Events tend to make up a large portion of marketing spend – after all, they’re a quick and efficient way to get face time with a large audience in a short period of time. What’s more, in the eyes of traditional demand gen, it was easy to measure. Booth scans and business cards generally indicated success or failure.However, in an Account Based Marketing world, quality matters more than quantity, and booth scans are no longer enough. To get the most ROI out of your events, drive more qualified prospects, and support account based approach you must change your strategy.In this post, we’ll cover how your ABM team can be most effective before, during, and after events. We’ll share event strategies that ensure greater pipeline, shorter sales cycles and ultimately, more for your bottom line.P
Marketing an eCommerce store can be a task even the best marketers find challenging. After all, with such a competitive field, it can be tough not only to get ahead, but continue to thrive in the long-term. However, with a little bit of knowledge about effective strategy, your store will start shining (and gaining lasting momentum) in no time.Social ProofPerhaps one of the oldest and most effective means of marketing your eCommerce store, social proof is the practice of utilizing other’s testimonials to promote your brand. This can be found in a number of different places, from a celebrity endorsement to a customer leaving a positive review on your website. Regardless of the source, as long as people are speaking positively about your business, this is a wise strategy to employ; as note
Most business owners will plan their operations budget for the year with confidence, but when it comes to the marketing budget and planning, there tends to be some confusion. Erica Delsignore, founder of dailyleadcampaign.com, helped make everything more clear.1. Planning – Take more time in the beginning to plan and then take time each week to review your results and tweak your plan to keep improving your results.2. Blogging– However often you blog, make sure you do it consistently and at the same day and time. I like to do this 3 days a week, in the middle of the week, and at noon eastern.3. Video emails – As with the blogging, do this consistently. If you send one email a week, do it on the same day and time. I have heard some people do a daily email. Do what you know you can do, you
In this video, Entrepreneur Network partner Greg Rollett breaks down the two most important words to his business -- constancy and consistency. You might not necessarily think of these as positives in marketing or in business. No one wants to be bombarded a million times a day with the same rote messages and advertisements. But, Rollett's strategy is based around consistent action and adding value to his clients and prospects.So, rather than fill up someone's inbox with too many emails, all trying to sell something generic, Rollett might prefer to make a phone call and speak directly with a client, just to let them know that he is thinking of them.Click play to learn more strategies.Related: One Easy Way to Create Great Content That You're Not UtilizingEntrepreneur Networ...
Early last year, the world’s biggest soft drink company, Coca-Cola scrapped its global CMO (Chief Marketing Officer) role within its ranks in one of the most significant waves of corporate restructuring in recent history. In its place, the beverage company created a new role, the CGO (Chief Growth Officer), in line with the company’s new growth and consumer-oriented strategy. Coca-Cola isn’t the only big brand trying to survive in a world that is continually being disrupted by advances in tech. Brands like Colgate Palmolive and many others in the FMCG sector have found themselves grappling with the realities of digital marketing and the ever-growing number of new platforms for interacting with consumers. For many B2C companies that were operational about two decades ago, marketing budge
in-house marketing staff would be.It’s more cost effective to hire freelancers, interns, or even an external agency. While a high-value in-house staff might seem like it gives you the best chance of making yourself recognizable, it might just as easily bankrupt you, too.© bagotaj - Fotolia.comYou’ll make many mistakes when you start a business—don't let your marketing strategy be one of them.2. Neglecting to have a websiteIn this day and age, you must have a website. Most consumers are going to search for your products and services through a search engine before they ever communicate with you directly.If you don’t have a website, you may lose a potential client to a competitor who does. On top of that, a website can be a direct line of communication between you and a potential customer.
‘Bitcoin accepted’: the cure-all for an impossible listing?An agent in Delaware is betting on crypto to get the job done January 27, 2018 11:58AM(Credit: BTC Keychain/Flickr, back; Ryan Hyde/Flickr, front)Wondering how to attract international buyers or get eyes on an off-beat listing? Agent Michael A. Kelczewski is betting on Bitcoin to draw them in.Kelczewski, an agent with Brandywine Fine Properties Sotheby’s International Realty, is handling a $1.75 million listing of more than 4-acre estate in Newark, Delaware and telling potential buyers they can pay in the cryptocurrency, according to the New York Post. “It’s not easy to purchases houses internationally,” he told local publication, The News Journal of Wilmington. “This is increasing its marketability.”According to Kelczewski, the
Credit: Lehigh Valley Health NetworkAs providers use analytics to drive population health, so are marketing departments taking advantage of data and social media to target new consumers. Lehigh Valley Health Network in Pennsylvania, for instance, is netting an increase in appointments from consumers who have commercial insurance. An estimated 10,000 clicks on targeted Facebook and other social media ads have converted to 4,500 new consumers; 60 percent of these are commercially insured, according to Dan Lavelle, the administrator of Marketing at Lehigh Valley Health Network. "To me, that's the moneyball number," said John Marzano, Vice President Marketing and Public Affairs. "We kind of coined this 'healthcare marketing moneyball' after what Billy Beane did in baseball." "'Moneyball' is...
There has been an increased focus on content marketing as part of a digital strategy over the last few years. 2018 will be the year that more brands will realize the potential of branded content and how this can lead to a successful marketing strategy.As content becomes a greater priority, there are also growing challenges on how to stand out with your content as a brand. The best way to solve this problem is to keep up with the trends in order to adapt your content marketing strategy when needed.Here are five ways to make sure that your content marketing strategy won’t stall over the next twelve months.1. Using data-driven content marketingA closer focus on data can help you learn more about your audience. Your data can make your content marketing more effective by providing the right
Dr Byron Sharp: criticised Dunnhumby’s methodology for using data from a single retailer (Tesco)The Australian marketing science professor criticised Dunnhumby’s report – trailed in a Campaign column by its authors earlier this week – which suggested so-called "heavy" or loyal brand purchasers contribute more to total sales than is currently believed.The smaller the brand, Dunnhumby suggests, the more they are reliant on sales from heavy customers.The Dunnhumby findings are at odds with marketing theory outlined in Sharp’s famous book How Brands Grow. His marketing theory inverts the so-called "Pareto principle" because 80% of a brand’s customers only deliver 20% of a brand’s sales. According to Sharp, this ratio is more like 60/40 than 80/20 because the bottom 80%, in fact,