The document provides an agenda and overview for a Gulf Coast HUG event planning Sales and Marketing strategies for 2017 and beyond. It discusses the roles of marketing and sales in growth, how the traditional models are broken, and the power of aligning the two functions. Marketing is shifting from interruptive to helpful content focused on attracting customers. Sales processes also need to change from chasing quotas to understanding buyer needs. The document outlines steps to collaborate through shared language, setting service level agreements (SLAs) between teams, and utilizing tools like lead scoring, workflows and reporting.
How CPGs are Mastering Omnichannel GrowthDina Podnar
Multi-billion-dollar consumer packaged goods manufacturers have embraced the direct-to-consumer online movement. In an industry built on shelf space and traditional advertising, CPGs have had to shift their most foundational strategies. Rather than focusing on brick and mortar efforts, they have had to become experts at a new paradigm online. But in the past year, the efforts have continued to pay dividends.
In 2018 alone, direct-to-consumer sales grew 35%. This growth made it a nearly $60 billion industry in the U.S., according to Information Resources, Inc. Meanwhile, Amazon’s marketing-driven landscape is making it easier than ever for online-only brands to become best sellers.
In this webinar, join Marketplace Strategy’s Co-Founder and CEO Drew Kraemer, who dives into tactics that CPGs should deploy to maintain brand integrity and traditional shelf space.
Rex Briggs at JD Power and Associate Automotive Internet RoundtableKelly Automotive
The document discusses best practices for measuring integrated marketing communication (IMC) and return on marketing objectives (ROMO). It presents a case study analyzing the marketing of the Chrysler Sebring using ROMO methodology. The analysis found magazine advertising was most effective at increasing brand familiarity and recommended reallocating funds from television and online to magazines. The optimized plan was estimated to increase impact by 166% with the same budget.
Delivering on the Promise of Customer-Centricity and PersonalizationPrecima
At Retail's BIG Show Graeme McVie, GM of Precima, Nikki Baird, Managing Partner for RSR, and Chuck Sample, VP Insights & Analytics of US Foods discuss trends impacting pricing and personalization, and share how US Foods successfully realized the promise of personalization across pricing and merchandising.
Marketing automation for everyone - Mediarun Festival in Warsaw, PolandMichael Leander
The document discusses marketing automation and how to get management buy-in for it. It recommends starting simply by focusing on low hanging fruit like re-engaging inactive email subscribers. To gain support, marketers should measure success based on customer-centric metrics like share of heart, wallet, and influence. Personalization is key, such as understanding customers' purchase journeys and addressing their needs and questions in a tailored way across channels. The goal is to anticipate customer needs and provide timely, differentiated communication through understanding their preferences.
The advent of innovative channels and technologies have created a new breed of customers with a fresh set of expectations, causing the need for organizations to revamp and reasses their approaches toward customer management in order to keep up.
GMS is a sales and marketing organization that specializes in representing travel brands and destinations in Latin America. It provides integrated solutions including sales representation, marketing, public relations, and strategy development. GMS has offices in Mexico, Argentina, Chile, Colombia, and the US, and represents clients such as Avis, Budget, Sandals Resorts, and Carnival Cruise Lines. It takes a comprehensive approach to achieve maximum ROI for clients.
Getting your Why factor right is crucial to sales successSalesRehab Pty Ltd
Simon Sinek puts it well... Most people sell like this.. they tell you what they do, how they do it and never get to Why.... Those that sell with Why first as the great successes...
This document summarizes key points from the book "Results-Driven Marketing: A Guide to Growth and Profits" which advocates for a more rigorous, data-driven approach to marketing. It notes that traditional marketing approaches are often inefficient and do not reliably generate returns. The document argues that marketing must embrace quantitative analysis and metrics like ROI to optimize spending and prove its value. It provides several examples of industries like CPG, automotive and financial services that would benefit from making marketing more disciplined and focused on measurable outcomes.
Utilizing Amazon in Your Larger Brand Strategy: Advanced Content PlanningTinuiti
Often as marketers we think of each channel agnostically, however, in today's world, it’s more important now than ever to activate each channel with a cohesive Brand message. During this session Leo and Aj will talk through actionable tips Brand Owners can take advantage of to elevate their brand strategy by leveraging Amazon.
On Target 2015 is the Go-To Conference for B2B Sales & Marketing. On Target 2015 Stockholm is a one day event held by thought leaders on how to accelerate growth for companies with long and complex sales cycles, many stakeholders and high order values.
The power of smarketing 2014 - Class #9 HubSpot Inbound Academy CertificationSorin Magureanu
Smarketing is the alignment of sales and marketing teams around shared goals and personas. This document outlines five steps to integrate smarketing: 1) speak the same language by defining terms like leads and personas, 2) set up closed-loop reporting to share data between teams, 3) implement a service level agreement outlining each team's commitments, 4) maintain open communication through regular meetings and updates, and 5) rely on shared data dashboards to monitor progress and make adjustments. Strong smarketing integration can lead to 20% greater annual revenue growth.
87% of the terms sales and marketing teams use to describe each other are negative. Not only does that make for a negative work experience, it means you miss out on significant revenue growth. Learn how to align your marketing and sales departments by goal and by persona - get on the same team!
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
This is the presentation from our Exclusive Sydney CBD Event 7:30am August 24th 2017 as Industry Leaders shared their insights and thoughts on how to achieve scale and success with Social.
Todays top performing companies compete based on customer experience. Todays customers want a SMARTER customer service experience through their social channel of choice — one that is both FAST and PERSONAL. In fact, 64% of customers expect companies to respond and interact with them in real-time or they will take their business elsewhere.
What was covered?
* Social Customer Service & Crisis Management - How to offer a ubiquitous and robust service experience across social
* Social Listening - How to drive strategic decisions across your business based on customer and competitive insights
* Social Leads - How to generate Social leads for your sales team to nurture
* Command Centre - How to drive change and awareness within an organisation by making your internal stakeholders aware of everything that's happening on Social, Email, Web, Ads, Journeys and through Sales Leaderboards
At this exclusive event we learned how major brands are able to listen to their customers at scale, control communications in a crisis, and engage with their customers with personal service, in an instant... creating advocacy in this culture of immediacy.
Agenda:
* 7:30am Registration and Networking
* 8:00am Opening Remarks
* 8:05am Presentation: Adam Brown
* 8:45am Panel Discussion
* 9:05am Closing Remarks
* 9:15am Networking
Presenter
Adam Brown is Executive Strategist for Salesforce Marketing Cloud. He and his team deliver integrated social marketing strategy to customers and work with product teams to develop the best marketing products and solutions in the industry. Before joining Salesforce in May of 2013, Adam was Executive Director of Social Media at Dell, where he led the company’s consumer strategy around social media marketing, engagement and social commerce initiatives. Adam joined Dell in 2010 after spending four years creating and leading the Office of Digital & Social Media at The Coca-Cola Company.
In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
LeadMD's How to Navigate the Nurture Apocalypse [Infographic]LeadMD
Are you going after the wrong brains? In a world where more than 79% of "qualified" leads don't convert to sales, it's important now than ever to make sure you have the right path in place to navigate through the trenches of the zombie nurture apocalypse. Here's your guide for the conversion outbreak!
The marketer’s world is becoming increasingly complex. Marketers need to engage across multiple channels while ensuring consistency, continually updating tactics and plans, and executing campaigns in an effort to counter increasingly fickle customer loyalties and shorter attention spans.
More and more marketers now rely on marketing automation to manage their increasingly complex marketing campaigns. In fact, according to BtoB Magazine’s study, 46% of B2B marketers are currently using marketing automation. However, not all platforms or philosophies are equal.
In this presentation, you will learn:
- How marketing automation has evolved
- How to apply the concept of marketing automation to the customer journey
- The difference between lifecycle marketing and marketing automation
- How to increase engagement by increasing activity (social, email, landing pages, etc.)
- Why lifecycle marketing is the key to sustainable success
In addition, gain a better understanding of the required fundamentals to ensuring your marketing automation program is focused on the right things and is on the path to success.
Most B2B organizations have small content marketing teams, with over half having just one person or no dedicated team. Content creation is the activity most commonly outsourced. While goals focus on top-of-funnel awareness, more organizations report using content marketing successfully for deeper goals like nurturing and revenue generation compared to past years. Analytics tools and email software are the most used technologies. Documented strategies are becoming more prevalent and correlate with success.
The document discusses global channel management and distribution strategies. It provides details on Coca-Cola's franchise model, where they own trademarks and develop brands globally but rely on local bottlers for production and distribution. This allows Coca-Cola to leverage global brands while remaining locally focused. The franchise model also avoids costs associated with manufacturing, storage, and distribution for Coca-Cola.
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
Account based marketing: from strategy and plans to execution and insightsEngagio
It’s time to go beyond the buzz of Account-Based Marketing and put the strategy to work. However, even some of the smartest and most sophisticated companies are struggling to align their organization and get started with ABM. It doesn’t have to be hard. In fact, it’s easier than you think. Join Engagio and Demandbase, to hear how the marketing leadership from each team has built a world-class ABM program from the ground up. You’ll discover who the key players are that you'll need for your ABM Tiger Team, critical factors for selecting the accounts most likely to close, and how to find the buyers and key influencers to cut sales cycles times in half. You'll also learn how to capitalize on anonymous buying behavior, and the biggest secrets to launching your ABM program.
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
The document discusses the transition of marketing from a product-focused approach to a customer-focused approach. It outlines how marketing has evolved over time from focusing on the traditional 4Ps of product, price, place, and promotion to now focusing on building customer relationships through integrated marketing communications, brands, and measuring financial returns. The new approach involves managing marketing as a profit center rather than just a cost center by measuring how it contributes to business goals like increasing and stabilizing cash flows through loyal customers.
Integrated Marketing
Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.
* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
This document provides an overview of Business Guide and the services it offers to help companies improve their marketing strategies and customer experiences. Business Guide uses primary research, analytics, and modeling to help clients develop optimal marketing strategies, build stronger brands, improve products and advertising, and enhance customer loyalty. The goal is to help companies build sustainable business models for the 21st century. Services include marketing, events, photography/videography, mystery shopping, social media, and more.
The document discusses the importance of smarketing, which is the alignment of sales and marketing teams. It notes that 87% of terms used to describe each other are negative. Smarketing is critical for inbound success and can result in 20% annual revenue growth. It involves both teams having shared goals, compensation, communication around customer personas, and visibility into each other's goals. The marketing pipeline should be tied to sales quotas. This ensures both teams are working towards the same objectives.
New Commerce Conference: Charting a Course to Success with Your Retail Media ...Catalyst
This document summarizes a presentation on charting a course for success with retail media partners. The presentation recommends three steps: 1) Collaborate early with retailers to unlock opportunities like seasonal placements and build retail-specific content. 2) Inspire shoppers across the path to purchase by discovering possibilities and recommendations. 3) Unleash agency specialists to optimize results through collaboration, experimentation, organic visibility, and applying best media practices around structure, bidding and budgeting. The presentation emphasizes that retail media is easy to get started with and is more than just product listing ads, advising attendees to test and learn against benchmarks.
Long gone are the days when the marketing landscape encompassed only traditional, interruptive methods for engaging
with prospects. Today, leaders are shifting the marketing mix faster as inbound and digital continue to represent a huge
opportunity for driving demand. This recent study shows that global organizations—regardless of size—are integrating
more omni-channel and modern marketing techniques to help drive business forward.
Download this complimentary report to uncover the most challenging obstacles facing inbound marketing success and how SMB and enterprise marketers plan to overcome them in the year ahead. (Research conducted by Ascend2, in partnership with Marketing Advocate.)
Marketing automation is key to solving six common marketing challenges: 1) generating enough leads, 2) qualifying leads so sales time is spent effectively, 3) ensuring alignment between marketing and sales teams, 4) effectively nurturing leads over time, 5) measuring ROI and optimizing processes, and 6) managing complexity when marketing is distributed across teams. The presentation outlined frameworks for addressing each challenge through strategies like lead generation, lead scoring, sales-marketing integration, lead nurturing, automation analytics, and distributed marketing management using a DXP. It also provided examples of how to apply marketing automation to solve specific problems.
Aligning Sales, Marketing, and CS to Scale Revenue and Retention with Showpadsaastr
According to a study from SiriusDecisions, the majority of buyers (81%) today make purchase decisions based on buying experience, over product or price. To meet buyers’ high expectations and manage the challenging sales landscape, companies must involve their entire organization in maturing the sales process- including after prospects sign on the dotted line. This session will outline a practical approach to growing revenue and retention by aligning sales, marketing, and customer success.
Similar to Planning Your Company's Sales and Marketing for 2017 and Beyond (20)
This document provides an overview and agenda for Debbie Williams' 2017 Content Marketing Workshop. It begins with introductions of Debbie Williams and her background in content marketing. It then outlines the workshop agenda which includes discussions on content marketing strategy, buyer personas, editorial SEO, content ideas, content distribution, and a Q&A. It also includes exercises for participants to apply the concepts and pre-event and post-event surveys to understand participants' goals and takeaways. The overall goal is to help participants improve their content marketing efforts through strategic planning, creation of relevant content, and effective distribution.
This document summarizes key learnings from the INBOUND 2016 conference. The main takeaways were around conversion optimization testing to improve blog performance, the need for companies to incorporate more video and distribute content across multiple platforms like messaging apps, and using strategic speaking engagements and mapping the sales process with content to help prospects address pain points and feel safe to purchase. The document outlines action items around testing optimization strategies, exploring new content types and channels, and collaborating more closely on sales process mapping and content.
This document summarizes key details from the Inbound 2016 conference. It notes that the conference had over 19,000 attendees from 90 countries, 265 speakers, and 302 educational sessions. Topics covered included marketing, sales, inbound methodology, and more. The document discusses how attendees find some tools and tactics more useful than others to implement. It also emphasizes the value of checklists to standardize processes, reduce mistakes, and increase effectiveness based on examples like surgery instructions, maintenance checklists, and band set lists.
Andrea Stark of IMS Expert Services presents on using SEO in your content marketing strategy for the #GulfCoastHUG, a HubSpot User Group in Pensacola, Florida.
The document discusses a common theme at the INBOUND15 conference about the disconnect between marketing and sales in many organizations. Speakers like Brian Halligan and Marcus Sheridan talked about the lack of inbound buy-in across whole companies, which undermines inbound marketing results. For inbound marketing to be truly effective, it needs company-wide support beyond just the marketing department, with sales, executives, and all employees contributing to and sharing generated content and leads.
This document summarizes key takeaways from an INBOUND15 conference about creating compelling content. It discusses how content fuels inbound marketing strategies and provides tips for making content memorable by linking topics to what people already know and using varied formats. The document also stresses going "beyond good enough" by telling bigger, bolder stories that address audiences' challenges. Finally, it outlines expert blogging tips from Hubspot, such as focusing on long-term content rather than current events and relying on staff ideas to continually grow content.
Buyer Personas: Marketing in the Voice of your Buyers, Not Your CEOSPROUT Content
SPROUT Content Co-founder Debbie Williams discusses buyer personas and how they need to focus on the people who are researching your products and services, not the c-suite.
SPROUT Content recently hosted the first meetup for #GulfCoast HUG. HUGs are HubSpot User Groups, located across the world, for HubSpot users and Agency Partners and anyone interested in learning more about inbound marketing methodologies and tactics. Here's the presentation from the meeting: THE MARKETING MINDSHIFT – How To Grow your Business and Generate Leads through Content and Inbound Marketing.
No Business is Boring! How to Create Exciting Content for Unglamorous IndustriesSPROUT Content
This document discusses how to create exciting content for industries traditionally considered "boring" such as manufacturing, insurance, and IT. It recommends bringing your business "front stage" by opening the curtains and coming out from behind the scenes. It also suggests ditching "tech-lish" or business speak and instead using how real people communicate. The document provides a case study of how one company made their content more engaging and offers tips like blogging, breaking news, and being generous with sharing industry knowledge. The overall message is that any business can make their content compelling.
The Importance of Voice in Social Media Content StrategySPROUT Content
Many people jump into social media before thinking through what they want to say and why. Figuring out your voice is the first step toward creating a content strategy for your social media marketing.
The document provides tips for effective blogging. It recommends defining goals and audience to choose the right platform and tone. Ideas can come from experiences, questions, or trends. Posts should be 250 words with scannable short sentences and paragraphs that link to other valuable resources. An effective blog invites two-way conversation rather than seeing comments as uncontrollable criticism.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
You'll learn about proven systems and effective workflows to maintain a consistent and engaging social media strategy. Additionally, you'll gain actionable strategies and practical tactics to drive engagement, increase followers, and convert them into loyal customers.
Best Deaddiction Center to get Rid out of addiction
Shri Shuddhi Nasha Mukti kendra helps individual understand their addiction and provide medical treatment, therapy and counseling......
Digital marketing metrics every one must know in 2024Digital Scape
The "Digital Marketing Metrics" PDF by Digital Scape provides a detailed guide to essential metrics used in digital marketing. It explains the importance of metrics in tracking and optimizing marketing efforts, offering definitions, formulas, and examples for each metric. The document covers metrics such as Return on Ad Spend (ROAS), Customer Lifetime Value (CLV), Cost of Acquisition (COA), Click Through Rate (CTR), Conversion Rate (CVR), Cost Per Sale (CPS), Bounce Rate, and Lead Conversion Rate (LCR). The aim is to equip marketers with the knowledge needed to make data-driven decisions and enhance campaign performance.
Learn what is metrics, difference in metrics, different types of metrics and calculation.
Fundamentals of Brand Selling & Growth Strategy for Creative.pdfKwabena Oppon-Kusi
A guide to assist creatives into the world of marketing positioning and growth marketing. This was presented to a group of spoken word artists who asked the question...'how can I turn my creative skills or brand into a viable business?' The document seeks to bring creatives the knowledge of marketing and how they can leverage existing tools and opportunities to grow as brands and businesses. I recommend this for all creatives who would like to tap into the creative economy and become profitable
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaVikasYadav194549
Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.
Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
Full blog here - https://digitalmarketingphilippines.com/what-does-a-social-media-manager-do/
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
Lynzee Giamalva - Personal Brand Exploration Kitladylynzee
I have developed a brand identity kit for my personal brand for an assignment in the Digital Marketing Bachelors of Science Degree Program at Full Sail University.
Training devistation provides quality training in digital marketing.
ChatGPT
Digital marketing encompasses a wide range of online strategies and tactics designed to connect businesses with their target audiences, increase brand awareness, drive traffic, and ultimately generate leads and sales. Here’s a comprehensive description:
Digital marketing leverages various online channels and platforms such as search engines (Google, Bing), social media (Facebook, Instagram, LinkedIn), email, websites, and mobile apps to reach consumers. Unlike traditional marketing, which often relies on print ads, billboards, or TV commercials, digital marketing allows for precise targeting and measurement of campaigns in real time. also know about benefits of digital marketing
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Step-by-Step Guide to Social Media Advertising.pdfnivedhithas9
A Step-by-Step Guide to Social Media Advertising involves creating a strategic plan that includes identifying your target audience, choosing the right platforms, crafting engaging content, setting a budget, and analyzing performance metrics to optimize future campaigns. This approach ensures effective and efficient promotion of products or services on social media platforms.
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Rand Fishkin of Sparktoro broke the news about the Google API Leaks in May 2023. Mike King from iPullRank did what he does best—dissected everything from the leaks. How big was the leak? Around 2,600 pages of leaked internal documentation describing different components of Google's ranking systems and 14,000 attributes or features represented in the documentation.
Here’s why this is important
SEO has evolved dramatically over the last 27 years. Companies like Google have built entire businesses around search, and Google has become the unquestioned leader in search. All
this is starting to change—thanks to GenAI.
Ever since Google started building a search engine, it has shared best practices. But it has never revealed anything more—no algorithms or APIs. That changed recently with this leak.
This matters to you
This checklist matters to entrepreneurs, content creators, website owners, brand managers,
PR professionals, marketing analysts, and SEO professionals.
Understanding how the algorithm works today can help you maintain your competitive edge, optimize opportunities, mitigate risks due to these changes, and make informed decisions on your digital strategy.
This checklist is based on everything I learned from listening to two hour-long webinars Rand and Mike hosted recently.
In today's fast-paced business world, providing excellent client service is crucial for success. This report, "Client Service Management: Principles and Insights for Excellence," explores the basic principles and practical tips needed to manage client relationships effectively. Good client service goes beyond just solving problems; it’s about building strong, lasting relationships that keep clients happy and loyal. In this report, you will find clear explanations and real-life examples that will help you improve how you interact with and support your clients. Whether you’re experienced or new to client service, the insights here will guide you in delivering outstanding client experiences and service models
Happy learning
10. Dear Coach:
Next fall will your cross country team be wearing the
best shoe possible?
It will only if it is outfitted in TIGER- - the best brand
of flats in the world.
Two models are designed especially for cross
country:
1. TG-22 Road Running shoe- -built to take
punish-
ment. There is an extra sponge
cushion under the
ball of the foot.
2. TG-4 Marathon shoe- -lightest quality flat
made.
This is the shoe that finished 2-3-4-5-6- in the
Olympic marathon and 1-2-3-5-6 at the Boston
Marathon. Available in quantity for the first
time
in the United States in August 1965.
Jim Grelle has been working out in the marathon
shoe this spring and he
calls it “really great.”
Bill Bowerman at Oregon said, “If I tried to take the
(marathon) shoe
away from Kenny Moore or Wade Bell, I’d
have a fight on my hands.”
Each model sells for $7.95, TIGER is not only
better- -it’s less expensive,
As one runner said, “The only people who
will be left wearing German shoes will
be either uninformed or idiots.”
You are no longer uninformed.
Very truly yours,
Philip K. Knight
Good positioning
and social proof
Testimonials
Introspective
opening
14. 94%
skip TV
ads
94%
unsubscribe
from email
27%
direct mail
isn’t opened
BROKEN.
The old
marketing playbook is
50%
are on do
not call lists
Base: Varied bases, minimum 598 global consumers
Source: HubSpot Global Interruptive Ads Survey, Q4 2015 – Q1 2016.
15. Marketing has moved from a traditionally
interruptive playbook, to one focused on attraction
INTERRUPTIVE
SPAMMING
MARKETER-CENTRIC
HELPFUL
ATTRACTING
CUSTOMER CENTRIC
16. 54%
More leads are generated
by inbound tactics than
traditional
paid marketing.
3X
Companies are 3X as likely
to see higher ROI on
inbound marketing
campaigns.
20K
Is the average
companies save
per year by investing
in inbound marketing
vs. outbound.
17. 60%
Of a sales cycle is over -
before a buyer talks to your
salesperson
Source: Corporate Executive Board
18. CONTENT
CONTEXT
Get found be creating website
pages, blog articles, and social
media messages -- all optimized to
drive qualified leads to your site
Identify buyer needs and
personalize your marketing to
understand what content pulls
leads through sales funnel
Your customers begin their search online.
Reach them with personalized, relevant and helpful content
29. A legacy sales process is centered around the way salespeople sell, instead of
how people buy
30. The old
Sales playbook is
BROKEN.
Qualify and close a prospect ASAP
Using (purchased) demographic data
Applying brute force and generic messaging
Generic demos and case studies
31. The same old tactics just don’t
work. How have sales teams
responded?
50. SLA
Service Level Agreement
=
A contract between a
service provider and
the end user that
defines the level of
service expected from
the service provider.
59. PLANNING
SALES &
MARKETING5
Set up Sales SLA Reporting
1%
3%
3%
0.7%
7%
1%
2%
1%
5%
21 to 35 days
11 to 20 days
0 to 10 days
Sales Commitment
Jan Feb March
For a B2B marketer, you can break out growth as the following. Keeping this in mind, can you see how crucial marketing activities are to sales success & ultimately to moving the needle on growth? In today’s world you cannot build a world class remarkable business without a growth strategy that includes empowering & equipping marketers on your team to get the job done. This relationship between sales and marketing is the KEY to scale & predictable growth.
Business leaders today being tasked with producing high growth
The reality of today’s world is that strong marketing & sales alignment makes a material impact for businesses that harness it’s power.
First, let’s talk about how we got here in the first place. I’m going to take you back to 1965: Sonny & Cher release ‘I got you Babe,’ it’s the height of the Beatles Mania in America and Mary Poppins won 5 oscars. The internet didn’t exist… What was going on in marketing & sales? Newspapers, billboards, radio, and even direct mail ruled the scene.
Who has heard of Blue Ribbon Sports
This is a letter from a sporting goods company in Oregon to a high school running coach. Blue Ribbon sports. The note is written to a prospective buyer of shoes, which Blue Ribbon have a specialty in.
The marketing in this letter is pretty flawless:
[Introspective opening]
Capture readers attention
[Social Positioning]
Two famous marathon runners
[Testimonials]
Pretty great testimonial at the end
Amazing closing line – You are no longer uninformed
This letter was written by a guy named Phil Knight and Blue Ribbon sports was a small shoe company that would grow up to become Nike. This letter is a favorite of HubSpot’s. If you came to visit our office, you would see it written across a lot of our whiteboards.
It’s because Phil faced the same challenge that all of us marketers face, shrinking the pool of people who are uninformed about what our company does, the problem we solve, the need we address.
As modern marketers, however, the medium has changed by which we shrink that pool. Content creation, social media, email marketing, lead nurturing, even our websites are all examples of how we use inbound tactics to reduce the amount of uninformed people that exist. Like Phil we seek to target the right audience and educate them.
Does anyone know what Blue Ribbon Sports became? Just an 8 billion dollar company named Nike, and I would say, they got there largely by creating and distributing powerful content.
Today Nike is a $30 billion dollar company and I would say they got there largely by creating and distributing powerful content.
Nike was pioneers in their approach to marketing. Here for example, we have a “jogging” booklet. It was so powerful so valuable that it quite literally introduced the word “jogging” to America. This booklet didn’t specifically reference the Nike shoe ONCE. This is an incredibly powerful example of great content.
So, even back in 1965 content-focused tactics worked. And, of course, tactics like this paved the way for another word to be introduced decades later… INBOUND.
Now, let’s come back to 2017. The world is a very different place…
The tactics we have in our tool box have changed quite a bit since Phil’s days. We now have tools and methods at our disposal that would have made Phil Knight the marketer, who walked around track meets handing out letters, salivate. Social media marketing, blog, search, smart content, automation, and email. We have worls more leverage worlds more power than Phil and as a result we’re being asked to do more than just marketing.
When we think about reverse engineering that growth, these are the three most common issues that naturally affect growth.
In today’s world, buyers are getting really good at blocking marketers out.
Where marketers were previously engaged in an inherently interruptive playbook one that relied on cold calling, outbound interactions, spam, etc. We’ve shifted to a playbook that is more focused on attraction. Where we use channels like blogging, social media, etc. to create value for our potential buyers so they make the decision to engage with us.
Adopting inbound and focusing on these efforts can lead to enormous success.
Marketers have never been in so much control over their funnel. The fact that 60% of the sales cycle is over BEFORE a prospect talks to your salesperson proves the fact that marketers have a huge responsibility over the success of a company.
Remember that with 3.5 billion google searches a DAY online, your content that you create is an opportunity to get FOUND online by your target market searching for answers to their problems. Therefore, businesses need to think through how do I create content assets that provides value to my buyer persona and in turn provides value to my company by resulting in lead generation?
Trend lines for businesses that do Inbound is always the same.
The second main issue here is not having enough conversions
As a business we are always looking for more: more traffic, more leads, more customers, we never seem to be able to grow these metrics fast enough or big enough. When we think about our plan of attack often times we think of the entire crowd, the entire audience as one. One marketing experience for our entire audience …
The truth is that each of the prospective buyers we are targeting want to have their own experience and want their interaction with their brand to reflect their individuality in experience
So we’ve covered the first two challenges, now let’s address revenue.
So, we’ve covered the way that people need to be marketed to has changed and that’s great but that’s not the end of the buyer’s journey. At this point, the buyer still has all the power.
This likely isn’t news to any of you as we’re all modern *buyers*
But, a legacy sales process is centered around the way that people sell rather than the way that people buy.
But more of the same emails, calls, doesn’t equate to better results. You can’t just automate bad sales & marketing.
We’ve discussed how buyer’s do not want to feel like they are part of a crowd. They don’t want to be just another name on the list.
The real power in all of this is the power that you get from combining sales & marketing
Talk about why sales & marketing aren’t always aligned
I know what you’re thinking - all sales reps are Assholes, we’re money motivated, we only care about ourselves, we don’t listen, don’t follow rules, never wait for our turn to talk.
If you ask a sales rep what they are making money for, more often than not they won’t reply “because I love money.” Sales reps typically have a goal in mind, maybe they are saving up to buy a new condo, to provide for a family, to plan for their wedding. They have a greater purpose, for the community, for helping others, for providing for those who need it
As a sales rep, you might think marketers are sitting around all day doing arts & crafts. They’re just writing pretty words and copy, design and graphics, doing things without REAL bottom line metrics it seems disposable they’re giving out gold starts for good work AWESOME work amazing job great pitch you’re a rockstar.
But marketers are MUCH more than that.. We’re data scientists! We care deeply about the bottom line of the business ($$$) we just reverse engineer the machine to understand the metrics we need to hit in order to enable sales to hit their revenue targets!
When it comes down to it, we’re suffering from a really bad case of MISCOMMUNICATION and MISCONCEPTION about one another. We *think* isn’t on our side, that they don’t understand our goals and that they don’t see the business the same way don’t look a the business the same way as the other team.
This miscommunication can look a little bit like this…
Anyone ever hear a sales rep talk like this?
Blink once if anyone ever feel this way … or ever said something to this effect? It’s common that marketers feel like they’ve provided sales with a BUNCH of leads but that sales doesn’t work their way through those leads quickly enough to see the results they want.
The reality is that having strong marketing & sales alignment has a material impact for businesses that harness its power.
Source: Aberdeen group did some research
Companies that ignore this evolutionary necessity are hurting themselves.
4% may not seem like a lot but it becomes detrimental when your competitors ARE doing it and increasing their revenue by 20%. Essentially, taking money away from YOU.
So the question really becomes how do we align ourselves?
The answer is sales and marketing alignment. It’s both the sales and marketing teams working together and being happy about it.
So we’ve covered the first two challenges, now let’s address revenue.
More so than just talking often, having communication and a feedback loop we need to establish some definitions and some shared language.
A lot of salespeople complain about leads because there is no clear definition of what a lead is or they complain about quality of those leads
Most companies don’t even agree on what the word “lead” actually “means” is this a site visitor, an email address, someone who has expressed interest in speaking with your team?
All leads are not created equal so let’s define them
Visitors / Prospects: someone who has come to your site, still hasn’t given you any info/ convertd
Leads / Inquiries = they’ve filled out at least a short form name and email they exist in your database
MQLs: leads that are deemed worthy to hand off to sales = these people have raised their hand and taken some action (this you NEED to discuss with sales team) that deems them worthy of being handed off to sales - Marketing materials have qualified them as such
SAL or SQL: Sales has qualified these people are being worthy of having an actual conversation
Once we define those terms, we need to agree upon / make a commitment from both teams to each other.
There are plenty of companies where it only goes one way - marketing commits to drive x amount of leads but sales makes no commitment back.
Or, sales commits to sales leadership to follow up with leads in X amount of time without commitment of a certain quality of leads from marketing
The key here is there needs to be a bi-directional commitment where both parties have agreed upon things and had conversations
Once we define those terms, we need to agree upon / make a commitment from both teams to each other
There are penty of companies where it only goes one way … Marketing commits to drive X amount of leads, but sales makes no commitment back. Or sales commits to sales leadership to follow up with leads in X amount of time without a commitment of a certain quality of leads from marketing
The key is that it needs to be bi directional commitment where both parties have agreed upon things and have had conversations
Arrow changed to infinity loop
More importantly, though, this is NOT set it and forget it this is ongoing and evolving. Teams may decide on a certain number of leads to deliver or follow up on and then find the team has enough bandwidth for a higher commitment or that their buyers are becoming more educated and sales cycles is shorter so sales can follow up with more leads etc, etc.
Before sales or marketing makes any commitments to each other, leadership MUST dictate the copmanies revenue goals and from there determine the # of customers needed to generate the $$$.
I.e. $100k → 10 customers. Sales closes rate 50% → 20 leads
What will sales get to and when this is an agreement that benefits both sides - sales wins more deals if they follow up faster, marketing gets their leads worked
Based on the # of customers needed to close and the average lead to customer close rate, sales knows how many leads they need to generate
Now the question may be - are these just any leads we need to generate or leads of a certain quality?
$100k in revenue = 10 customers = how many leads do we need to hit that?
Biz goal → Sales Goal → Marketing Goal
Now that we’ve defined what the sales team needs to be responsible for, what the marketing team needs to be responsible for we need to set up some monthly tracking. I recommend monthly because it gives you a short timeframe to hold yourself accountable
This graph shows how long it took sales to follow up with leads
Remember that the goal here is to follow up with these leads ASAP so marketing has a right to ask what happened to the leads that didn’t get followed up with? How can we work together to ENABLE sales to follow up as fast and efficiently as possible?