Tagged 'Sales'

When Words Don't Work from the Customer Perspective

Posted by Jeannie Walters on December 2nd, 2014 at 5:30 am

I've been in lots of meetings, particularly regarding digital user interface designs, when the term "accessibility" is tossed around. We know, for the most part, how we *should* make things "accessible" for the greater population, but we don't always know how.
It's easy, when we look at the world through our very own lens, to think our way will work for all. But there are so many ways to make things better for those who otherwise may not be able to access the information and tools available.
Whose lens are you looking through?
Customer experience is, overall, an exercise in challenging the lens you have. Playing the role of the sales director or the ecommerce lead or even the head of human resources means we use that lens to view the world. Our role in business is to accomplish something - higher conversions, better engagement, increased revenue, lower turnover, etc.
Our customer approaches their experience with us in a totally different way. The customer wants to accomplish something, too, but often it has nothing to do with the goals the leaders of an organization have. Our customer needs guidance. Our customer seeks better understanding of how to use the tools we sold them. Our customer... Read more

Startup Marketing Conference: Running A Marketing Organization That Supports Sales At All Levels

Posted by Kent Lewis on October 23rd, 2014 at 4:51 pm

For the mid-afternoon expert panel session at Startup Marketing Conference, an esteemed group of marketers and technologists discussed how to manage a marketing organization that supports sales at all sizes of business. Panelists included:

Adam Metz, VP BD, Pandadoc (host)
Mike Berger, Director of Product Marketing @ Marketo (SMB)
Mikita Mikado, CEO, Quote Roller (startups)
Martyn Crew, Founder and CEO, Bootstrap Marketing (enterprise)

The first question related to each of the panelists first marketing objective and how they each nailed it. Mikado’s objective was signups and it took him three months to gain 4,000 users, but very few converted to paying customers. Crew’s enterprise background meant marketing supported sales and the key objective was deal flow. Berger’s primary objectives related to fueling the demand generation engine, putting in a system of measurement that correlated with business outcomes and creating a compelling story that differentiated the brand (messaging and positioning).
The next question: In the last five years, what was the single worst investment you made in marketing? Crew stepped up and led with general feedback from clients who were asked that question and the answer was universally “feel good” marketing campaigns (colors, fonts, and other fun stuff). Mikado’s thought was on hiring talent you don’t need... Read more

The Value of Sales Experience in Marketing

Posted by Benjamin Taylor on August 20th, 2014 at 9:28 am

Simple but important skills like preventing an audio meltdown on a call, knowing how to make strangers comfortable, when to call and when to e-mail, helping your target influencers by using your own network to accrue favors, and building/maintaining that network of influencers for the future, are all things that a good sales representative will know how to do, and that a regular marketer will not.

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

'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!