Small Business Marketing Predictions 2015

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We asked a dozen small business marketers to provide their perspective on marketing trends and predictions for the year.

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This is a presentation on leadership traits that doesn't take itself too seriously - i.e. each trait illustrated through a meme. It is my view on the top 20 leadership traits of great leaders I've worked for. I kept the slides simple but have many stories and talking points behind them so feel free to ping me for the deeper explanation. And/or let me know your thoughts from your own experiences.

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The purpose of this deck is two-fold: 1. provide key insights on how to build a highly effective and predictable demand gen engine 2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on. Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.

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Taking the reins as a new CMO can be daunting. You need learn all about the company, strategies, markets, products, customers, personas, buying journeys, competitors, processes, technologies, etc. -- not to mention all the myriad details about the marketing team, brands, plans and budgets. What does the marketing team do well? What do they not do well? What do they not do at all? You've got just a few months to gather all the information, analyze it, identify gaps, develop your plan and present it to the CEO and Board. Having gone through this process several times, I created an Evernote list with questions to ask in order to be thorough in gathering all the information. Over the years that simple list grew unwieldy with hundreds of questions so I dumped it into a Word doc and then got the bright idea to turn it into an ebook for B2B CMOs -- the only one of it's kind.

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Your brand has huge strategic importance for improving your competitive position, engaging more prospects and ultimately winning more customers. So that’s why I wrote this ebook, “Rebranding: A 4-Step Plan for B2B Marketers”. In the book, I lay out detailed how-to’s for pulling off every part of a rebranding from aligning your leadership around the brand to launching it internally and externally. You’ll discover examples of what my team and I did to make MultiView’s rebranding successful at every stage. I’ve also included a scorecard for selecting your digital agency and a checklist for making sure you have all your bases covered. I hope you find the content helpful and if you have any questions, please DM me on Twitter @ToddEbert. I’d be happy to share my experience having done this several times.

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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.

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The buying journey has completely changed over the last decade due in large part to the Internet and the amount of information now accessible online. Businesses must come to the realization that their prospective buyers are completing up to 70% of their buying journey before contacting them. This stat may be staggering to some, but there’s good news — you still have the ability to influence your audience early on and throughout their entire buying journey. My new eBook takes a deep dive into what a modern day B2B buyer’s path to purchase looks like, the marketing solutions that play into each phase of their buying journey, and how those marketing solutions ultimately influence the buyer’s decision to purchase. This eBook is a must read for any marketer looking for a fresh perspective on the B2B digital landscape and how their business can capitalize on the online marketing opportunities available to them.

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In a perfect world, turning every prospect to into a customer would be a snap. From the second consumers go online to look for your types of products or services, they would always discover your business, visit your website, contact you, and choose to become your customer. In reality, only some prospects will turn into customers. But what if you could find the problems where you are losing prospects and then fix these “leaks”? What would those extra customers mean to your bottom line?

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Don't Leak Leads is all about educating SMBs on the importance of identifying where they are missing opportunities to reach new clients and get new business. These stats provide a few insights into how consumers find local businesses online, what they expect from business websites, and how businesses follow up and nurture leads. To learn more about the Don't Leak Leads movement, visit www.dontleakleads.com.

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Today, everything posted about your business online has the potential to make a big impact on the consumer’s decision whether or not to do business with you. That’s because the Web is a vital resource consumers turn to when researching a purchase. So, what do people see when they research your business online? The answer might surprise you. Even some of the best businesses find that consumers aren’t afraid to express frustrations online. In fact, a recent study showed that almost half of Internet users feel they can be “brutally honest” online, and over a quarter of social media users are likely to “share dissatisfaction with a company, brand or product via social media” (Source: Harris Interactive).

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Lead generation is the process of attracting and converting potential customers into leads – individuals or organizations who have shown interest in your product or service. This involves tactics like targeted advertising, content marketing, and networking to capture the attention of potential leads and encourage them to provide their contact information or engage with your business. The ultimate goal is to nurture these leads through the sales funnel, turning them into paying customers. Effective lead generation strategies focus on understanding the needs and preferences of your target audience, offering valuable content or solutions, and building relationships to establish trust and credibility

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