Just how much of an impact can brand training and helpful expertise really make on your bottom line? Until now, no one really knew. Turns out, it’s a lot – up to 69% more in sales. That’s just one of many discoveries we made during our third-party academic study of the retail industry conducted by the academic research group at the University of Pennsylvania Wharton School.
Under the Influence: Your fool-proof guide to influencer marketingExperticity
Word of mouth (WOM) marketing has always mattered more when influencers are the ones doing the talking. Learn how to create an effective influencer strategy in this step-by-step guide.
Influencer Marketing: The Honeymoon is OverExperticity
Marketers are realizing that getting the most out of influencer marketing takes more than just a paid social post. It’s time to rethink who your best influencers are and how much they’re worth.
Influencer marketing is atop many brands list of priorities.
But the definition of influence is changing. It’s no longer enough to measure your brand’s best advocates by their reach alone. Their real impact comes with their ability to influence purchase decisions and drive sales.
6 Steps to Better Understanding Your AudienceSpendsetter
A brand’s customers are its greatest asset and its greatest challenge. Today’s consumers have high expectations, and now more than ever it is important for marketers to understand their needs and wants. Brands who tailor their marketing efforts to best fit each customer will see the most success.
In this webinar presentation from Spendsetter and Jebbit, find out:
- Concrete steps to gain deeper insight into your audience
- Ways to not just engage your customers, but keep them engaged long-term
- How to tap into the mobile mindset of your customers
- Real-life examples of companies implementing these tactics
Under the Influence: Your fool-proof guide to influencer marketingExperticity
Word of mouth (WOM) marketing has always mattered more when influencers are the ones doing the talking. Learn how to create an effective influencer strategy in this step-by-step guide.
Influencer Marketing: The Honeymoon is OverExperticity
Marketers are realizing that getting the most out of influencer marketing takes more than just a paid social post. It’s time to rethink who your best influencers are and how much they’re worth.
Influencer marketing is atop many brands list of priorities.
But the definition of influence is changing. It’s no longer enough to measure your brand’s best advocates by their reach alone. Their real impact comes with their ability to influence purchase decisions and drive sales.
6 Steps to Better Understanding Your AudienceSpendsetter
A brand’s customers are its greatest asset and its greatest challenge. Today’s consumers have high expectations, and now more than ever it is important for marketers to understand their needs and wants. Brands who tailor their marketing efforts to best fit each customer will see the most success.
In this webinar presentation from Spendsetter and Jebbit, find out:
- Concrete steps to gain deeper insight into your audience
- Ways to not just engage your customers, but keep them engaged long-term
- How to tap into the mobile mindset of your customers
- Real-life examples of companies implementing these tactics
The customers overall commitment to the brand or service, in part because of an emotional attachment to that relationship, and the consistency of the brand that ensures an elite level of trust between the brand and the consumer.
Marketing from the other end of the funnel is about STARTING with an understanding how your brand influences shopper choice at the point of purchase. It is similar to, but broader, than the P&G recently announced approach called "shelf back".
Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...SKIM
Download this presentation on our website https://goo.gl/bNrPri
In the new omnichannel reality of consumer behaviors, we and Mars Petcare talked about a new framework of uncovering consumer decision journey insights centered around disruption and cross-category learnings when applying this framework. By adopting a designer mentality, we also shared tips and best practices on activating journey insights to create best-in-class consumer experiences.
Why brands should focus on working with brand ambassadors in stead of investi...Ambassify
Workshop at Bike Valley to prove that working with brand ambassadors really pays.
Brand ambassadors help you generate extra sales through Word-Of-Mouth.
Together with Clorox, we presented our case about claimstorming in a 2-day Quirk’s Event in Orange County, California from February 28 to March 1.
During our session, we shared a case study of how Clorox’s Kingsford Charcoal brand team worked with us to develop a new set of claims to achieve specific marketing objectives for the brand.
Find out more https://goo.gl/v2AFVL
4 steps to supercharge your cross selling effortsCatalyst
Selling more products and services to existing customers is easier than acquiring new ones. Here are four basic steps to implement a systematic, customer-centric CRM program that will help you get more out of your cross-selling efforts.
A session about advocate marketing for The House of MarketingPieter Moens
The classic advertising landscape has changed, resulting in challenging times for marketeers. Customers are facing tsunamis of information and ads every day.
Discover how advocate marketing can be the light in the darkness. It's time to return to the essence of marketing through advocacy.
Different generations, Different purchase decisionsSKIM
Presented by Robert Dossin, Client Solutions Director Europe at SKIM | Rotterdam
In the context of purchasing skin care products, we asked 500 consumers in the US, 400 in Germany, and 400 in South Korea how they would rank different sources of information on key dimensions such as Honesty, Expertise and Trustworthiness.
Many results are counter intuitive! We already knew that Baby Boomers do not trust information on Facebook or Twitter, but did you know that Millennials equally rely on product reviews compared to their elderly generations?
This and many more facts about the different generations were presented at the Healthy Ageing conference in Amsterdam. Strategic marketers in health markets can learn and understand how to be more aligned with this growing target group and close the gap between – young marketer – and old (and healthy) consumer!
Knowing that shoppers are increasingly engaging with more than one channel in their decision journey, it’s thus important to understand each step and activity along the way.
During the Quirk's Event in Brooklyn on March 22, we and Mars Petcare explained how to map customer journeys to optimize touch points and influence the interaction of channel behavior.
Find out more https://goo.gl/6EvRTg
Gain, Maintain, and Retain: Why the future of your brand is powered by trustTrustpilot
While optimizing your overall strategy to remain on digital marketing trend is smart, the unwavering fact remains - acquiring and maintaining customers is based on trust. A simple concept that is by no means easy to achieve.
Please join us for our upcoming webinar with Wpromote, to explore how your brand can gain, maintain and retain trust throughout the customer lifecycle. Attendees at this session will learn:
-The connection among trust, brand advocacy and loyalty
-Examples of customer success stories
-Actionable insights and best practice
Enhance your audiences knowledge with this well researched complete deck. Showcase all the important features of the deck with perfect visuals. This deck comprises of total of fourty slides with each slide explained in detail. Each template comprises of professional diagrams and layouts. Our professional PowerPoint experts have also included icons, graphs and charts for your convenience. All you have to do is DOWNLOAD the deck. Make changes as per the requirement. Yes, these PPT slides are completely customizable. Edit the colour, text and font size. Add or delete the content from the slide. And leave your audience awestruck with the professionally designed Consumer Journey Mapping PowerPoint Presentation Slides complete deck. http://bit.ly/388WATn
Introduction
Content is a nexus between the sales and marketing functions in most organizations. The traditional content model calls for marketing to produce content assets and sales to use them. Having this model work well requires a great deal of intentionality on the part of both functions: marketing must endeavor to understand customer content needs and how well the assets they produce engages those customers. Then, the sales team must diligently provide feedback to marketing so that content quality and effectiveness rises.
While this model is conceptually simple, there are challenges related to alignment that impact content effectiveness in the form of visibility, communications, feedback, process, tools and even culture. The statistics tell the story: when the level of sales/marketing alignment is high, 81% of study participants report that marketing content meets sales’ needs well. However, when alignment is poor or non-existent, the content effectiveness percentage drops to 35%.
Quality content that is easy for sales to find and use is a critical success factor in sales interactions. The dynamics of the content process are not difficult to understand, but the content creation, deployment, usage and feedback loop is often a point of friction between sales and marketing. This friction is not one-sided; marketing is frustrated when it has limited feedback and visibility into the use of content assets. The sales team gets frustrated when content assets don’t meet customers’ need, or those assets are hard to find and use. This frustration is more than just an inconvenience: 70% of sales teams acknowledge that the lack of effective content negatively impacts the outcome of a sales conversation.
Since content is so often the key to successful sales interactions, it merits constant attention and improvement efforts. Demand Metric and Showpad together conducted research to understand the sales-marketing relationship around content, and how it affects sales interactions. This research shares key insights, such as when marketing has little or no visibility into sales conversations, only 32% of the content produced meets the needs of sales team well. This research will help organizations understand how to get better results from their marketing content.
Table of Contents
- Introduction
- Executive Summary
- The Content Process
- Content Process Success Factors
- Content Use
- Content Impact on Revenue
- Analyst Bottom Line
- Acknowledgements
- About Showpad
- About Demand Metric
- Appendix - Survey Background
The customers overall commitment to the brand or service, in part because of an emotional attachment to that relationship, and the consistency of the brand that ensures an elite level of trust between the brand and the consumer.
Marketing from the other end of the funnel is about STARTING with an understanding how your brand influences shopper choice at the point of purchase. It is similar to, but broader, than the P&G recently announced approach called "shelf back".
Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...SKIM
Download this presentation on our website https://goo.gl/bNrPri
In the new omnichannel reality of consumer behaviors, we and Mars Petcare talked about a new framework of uncovering consumer decision journey insights centered around disruption and cross-category learnings when applying this framework. By adopting a designer mentality, we also shared tips and best practices on activating journey insights to create best-in-class consumer experiences.
Why brands should focus on working with brand ambassadors in stead of investi...Ambassify
Workshop at Bike Valley to prove that working with brand ambassadors really pays.
Brand ambassadors help you generate extra sales through Word-Of-Mouth.
Together with Clorox, we presented our case about claimstorming in a 2-day Quirk’s Event in Orange County, California from February 28 to March 1.
During our session, we shared a case study of how Clorox’s Kingsford Charcoal brand team worked with us to develop a new set of claims to achieve specific marketing objectives for the brand.
Find out more https://goo.gl/v2AFVL
4 steps to supercharge your cross selling effortsCatalyst
Selling more products and services to existing customers is easier than acquiring new ones. Here are four basic steps to implement a systematic, customer-centric CRM program that will help you get more out of your cross-selling efforts.
A session about advocate marketing for The House of MarketingPieter Moens
The classic advertising landscape has changed, resulting in challenging times for marketeers. Customers are facing tsunamis of information and ads every day.
Discover how advocate marketing can be the light in the darkness. It's time to return to the essence of marketing through advocacy.
Different generations, Different purchase decisionsSKIM
Presented by Robert Dossin, Client Solutions Director Europe at SKIM | Rotterdam
In the context of purchasing skin care products, we asked 500 consumers in the US, 400 in Germany, and 400 in South Korea how they would rank different sources of information on key dimensions such as Honesty, Expertise and Trustworthiness.
Many results are counter intuitive! We already knew that Baby Boomers do not trust information on Facebook or Twitter, but did you know that Millennials equally rely on product reviews compared to their elderly generations?
This and many more facts about the different generations were presented at the Healthy Ageing conference in Amsterdam. Strategic marketers in health markets can learn and understand how to be more aligned with this growing target group and close the gap between – young marketer – and old (and healthy) consumer!
Knowing that shoppers are increasingly engaging with more than one channel in their decision journey, it’s thus important to understand each step and activity along the way.
During the Quirk's Event in Brooklyn on March 22, we and Mars Petcare explained how to map customer journeys to optimize touch points and influence the interaction of channel behavior.
Find out more https://goo.gl/6EvRTg
Gain, Maintain, and Retain: Why the future of your brand is powered by trustTrustpilot
While optimizing your overall strategy to remain on digital marketing trend is smart, the unwavering fact remains - acquiring and maintaining customers is based on trust. A simple concept that is by no means easy to achieve.
Please join us for our upcoming webinar with Wpromote, to explore how your brand can gain, maintain and retain trust throughout the customer lifecycle. Attendees at this session will learn:
-The connection among trust, brand advocacy and loyalty
-Examples of customer success stories
-Actionable insights and best practice
Enhance your audiences knowledge with this well researched complete deck. Showcase all the important features of the deck with perfect visuals. This deck comprises of total of fourty slides with each slide explained in detail. Each template comprises of professional diagrams and layouts. Our professional PowerPoint experts have also included icons, graphs and charts for your convenience. All you have to do is DOWNLOAD the deck. Make changes as per the requirement. Yes, these PPT slides are completely customizable. Edit the colour, text and font size. Add or delete the content from the slide. And leave your audience awestruck with the professionally designed Consumer Journey Mapping PowerPoint Presentation Slides complete deck. http://bit.ly/388WATn
Introduction
Content is a nexus between the sales and marketing functions in most organizations. The traditional content model calls for marketing to produce content assets and sales to use them. Having this model work well requires a great deal of intentionality on the part of both functions: marketing must endeavor to understand customer content needs and how well the assets they produce engages those customers. Then, the sales team must diligently provide feedback to marketing so that content quality and effectiveness rises.
While this model is conceptually simple, there are challenges related to alignment that impact content effectiveness in the form of visibility, communications, feedback, process, tools and even culture. The statistics tell the story: when the level of sales/marketing alignment is high, 81% of study participants report that marketing content meets sales’ needs well. However, when alignment is poor or non-existent, the content effectiveness percentage drops to 35%.
Quality content that is easy for sales to find and use is a critical success factor in sales interactions. The dynamics of the content process are not difficult to understand, but the content creation, deployment, usage and feedback loop is often a point of friction between sales and marketing. This friction is not one-sided; marketing is frustrated when it has limited feedback and visibility into the use of content assets. The sales team gets frustrated when content assets don’t meet customers’ need, or those assets are hard to find and use. This frustration is more than just an inconvenience: 70% of sales teams acknowledge that the lack of effective content negatively impacts the outcome of a sales conversation.
Since content is so often the key to successful sales interactions, it merits constant attention and improvement efforts. Demand Metric and Showpad together conducted research to understand the sales-marketing relationship around content, and how it affects sales interactions. This research shares key insights, such as when marketing has little or no visibility into sales conversations, only 32% of the content produced meets the needs of sales team well. This research will help organizations understand how to get better results from their marketing content.
Table of Contents
- Introduction
- Executive Summary
- The Content Process
- Content Process Success Factors
- Content Use
- Content Impact on Revenue
- Analyst Bottom Line
- Acknowledgements
- About Showpad
- About Demand Metric
- Appendix - Survey Background
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
7 marketing and sales tactics for a success in the post-COVID economyElena Badea
Despite the some dose of uncertaintanty, sales and marketing teams make forecasts, talk to current customers, recalibrate budgets and change the marketing mix. What is the objective for that? Increasing favorability, improving conversion rates, ensuring profitability. Therefore, in addition to the plans and scenarios prepared by managers, the essential elements for success are given by the ability to observe new trends and agility in adapting to them. Here are the tactics we recommend.
Linking content to revenue infographic 2019John Follett
Success for consulting firms is a function of winning clients, retaining them, and turning them into loyal advocates. When firms can do these things efficiently, they enjoy higher margins. Efficiency in the consulting profession comes down to utilization, enabling consultants to stay focused on the highest and best use of time for their firms.
As a marker, it’s intimidating when your CEO asks you “Every other department can measure their effectiveness, what can we do to measure the marketing department’s effectiveness?” What would your response be?
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.
Research shows that marketers are finding new ways to use webinars to drive customer engagement at numerous phases of the buyer’s journey. Webinars present myriad opportunities for marketers to change and interact in experimental ways. You just have to think beyond the traditional uses and find new ways to use webinars to build and engage audiences to ultimately drive marketing success.
1. VALUE OF HELPFUL EXPERTISE IN RETAIL
Just how much of an impact can brand training and
helpful expertise really make on your bottom line?
Turns out, it's a lot – up to 69% more in sales.
2. Big Data
2
• Commissioned study led by Marshall Fisher, PhD, Wharton
• Analyzed data from three retail partners
• Compared point-of-sale data to sales associates’ engagement with
the Experticity interactive training platform on the categories and
brands they sell
• July 2011 to June 2013
• 63,500 employees
• 330 stores
3. Data Validation
3
• Analysis is controlled for variables including:
LogSales = β0 + β1 * InStock(%) + β2 * HsWorked + β3 * HsBlock(%) + β4 *
OtherSalesEmployee + β5 * EmployeeTenure + β6 * Leaving + βn *
Additional Controls + ε
• In-stock percentage
• Number of hours worked
• Quality of hours worked
• Competition within the
store
• Employee tenure
• Employee turnover
• Seasonality
4. 4
Sales associates who engage with product education
sell more. A lot more.
Associates who took at
least one module sold
69% more, on
average, than those
associates that took no
modules
Associates that took
6 or more modules sold
123% more than those
associates that took no
modules
5. 5
Engaged sales associates not only sell more overall
but they sell more of your brand.
For sales associates that
engaged with one module
for that brand, brand sales
were 87% higher
compared to those that
didn’t engage at all.
6. 6
The more sales associates engaged with
Experticity, the better their performance on the sales
floor.
Training does impact performance
For each additional module an
associate takes, their sales increase by
1.6% after taking the module
And increased performance means
they are building better brand
advocates on your behalf
Associates that passed at least a typical
brand course of three modules sold
more AFTER completing the
modules than before
9.5%
7. 7
Getting associates to engage with your brand is one of
the most effective tools for increasing sell-through.
For each brand module an
associate completed, sales of that
brand increase by 2-4% afterward
The more they know about your
brand, the more helpful expertise
they can share with customers
Helps you know where to allocate
budget
8. How can you use this data to improve your business?
8
How do I know which associates are most engaged throughout my retail
distribution network?
What engagement information should I be reviewing on a regular basis?
Who is highly engaged in my category but not with my brand?
Which retailers are most engaged with my brand’s education efforts?
9. Let’s put the power of
helpful expertise to work
for your brand.
www.experticity.com
10. Bio: Marshall Fisher
10
UPS Professor of Operations and Information
Management
Wharton School of the University of
Pennsylvania
Co-director of the Fishman-Davidson Center
for Service and Operations Management
Published multiple times on inventory and
supply chain management including his book
“The New Science of Retailing”
Earned several awards for his distinguished
service in operations and management
sciences
Editor's Notes
Commissioned a study lead by Marshall Fisher, PhD (Wharton), assisted by Santiago Gallino, PhD (Tuck) and SergueiNetessine (INSEAD)Analyzed data from three retail partnersData covers the period July 2011 through June 2013 for more than 63,500 employees at 330 storesCompared point-of-sale data to sales associates’ engagement withthe Experticity platform on the categories and brands they sell
Retail data has its share of variability, but we used a leading academic team to help normalize a long list of variables. A few examples:• Employees’ total hours worked• Percentage of hours worked during key timeframes• Dollars and units sold by brand and month• In-stock rates by brand, month and storeeach week• Modules completed by employee per brandand month• We also considered things like employee tenure,the number of sales associates on the sales floorsimultaneously, seasonality and much more
[correlation]
[correlation]
[causation]
[causation]
https://opimweb.wharton.upenn.edu/profile/29/awardsMarshall Fisher is the UPS Professor of Operations and Information Management at the Wharton School of the University of Pennsylvania and co-director of the Fishman-Davidson Center for Service and Operations Management. He holds an SB degree in electrical engineering, an MBA and a PhD in operations research, all from MIT. Dr. Fisher joined the faculty of the Wharton School in 1975. Prior to that was a systems engineer in the Boston Manufacturing and Distribution Sales office of IBM and on the faculty of the University of Chicago Graduate School of Business. He has also held visiting positions in the Department of Operations Research of Cornell University, the Graduate School of Management, Delft, The Netherlands, Shanghai Jiao Tong University and Harvard Business School. He served as president of the Institute of Management Science during 1988-89 and as departmental editor of Management Science from 1979 to 1983. Dr. Fisher’s research during his 35 year career has focused on supply chain management, with a varying emphasis that has included private truck fleet scheduling, supply chain management for hard to predict fashion products and a scientific approach to retail buying. Dr. Fisher has been a consultant to many Fortune 500 companies, including Ahold, Air Products and Chemicals, BMG, Campbell Soup, Dupont, Exxon, Frito Lay, General Motors, IBM, Motorola, Nokia, Scott Paper and Spiegel, Inc., to name a few. In 1981, he co-founded Distribution Analysis, Research and Technology, Inc., a company that provided private truck fleet optimization software based on his research to major clients such as Frito Lay, Exxon and Anheuser Busch. He served as chairman of the board of directors of this company until its merger with Manugistics Inc. in 1990. Dr. Fisher is a co-founder and Chairman of 4R Systems, Inc., a company that provides supply chain planning software to retailers of short lifecycle products. His research has been recognized by numerous awards, including the 1977 Lanchester prize for the best paper in operations research in that year, the 1983 Edelman Prize from the Institute of Management Science for the best application of management science in that year, the E. Grosvenor Plowman Award from the Council of Logistics Management for contributions to logistics, the 1995, 1996, 1997, 1998 and 1999 Wharton School MBA Core Curriculum Cluster Award for teaching excellence, the 2006 Philip McCord Morse Lectureship and the 2007 George E. Kimball Medal, in recognition of distinguished service to the profession of operations research and the management sciences. He is a member of the National Academy of Engineering and a Fellow of the Institute for Operations Research and the Management Sciences, the Production and Operations Management Society, and the Manufacturing and Service Operations Management Society. In 2004, his paper "The Lagrangian Relaxation Method for Solving Integer Programming Problems" published in Management Science in 1981 was voted by the membership of the Institute for Operations Research and Management Science as one of the ten most influential papers published in Management Science during its 50 year history.