Tagged 'Sales'

The 7 Tips to Building Relationships, Not Barriers.

Posted by Daniel Alvarez on October 17th, 2013 at 10:00 am

In a sales-driven world, it can be hard to remember that the majority of salespersons are not the run-of-the-mill wheeling and dealing sharks you may have heard of. In fact, the best salespersons are the complete opposite. They have mastered what the stereotypical salespeople have not: listening. Yes, you read that right- listening is the cornerstone to building a business relationship. Hell, it’s probably the foundation for any type of relationship but I’ll leave that for a future post.
Sales drive businesses to improve their offerings, it’s what create competition between companies and it’s the reason the majority of us have a job. Because at the end of the day, somewhere down the pipeline, someone is making a sale. And the creative space is no different.
In our space, creating lasting relationships with clients and potential clients is of utmost importance. The main reason being we’re not in a transactional environment, we rely on ongoing business dealings with the same client rather than a turn and burn approach. In addition, our sales cycle is much longer; we have many meetings prior to the start of a project and finally, sell through education. As you educate your client, you’ll become a resource, an... Read more

Are You Venturing Outside Your Skill Set?

Posted by Dan Nuckolls on July 6th, 2013 at 10:04 am

When planning your next marketing video, determine what is best for the situation. Also determine if you can do it in-house or whether you should bring in a video production team.
Defining your PURPOSE is the first step in ANY project, and in video, it allows participants to have the end-goal in their heads. Leadership Author, Steven Covey wrote, “Begin with the end in mind.”
An iPhone is great in the hands of someone who knows production, lighting, sound, pacing, directing, storytelling, etc. But, just turning on a phone and recording from the built-in mic can be detrimental. It's not about the tools; it's how you use them. A poorly produced video, in business, can actually work against you and damage your image.
If you are capturing testimonials, a raw iPhone recording “might” work in a specific scenario, but if you are trying to represent the image of you or your company, it's wise to get assistance from someone who makes engaging videos for a living. After all, a poorly produced video might get out there, but will it impress anyone, or better yet, will it ENGAGE anyone? Getting people to watch is great, but if they don’t take ACTION, you are... Read more

'Best of Show' B2B – A Summit Int'l Creative Award Winner (Case Study Video)

Posted by Rick Mathieson on May 29th, 2013 at 12:29 pm

You've never seen B2B marketing quite like this before.
This initiative just won "Best of Show" for best integrated campaign at the Summit International Creative Awards.
How are you using B2C approaches in your B2B marketing? Share your stories here!

The Click Means Nothing

Posted by Rob Gatto on May 28th, 2013 at 2:33 pm

In a marketer’s world today, click through rate (CTR) is one of most commonly used metrics to determine the success of an ad campaign. The dirty little secret though, is that the click means nothing. As recent as this month on Facebook’s Q1 Quarterly Earnings call, CMO Sheryl Sandberg commented on the need to look beyond clicks. "Our focus for Atlas is on impression-based ads. Historically, a lot of online ads have been based on the last click. As people have begun to look more holistically at all the ad spending they're doing, what they find is that it's all the impressions that lead up to the last click that matter.”
Savvy marketers are realizing that to get “real” results of their ad campaigns, they must identify other KPI’s that matter depending on their campaign goals – brand awareness, retargeting, direct response sales or website traffic. The standard for measurement has changed so dramatically now that marketers are able to leverage insights from all of their data, they have come to realize that all campaigns must be tied to the right KPI.
This concept requires marketers to look at the quality of the “measurement” they are doing, looking across the entire sales... Read more

Is Your Lead Generation Off-Target?

Posted by Tony Zambito on May 13th, 2013 at 12:03 pm

Marketo wants to talk revenue cycle and lead nurturing #marketotour (Photo credit: servantofchaos)
A problem facing organizations today is generating more leads.  Making this issue even more challenging is changes in buying behavior.  Depending on which study to reference, buyers are performing different activities for up to 70% of their buying evaluation before sales intervention.
A recent report by the Aberdeen Group on sales performance shows there is a fair degree of dissatisfaction among sales leaders.  56% saying they were not seeing sufficient growth in top line revenue.  Nearly 30% expressed dissatisfaction with lead conversion to sales.  A recent CSO Insights report indicated that only 20% of organizations understood their buyer’s buying process.  These two perspectives combined point to one of the key issues – targeting the wrong buyer.
Looking back on over 12 years of qualitative buyer research and buyer persona development work, I found in 6 out of every 10 organization– a different buyer was identified than the organization had been targeting!  If you are off-target with the buyer – you will be off-target on your demand generation and lead generation.
Getting On Target
Marketing and sales leaders today are looking to increase their percentage of being on target when it comes to lead generation.  There... Read more