This document provides recommendations for improving an outreach strategy targeting healthcare advertising agencies. It begins by outlining the overall outreach landscape and best practices for sequencing different types of outreach. It then provides suggestions for print materials, including recommendations for the letter, dashboard, and additions. Prospective targets within healthcare agencies are identified based on their roles and motivations. Additional outreach suggestions include partnering with influencers and partners in the healthcare space and developing content marketing. The next steps proposed are to further understand agency capabilities and identify opportunities, run an influencer and partner campaign, and develop a lead generation program through content marketing.
Trust Equation Campaign Playbook and Checklist - Email Outreach and Sales Fo...Connect 365
We believe that small businesses, marketers, and sales professionals deserve better. We needed an automation system to build relationships with potential customers, clients, and strategic partners without requiring either a degree from MIT to implement or a massive budget. So we created it. And this document is our playbook.
Includes sales follow up email templates and outreach email templates.
The Complete Guide to Facebook AnalyticsMohamed Mahdy
This document provides an overview of key Facebook analytics metrics for measuring the performance of Facebook pages and content. It defines common metrics like page likes, engagement, reach and impressions, and engagement rate. It also provides guidance on how to understand audience data from likes, determine which posts to promote with ads, and measure the impact of visual content. Advanced analyses covered include identifying growth opportunities, competitive industry analysis, and building video content using insights data.
Lead Generation for Small Business: Experts Weigh In
Managing your sales using a simple CRM is critical. The question is how do you even generate leads in the first place? Lead generation is the lifeblood of small businesses. If done right, generating great quality leads can be a major catalyst for growth and revenue. But with so many lead generation tactics and approaches available out there, small businesses want to know which are the most effective to use.
To help answer this question, we’ve reached out to a panel of small business sales and marketing experts and asked them all a single question: “What is the most effective lead generation technique(s) for small businesses“?
Accelerate Your 2015 Marketing Success With Strategic PartnershipsBryce Root
The majority of small business owners are immersed in their day to day operations, but those who take the time to form a strategic partnership plan can reach their 2015 marketing milestones ahead of schedule and take a fresh approach to those competitors who never change tactics, but always seem to outperform.
In this presentation, we profile the 5 steps to creating a strategic partnership as well as present the top 10 tips for making sure your next partnership is a great success. Let The Root Group assist you in creating your next strategic partnership by visiting www.rootgroupmarketing.com.
The 2013 edition of the Holmes Report's Creativity in PR study, co-authored by NowGoCreate and sponsored by Ketchum. Based on research of 600 people across more than 35 countries, exploring whether the PR industry is creative enough to sway marketing budgets and develop game-changing ideas.
The document discusses the concept of Strategic Relations, which involves identifying a client's exact target audience, crafting customized communications to attract their attention and interest, and developing relationships that can be leveraged into new business. It focuses on finding the right people through targeted online outreach, rather than broad demographic approaches. The goal is to generate "reaches", or relationships that clients can pursue for profitable outcomes. Everything is tailored specifically to each client's unique target audience and business needs.
This document outlines 10 key marketing trends for 2016 and provides ideas for delivering exceptional customer experiences. It discusses how cognitive technologies will change how businesses engage with customers by understanding them on deeper levels. It also emphasizes the importance of delivering connected customer experiences across channels to meet rising customer expectations. Additionally, it explores how retargeting will reach new levels of sophistication by being more personalized and context-aware across multiple channels. The document also examines how social media and automation will combine to improve the customer journey, and how video will become a more prominent part of marketing strategies.
In the ever-changing world of sales, you’ve probably seen the term ‘social selling’ floating around. Why should you do it? Here are seven statistics that should engage even the most casual of social media users.
Trust Equation Campaign Playbook and Checklist - Email Outreach and Sales Fo...Connect 365
We believe that small businesses, marketers, and sales professionals deserve better. We needed an automation system to build relationships with potential customers, clients, and strategic partners without requiring either a degree from MIT to implement or a massive budget. So we created it. And this document is our playbook.
Includes sales follow up email templates and outreach email templates.
The Complete Guide to Facebook AnalyticsMohamed Mahdy
This document provides an overview of key Facebook analytics metrics for measuring the performance of Facebook pages and content. It defines common metrics like page likes, engagement, reach and impressions, and engagement rate. It also provides guidance on how to understand audience data from likes, determine which posts to promote with ads, and measure the impact of visual content. Advanced analyses covered include identifying growth opportunities, competitive industry analysis, and building video content using insights data.
Lead Generation for Small Business: Experts Weigh In
Managing your sales using a simple CRM is critical. The question is how do you even generate leads in the first place? Lead generation is the lifeblood of small businesses. If done right, generating great quality leads can be a major catalyst for growth and revenue. But with so many lead generation tactics and approaches available out there, small businesses want to know which are the most effective to use.
To help answer this question, we’ve reached out to a panel of small business sales and marketing experts and asked them all a single question: “What is the most effective lead generation technique(s) for small businesses“?
Accelerate Your 2015 Marketing Success With Strategic PartnershipsBryce Root
The majority of small business owners are immersed in their day to day operations, but those who take the time to form a strategic partnership plan can reach their 2015 marketing milestones ahead of schedule and take a fresh approach to those competitors who never change tactics, but always seem to outperform.
In this presentation, we profile the 5 steps to creating a strategic partnership as well as present the top 10 tips for making sure your next partnership is a great success. Let The Root Group assist you in creating your next strategic partnership by visiting www.rootgroupmarketing.com.
The 2013 edition of the Holmes Report's Creativity in PR study, co-authored by NowGoCreate and sponsored by Ketchum. Based on research of 600 people across more than 35 countries, exploring whether the PR industry is creative enough to sway marketing budgets and develop game-changing ideas.
The document discusses the concept of Strategic Relations, which involves identifying a client's exact target audience, crafting customized communications to attract their attention and interest, and developing relationships that can be leveraged into new business. It focuses on finding the right people through targeted online outreach, rather than broad demographic approaches. The goal is to generate "reaches", or relationships that clients can pursue for profitable outcomes. Everything is tailored specifically to each client's unique target audience and business needs.
This document outlines 10 key marketing trends for 2016 and provides ideas for delivering exceptional customer experiences. It discusses how cognitive technologies will change how businesses engage with customers by understanding them on deeper levels. It also emphasizes the importance of delivering connected customer experiences across channels to meet rising customer expectations. Additionally, it explores how retargeting will reach new levels of sophistication by being more personalized and context-aware across multiple channels. The document also examines how social media and automation will combine to improve the customer journey, and how video will become a more prominent part of marketing strategies.
In the ever-changing world of sales, you’ve probably seen the term ‘social selling’ floating around. Why should you do it? Here are seven statistics that should engage even the most casual of social media users.
More signal less noise: why attention matters but engagement is a tactic not ...Reading Room
Simon Nash argues that engagement should not be treated as a sideshow but rather integrated into the overall marketing plan and customer experience to drive tangible business results. He advocates moving beyond a focus on engagement metrics like likes and followers toward a "narrative led" approach of strategic storytelling across channels over the long term. Successful engagement requires understanding audiences, crafting valuable content, and supporting transformation through culture and processes to influence customer behavior and actions that benefit the organization.
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Con...Kenny Ong
The document discusses strategies for managing and maximizing a PR and communications budget. It outlines several key lessons: 1) PR budgets should be linked to business objectives and focus on driving word-of-mouth to increase sales and customer retention; 2) PR should be integrated across departments and focus on building relationships rather than flashy campaigns; 3) A virtuous cycle of internal and external communications can maximize impact and budget effectiveness through continuous networking rather than one-off events.
Lead nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers across multiple channels, even if they are not currently looking to purchase a product or service. Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.
The Definitive Guide to Lead Nurturing covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to:
Create a lead nurture strategy
Nurture leads across channels
Segment a lead database
Choose appropriate content for each lead nurture track and audience
Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
The essentials of a documentede content marketing strategyNuno Fraga Coelho
This document provides guidance on creating a documented content marketing strategy by outlining questions to consider in key areas:
1. The business case for content marketing addresses needs, audience size, business model, value proposition, and risks.
2. Persona development and content mapping involves understanding buyer personas, their engagement cycles, and sales/buying processes to determine relevant content.
3. The brand story outlines developing pillars of content by adapting a "hero's journey" framework to tell the brand's story and drive differentiation.
4. The content marketing channel plan evaluates existing channels, required changes, and objectives/goals for each channel based on personas. Developing a strategy in these areas with a documented plan leads to
To recruit drivers, lead nurturing should play a large role in your advertising strategy. It allows you to promote your trucking company to driver candidates by giving them useful and relevant content, without "interrupting" them. Lead nurturing is the key forming comfortable relationships with driver prospects, and moving them through the funnel.
Digital Marketing on a Budget - Content Marketing for your Independent Insura...Paul Fuller
Digital marketing, specifically content marketing, can be an effective and affordable strategy for independent insurance agencies even with limited budgets. The document outlines tools, strategies, execution, and measurement for a content marketing approach. It recommends developing buyer personas, identifying key topics and formats for an editorial calendar, distributing content via email, social media and SEO/website efforts, and tracking metrics like traffic, leads and engagement over time. The goal is to implement a consistent content marketing process that can continually improve an agency's marketing success.
This paper is a helpful guide to Brand Managers and C-level executives looking to make a more informed decision prior to beginning a relationship with their next agency. As they begin the process, they’ll hear a variety of arguments on why certain agencies should be selected for their branding efforts, but this paper helps such decision-makers not only identify certain arguments from agencies that are thin on substance and the reality that exists in place of each myth, but the suggested solution to keep the search and selection process on task, focused and to the company’s end benefit.
The 7 whiteboard sessions every social media strategist needs to have in 2012Valentin Vesa
The document discusses the importance of operationalizing social media within companies by creating workflows and processes to coordinate activity across departments and manage growing social media presences. It recommends segmenting social media activities into specific initiatives focused on objectives to ensure the right teams are participating and success can be measured. Proper organization allows brands to be more active, coordinated, and successful at building online communities while protecting reputation and employees.
Lucy Rosen is the president of SmartMarketing Communications, a marketing and PR firm. She has over 23 years of experience in public relations and marketing. She teaches and mentors other businesswomen. Her company provides various marketing services including public relations, graphic design, events, and advertising to help clients reach their target audiences on a budget.
E-LOAN Imran Khan Gets "Radically Simple" - Cover Story on JFAM 2007 IssueImran Khan
- Imran Khan has become an expert in search engine marketing (SEM) through his work growing revenues 400% at Elance and other companies utilizing SEM.
- He has been the CMO at E-LOAN since 2003, where he directs a $50 million marketing budget and all branding and integrated marketing activities.
- As CMO, one of Khan's challenges is continuing to build the E-LOAN brand with a small marketing budget while determining the next evolution for the brand. He takes a data-driven, analytical approach to marketing creativity and strategy.
Margo Dwight's Capstone Project, 11-29-16, for her online Mini-MBA in Digital...Margo Dwight
This document provides a marketing plan for a digital marketing consultant. It begins with an analysis of the consultant's strengths, weaknesses, opportunities, and threats. It then defines four target personas within large corporations that the consultant aims to reach. The document outlines an integrated content marketing strategy using search, websites, social media, word-of-mouth, and mobile tactics. It proposes content types and channels to engage each persona. The goal is to position the consultant as an expert, gain new clients, and grow their digital marketing business.
This document discusses the challenges of marketing departments becoming fragmented as marketing functions specialize and new digital channels emerge. This can lead to inconsistent goals, siloed teams focusing only on their own KPIs, and a lack of integrated strategies. It recommends centralizing marketing functions and having a single, clear organizational goal and inbound marketing strategy to guide all teams. It also stresses the importance of a unified marketing automation platform to integrate disparate customer data sources and enable personalized, triggered communications. Centralizing content production and implementing a content marketing framework can help address challenges around dispersed content creation and inconsistent quality.
The document provides guidance on developing an effective social media strategy and practice for clients. It emphasizes focusing on clients' objectives first before developing tactics. Social media should be integrated with traditional marketing and support key goals like increasing sales, customer loyalty, or public relations. The document also outlines services an agency can provide, like social listening, community management, and crisis response. It stresses the importance of measurement by setting targets and defines metrics for each objective.
Why you should do things that won’t scale the dark funnel case studyNemanja Zivkovic
The document discusses "dark funnels", which refers to hidden customer insights that marketers may miss when analyzing digital analytics. It provides an example of a customer's journey to purchase a car that involves offline research and advice-seeking from others. This illustrates the complex and non-linear nature of customer journeys. Studying dark funnels can help marketers better understand customer motivations. The document advocates doing marketing activities that may not scale, like creating valuable content and engaging communities, to build deeper connections over time. It provides examples from the author's company of marketing efforts like podcasts and LinkedIn posts that drive customers despite not being scalable.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
Market research and proposed strategy for the Brother P-Touch to become an essential tool for kids and parents during the Back-to-school retail season. This work was completed during my time with Concept Farm as an account supervisor and strategist on the brand.
The Smart Guide to Working With Bloggers: A Compilation of Expert AdviceGerris
What’s InsideOne of the best ways to apply next level tactics to your own outreach marketing strategy is not to read another post where someone simply outlines steps that you should be doing and tactics you should be applying. Dull right?
This ebook is full of real examples and actionable advice from some of the best and most experienced marketers and communicators when it comes to working strategically with influential bloggers.
Examples Include:
A case study from InStyle Maganzine
Jeff Domansky’s (aka PR Coach) view on influencer relations best practices
Gini Dietrich explains how to PROVE blogger outreach success
And so many more gems that will be sure to help you take your work with bloggers to the next level!
A beginners guide to successful blogger outreachSelf-employed
Blogger outreach is the process of developing relationships with influential bloggers to promote brands. Traditional marketing is less effective, as consumers now trust recommendations from bloggers over paid ads. Successful blogger outreach campaigns involve researching relevant bloggers, crafting personalized pitches, tracking results, and maintaining relationships. Key metrics to track include traffic, social shares, and mentions to evaluate a campaign's success. Tools like GroupHigh can help discover bloggers and monitor mentions.
This presentation is an interactive workshop to use with clients to help them understand and develop mission and mission statements. It was prepared for the CMO and head of retail for Dime Savings Bank of Williamsburg, but can be applied to any business. In this presentation you will learn the difference between these two commonly blurred company statements, go through interactive exercises to help develop them, and learn from the best visions and missions in the business.
More signal less noise: why attention matters but engagement is a tactic not ...Reading Room
Simon Nash argues that engagement should not be treated as a sideshow but rather integrated into the overall marketing plan and customer experience to drive tangible business results. He advocates moving beyond a focus on engagement metrics like likes and followers toward a "narrative led" approach of strategic storytelling across channels over the long term. Successful engagement requires understanding audiences, crafting valuable content, and supporting transformation through culture and processes to influence customer behavior and actions that benefit the organization.
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Con...Kenny Ong
The document discusses strategies for managing and maximizing a PR and communications budget. It outlines several key lessons: 1) PR budgets should be linked to business objectives and focus on driving word-of-mouth to increase sales and customer retention; 2) PR should be integrated across departments and focus on building relationships rather than flashy campaigns; 3) A virtuous cycle of internal and external communications can maximize impact and budget effectiveness through continuous networking rather than one-off events.
Lead nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers across multiple channels, even if they are not currently looking to purchase a product or service. Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.
The Definitive Guide to Lead Nurturing covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to:
Create a lead nurture strategy
Nurture leads across channels
Segment a lead database
Choose appropriate content for each lead nurture track and audience
Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
The essentials of a documentede content marketing strategyNuno Fraga Coelho
This document provides guidance on creating a documented content marketing strategy by outlining questions to consider in key areas:
1. The business case for content marketing addresses needs, audience size, business model, value proposition, and risks.
2. Persona development and content mapping involves understanding buyer personas, their engagement cycles, and sales/buying processes to determine relevant content.
3. The brand story outlines developing pillars of content by adapting a "hero's journey" framework to tell the brand's story and drive differentiation.
4. The content marketing channel plan evaluates existing channels, required changes, and objectives/goals for each channel based on personas. Developing a strategy in these areas with a documented plan leads to
To recruit drivers, lead nurturing should play a large role in your advertising strategy. It allows you to promote your trucking company to driver candidates by giving them useful and relevant content, without "interrupting" them. Lead nurturing is the key forming comfortable relationships with driver prospects, and moving them through the funnel.
Digital Marketing on a Budget - Content Marketing for your Independent Insura...Paul Fuller
Digital marketing, specifically content marketing, can be an effective and affordable strategy for independent insurance agencies even with limited budgets. The document outlines tools, strategies, execution, and measurement for a content marketing approach. It recommends developing buyer personas, identifying key topics and formats for an editorial calendar, distributing content via email, social media and SEO/website efforts, and tracking metrics like traffic, leads and engagement over time. The goal is to implement a consistent content marketing process that can continually improve an agency's marketing success.
This paper is a helpful guide to Brand Managers and C-level executives looking to make a more informed decision prior to beginning a relationship with their next agency. As they begin the process, they’ll hear a variety of arguments on why certain agencies should be selected for their branding efforts, but this paper helps such decision-makers not only identify certain arguments from agencies that are thin on substance and the reality that exists in place of each myth, but the suggested solution to keep the search and selection process on task, focused and to the company’s end benefit.
The 7 whiteboard sessions every social media strategist needs to have in 2012Valentin Vesa
The document discusses the importance of operationalizing social media within companies by creating workflows and processes to coordinate activity across departments and manage growing social media presences. It recommends segmenting social media activities into specific initiatives focused on objectives to ensure the right teams are participating and success can be measured. Proper organization allows brands to be more active, coordinated, and successful at building online communities while protecting reputation and employees.
Lucy Rosen is the president of SmartMarketing Communications, a marketing and PR firm. She has over 23 years of experience in public relations and marketing. She teaches and mentors other businesswomen. Her company provides various marketing services including public relations, graphic design, events, and advertising to help clients reach their target audiences on a budget.
E-LOAN Imran Khan Gets "Radically Simple" - Cover Story on JFAM 2007 IssueImran Khan
- Imran Khan has become an expert in search engine marketing (SEM) through his work growing revenues 400% at Elance and other companies utilizing SEM.
- He has been the CMO at E-LOAN since 2003, where he directs a $50 million marketing budget and all branding and integrated marketing activities.
- As CMO, one of Khan's challenges is continuing to build the E-LOAN brand with a small marketing budget while determining the next evolution for the brand. He takes a data-driven, analytical approach to marketing creativity and strategy.
Margo Dwight's Capstone Project, 11-29-16, for her online Mini-MBA in Digital...Margo Dwight
This document provides a marketing plan for a digital marketing consultant. It begins with an analysis of the consultant's strengths, weaknesses, opportunities, and threats. It then defines four target personas within large corporations that the consultant aims to reach. The document outlines an integrated content marketing strategy using search, websites, social media, word-of-mouth, and mobile tactics. It proposes content types and channels to engage each persona. The goal is to position the consultant as an expert, gain new clients, and grow their digital marketing business.
This document discusses the challenges of marketing departments becoming fragmented as marketing functions specialize and new digital channels emerge. This can lead to inconsistent goals, siloed teams focusing only on their own KPIs, and a lack of integrated strategies. It recommends centralizing marketing functions and having a single, clear organizational goal and inbound marketing strategy to guide all teams. It also stresses the importance of a unified marketing automation platform to integrate disparate customer data sources and enable personalized, triggered communications. Centralizing content production and implementing a content marketing framework can help address challenges around dispersed content creation and inconsistent quality.
The document provides guidance on developing an effective social media strategy and practice for clients. It emphasizes focusing on clients' objectives first before developing tactics. Social media should be integrated with traditional marketing and support key goals like increasing sales, customer loyalty, or public relations. The document also outlines services an agency can provide, like social listening, community management, and crisis response. It stresses the importance of measurement by setting targets and defines metrics for each objective.
Why you should do things that won’t scale the dark funnel case studyNemanja Zivkovic
The document discusses "dark funnels", which refers to hidden customer insights that marketers may miss when analyzing digital analytics. It provides an example of a customer's journey to purchase a car that involves offline research and advice-seeking from others. This illustrates the complex and non-linear nature of customer journeys. Studying dark funnels can help marketers better understand customer motivations. The document advocates doing marketing activities that may not scale, like creating valuable content and engaging communities, to build deeper connections over time. It provides examples from the author's company of marketing efforts like podcasts and LinkedIn posts that drive customers despite not being scalable.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
Market research and proposed strategy for the Brother P-Touch to become an essential tool for kids and parents during the Back-to-school retail season. This work was completed during my time with Concept Farm as an account supervisor and strategist on the brand.
The Smart Guide to Working With Bloggers: A Compilation of Expert AdviceGerris
What’s InsideOne of the best ways to apply next level tactics to your own outreach marketing strategy is not to read another post where someone simply outlines steps that you should be doing and tactics you should be applying. Dull right?
This ebook is full of real examples and actionable advice from some of the best and most experienced marketers and communicators when it comes to working strategically with influential bloggers.
Examples Include:
A case study from InStyle Maganzine
Jeff Domansky’s (aka PR Coach) view on influencer relations best practices
Gini Dietrich explains how to PROVE blogger outreach success
And so many more gems that will be sure to help you take your work with bloggers to the next level!
A beginners guide to successful blogger outreachSelf-employed
Blogger outreach is the process of developing relationships with influential bloggers to promote brands. Traditional marketing is less effective, as consumers now trust recommendations from bloggers over paid ads. Successful blogger outreach campaigns involve researching relevant bloggers, crafting personalized pitches, tracking results, and maintaining relationships. Key metrics to track include traffic, social shares, and mentions to evaluate a campaign's success. Tools like GroupHigh can help discover bloggers and monitor mentions.
This presentation is an interactive workshop to use with clients to help them understand and develop mission and mission statements. It was prepared for the CMO and head of retail for Dime Savings Bank of Williamsburg, but can be applied to any business. In this presentation you will learn the difference between these two commonly blurred company statements, go through interactive exercises to help develop them, and learn from the best visions and missions in the business.
I was chosen as the representative for CDMiConnect at Advertising Week 2014 in NYC. I went, I drank, I covered the panels. I had a great time chatting with the Fat Jewish, playing with drones and wearables, and got sick in a virtual reality helmut (whoops.). I came back and shared the trends, findings, and fun stuff with my entire agency, our clients, and even road showed for a few potential clients.
The ins and outs of this simple yet crucial strategy being implemented by marketing and communications professionals in all types of industries.
Actionable steps to get your strategy where it needs to be.
How to use all the major video platforms on social media, including Youtube, Facebook video, Snapchat and Twitter video. Are you paying attention to the market shifts, to the differences in platforms? This deck will help you see all the differences between them.
The single most important strategy in content marketing today is video. Whether it's video on Facebook, Twitter, Snapchat or Youtube, the content you need to be thinking about creating and marketing on social for your business is video. Period.
How to Do Networking That Actually Gets ResultsFinancial Poise
It's common for a business owner to try a little networking, to see if it will help grow their business. The problem is, effective networking requires a whole lot more strategy than just showing up and handing out as many business cards as possible. And rarely does a new, or even old, business owner have any actual training on how to properly do networking. When done right, networking can be a powerful form of marketing that can massively increase sales. In this webinar, we will provide insight from a panel of experienced networking pros, on how to approach this form of marketing, in a way that actually generates measurable results and a positive return on investment.
Part of the webinar series: MARKETING TIPS FOR THE NEW (OR OLD!) BUSINESS OWNER 2022
See more at https://www.financialpoise.com/webinars/
Trade shows can be an effective marketing tool if done properly. Thorough research should be conducted on attendees and sponsors beforehand. Event organizers should be creatively partnered with to attract better audiences. Attendees should get involved by attending sessions to build relationships and have more relevant conversations. Provide value to attendees rather than just trinkets. Follow up promptly and professionally with customized emails and phone calls. Track and measure results to determine if future trade shows are worth investing in.
This document provides a guide for staffing suppliers to transition from transactional providers to strategic partners. It recommends that suppliers conduct research on their customers, which include both the end client and any third-party staffing companies. Suppliers should find an advocate within these companies and ask how they can add value. The guide also suggests suppliers clearly communicate their unique value proposition and capabilities. It advises suppliers to focus on consistently meeting customer needs and being proactive, flexible partners to strengthen relationships over time.
The guide is dedicated to PR managers and specialists responsible for communications in their organizations. We hope you will find here answers for all, or most of your questions regarding PR – techniques, activities, prices etc. – and this text will help you to successfully set up, run and develop your communication, both in your home countries and on markets where you choose to scale up.
The document discusses effective strategies for nurturing business leads over extended sales cycles. It emphasizes that leads not closed on the initial outreach are still valuable and can become customers if properly nurtured. Specific recommendations include: developing a systematic nurturing process using targeted messaging; keeping prospects engaged through their research phase; addressing concerns to reduce risk; and offering help to move prospects through the buying process. Nurturing contacts over time increases the chances of converting them into customers.
This document discusses the importance of lead nurturing for B2B sales. It notes that 75% of leads are discarded without follow up, but nurtured leads are 3 times more likely to become customers. A case study shows how one company increased sales from older leads to 37% of customers through email nurturing. The document provides best practices for lead nurturing, including becoming an industry expert, educating sales, tracking results, and maintaining relationships with customers.
This document discusses the importance of lead nurturing for B2B sales. It provides insights from a case study where a company was able to generate 37% of new customers from leads over 3 months old and 20% from leads over 1 year old through effective lead nurturing. It outlines best practices like becoming an industry expert to nurture leads, tracking marketing activities, using call scripts and emails, not wasting leads, and tracking results. It also discusses nurturing leads through different stages of the sales cycle with a combination of communications like email, telemarketing, direct mail and webcasts.
Nurturing Best Practices for Demand GenAsad Haroon
Most companies have a database of leads that have been set aside after initial closing attempts failed to produce the desired results. These leads should not be ignored, as they can prove at least as valuable as fresh leads, and are worth working. The truth is, even the best leads will not produce the results you want if they are not managed and nurtured well.
Power Point Using Social Media In Your BusinessFred Burkhardt
This document discusses using social media in business. It provides tips on listening, connecting and publishing on social media platforms. It also discusses using social media to drive traffic to a website and the importance of email marketing and online surveys for customer loyalty. The key platforms discussed are YouTube, LinkedIn, blogs, Twitter and Facebook.
The document discusses public relations (PR) for startups. It provides an overview of what PR is, when startups need PR, how to get PR, and how to make the most of PR efforts. The key points are:
- PR involves strategic communication to build beneficial relationships between organizations and audiences, unlike advertising which is paid media.
- Startups may need PR to appropriately position themselves in a crowded marketplace or to disrupt as a possible disrupter.
- To get PR, startups should develop clear messaging and cultivate meaningful relationships with media, bloggers, and influencers in their industry.
- Making the most of PR involves having clear goals and metrics, being consistent in messaging, and engaging
This document discusses how social media can be used effectively for B2B marketing. It begins by explaining why social media matters for B2B, noting that B2B buyers now use social media to research purchases. It then provides guidelines for companies to start using social media, including planning a strategy, researching where customers are online, and setting engagement guidelines. The document also provides examples of how companies can use social media for objectives like product launches, lead generation, and brand building. It emphasizes that B2B marketers must engage in conversations online and provide value to customers through high-quality, consistent content.
Social media for b2b marketing-from Asuthosh Nair & Jaspreet SidhuWaily ARAUJO
1) The document discusses how social media is important for B2B marketing as over 90% of B2B buyers are using social media to research purchases. Social media allows direct engagement with customers and prospects to build relationships.
2) Some benefits of social media for B2B discussed include expanding reach to find new leads, demonstrating thought leadership, and facilitating faster sales cycles through education and building trust.
3) The document provides guidance on starting a social media marketing campaign, including developing a social media strategy aligned with overall marketing goals, researching which platforms fit your goals best, and getting organizational buy-in to participate actively on social media.
The document summarizes tips from 11 marketing experts on growing businesses. Some key recommendations include focusing on conversion rate optimization testing and discovering what customers want through expanded research; prioritizing content creation from the start; leveraging influencer relationships; and taking a holistic approach to webinars that drives desired actions. The newsletter also spotlights a business counselor from the Mississippi Small Business Development Center.
The document provides tips for business owners to generate new customers through referrals, social media, strategic alliances, and press. It discusses developing a referral generation plan, asking clients open-ended questions, controlling the referral process. For social media, it recommends identifying target audiences, engaging in relevant conversations, and including calls to action in posts. Strategic alliances suggest getting to know partners first and creating a strategic plan for cross-promotion. The document also outlines best practices for writing effective press releases to garner media coverage.
Seven simple rules are provided for selling to senior executives effectively. The rules are: 1) Earn opportunities to engage by providing valuable information to establish credibility. 2) Communicate your agenda in advance to ensure meetings are productive. 3) Get to the point by focusing on how your product or service provides value for their business. 4) Do research on the company and prospects to demonstrate interest beyond just selling. 5) Know your own product or service inside and out. 6) Listen more than talk to understand their needs and steer discussions productively. 7) Avoid hard selling and instead help prospects understand value to make their own buying decision.
Social Selling: Thought Provoking Insights That Go Beyond the Latest TrendsGretchen Lehman
Learn how implementing a b2b social selling strategy can help you increase your close rate by reading Unthink Solution's brand new 24-page guide, Social Selling: Thought Provoking Insights That Go Beyond the Latest Trends to Explain the How and Why of Social Selling.
10 tips for successfully bootstrapping a startupHarithaBhavana
Bootstrapping a startup may be one of the best ways to build a long-lasting business. There really isn’t much overhead besides your computer depending on the focus of the software you will be developing and you can begin part-time while you are still employed.
2. H
G
Outreach strategy
dissected.
You’ve got an incredible idea for a business, you’ve done your
homework, painstakingly developed a business plan, and
dedicated all of your professional time to nurturing and
growing this business of yours. Great! The only thing left to do
now is to get companies and brands to acknowledge the
brilliance of your plan and start partnering on projects. Gulp.
In a world of infinite outlets of communication, understanding
and harnessing the power of each can be a daunting task.
We started with a simple enough task: understand and
improve print outreach intended for future partners. In order
to get those envelopes opened and into the right hands, we’ll
take a look at the larger strategy and explore where print fits
in, the best way to use & support it, and discuss prospective
influencer and target leads.
1
2
4
OUTREACH LANDSCAPE
Suggested outreach sequence & best practices
12INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
AGENDA
PRINT RECOMMENDATIONS
Additions & suggestions on message and presentation
OUTREACH SUGGESTIONS
Ideas to support outreach & build relationships
3
PROSPECTIVE TARGETS
Suggested target ideas & their motivations
3. H
G
OUTREACH LANDSCAPE
1
The web is best for initial contact,
especially when just getting to
know your prospects. A solid
strategy, as you know, is to start
with linkedIn, but engage via social
media. An email received after
interaction on social media can
have more impact & opening
power when they can place your
name, even if from the web.
WEB
PRINT IS A PART OF A BIGGER STRATEGY.
Being able to get the most out of your print outreach means knowing when and where to use it in the scheme all communication outlets. This
is one example of how to sequence interactions so that they make sense to who you are reaching out to, are supported by each other, and
encourage the next level of engagement with a prospective client.
3INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
PRINT PHONE MEETING2 3 4
While initial email & print outreach
can be used interchangeably, I think
this is a natural and more welcoming
spot for print materials in which to be
received. You’ve made contact,
possibly received a reply, and the
goal is to make a connection that will
lead to a meeting. At this stage, you
are building on your awareness
equity, whether you have made
contact or not. Your name will start to
sound familiar without being
intrusive.
After contact has been made, opening
the phone lines at this stage will
provide a comfortable opportunity to
get to know each other with little
commitment from either side. While
the objective should be to get to know
as much as possible about them, to
them it should feel that you are
offering them something, whether it is
free consultation or an invitation to an
event you will be attending.
Getting the meeting means building
and nurturing the relationship to the
point where it is mutually beneficial
to both parties. Once you have
established trust, it makes sense to
offer an informal meet up, like coffee,
or at an event that you both will be
attending. While you can definitely
ask to meet up earlier in the
sequence, the more small, meaningful
prior interactions the greater chance
they will make time to meet you.
4. H
G
OUTREACH LANDSCAPE
1 EMAIL
OUTREACH BEST PRACTICES
Each type of outreach comes with its own set of challenges. However, when used tactfully as part of a well researched and thoughtful
campaign, they can create the perfect building blocks to a relationship with prospective partners. I don’t doubt you are aware of these tips, but
it’s beneficial to look at print recommendations within this context.
1INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
PRINT PHONE MEETING2 3 4
Warm up/interact via social
Email to & for a specific person
Write like you talk; be short & sweet
Know & mention their network
Show genuine interest in them &
offer benefit for their goals
Try to pitch or hard sell via email
Too long or complex
No incentive for response (i.e. not
offering a resource)
Use a powerful, benefit-oriented intro
CTA is specific and easy
Include short infographic that tells the
story of your business
Use as initial contact to request meeting
Unclear brand story
Does not reflect research or due
diligence put into knowing the target
Peer-to-peer tone (not buyer/seller)
Open with referral info & get to
relevance quickly
Calls are one part of a multi-
channel consistent message
Cold calling with no prior interaction
Pitching or selling of any kind, goal
should always be a meeting
Deep knowledge of company/client,
& their recent news prior to meeting
Let the 1st meeting be the intro &
chance to learn more about them
Going for the hard sell in 1st meeting
Putting your motives first
Trying to tackle their biggest
business problems first
4
5. H
G
OVERALL
The best part about making initial
contact with prospective clients online is
that it can help weed out unfruitful leads
and save costs on print outreach
materials. Furthermore, you may make
connections online that can point you to
the specific person to mail to, ensuring
your materials get to the right hands. I
looked at the current outreach package
from the perspective of not knowing
anything about SVM, and what might
motivate me to watch the video and
respond to the outreach.
?
WHAT IS SHARED VALUE MEDIA?
This is on the website and in the case study video, but in case prospects don’t make it
that far, I would suggest adding a statement that explains what SVM does simply and
completely free of jargon.
15INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
PRINT RECOMMENDATIONS
LEAD WITH YOUR YOUTH HEALTH NETWORK.
If I were the prospect working for a healthcare advertising agency, I would be
particularly interested in access to this network. This is one example of how your
services lend themselves to their goals.
INCLUDE HOW THEY CAN USE IT FOR RESULTS.
Whether in your letter or in the materials, briefly highlight how SVM is a cost
effective way to generate positive media coverage and differentiate from competition.
INCLUDE BRAGGING RIGHTS.
If you have any quotes or compliments from clients or colleagues, this would be a great
place to let others do the cheerleading for you. You can even use external industry
quotes (like on the following 3 pages).
6. H
G
The idea that the charitable partner is only charity
sells the nonprofit short. Nonprofits have passionate
followers and key relationships and networks that
may not otherwise be accessible to brands or
companies. They have strengths in the numbers and
passion of their followers and relationships that can
work hard for brands and brand partnerships.
“
”— BROOKE GOLDEN, CLIF BARS
6INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
7. Cause marketing is no longer seen as the ‘nice’
thing to do, but an essential business practice.“ ”— JESSICA KING, CLEAR CHANNEL COMMUNITY
7INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
H
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8. In the social business marketplace, brands must increasingly
establish why they’re meaningful to the lives of their
customers if they want them to buy their products, cause
marketing is now one of the most effective strategies for
business-building and positive impact.
“
”— SIMEON MAINWARING, CONTRIBUTOR, FORBES MAGAZINE
8INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
H
G
9. H
G
LETTER
- Comment on case studies,
recent news, or compliment
experience, expertise, or current
work they are doing
- Drive to social commentary,
posts, or other content that could
be a resource for your target
- Request meeting to discuss ideas
on their current work or
educational meeting to learn
more about the agency
19INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
PRINT RECOMMENDATIONS
DASHBOARD
- Put title at top of dashboard for quick
scanning
- Needs a short, but compelling, intro
that includes:
- Why this model is unique
- How it can be used
- Value that it adds to a campaign
- How the data shows ROI/efficiency
- How quickly data can be gathered
ADDITIONS
- Business card for contact so they can
throw away package without losing
contact information
- Short, compelling infographic that
explains SVM’s capabilities & value
propositions for the audience (examples
on following page)
- Suggest creating a supporting content
marketing program or blog to drive to
where you can constantly interact online
10. H
G
110INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
PRINT RECOMMENDATIONS
INFOGRAPHIC
EXAMPLES
11. H
G
PROSPECTIVE TARGETS
LOOKING FOR FAST,
INEXPENSIVE, & ACCURATE
MARKET RESEARCH
ALTERNATIVES
ALWAYS LOOKING FOR A
UNIQUE POV THAT IS BOTH
SURPRISING & TRUE
CREATE SOLUTIONS THAT
DEEPLY UNDERSTAND THE
CONSUMER AS WELL AS THE
BUSINESS GOAL
STRATEGISTS &
PLANNERS
IDENTIFYING MOTIVATIONS OF HEALTHCARE TARGETS
There are a few departments within healthcare agencies that I feel would be most receptive to SVM’s services. Each of these roles have
different needs and motivations, so it’s worth discussing their goals and how SVM can help meet them. In each discipline, my suggestion
would be to either target the low men on the totem poll (who are looking to make an impact & get noticed), or higher ups who have
decision-making power. Middle management in healthcare advertising agencies at times have a tendency to be complacent in their careers
and less likely to try new tactics or foster partnerships with new vendors.
11INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
ACCOUNT
MANAGERS
MEDIA MARKETERS
RESPONSIBLE FOR GROWING &
BUILDING BUSINESS
REPRESENTS CLIENT & AGENCY’S
GOALS & LEADS THE TEAM
TOWARD MEETING THEM
RESPONSIBLE FOR TACTICAL
MANAGEMENT & PROVIDES
STRATEGIC RECOMMENDATIONS
LOOKING FOR WAYS TO DELIVER
ON STRATEGY IN INNOVATIVE
WAYS
(YOU KNOW THIS BUT):
DEVELOPING THE BEST REACH
ACCESS TO NEW AUDIENCES
AT COMPETITIVE RATES
NEED TO MEASURE, REPORT,
AND IMPROVE A CAMPAIGN
THROUGH PLACEMENT
#1 PRIORITY IS TO CHANGE
BEHAVIOR OF TARGET
HAVING THE BEST AND MOST
GENUINE VALUE PROP IN THE
GAME
CREATING, INNOVATING, AND
BUILDING NEW WAYS TO
CONNECT
NEEDS PROOF TO TRY A NEW
STRATEGY
12. H
G
PROSPECTIVE TARGETS
CONFIDENTIAL
SVP, Account Planner
CONFIDENTIAL
Director of Account Planning
CONFIDENTIAL
Digital Strategist
STRATEGISTS
EXAMPLES OF TARGETS
Using my own background in healthcare advertising, these are the types of people I would recommend reaching out to at agencies to
develop relationships. These people are busy, so a focused, thoughtful and consistent campaign will be the best way to reach them. Get to
know their profiles, publications, and view their networks on LinkedIn. Getting a sense for these types of employees will help identify them at
other agencies. As I get to know how you have built successful relationships with previous clients, we can refine the outreach list.
12INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
ACCOUNT
MANAGERS
MEDIA MARKETERS
CONFIDENTIAL
Managing Partner
CONFIDENTIAL
Chief Growth Officer
CONFIDENTIAL
Managing Partner
CONFIDENTIAL
Vice President, Group Account
Supervisor
TOP:
CONFIDENTIAL
Senior Vice President, Managing
Director
CONFIDENTIAL
Senior Product Manger, HCV
Marketing
CONFIDENTIAL
Oncology Marketing
13. H
G
IDEAS TO
EXPLORE
Now that we’ve explored the first few
steps toward a long term strategy to
target healthcare agencies, we can look
at other ideas to try to support outreach
and build relationships. We can review
these strategies together and decide
which make the most sense to explore
further for next steps.
INFLUENCER DEEP DIVE & OUTREACH
Identify influencers in the healthcare agency industry, see if they can provide advice, or
even get behind, your goals and let them influence for you. A few examples include
TEDx leaders in NYC who focus on healthcare, Matthew Zachary
(@StupidCancerCEO), or David Harlow (@healthblawg).
113INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
OUTREACH SUGGESTIONS
PARTNER WITH PARTNERS
Who have healthcare agencies partnered with the in past? Examples include a cause
walk, or involvement in a health fair. Find who already has success with healthcare
agencies and see if there is an easier connection there.
B2B CONTENT MARKETING/BLOG
When you capture SVM’s expertise and package it to help prospects do their jobs,
you’ll earn better attention than from traditional selling. Content marketing also fuels
search rankings, social engagement, and gives you an offer to provide during outbound
communications.
LIFE OF AN AGENCY EXPLORATORY
I’d like to take you through the healthcare agency capabilities and process so you
understand their goals and priorities. Then we can identify opportunistic areas.
14. NEXT
STEPS
H
G
INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY. 14
H A Y L E Y G R A N T
15. H
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OBJECTIVES
INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY. 2
UNDERSTAND THE PROCESSES AND CAPABILITIES
OF PHARMA ADVERTISING AGENCIES
THROUGH UNDERSTANDING THE AGENCIES,
IDENTIFY WHAT BUSINESS NEEDS SVM CAN MEET
GENERATE QUALIFIED LEADS WITHIN THE
HEALTHCARE MARKETING SPACE
IMPROVE B2B MARKETING STRATEGY THROUGH A
ROBUST OUTREACH & NETWORKING PROGRAM
16. H
G
RECOMMENDATIONS
INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY. 2
OVERALL OUTREACH STRATEGY AS OUTLINED IN EXPLORATORY
INFLUENCER AND PARTNER DEEP ENGAGEMENT CAMPAIGN
DEVELOP A SUPPORTING, LEAD GENERATION OUTREACH PROGRAM
THROUGH CONTENT MARKETING AND OFFERINGS, INCLUDING:
- WHITE PAPER, EBOOK OFFERING, OR WEBINAR
- NEWSLETTER
- BLOG
- SOCIAL ENGAGEMENT VIA TWITTER
- MEDIA COVERAGE
17. H
G
DELIVERABLES
INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY. 2
1. OUTREACH STRATEGY FEEDBACK SUGGESTIONS
2. PRESENTATION OF PHARMA AGENCY CAPABILITIES &
RECOMMENDED AREAS FOR INVOLVEMENT
3. EXPLORATORY AND RECOMMENDATIONS OF LEADS IN THE
HEALTHCARE SPACE
4. FRAMEWORK & STRATEGY FOR SUPPORTING LEAD GEN CAMPAIGN
18. H
G
TIMING
INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY. 2
WEEK 9/14 OUTREACH STRATEGY SUGGESTIONS
WEEK 9/21 AGENCY CAPES DEEP DIVE & EXPLORATORY OF LEADS
WEEK 9/28 FRAMEWORK FOR LEAD GEN CAMPAIGN
WEEK 10/5 COLLABORATION ON LEAD GEN, & PURSUIT OF LEADS