Cliff Allen on Marketing

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Developing a Marketing Communications Strategy

Cliff Allen on Marketing

Raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process. Developing a Sales Strategy. With today's multiple channels for content to reach potential customers, the art and science of marketing communications has become increasingly important. Selecting effective marketing programs.

Marketing Trends for 2010 - And What to Do About Them

Cliff Allen on Marketing

The hot marketing trends for 2010 are all visible as we enter the year, and these trends are growing to the point where we need to adjust our marketing communications and sales strategies to take advantage of them. longer sales cycle requires greater frequency of contact. Changes in how customers make purchase decisions. New technologies for communicating with customers.

Strategic Direction - The Core of a Strategic Marketing Plan

Cliff Allen on Marketing

Then, with a sound marketing strategy and budget, you can then develop detailed plans for each of your marketing programs -- from marketing communications to sales, distribution, and service. Taking a long trip is like marketing. The same is true for marketing. The importantce of choosing the right strategic marketing direction. Not today. What happened to Sears?

Turning Marketing Strategy into Marketing Program Plans

Cliff Allen on Marketing

You've probably seen companies where the advertising didn't match the actual customer experience at the point of sale. Eliminating the "silo" effect Instead of keeping the marketing strategy safely hidden away, I like to integrate the strategic marketing direction into the marketing communications strategy, sales strategy, and other marketing functions. Developing a Sales Strategy.

Evangelizing a Content Marketing Program

50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. All rights reserved.

Mind Maps Make Marketing More Meaningful

Cliff Allen on Marketing

Marketing has become increasingly complex as the number of communications and sales channels has increased. Success in any area depends on having a clear, sound plan -- then acting on that plan. It's especially challenging to do this in marketing for two reasons: Marketing strategy is based on how multiple groups of customers think and feel about products.

Mind Maps Make Marketing More Meaningful

Cliff Allen on Marketing

Marketing has become increasingly complex as the number of communications and sales channels has increased. Success in any area depends on having a clear, sound plan -- then acting on that plan. It's especially challenging to do this in marketing for two reasons: Marketing strategy is based on how multiple groups of customers think and feel about products.

Why Marketers Must be Better

Cliff Allen on Marketing

But, one thing is usually missing from those articles and sales pitches -- explaining just how to calculate that higher marketing ROI that they talk about. Strategic Marketing for Growing Companies Why Marketers Must be Better By Cliff Allen on April 10, 2007 4:08 PM | No Comments | No TrackBacks A lot has been written about increasing the ROI of various marketing activities.

When Good Metrics Go Bad

Cliff Allen on Marketing

There are metrics everywhere in the marketing/sales process from awareness to closing an order and servicing the customer. However, there are times when increased sales causes decreased profits. No matter how these products found their way into the product line, they can cause profit problems when marketing (and sales) succeeds at increasing revenue to improve their metrics.

Market Research Answers the Second Question

Cliff Allen on Marketing

It reminded me that many experienced executives and sales managers have a good feel for where a potential market is -- but it may not be such a good market. The sales manager is likely to tell the marketing manager, "I found a new market we can sell to!". Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. How big is it?

Market Research Answers the Second Question

Cliff Allen on Marketing

It reminded me that many experienced executives and sales managers have a good feel for where a potential market is -- but it may not be such a good market. The sales manager is likely to tell the marketing manager, "I found a new market we can sell to!". Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. How big is it?

Content Methodology: A Best Practices Report

Content serves as a powerful tool for sales. Sales staff are. industry metrics such as sales and leads, or. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. personas at each stage of their journey through the sales funnel. Content. Methodology: A Best. All rights reserved. Definition II.

From Click to Lead to Sale

Cliff Allen on Marketing

We all know that marketing is a process -- a never ending process of generating awareness, interest, leads and, of course, sales. Topics include: 1) Design and content tips to improve your ability to convert web visitors into leads. 2) How to accurately measure your online campaigns. 3) The importance of sales lead cultivation.all with a special emphasis on the business software industry. Michael has packed a lot into 12 pages, but if your B-to-B marketing and sales operation isn't meeting it's goals take a look at page 9 for the likely solution.

From Click to Lead to Sale

Cliff Allen on Marketing

We all know that marketing is a process -- a never ending process of generating awareness, interest, leads and, of course, sales. Topics include: 1) Design and content tips to improve your ability to convert web visitors into leads. 2) How to accurately measure your online campaigns. 3) The importance of sales lead cultivation.all with a special emphasis on the business software industry. Michael has packed a lot into 12 pages, but if your B-to-B marketing and sales operation isn't meeting it's goals take a look at page 9 for the likely solution.

Gravity Summit

Cliff Allen on Marketing

In other words, if your Web site normally serves 1,000 page views per sale from a direct marketing campaign, a social media branding campaign may need to generate 3-10 times that much traffic to generate a sale. Social media marketing is the current "hot" marketing technique that marketers are turning to. recently attended the one-day Gravity Summit seminar on social media marketing. The speakers from Sony, Sprint, and Yahoo presented excellent examples on how major brands can generate attention for a product by using social media.

Gravity Summit

Cliff Allen on Marketing

In other words, if your Web site normally serves 1,000 page views per sale from a direct marketing campaign, a social media branding campaign may need to generate 3-10 times that much traffic to generate a sale. Social media marketing is the current "hot" marketing technique that marketers are turning to. recently attended the one-day Gravity Summit seminar on social media marketing. The speakers from Sony, Sprint, and Yahoo presented excellent examples on how major brands can generate attention for a product by using social media.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

percent, was lead conversions and sales. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. While leads and sales were deemed the most. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. Introduction II.

From Attention to Action, its Conversions that Count

Cliff Allen on Marketing

You can increase overall performance by monitoring and improving how well these individual conversion points affect sales. If these pages help increase sales, guide more visitors through them. The process of converting interested Web visitors into a paying customers is a path of several steps, and it's up to us to guide prospective customers along that path. Web analytics consultants frequently talk about using the conversion funnel to measure the last few steps of going through the shopping cart payment process. These changes represent a "conversion" to a new purchase belief.

Cash Flow is Profit

Cliff Allen on Marketing

Some people who talk about increasing marketing ROI are referring to increasing sales revenue. So, theyre happy when they generate $2 in sales for every $1 in marketing expense. Marketing typically generates $1-$4 of sales revenue for every marketing dollar spent, so a $2 return is typical, but that still doesnt answer the question of how marketing compares with the rest of the company. In other words, an increase in net cash flow means an increase in profit - not sales revenue. Its very likely that your ROI is higher than the investments in the rest of the company!

Ads Producing An ROI Are Bought, Not Sold

Cliff Allen on Marketing

For example, it has become possible to connect Google AdWords placements to shopping cart sales results -- with the ROI for each ad tabulated in Google Analytics (or another Web analytics system). Seth Godin talks about how difficult it is to sell advertising -- especially advertising in media that are not trackable and cannot demonstrate an ROI. My first career was in radio and TV -- two of the most un-trackable media there are. I did what I could to fix this problem with our reach-and-frequency software, but their problem is too big for most advertisers to deal with.

Customer Tracking

Cliff Allen on Marketing

But most companies sell through their distribution channel, which makes it very hard to know how each buyer was influenced by marketing and sales activities. The key to determining the ROI of individual marketing campaigns is tracking customer behavior in response to those marketing activities. Ideally, you want to track every customer at every touchpoint so you can determine the response to each marketing activity -- ads, mailings, etc. Companies that sell directly to customers have the best opportunity to track their customers' behavior. So how do we measure those exposures?

Study: How Much of Your Content Marketing Is Effective?

for 2015 our goal is to make content for the whole sales funnel, including white papers, e-books, webinars, case studies, and. In 2014, many brands learned that a sales pitch doesn’t. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers.

Deliver More Sales Qualified Leads Using Predictive Intelligence

SalesPredict

One of the biggest challenges today’s B2B marketers face is generating sales qualified leads (SQLs). While marketers might not have such a hard a time generating a large volume of leads (quantity), they are having an increasingly tough time attracting leads that convert into sales opportunities and eventually into customers (quality). Why leads aren’t qualified. How does it work?

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To Manage Sales You Must Manage Sales Leads

ViewPoint

“Why,” I was asked, “must you manage sales leads in order to manage sales? Sales lead management is a marketing function, isn’t it?”. It was with a slight hesitation that the sales manager added the second sentence about sales lead management being a marketing function. The responsibility for addressing prospects’ needs remains a major part of the sales job.

Emotional Sales Leadership

Your Sales Management Guru

Emotional Sales Leadership. I was recently interviewed on a podcast based in Europe around the topic of the importance of emotional leadership. In retrospect based upon the podcast I came away with even a stronger opinion on the topic of generating the right level of emotion-that is positive emotion into the sales team. HINT: Run an annual sales trip contest.

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Please Don’t Let Your Sales Reps Nurture Leads

The Point

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer. I’m also a perfect candidate for lead nurturing. And secondly, and more critically, these kinds of “touching base” phone calls are the worst possible use of a sales rep’s time. But no.

Staffing and Launching Your Content Marketing Program

before they went on sale? ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. from coaches, entrepreneurs, sales heads, or, heck, even. All rights reserved. So was I.

Industrial Content Marketing Boosts Sales for Distributors

Industrial Marketing Today

My conversations with distributors about industrial content marketing almost always start with them needing help in growing their sales. Most distributors define their problem as “lack of sales.” Content Marketing Industrial content marketing Industrial Marketing Industrial salesThat should come as no surprise. This is only a content summary.

3 Tips to Shrink Your Long Enterprise Sales Cycle

Act-On

You can’t overturn a single rock nowadays without some thought-leading salamander slithering out from under to tell you how to shorten your sales cycle and proposing magical elixirs for driving your time to close down to days as opposed to months. While many of these folks give sound advice, the reality for some of us is that we simply have a long sales cycle. ” No thanks!

7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)

ViewPoint

Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the first of a 9 part blog series. In his book New Sales. Whether you are the CEO, or aspire to be, there’s some chance that in your opinion marketing and/or the sales organizations in your company are far from operating efficiently or effectively. Simplified. Stay tuned.

Changing Your Sales Mindset

Avitage

Unfortunately, most sales professionals focus primarily on learning sales techniques. Adopting a better sales mindset might be what’s required. With the typical sales mindset, techniques might be even be experienced by prospects as gimmicks. With this sales mindset, you’re going to work every day with an inherently conflict oriented mindset.

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click

ViewPoint

Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time. The two organizations don’t understand each other, and often point fingers: Sales says marketing delivers bad leads; and marketing says sales doesn’t follow up.

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31 Tips for Improving Sales and Marketing Lead Generation Alignment

B2B Lead Generation Blog

Tweet More often than not, there seems to be a disconnect between Marketing and Sales. How does your sales team perceive the leads Marketing produces? The second thing I would ask is, when was the last time you talked with your sales team? Consider having short huddles daily and weekly between the marketing and sales team members. Be honest. The say leads, what leads?

Sales Leadership: Why Winners Win!

Your Sales Management Guru

Sales Leadership Thoughts:  Why Winners Win! Salespeople must be trained on the emotional elements of success at the same level that they are trained in pure sales skills training. My blog on Creating Intensity is also focused on the emotional aspects of sales leadership and sales team performance. Need more sales management resources? Feel the fear-do it anyway!

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Sales Management & Discipline

Your Sales Management Guru

Sales Management and Discipline. received a call from a former client that was concerned about the status of their sales team and VP of Sales-it seems that their revenue was off more than $2M over the previous year and below their growth goal! After that conversation I next interviewed the VP of Sales.   The VP of Sales and President failed on one major tenet of sales leadership; they forgot about the need for discipline. Development of a Sales Plan for the new year with quarterly objections/goals. Need more sales management resources?

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Why Marketing—Not Sales—Is the Best Sales Forecasting Engine

Captora

With the visibility and data available to marketers today, marketing departments are the ones able to accurately forecast sales furthest into the future. No department’s forecast capabilities — sales included — comes close. The nature of demand generation means marketing has an impact higher up the funnel than sales. ToFu CAC sales forecastingThe bottom line?

The Sales Development Playbook #PeopleMatter #MustRead

Smashmouth Marketing

My opinion of Trish as a sales development expert is beyond what I could deliver in this article. Just last week I attended her launch party for her new book, The Sales Development Playbook (amazon link) and she fielded a few questions that pointed directly to the underlying theme of the book, that sales development is all about the people. sales books reviews sales managers

How Marketing Operations Can Align with Sales (and Why)

Act-On

One of the most common phenomena I encounter in the wonderful world of B2B companies is the creation, and then continual expansion, of a chasm between sales and marketing. Wouldn’t this be great information for a sales rep to have when building out prospecting lists!? Empowering your sales team will dramatically increase their output and inevitably, your revenue.

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Is Marketing the new Sales?

It's All About Revenue

You probably all heard this in one way or the other: in our digital era, buyers are 2/3 through the decision process before they engage with the first sales person. Both in private and business life, Google, Amazon, blogs, social networks and mobile completely changed our buying habits - which disrupts many legacy sales and marketing mechanisms. But all that’s easy said.

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Sales Enablement Danger

ANNUITAS

Although marketing automation is now almost fully embraced by marketers, sales organizations are still not completely accepting of the technology benefits, nor are they trusting of marketing’s motives. Enter, the era of Sales Enablement. Sales enablement is a universal challenge. Is the target now a naïve Sales Enablement buyer?

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