Dani Buckley, on July 21, 2022
Inbound marketing is all about providing personalized, relevant content to your target audience.
Instead of pushing out interruptive messages that can easily be ignored, you should be providing educational and entertaining content that they are already searching for online. The power behind an effective inbound marketing program is that prospects and customers alike can opt to give you their contact information in exchange for the most premium content you provide.
Alina McComas, on January 25, 2021
When it comes to digital marketing, there's a heightened focus on analytics to determine success.
Many businesses continue to place a heavy reliance on last click attribution models to determine which of their digital marketing tools are driving results. Last click attribution gives 100% of the credit for a conversion or a sale to the last click a visitor made before he or she arrived on the website to complete that action.
It's a model that has been used for years, but can be flawed if it's solely used to determine which digital marketing efforts are really driving results.
As websites continue to become more important in the consumer journey, the need to measure the efficiency of digital marketing also increases. This is a shared burden between those selling digital media and business owners and marketers who are looking to maximize their ROI. We know that “clicks” provide an incomplete picture into the impact of digital advertising, as most users do not click on ads but still find their way to a business's website after being exposed to ads.
So what should we look at? Here are five metrics to help give a more in-depth insight into the effectiveness of your digital marketing efforts.
Alina McComas, on October 16, 2019
Senior Consultants at The Center for Sales Strategy are known for helping organizations grow their sales through training, the development of customized strategy plans, and coaching.
By facilitating digital training in many workshops, there are several conversations around Google Analytics and how it can be used to sell the results of a campaign – some are more in-depth and hands-on, while others are more introductory based on the workshop.
Keep reading for answers to the five most frequently asked questions and objections heard when discussing Google Analytics.
Alina McComas, on September 6, 2018
Measuring the results of an ad campaign or a marketing push is important. How else will you know if the effort was a success, and if the investment produced a profitable return? In the past, it was often tough to measure, causing uncertainty and frustration among both buyers and sellers.
In the digital age, I could argue that it’s gotten too easy to report campaign metrics.
Trey Morris, on November 21, 2017
Everyone is selling digital marketing today.
Everyone says they are an expert in digital advertising.
From pure digital agencies to traditional media, from digital publishers to full-service advertising agencies, everyone is pushing digital marketing. I'm honestly shocked that when I drop off my laundry that my dry cleaner doesn't offer me an awesome new digital marketing package.
Ok. So, not everyone is selling digital, but it does feel that way.
As a sales manager, you and your staff are facing competition from every angle. You've always had to deal with your traditional competitors, but in the digital realm, you, now, have to compete with those plus every digital media & firm in your market and around the country.
Is your staff ready?
Here are 3 tips that can help prepare your sales team for the reality of the digital marketing landscape:
Kim Alexandre, on November 6, 2017
The impact of the millennial generation is making headlines everywhere! As a sales manager, you may have read a blog or two on how to manage or even hire millennial talent. But now the headlines are about how millennials are impacting business, from a consumer’s point of view. If you have a hand in marketing or sales, you may be experiencing disruption within this loosely-defined generation as well.
Most commentators put a millennial between late teens and early twenties to late thirties. That’s why it's loosely defined. But what is clearly defined is how much they have to spend and how they choose to spend it. Millennials are coming of age—gaining ground in their jobs, starting families, and making first major purchases. What they are not doing are taking risks. They’ve seen all too well the impact risk-taking has had on preceding generations, including Generation X and, in some cases, Baby Boomers. So what does this mean for business?
Well, it means there are 3 expectations (or promises) a millennial expects:
Dani Buckley, on March 15, 2017
These days, everyone wants to be the “Uber/Amazon/AirBnB of {insert industry}” and even if they aren’t, they certainly like to say they are. While I don’t want to be like those other guys… I kind of can’t help myself here. So bear with me on this one.
It started the other day, while I was riding in a Lyft (the other Uber, in case you aren’t familiar) to a meeting here in Seattle where I live. I noticed how my driver asked me if I had a preferred route; “Do you want me to take I-5 or the viaduct? Do you have a preference?” he asked. I didn't.
He then offered me a bottled water and asked if I had a favorite music genre to listen to, which he could turn on for the ride. The car was really clean and smelled like a pina colada, and I could tell the driver was reading my energy and mood to determine how chatty to be with me that day.
I flashbacked to 10 minutes prior when I was wrapping up something in my home, running a few minutes behind schedule, and with a couple clicks on my phone I had a driver on the way. I could track how close they were and head out the front door to meet him almost exactly when he was pulling into my driveway. I didn't have to worry about being late because I knew exactly where my driver was and the app even provided an ETA. Plus, when the ride was over I didn't have to exchange a dollar or fumble for my credit card. I said goodbye and was walking into my meeting in seconds.
Immediately after exiting the vehicle, my mind started to wander about how the needs that cab drivers filled 10+ years ago have drastically changed, which is obviously why companies like Uber and Lyft are so incredibly successful today. Like this (just to name a few):
Kim Alexandre, on November 10, 2016
How you conduct business, whether you are an owner, operator, manager, or sales executive, has become increasingly dependent on social media, but are we beginning to depend on it so much that we don't communicate productively?
Dani Buckley, on September 8, 2016
