersTodd Ebert
According to Google’s Changing Face of B2B Marketing, many B2B marketers operate under the myth that B2B marketing should only target the highest-level executives. In reality, the decision-making ecosystem has dramatically changed. 81% of non-C suite workers now have a say in purchase decisions.
“B2B marketers need to understand that it’s not just about targeting a specific buyer, online. The B2B decision making process is a journey that involves not just one audience, but many. Company influencers and end users actually weigh in on the purchase decision,” says Todd Ebert, MultiView’s Chief Marketing Officer.
This ebook shows B2B marketers how to navigate today’s changing world of digital marketing by understanding online audiences and applying a variety of audience targeting techniques.
“Why do salespeople love sales tips and quotes so much? It’s probably because we believe in our own potential, our capacity to learn and grow. We’re constantly striving to conquer new sales challenges, close new deals, and shatter old records.” ~ Ken Krogue, InsideSales.com
87% of the terms sales and marketing teams use to describe each other are negative. Not only does that make for a negative work experience, it means you miss out on significant revenue growth. Learn how to align your marketing and sales departments by goal and by persona - get on the same team!
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
Selling to the IT Staffing Industry is challenging. With constant turnover in our industry and a very low barrier to entry, the salespersons job within IT staffing is continuing to become commoditized. Staying at the top of the pack requires a strategic and methodic sales approach. With so many players in the market, sales professionals need to stay focused and memorable if they want to move the sales process along and close the deal.
Marketing Communications Integrating Offline and Online with Social MediaHarshvardhan Saini
Marketing Communications Integrating Offline and Online with Social Media
PART TWO Communications Tools 263
12 Selling, sales management and key account management 265
Introduction 266
Managing the sales force 270
Extending the sales force 273
Advantages and disadvantages 278
Summary 278
References and further reading 279
Further information 279
13 Advertising online and offline 281
Introduction 282
New advertising 283
Managing an advertising campaign 289
Case study 13.1: T-Mobile 300
Case study 13.2: HEA drug education 304
Advantages and disadvantages 308
References and further reading 308
Further information 309
14 Publicity and public relations – online and offline 311
Introduction 312
New and old PR tools 317
Advantages and disadvantages of PR 328
Case study 14.1: Virgin Mobile’s new tariff 334
Case study 14.2: Meet the Stars in a Muzu.TV intimate environment 337
Advantages and disadvantages summary 338
References and further reading 339
Further information 339
15 Sponsorship – online and offline 341
Introduction 342
New and old sponsorship tools 343
Managing a sponsorship programme 345
Advantages and disadvantages of sponsorship 349
Case study 15.1: TSB’s Roy of the Rovers 352
Advantages and disadvantages summary 353
References and further reading 354
Further information 355
16 Sales promotions – online and offline 357
Introduction 358
New sales promotions 361
Managing a sales promotion 364
Case study 16.1: The V&A digital art promotion 370
Case study 16.2: Rap anti-knife campaign 371
Case study 16.3: Muzu.TV film soundtrack promotion 374
Advantages and disadvantages 376
References and further reading 377
Further information 377
18 Exhibitions – online and offline 401
Introduction 402
Managing exhibitions 402
12 reasons for poor performance 410
Case study 18.1: Sedgwick at RIMS Monte Carlo 410
Advantages and disadvantages 412
References and further reading 413
Further information 413
20 Packaging 425
Introduction 426
The designer’s tools 429
The packaging design process 435
Case study 20.1: Brand range development in India 438
Advantages and disadvantages 441
References and further reading 442
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Marketing agencies are increasingly being asked by clients to help generate more and better leads for their sales teams. Yet, very few agencies are equipped to even talk to their clients' sales and marketing management teams about these needs. Very few agencies have experience generating leads online, let alone helping sales and marketing teams function together as one unified team with common goals and mutual accountability. In this recorded webinar, you'll learn how to help clients align sales and marketing processes, goals and messaging.
B2B Lead Generation - Bridge the Divide Between Sales & Marketing3D2B
Generating high-quality leads is the biggest challenge for marketing organizations. Learn how tele-services can bring the human touch to your lead generation efforts.
Modern B2B Marketing in the Era of the Empowered BuyerScott Levine
In the past 20 years, B2B marketing has changed exponentially more than it has in the past 100 years. Today, buyers possess infinite choice and infinite power.
We live in an “instant” world. Whether it’s instant access, information, gratification, justification or rationalization, all of these “instants” have impacted the way that businesses who market to businesses, think, act and react.
Modern Business-to-Business Marketing in the Era of the Empowered Buyer is causing many organizations to rethink their strategies. We are hopeful that some of the information we have shared with you here will enable you to understand the current and possible future state of B-to-B marketing, and will help you to put your organization in a position to best deal with complexities caused by the Modern Empowered B-to-B Buyer.
Presentation by Paul Everett at the B2B Summit 2013, London. Uncut, with a whole extra bonus 6 or 7 slides.
Here's the first six sins (see the presentation for number seven!):
One: data: we didn’t know you existed
Two: Brand: you didn’t know we existed
Three: Content: we tried to appeal to everyone
Four: Calls to action: we left you on your own
Five: Sales alignment: no-one followed up the leads
Six: Focus: we didn’t have time to equip sales to sell
30 Must-Know Sales Prospecting Stats InfographicRAIN Group
This infographic highlights 30 must-know stats from the RAIN Group Center for Sales Research's recent analysis of 488 B2B buyers and 489 sellers to determine what's working in prospecting today.
From Jay Baer and Convince & Convert, The Power of Everything is an ebook from an all-star cast of modern marketing practitioners, who provides short reflections on the power of mobile, content, corporate culture, big data and more.
This ebook will inspire you to become a better marketer in 2013 and beyond, and fill you in on some of the key trends shaping social media marketing and digital marketing success in the modern age.
Audience Targeting Techniques for B2B MarketersTodd Ebert
According to Google’s Changing Face of B2B Marketing, many B2B marketers operate under the myth that B2B marketing should only target the highest-level executives. In reality, the decision-making ecosystem has dramatically changed. 81% of non-C suite workers now have a say in purchase decisions.
“B2B marketers need to understand that it’s not just about targeting a specific buyer, online. The B2B decision making process is a journey that involves not just one audience, but many. Company influencers and end users actually weigh in on the purchase decision,” says Todd Ebert, MultiView’s Chief Marketing Officer.
This ebook shows B2B marketers how to navigate today’s changing world of digital marketing by understanding online audiences and applying a variety of audience targeting techniques.
“Why do salespeople love sales tips and quotes so much? It’s probably because we believe in our own potential, our capacity to learn and grow. We’re constantly striving to conquer new sales challenges, close new deals, and shatter old records.” ~ Ken Krogue, InsideSales.com
87% of the terms sales and marketing teams use to describe each other are negative. Not only does that make for a negative work experience, it means you miss out on significant revenue growth. Learn how to align your marketing and sales departments by goal and by persona - get on the same team!
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
Selling to the IT Staffing Industry is challenging. With constant turnover in our industry and a very low barrier to entry, the salespersons job within IT staffing is continuing to become commoditized. Staying at the top of the pack requires a strategic and methodic sales approach. With so many players in the market, sales professionals need to stay focused and memorable if they want to move the sales process along and close the deal.
Marketing Communications Integrating Offline and Online with Social MediaHarshvardhan Saini
Marketing Communications Integrating Offline and Online with Social Media
PART TWO Communications Tools 263
12 Selling, sales management and key account management 265
Introduction 266
Managing the sales force 270
Extending the sales force 273
Advantages and disadvantages 278
Summary 278
References and further reading 279
Further information 279
13 Advertising online and offline 281
Introduction 282
New advertising 283
Managing an advertising campaign 289
Case study 13.1: T-Mobile 300
Case study 13.2: HEA drug education 304
Advantages and disadvantages 308
References and further reading 308
Further information 309
14 Publicity and public relations – online and offline 311
Introduction 312
New and old PR tools 317
Advantages and disadvantages of PR 328
Case study 14.1: Virgin Mobile’s new tariff 334
Case study 14.2: Meet the Stars in a Muzu.TV intimate environment 337
Advantages and disadvantages summary 338
References and further reading 339
Further information 339
15 Sponsorship – online and offline 341
Introduction 342
New and old sponsorship tools 343
Managing a sponsorship programme 345
Advantages and disadvantages of sponsorship 349
Case study 15.1: TSB’s Roy of the Rovers 352
Advantages and disadvantages summary 353
References and further reading 354
Further information 355
16 Sales promotions – online and offline 357
Introduction 358
New sales promotions 361
Managing a sales promotion 364
Case study 16.1: The V&A digital art promotion 370
Case study 16.2: Rap anti-knife campaign 371
Case study 16.3: Muzu.TV film soundtrack promotion 374
Advantages and disadvantages 376
References and further reading 377
Further information 377
18 Exhibitions – online and offline 401
Introduction 402
Managing exhibitions 402
12 reasons for poor performance 410
Case study 18.1: Sedgwick at RIMS Monte Carlo 410
Advantages and disadvantages 412
References and further reading 413
Further information 413
20 Packaging 425
Introduction 426
The designer’s tools 429
The packaging design process 435
Case study 20.1: Brand range development in India 438
Advantages and disadvantages 441
References and further reading 442
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Marketing agencies are increasingly being asked by clients to help generate more and better leads for their sales teams. Yet, very few agencies are equipped to even talk to their clients' sales and marketing management teams about these needs. Very few agencies have experience generating leads online, let alone helping sales and marketing teams function together as one unified team with common goals and mutual accountability. In this recorded webinar, you'll learn how to help clients align sales and marketing processes, goals and messaging.
B2B Lead Generation - Bridge the Divide Between Sales & Marketing3D2B
Generating high-quality leads is the biggest challenge for marketing organizations. Learn how tele-services can bring the human touch to your lead generation efforts.
Modern B2B Marketing in the Era of the Empowered BuyerScott Levine
In the past 20 years, B2B marketing has changed exponentially more than it has in the past 100 years. Today, buyers possess infinite choice and infinite power.
We live in an “instant” world. Whether it’s instant access, information, gratification, justification or rationalization, all of these “instants” have impacted the way that businesses who market to businesses, think, act and react.
Modern Business-to-Business Marketing in the Era of the Empowered Buyer is causing many organizations to rethink their strategies. We are hopeful that some of the information we have shared with you here will enable you to understand the current and possible future state of B-to-B marketing, and will help you to put your organization in a position to best deal with complexities caused by the Modern Empowered B-to-B Buyer.
8 Pillars of Demand Generation InfographicScott Levine
The 8 Pillars Of Demand Generation
An Infographic of the Modern Demand Generation Ecosystem
Demand generation and lead generation are often used synonymously, but they are actually quite different.
The 8 Pillars of demand generation were developed to address a wide range of topics that include everything from building awareness to sales enablement.
Demand generation is typically a multistep integrated marketing and sales process that varies in size and scope based on sales complexity. Demand generation can include building awareness, positioning and consumer research to support purchase behavior, sales enablement, customer onboarding and post-sale customer satisfaction.
Lead Generation: Strictly speaking, lead generation is the process of generating interest in a product or service. Typically, leads are gathered to build a list that provides contacts for sales.
These words I share, written from despair, read them, speak them, but do so w...Blair Stuart
I wrote this during a period of my life of intense personal sadness and darkness.
I, along with so many others, suffer from PTSD.
A life changing illness and yes, it is an illness.
Though the way some people carry on one would be forgiven for thinking that it is a Contagious Disease that must only be spoken of behind closed doors.
Hopefully by sharing my words and thoughts I will in some small way bring the subject of Depression and in particular PTSD, out of the shadows and into the light of open and honest discussion.
These are the slides I used at the #amsterdamdotnet meetup on 2017-03-08.
For the matching (very simple) codebases:
https://github.com/PHeonix25/lambda-helloworld &
https://github.com/PHeonix25/lambda-helloworldcaller
The New Framework for Information Literacy for Higher EducationTrudi Jacobson
Presented during the Georgia Library Association's Carterette Series Webinar by Craig Gibson and Trudi Jacobson, Engaging with the ACRL Framework for Information Literacy, held online May 6 2015. Webinar recording can be found at https://vimeo.com/georgialibraryassociatio/review/127082500/ea51fb8469
Bundesliga Report - 10 years of academies - Talent pools of top-level German ...Ítalo de Oliveira Mendonça
Bundesliga Report - 10 years of academies - Talent pools of top-level German football
http://static.bundesliga.de/media/native/autosync/dfl_leistungszentren2011_gb.pdf
Using KnetMiner to search and visualise the knowledge network of genes involved in neurodegenerative diseases such as Alzheimer, Parkinson and Huntington.
Karl Schmidt is the practice manager of CEB Marketing. Bre.docxtawnyataylor528
Karl Schmidt is the
practice manager of CEB
Marketing. Brent Adamson
is CEB’s managing director
of advisory services.
Anna Bird is a director
of strategic research for
CEB Marketing.
106 Harvard Business Review March 2015
Making
the
Consensus
Sale
You have to align all the decision makers.
by Karl Schmidt, Brent Adamson, and Anna Bird
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March 2015 Harvard Business Review 107
Sales reps have long been taught to seek out the executive who can single-handedly approve a deal at a company. But whether
they’re selling to a customer with 50 employees
or 50,000, reps today rarely find a unilateral
decision maker. More often, they discover that
the authority to make decisions rests with groups
of individuals—all of whom have different
roles, and all of whom have veto power. Reaching
consensus and closing deals has become an
increasingly painful and protracted process for
customers and suppliers alike.
To understand the impact of buying groups on
sales, CEB recently conducted four surveys of more
than 5,000 stakeholders involved in B2B purchases.
We found that, on average, 5.4 people now have to
formally sign off on each purchase. Complicating
matters, the variety of jobs, functions, and geogra-
phies that these individuals represent is much wider
than it used to be. Whereas an IT supplier might have
once sold directly to a CIO and his or her team, today
that same firm may also need buy-in from the chief
marketing officer, the chief operating officer, the
chief financial officer, legal counsel, procurement
executives, and others. The people on buying teams
have increasingly diverse priorities, and to win them
over, suppliers must bridge those differences. The
upshot is longer cycle times, smaller deals, lower
margins, and, in the ever more common worst case,
customer deadlock that scuttles the deal. (See the
exhibit “Group Size Matters.”)
Innovative suppliers, however, are finding ef-
fective ways to create consensus in these buying
groups. This article describes how those companies
prime groups with a common language and shared
perspectives, motivate internal champions to ad-
vocate for their firms’ solutions, and equip those
champions to help groups reach agreement. As we’ll
see, accomplishing all of this requires some novel ap-
proaches and a new level of collaboration between
sales and marketing.
Understanding Customer Consensus
CEB’s surveys spanned a wide range of industries,
geographies, and go-to-market models and an even
larger array of issues associated with group pur-
chases—everything from buying-group demographics
to purchase-process dynamics to individual behavior.
Three key conclusions emerged from the responses:
1. Personalization can backfire. Conventional
wisdom holds that the more personalized a message
is, the more effectively it will drive a sale. And in-
deed, CEB’s surveys found that individual cus ...
Examples of conscious integration of learning organization principles into Marketing are scarce. We’re just starting to acknowledge that we’re behind other organizational functions in our learning process.
Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise. Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing.
www.bibbyconsultinggroup.com.au
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Based on extensive research, this study by the Corporate executive Board
(CEB) builds on their idea of the challenger sale by providing strategies by
which salespeople can better understand the diversity that exists in the decision
making unit of the customer and work on making sure that the diversity does
not drive apart the customers from a key decision. On the contrary successful
salespeople work on developing a consensus in the decision making unit of the
customer and using this to drive home the sale. The various strategies to help
consensus are then elaborated in the article.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing,
with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same
with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in
constant pursuit for quality stuff on-line.
Bridging the divide between brand and shopper marketingTNS
A new approach to mapping the shopper journey can drive more meaningful integration between brand and shopper marketing, and ensure brand equity translates into sales more effectively. We reveal the four principles that can connect your marketing strategy to what really drives buying decisions.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing, with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in constant pursuit for quality stuff on-line.
8 Critical Success Factorsfor Lead GenerationGil.B
Until now, "lead generation" was associated with direct mail campaigns, sometimes supported by a flashy website, sporadic trade show appearances, intense email blasts or stabs at telemarketing, but with very little, if any, special attention brought to bear on the complex sale.
Meanwhile, marketers are constantly reminded that the company needs more sales leads NOW. Unfortunately, that immediacy often means sacrificing quality for sheer quantity.
A flood of ordinary, low-quality leads doesn\'t mean better sales - so why waste your time? The challenge is to adopt lead generation programs that will increase the odds of creating better sales leads, ultimately resulting in long-term, happy and profitable customers.
Chapter 10: Email and Other Digital Channels: The Comprehensive Medicare Mar...Scott Levine
The Comprehensive Medicare Marketers Digital Marketing Handbook Chapter 10: Email and Other Digital Channels
It seems rather pedestrian to include email as a digital tactic, but, really, what else could it be? Email is vital to the marketing success of Medicare organizations. Email is a means to communicate with members, deliver digital
assets like or through the delivery of a link within the email message, acknowledge membership, send eNewsletters and accomplish almost any communications need.
Digital Video Advertising For Medicare Marketing: The Comprehensive Medicare ...Scott Levine
Digital Video Advertising For Medicare Marketing: The Comprehensive Medicare Marketers Digital Marketing Handbook Chapter 5
Learn about the difference between in-stream and out-of-stream video advertising. Are you advertising video with Pre-Roll, Mid-Roll or Post-Roll- find out which is best for Medicare marketing. Learn how to leverage the video you've already shot to develop new video advertising. Medicare marketers are behind the times with video advertising- get yourself caught up, and up to speed!
Digital Display Advertising For Medicare Marketing: The Comprehensive Medicar...Scott Levine
Digital Display Advertising For Medicare Marketing: The Comprehensive Medicare Marketers Digital Marketing Handbook Chapter 6
Medicare Marketers have struggled to understand digital display advertising, and therefore have not leveraged the channel for Medicare Marketing.
Digital display is a wide term for a category that includes banner advertisements, promoted or sponsored advertisements (including those on social media), native advertisements, video, rich media and sponsorships for all devices. Unlike strictly text-based ads, display advertising relies on images, audio and video to engage the audience and convey the advertising message.
Digital Strategy 101: A Prerequisite to Building a Digital Strategy: The Co...Scott Levine
Digital Strategy 101: A Prerequisite to Building a Digital Strategy: The Comprehensive Medicare Marketers Digital Marketing Handbook Chapter 3
What is a Digital Strategy?
A Digital Strategy is the process of identifying, articulating and executing on digital opportunities that will increase your organization’s competitive advantage.
Technology-Enabled Medicare Marketing Part 3- Chatbots, Websites, and Digital...Scott Levine
The Future Of Modern Medicare Marketing Chapter 9
Back to the Future of Modern Medicare Marketing as we discuss modern marketing technology that enables marketers to develop, maintain, and optimize websites, web pages and landing pages. Chatbots, Websites, and Digital Management Platforms, Oh My!
The Future Of Modern Medicare Marketing Chapter 8-
We’ve utilized the incredible power of data intelligence tools to model data, increasing our ability to target those with the greatest propensity to enroll in our plans.
Those who are great practitioners of direct mail marketing, and if you’re in Medicare marketing, the assumption is that you are very familiar with all that is direct mail marketing since it is the workhorse of our industry; will immediately see the benefit of having all of this data intelligence to improve the performance of our mail.
However, this is the digital age. Our Medicare-eligible audience has shifted from “The Greatest Generation” to “Leading Edge Baby Boomers” to the upcoming “Trailing Edge Baby Boomers” and the latter 2 of these generational groups are digitally proficient and are internet users.
The lead generation and lead nurturing practices of Medicare marketers in the future are going to be very different than those of today.
We’re back to the future of Medicare Marketing now, discussing the lead management process.
7 Winning Digital Marketing Strategies for 2018 Medicare AEPScott Levine
Medicare Marketing for 2018 AEP is going to have a distinctly different digital flavor. That’s because this year’s Boomer audience now consumes more of their media digitally.
According to a Limelight Networks report, “Baby boomers spend more time online than millennials: 51% of baby boomers spend 15 hours per week online, while only 41% of millennials
spend the same amount of time online. And according to Pew Research, nearly 80% of Baby Boomers are Internet users.
Medicare marketers who have relied on the tried and true workhorse of direct mail to deliver their Medicare Marketing messaging, will have to evolve to and become immersed in the world of digital marketing -- ready or not. What’s more,
direct mail isn’t going away anytime soon. So the added complexity of integrating multiple channels of media with direct mail and understanding both the integration and the
attribution of these channels has caused many Medicare marketers to stop, and take notice that a new digital day has dawned in Medicare marketing.
And some are simply not ready. Many marketers experienced in direct mail and print haven’t felt the need to move into digital, since the prior generations of Medicare recipients weren’t patronizing digital channels. Now all that has
changed. And with it, so has Medicare marketing.
Let’s discuss the 7 proven winning digital marketing strategies for 2018 Medicare AEP.
Medicare Marketing in Our Digital World- The definitive digital marketing han...Scott Levine
Read the entire 43 page ebook now or download it here.
http://ow.ly/Y2st30csWl9
Medicare Marketers Are Struggling to Develop Digital Marketing Strategy
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
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For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Patrick Spenner of the CEB and frequent contributor to Forbes, details the complexities of group
buying in a series of compelling and convincing articles.
Spenner states: “In a complex B2B sales environment, there are multiple stakeholders and
decision makers causing the ‘buying group’ to behave in an unpredictable way.”
Even those marketers sitting upon the most sophisticated technology stacks aren’t equipped to
measure this important dynamic in enterprise B2B marketing and selling.
Which brings us back to a question that CEOs and CFOs are constantly posing to their CMO
counterparts: “Why aren’t ‘qualified’ leads converting into sales?”
Complex enterprise purchase decisions are rarely, if ever, decided by one individual.
And, while this notion
of a buying group is
not new, this group
buying dynamic is
now front and center
facing marketers
who are trying to
market to only one
member of the group
and wondering why
their organizations’
sales conversions
are tanking.
Whether your organization passes leads at the MQL or SQL level, all of these leads have a “Q” in
the middle of their acronym, which stands for qualified.
The CEO and CFO want to know: what does qualified really mean? After all, if leads are passed to
sales in your organization, somehow, these leads are deemed qualified.
How many of marketing’s qualified leads don’t convert due to the dysfunction and unpredictable
behavior of the buying group?
No matter how complex the marketing technology stack, regardless of the mountains of
engagement data that marketing automation and CRM provide, group buying dysfunction flies
under your radar.
Group dynamics is an unequal mixture of personal feelings, fear, risk, politics and positioning,
where the status quo is always the perceived safest choice.
What is your organization currently doing to counteract the unpredictability and dysfunction that
takes place within the confines of the buying group meetings?
HOW MANY OF MARKETING’S QUALIFIED LEADS
DON’T CONVERT DUE TO THE DYSFUNCTION AND
UNPREDICTABLE BEHAVIOR OF THE BUYING GROUP?
3. WHY DO MODERN MARKETERS NEED TO PRACTICE
GROUP-BASED MARKETING?
According to a recent study by the CEB, a group is considerably less likely to buy than a single
decision maker. When one additional person is added to the buying decision, those two people are
26% less likely to buy than the individual was. In groups of six or more people, the group is 50%
less likely to buy than the individual would be. These are eye-opening numbers. If the average
buying team or group is approximately 5.4 people, enterprise marketers are, and have been,
fighting an uphill battle to convert corporate buying decisions that are being made by groups.
As marketers, we’re usually first to point out that dealing with group buying dynamics is a sales
problem. After all, sales is intricately and personally involved in the back and forth with the
prospects. Therefore, sales should know if there is a group problem and sales should know how to
deal with it.
The truth is, group consensus isn’t a sales problem; it’s a marketing problem. The reason why is
fairly straightforward. According to a combined Google/CEB study, group conflicts peak when
the buying cycle is only 37% complete. Sales usually steps in at 57% completion of the buy cycle.
Because group conflict peaks early, marketing cannot rely on sales for early conflict resolution.
Therefore, marketing must take on responsibility for resolving, or better yet, preventing or
mitigating early group conflict to positively drive purchase consensus.
When you consider the possible mixed dynamics of any six people in one room trying to decide
whether or not their corporation should purchase something, it’s a miracle anything gets sold.
Group decision-making dysfunction can be attributed to a multitude of things; however, we can
narrow it down to three distinct dysfunctional areas.
Disparate perspectives: Everyone has a point of view. The sole reason corporations have
groups making buying decisions is to bring multiple perspectives and points of view into balance,
in theory, to make the best possible decision for the organization. It’s a great philosophical idea;
however, with different perspectives also come different personalities, goals, worldviews and
personal agendas.
Fear: One of the greatest motivational factors known to humankind is fear. Individuals are
LIKELIHOODTOPURCHASE
100% Purchase likelihood drops dramatically as
soon as a second decision maker is present.
50%
0%
1 2 3 4 5 6+
SIZE OF BUYING TEAM
81%
55%
60% 60%
53%
31%
5.4AVERAGE BUYING
GROUP SIZE
SOURCE: CEB/MOTISTA 2013 B2B BRAND SURVEY, CEB ANALYSIS N=3,000LIKELIHOOD TO PURCHASE
4. uncertain how others in the group will perceive them and their points of view and perspectives.
There may be previous baggage between some of the group members that will influence and
motivate them to behave one way or another. There are those who avoid conflict at all costs
and, on the other end of the spectrum, those who seek out and thrive on conflict.
Resistance: Maintaining the status quo, or simply doing nothing, is always the safest choice
for decision makers. Other forms of dysfunctional resistance include unwillingness to reason
or compromise, the usual political power struggles and the effects of interpersonal struggles on
the rest of the group.
PERCEIVED INDIVIDUAL RISK INCREASES AS THE
SIZE OF THE BUYING GROUP INCREASES
One might think if fewer people are involved in the buying decision, the greater the sense of
risk for each person involved will become. Not so. Most people believe there is greater risk for
themselves as the size of the buying group increases.
Specifically, losing respect and credibility was a concern of 50% of respondents in the CEB
study as the group size reached six members. The fear of losing a job is significantly less than
the fear of losing respect and credibility.
How, then, can we as marketers best address the dynamics of group buying in an enterprise
environment? How can we speak to disparate perspectives of the buying group members? By
identifying shared needs, wants or goals of the stakeholders and leveraging those shared needs
within the messaging of the content, marketers can find the buying group’s common ground
and address common needs to establish a positioning and message that resonates with all or
most of the group.
What can we do to reduce the resistance from group members, while simultaneously arming
those most likely to be change agents to champion our cause? Enable the change agents by
providing them with the persuasive and compelling facts, tips, tools and coaching they need to
engage other group members.
How do we address and reduce the fear that group members are feeling? To mitigate the fear
of change, position the reward as being worth the risk by focusing on the personal, group and
organizational benefits. Group based marketing begins with understanding customers’ personal
goals and emotions.
PEOPLE MAKE UP THE
AVERAGE BUYING GROUP
5.4
According to CEB/MOTISTA According to TECHTARGET
PEOPLE MAKE UP THE
AVERAGE BUYING GROUP
2 4TO
OF ALL COMPANIES
GROUP BUY
84%
OF ALL COMPANIES
OVER 500 EMPLOYEES
GROUP BUY
91%
BUYING IN GROUPS IS THE NORM
5. WHAT IS GROUP-BASED MARKETING?
Marketers need to understand the unpredictable behavior and the other dynamics of group buying
to quell the dysfunction of the buying group with group-based marketing. In order to mitigate
dissention among group members, in a quest to help the group make a positive decision, marketers
can include the following:
• Focus on the shared needs of the group
What is the rally point that all members of the group can get behind? What do all
members of the buying group need? Start with the shared need to build the positive
thought process that provides the positive consensus.
• Address personal stakeholder risk
Rather than avoid the issue of why each of the stakeholders is vulnerable to risk,
address the risk head-on. Doing this provides marketers with opportunities to nullify
the perceived greater risk, by discussing the actual risk, along with the greater risk of
organizational inertia—the risk of doing nothing.
• Enable change agents of the group
Use communication and response devices to identify the likely change agent or agents of
the group, and arm them with the information or materials that they need to champion
your cause amongst the other members of the group.
• Understand and leverage interrelations
The interpersonal interrelation of group members is an important dynamic to address.
There are generally followers, leaders, change agents, apathetic members and proactive
members of the group. Develop communications that relate to each of these different
dynamics within the group.
• Group content strategy
When setting a content theme, top line message and strategy for content across the
10-stage modern buyer’s journey; develop different content that addresses the different
points of view across the group buying dynamic.
• Group lead scoring, nurturing
One of the major issues with current best-practice demand generation is that an
individual member of the group may meet the criteria to be passed to sales as an MQL,
SAL or SQL, while the other members may be nowhere near ready to be passed to sales.
Scoring and nurturing needs to be rethought—with the group dynamics top of mind.
• Group influencer marketing
There are influencers of each member of the group, as well as influencers within the
group. Understanding the organizational structure of the targeted prospect company will
enable you to market around the prospect and the group, as well as within the group.
• Personalization within groups
We know that personalization works to significantly lift response and engagement. Using
personalization within the group allows the proposition to be framed for the group.
• Group lead distribution
Working within the new parameters of group lead nurturing and group lead scoring will
require a new criteria threshold to be determined for the passing of group leads that meet
the MQL, SQL and SALs.
During our development of group-based marketing (GBM), we fielded several repeated questions
that queried us on the difference between GBM and account-based marketing (ABM).
6. ACCOUNT-BASED MARKETING
The goal of a successful ABM inititive or campaign is to treat named key strategic accounts
as one rather than as individuals in order to gain greater share of wallet and/or to acquire net
new accounts.
GROUP-BASED MARKETING
The goal of GBM is to market to members of a buying group addressable as individuals and as part
of the group to help acquire net new customers in a complex B2B sale with multiple stakeholders
and decision makers. GBM can be a sub-strategy of an ABM campaign.
Within the key strategic accounts being targeted in an ABM campaign, there are business units
that are the segmented targets. Each business unit may have BANT; however, a group decision is
needed to convert the sale. This is a perfect example of how GBM works as a sub-strategy of ABM—
marketing to the decision makers in each business unit being targeted in an ABM campaign.
According to Siriusdecisions
WHO MAKES
UP THE BUYING
GROUP?
CHAMPION
CXO
INFLUENCER
USER
RATIFIER