2423 Posts Found

A fruitful relationship starts with asking the right – and sometimes difficult – questions.

Content: Article | Author: Christoph Senn | Source: INSEAD Knowledge | Subject: Marketing / Sales

Your brand needs a style guide to ensure that everyone who posts on your social media platforms speaks in one voice and tone. A social media style guide will help ensure your audiences recognize your brand, regardless of the social media platform they go to. It also helps ensure brand recall, which may, in turn, translate into conversions.

But how do you create a social media … [ Read more ]

Content: Article | Author: David Pagotto | Source: MarketingProfs | Subject: Marketing / Sales

Martech stacks provide the tools organizations need to determine marketing success at every potential touchpoint.

A well-built stack increases marketing effectiveness and generates tangible value. A convoluted stack increases complexity. But what makes martech stack creation so difficult is that so many solutions are available and no one tool or platform can handle every marketer’s need.

The key is knowing what other marketing functions can be digitized … [ Read more ]

Content: Article | Author: Ritu Kapoor | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales

Great content creates brand awareness and brand visibility; plus, it grows a loyal audience that knows and likes your brand. Ultimately, it can help you increase sales. Here are 15 tips for approaching content writing.

Content: Article | Author: Liudmila Klimusheuskaja | Source: MarketingProfs | Subject: Marketing / Sales

As a marketer, you absolutely have to be able to show that you’re generating ROI. Your stakeholders deserve to know whether and how their investment will help grow their business.

Measuring ROI is simultaneously the easiest and most difficult task for most marketers. And it really comes down to two reasons.

Content: Article | Sources: ChannelMix, MarketingProfs | Subject: Marketing / Sales

Audience analysis is the assessment and identification of interests, attitudes, preferences, behaviors, demographics, needs, and other data points of a particular group. In a business setting, audience analysis allows businesses to understand current and potential customers.

Here’s how to conduct audience analysis effectively.

Content: Article | Author: Carlos Serra | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

Here are the most important considerations in online community strategy distilled into a quick reference visual – the Periodic Table of Community Strategy.

The table is structured around 10 categories: community strategy, community types, community management techniques, social media platforms, community platforms, community goals, community management roles, community membership roles, community governance, community checklists, and community member motivations.

Content: Article | Author: Michelle Goodall | Source: Guild | Subjects: IT / Technology / E-Business, Marketing / Sales

Arielle Jackson has helped shape hundreds of startup brands. “Working with hundreds of brands has cemented the importance of focusing on the fundamentals of your purpose, positioning, and personality early on. These are the essential elements of a brand strategy. When you get this stuff right, everything flows from there. You don’t get distracted by the competition. Your website writes itself. Your messaging breaks through … [ Read more ]

Content: Article | Author: Arielle Jackson | Source: First Round Review | Subjects: Entrepreneurship, Marketing / Sales

“Why would a customer not want this?” is often a far more interesting question than why they would. When you’re working on a product idea, there’s a thesis for why you believe you’re right and it’s really easy to constantly confirmation bias yourself into believing it’s the optimal decision. But once you can also find the counterpoint, the scenario where you’re wrong, you can start … [ Read more ]

Content: Quotation | Author: Rick Song | Source: First Round Review | Subjects: Customer Related, Marketing / Sales

For capturing and retaining customers, the importance of a successful email marketing strategy is paramount. In fact, 81% of small and midsize businesses (SMBs) rely on email marketing as their primary customer acquisition channel, and 80% for customer retention.

But to make the most out of your email marketing goals, you need to align them with those of your business. How can you do that, and … [ Read more ]

Content: Article | Author: Jo Bell | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales

Language/market fit is the most under-appreciated concept for early-stage startups. For starters, most founders are focused on finding product/market fit, zeroing in on the right set of features to match their prospects’ needs. Moreover, fine-tuning language seems like “marketing,” which is usually seen as a later priority, not step zero. Lastly, people also don’t tend to like going out of their comfort zone — and … [ Read more ]

Content: Article | Author: Matt Lerner | Source: First Round Review | Subjects: Entrepreneurship, Marketing / Sales

Brand building’s measurement problem has obscured its importance. As a result, many CMOs shift too much of their marketing spend toward the easy-to-justify capture of customers at the bottom of the funnel at the expense of the less tangible generation of customer demand and attention at the top. This skew toward bottom-of-the-funnel campaigns has significant implications for long-term value. […] To redress this imbalance, leading … [ Read more ]

Content: Quotation | Authors: Jacob Ader, Julien Boudet, Kelsey Robinson, Marc Brodherson | Source: McKinsey Quarterly | Subject: Marketing / Sales

In recent years, it’s become fashionable for marketers to describe themselves as “storytellers” for their brand. But many brand narratives are deadly dull. That’s because they lack the one element that every good writer uses: conflict.

Content: Article | Author: Andy Nairn | Source: MarketingProfs | Subjects: Brand, Marketing / Sales

Thought leadership is not a new topic. In fact, the term was coined by Joel Kurtzman back in 1994.

In the two-and-a-half decades since, we’ve seen the rise of YouTube experts, Instagram influencers, and the Kardashians.

But are all of those people thought leaders? Are any of them thought leaders?

To answer the same questions about yourself or the people you’re trying to build into thought leaders on … [ Read more ]

Content: Article | Author: Ashley Faus | Source: MarketingProfs | Subjects: Marketing / Sales, Personal Development

Marketing teams need to be agile and lean to bring the most value possible to the wider organization, so they don’t have time to track metrics that don’t bring value. Here are a few examples of marketing metrics that are ready to be retired, and suggestions for better metrics to replace them.

Content: Article | Author: Carey Straetz | Source: MarketingProfs | Subject: Marketing / Sales

When done the right way, customer engagement can turn into a lucrative opportunity.

Content: Article | Authors: Christoph Senn, Noel Capon | Source: INSEAD Knowledge | Subjects: Customer Related, Marketing / Sales

Stepping back to understand deeper context and underlying motivation is important because people are notoriously bad at predicting what they want.

Content: Quotation | Author: Sunita Mohanty | Source: First Round Review | Subjects: Market Research, Marketing / Sales

Email automation was sent from Marketing Heaven. Without it, drip campaigns and email sequencing would be nigh impossible, no matter what you are trying to achieve with it. Whether you’re a marketer, a lead-nurturer, or a sales pitcher, you know the value of email automation.

However, you can have too much of a good thing. In your quest for an easier working day, the steady drip-drip-drip … [ Read more ]

Content: Article | Author: George Rowlands | Source: MarketingProfs | Subjects: Customer Related, IT / Technology / E-Business, Marketing / Sales

Just because somebody is willing to take something rudimentary from you for free is not proof you have a customer. But when someone commits financially—even at a major discount—that person is serious. And he or she is going to evaluate your product or service much more critically. That’s the kind of feedback you need.

You can also try to get upfront sales, though that’s a … [ Read more ]

Content: Quotation | Author: Craig Wortmann | Source: Inc. Magazine | Subjects: Entrepreneurship, Marketing / Sales

You will do market research, but that comes later. Before trying to figure out how big your market is, you need to know that people have accepted and will continue to accept the gist of your value proposition. Otherwise, you’ll be piling assumption on top of assumption.

Content: Quotation | Author: Randy Komisar | Source: Inc. Magazine | Subjects: Entrepreneurship, Market Research, Marketing / Sales