Atul Dube introduced the techniques like ambush and guerrilla marketing for acquiring better reach with optimum marketing investment. Importance of Market research and branding basics have been extensively covered in startup's perspective.
The Seer Agency - Transformational Marketing eBookThe Seer Agency
Transformational Marketing - it's time to re-think tactical marketing planning and start bringing together insight, audience understanding, creativity, content and measurement.
Atul Dube introduced the techniques like ambush and guerrilla marketing for acquiring better reach with optimum marketing investment. Importance of Market research and branding basics have been extensively covered in startup's perspective.
The Seer Agency - Transformational Marketing eBookThe Seer Agency
Transformational Marketing - it's time to re-think tactical marketing planning and start bringing together insight, audience understanding, creativity, content and measurement.
Presentation to representatives from TIAA on how to increase adoption by millennials. Selected from 16 teams to present case to TIAA.
Team: Trent Anderson, Cyndi Chen, Paul Kim, Alfredo Marcos
Learn about developing a content marketing strategy for your small business by using low-cost and free tools around the web! This presentation focuses on digital inbound marketing for small business owners, entrepreneurs, and others who are unsure of how to market their company on the Internet.
Deliver a Corporate Story That Strengthens Your Customer Experience.James O'Gara
More than ever before, businesses operate in a world of
transparency. The always-connected-and-consuming
buyer has unprecedented access to your organization.
Your strategy and story are visible to anyone, anywhere,
at any time.
How your business operates, what your organization believes in, the actions employees take and the words you use to describe what you do — as well as the value you deliver and what differentiates you — are now omnipresent. These touchpoints, interactions and messages define your customer’s overall experience with your company. They also represent the new competitive environment that businesses must contend with today. In fact, a recent Gartner report said by 2016 (that’s here and now), 89 percent of companies expect to compete mostly on the basis of customer experience, versus 36 percent just four years ago.
In the customer-experience driven world we live in, words
and actions matter. They establish perception. They
define how customers perceive their experience with
your company. While your strategy drives your actions,
your message drives the storyline customers experience
throughout their journey.
That’s why your story and strategy must be fully aligned.
When they are not, the customer experience breaks down.
The perception of your brand is damaged. Customers lose
faith and trust in your company. Customers leave and go
to the competition.
Clarity and connectivity between your story and strategy
is paramount. A recent article in the Journal of Business
Strategy stated, “In its simplest sense, a corporate story is
a narrative tool that tells the tale of a company’s strategy
in action. It is a clear, structured, compelling articulation
of ‘‘who we are’’ and ‘‘where we’re headed’’ that rallies
emotional and rational support from stakeholders.”
The article continues, “More than mere words, however,
the corporate story’s strength lies in its ability to align
leaders, drive decision making and mobilize
the organization.”
In this paper, we’ll explore the best practices for
developing and delivering a clear, compelling and
consistent story that can in fact “align leaders, drive
decision making and mobilize the organization.”
A story that is:
> Aligned with your go-to-market strategy
> Anchored in a higher purpose
> Constructed with consistent building blocks
> Packaged, comprehensive and compartmentalized
> Embraced and activated by employees
> Connected throughout the customer experience
> Designed to produce top- and bottom-line
business results
Dr. Salvador Treviño, Dean of the School of Business, Undergraduate Programs, Instituto Tecnológico y de Estudios Superiores de Monterrey - Multi-Channel Marketing Lecture
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
Slides from a workshop presented by the Ennovation Center in Independence, Missouri. The program features how to market, brand and promote your specialty food business.
Sales and Marketing Alignment, Content Reuse with WittyParrot webinar present...Mark Gibson
Part 1 of a 2 part webinar, Sales and Marketing Alignment, Content Capture and Reuse using WittyParrot.
Will be of interest to marketers, sales enablement professionals and sales leaders.
Presentation to representatives from TIAA on how to increase adoption by millennials. Selected from 16 teams to present case to TIAA.
Team: Trent Anderson, Cyndi Chen, Paul Kim, Alfredo Marcos
Learn about developing a content marketing strategy for your small business by using low-cost and free tools around the web! This presentation focuses on digital inbound marketing for small business owners, entrepreneurs, and others who are unsure of how to market their company on the Internet.
Deliver a Corporate Story That Strengthens Your Customer Experience.James O'Gara
More than ever before, businesses operate in a world of
transparency. The always-connected-and-consuming
buyer has unprecedented access to your organization.
Your strategy and story are visible to anyone, anywhere,
at any time.
How your business operates, what your organization believes in, the actions employees take and the words you use to describe what you do — as well as the value you deliver and what differentiates you — are now omnipresent. These touchpoints, interactions and messages define your customer’s overall experience with your company. They also represent the new competitive environment that businesses must contend with today. In fact, a recent Gartner report said by 2016 (that’s here and now), 89 percent of companies expect to compete mostly on the basis of customer experience, versus 36 percent just four years ago.
In the customer-experience driven world we live in, words
and actions matter. They establish perception. They
define how customers perceive their experience with
your company. While your strategy drives your actions,
your message drives the storyline customers experience
throughout their journey.
That’s why your story and strategy must be fully aligned.
When they are not, the customer experience breaks down.
The perception of your brand is damaged. Customers lose
faith and trust in your company. Customers leave and go
to the competition.
Clarity and connectivity between your story and strategy
is paramount. A recent article in the Journal of Business
Strategy stated, “In its simplest sense, a corporate story is
a narrative tool that tells the tale of a company’s strategy
in action. It is a clear, structured, compelling articulation
of ‘‘who we are’’ and ‘‘where we’re headed’’ that rallies
emotional and rational support from stakeholders.”
The article continues, “More than mere words, however,
the corporate story’s strength lies in its ability to align
leaders, drive decision making and mobilize
the organization.”
In this paper, we’ll explore the best practices for
developing and delivering a clear, compelling and
consistent story that can in fact “align leaders, drive
decision making and mobilize the organization.”
A story that is:
> Aligned with your go-to-market strategy
> Anchored in a higher purpose
> Constructed with consistent building blocks
> Packaged, comprehensive and compartmentalized
> Embraced and activated by employees
> Connected throughout the customer experience
> Designed to produce top- and bottom-line
business results
Dr. Salvador Treviño, Dean of the School of Business, Undergraduate Programs, Instituto Tecnológico y de Estudios Superiores de Monterrey - Multi-Channel Marketing Lecture
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
Slides from a workshop presented by the Ennovation Center in Independence, Missouri. The program features how to market, brand and promote your specialty food business.
Sales and Marketing Alignment, Content Reuse with WittyParrot webinar present...Mark Gibson
Part 1 of a 2 part webinar, Sales and Marketing Alignment, Content Capture and Reuse using WittyParrot.
Will be of interest to marketers, sales enablement professionals and sales leaders.
Are you struggling to create content that engages your audience? Content marketing success relies on your ability to understand and target the customer context. This guide helps you do just that.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
Buyers can now discover nearly everything about companies, products and
services from websites and other Web sources, including what customers are
saying on social media.
Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.
When people talk about CRM, they are usually referring to a CRM system, a tool that helps with contact management, sales management, productivity, and more.
A CRM solution helps you focus on your organization’s relationships with individual people — including customers, service users, colleagues, or suppliers — throughout your lifecycle with them, including finding new customers, winning their business, and providing support and additional services throughout the relationship.
10 Actions To Help Ensure Your Business Succeeds | BBH StockholmAlexander Niléhn
A BBH briefing on how to ensure your business succeeds in the time of COVID-19: How brands stay relevant, stay useful and emerge strong.
Please steal and share.
How to define yourself to your target audience and not let the market to define you. High Net Worth clients want to hear that you understand their needs, goals and aspirations before they allow you over their walls.
Combining The Sales funnel With Content Marketing To Grow LeadsKennedy Andersson AB
Our aim is to help you understand the importance of the sales funnel and how to use content with inbound marketing through the different buying stages to close a sale.
2. 68% of 500 salespeople surveyed said that closing is tougher now than in the past because of customer budgets. 30% described their sales pipelines as “not healthy”. 50% of salespeople in the market today have not been required to sell in an economic downturn. Richardson Survey 2008 Selling and closing is tougher today…
3. Public perceptions about “resort” or destination meetings and conventions. Government and private company mandates about travel and site selection. Consumer confidence and buying down. Sluggish hotel occupancy > diminished tax collections for CVB funding. So how do we respond??? Add specific tourism-related challenges…
4. Consider the downturn an opportunity to win and keep new customers. Customers turning to more affordable, value-added options – are you ready? Train, re-train, coach and develop personnel to new levels of performance and customer service. Changing customer-base, demands and expectations – are you ready? Set competitive price points that reflect consumer demand and marketplace reality. Customers want real and perceived “value” – are you ready?
5. Move away from and never return to ‘order-taking’ as a business strategy. Your competition is working harder and smarter for the same business – are you ready? Polish the brand and build a powerful message. Your competition is building brand equity – are you ready? Value and promote smart selling. Your sales people need new direction and coaching– are you ready?
6. Keep marketing! Staying top-of-mind is even more important today – are you ready? Put all your employees to work for you. The talent to help you get the job done shows up for work everyday – are you ready? Cut costs wisely. Consumers don’t care what your profit margin is supposed to be – are you ready?
7. Keep the ‘edge’ when the economy recovers. It takes courage and determination to ‘stay hungry’ when things are going well – are you ready?
9. Replacing with PATIENCE. Replacing with ADVANTAGE. Selling smarter means…
10. Ten Ways to Improve Your Booking Pace Key Strategies and Tactical Advantages to Deliver Results in Any Market Environment
11. Sales Experts in the House Know Who and What You Are Market to Deliver Results Dust Off Your Elevator Speech Heat Up Cold Calls Value the Right Activity Be In the Moment Build Relationships Be Ready Coach and Celebrate Summary of Strategies
12. Leadership Direction, accessibility, problem-solving People Enthusiasm, skill set, adaptability Strategy Implementation, consistency, accountability Tools CRM, negotiating leverage, resources Training Working knowledge of sales process, sales skills Get better now! #1. Sales Experts in the House
13. New White Paper!Five Questions Your Clients Are AskingIf executives are focused on the bottom-line and turning the tide on shrinking margins - where does that leave you? Find out in The Five Questions Your Clients Are Asking.Huthwaite SPIN SellingDownload it Now! »
19. What is the DNA of your destination, product or service? Facilities Attractions Assets Amenities Experiences Location Who or what is your primary competition? What are your target markets? Geographic Market segments Make Market Matches Now! #2. Know Who and What You Are
20. Destination, Product or Service DNA Analysis Market Match: Like destinations, products or services Identify similar or like scope of work Identify similar or like attributes Identify similar or like benefits Identify similar or like experiences Identify competitive set Conduct competitive set analysis Determine best target market matches! Market Match Exercise
21. Competitive City Analysis – The Arlington Sell Arlington: Arlington – All the independent research and internal research supports the emphasis on our central location, attractions, the “right size” of the Convention Center. We can and do offer the best of the Metroplex because of our amenities and our proximity to Dallas and Ft. Worth. Provided we are pursuing “right size and right type” business for Arlington, we can compete effectively with all other cities in Texas when it comes to the top decision-making criteria –accessibility, meeting facilities, hotels, price, convenience and availability of entertainment and off-sitevenues. San Antonio They own their strengths and we will not challenge on these elements. After 9/11, they received another $2 million from the City to market themselves. Their vulnerabilities provide Arlington several openings for competitive positioning including affordability, availability, accessibility, attitude, service delivery and proximity to DFW. Ft. Worth They own a recently cultivated urban experience and a slightly better proximity of hotels to the Convention Center. The Sundance Square area and general walk-around atmosphere is attractive. Their Convention Center expansion does not appear to make a significant difference in the functionality of the Center or its ability to court different markets. Their vulnerabilities provide Arlington with opportunities to capitalize on sharing the Metroplex cultural experiences, our preferred proximity to DFW, the reputation of our CVB, our better quality and variety of hotels, central location, Convention Center service and flexibility.
22. Marketing Plan Target markets Integrated sales and marketing functions Multi-channel Strategies Saturate target markets Execute tactics that support a robust sales funnel Combine the cost-effectiveness of public relations, the high profile of advertising and the frequency of social media dialogue Share success stories, testimonials Make smart marketing choices now! #3. Market to Deliver Results
23. Free Webinar: Top 5 SEO Tactics for 2010 & How to Make Them Work For You – 9/2 2-3 p.m. (EDT
31. Know your value proposition! Create and polish a 15 second introduction that tells your customer: I know who you are. (Target marketing) I understand what you care about. (Environmental cognition) I can deliver value, benefits or results. (Problem-solving, solutions and possibilities) Make every contact count! #4. Dust Off Your Elevator Speech
33. Samples: “ I deliver a product that powers up sales prospecting and lead development to deliver better results to the bottom line.” “ I provide an affordable and flexible transportation solution.” “ I lead and influence the hospitality partners in Long Beach to help you plan and deliver a successful convention.” Draft Elevator Speech
34. Optimize your existing database. Seek referrals and pyramid current accounts. Prospect with cost-effective, laser-focused research from zoomInfo, Hoovers, One Source, Jigsaw Employ cost-effective social media tools: Research with Google, Plaxo, LinkedIn Engage with facebook, twitter, digg, youTube, blogs Get smarter with available resources now! #5. Heat Up Cold Calls
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37. Require and manage activity that produces results. Know your customers: B2B, sophisticated customers, long selling cycles Consumer direct, buying mode, short cycle Prospect for knowledge and information. Understand the role of quantity in the sales pipeline. Create and sustain balance between generating new business and nurturing current clients. Respect quality versus quantity! #6. Value the Right Activity
38. Work “Right” Pool of Suspects Qualify “Right” Prospects Develop “Right” Leads Delivers Higher Conversion Fill the Funnel!
42. Currently, we have a healthy balance between quantity-driven activity and quality-driven activity.Quality vs Quantity Test
43. Be patient. Listen actively and well. Take notes. Frame relevant and meaningful questions. Explore opportunities, be alert to possibilities. Engage in a dialogue. Prepare to be a problem-solver, a solution finder! #7. Be In the Moment
51. Create and sustain a customer-centric organization. Be driven by customer attainment not by a sales quota. Make the customer the motivation, not the sale. Cultivate relationships that will deliver business today and tomorrow. Earn respect by working with the customer, not just selling to the customer. Cultivate trust by delivering what you promise, when you promise it and how you promise it. Make customers your #1 focus! #8. Build Relationships
59. Coach sales people through tough times. Don’t allow desperation to take root! Look for signs of growing frustration or fatigue and address it. Balance traditional sales skills with new media. Value prospecting. Encourage quality lead development. Build relationships. Solve problems, create solutions and opportunities. Conduct role plays to keep people sharp. Be there for your salespeople! #10. Coach
60. Celebrate every little success! Rock and roll with every sale. Look for good news and share it. Inspire and motivate. Share personal stories. Take a break… Put on your leadership hat and lead the band! #10. Celebrate!
67. Experience Huthwaite, Inc. Richardson Sales Leadership Inc. The TAS Group Go-To-Market Strategies Media Skills Training zoomInfo, salesgenie Guerilla Marketing Resources