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The Center for Sales Strategy Blog

How Measuring Success is Different in Digital

digital campaign analyticsMeasuring 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.

Topics: digital marketing metrics measurement

Wash, Fold, and Digital Marketing

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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:

Topics: digital marketing Sales

Top 3 “I Wants" That Millennials Use

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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:

Topics: digital marketing Sales

Five Metrics to Measure the Success of Your Digital Marketing Efforts

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As websites become more and more important in the consumer path to purchase, the need to measure the efficacy of digital marketing also increases. This is a shared burden between those selling digital media and business owners/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 businesses website after being exposed to ads.  

So what should we look at? Here are five metrics to help give deeper insight into the effectiveness of your digital marketing efforts:

Topics: digital marketing internet marketing Digital integrated media solution SEO inbound marketing

The Imperfections of Last Click Attribution

When it comes to digital marketing, there is 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.

The Problem with Last Click Attribution

In theory, last click attribution seems to make a lot of sense, giving credit to the last source that drove a new consumer to a convert on a website, but we as consumers are not that simple. Consumers in today’s environment are usually exposed to a number of different sources before they visit a website. There are countless studies that show the synergy between various types media platforms—those that show how TV, newspaper, and radio drive someone online for more information or to purchase. There are even studies that show how display advertising has a direct impact on search activity—in other words, how consumers are more likely to search for a company and its products after seeing a display ad, even if they don’t click on it.

 Solely using a last click attribution model doesn’t account for any of the other sources that assist in getting the consumer to the website and converting.    

Topics: digital marketing Sales

Is Inbound Marketing the Uber of Media Advertising Sales?

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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):

Topics: inbound marketing digital marketing integrated media solution danibuckley

The Power of Face-to-Face: Is Technology Hurting Your Sales Strategy?

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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?

Topics: Digital Social Media digital marketing

Three Must-Know Social Media Practices for B2B Lead Generation

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There is a plethora of research out there on why social media is such an important component of your inbound marketing, but what I want to share with you today are some specific ways to get started engaging and connecting with your social media audience. These will help you increase your B2B lead generation, and ultimately convert more customers. 

Topics: Social Media digital marketing Digital integrated media solution inbound marketing

How to Create the Right Digital Solution for Your Client

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I am often asked by salespeople, “How do you know which is the right digital capability to pull into a solution?” or, “What is the right budget to recommend for a prospect or client?” The answers to both of these questions stem from the same place – understanding the client's challenge and their goals.

Topics: digital marketing selling digital advertising Sales

5 Things Every Business Person Needs to Know About Digital Media

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When it comes to digital media expertise, it's easy to feel like an expert and a novice all at once. This is mainly because there are so many advancements in digital that it's hard to know what you should be focused on with respect to digital marketing.

Topics: Digital integrated media solution inbound marketing digital marketing media snacking