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.

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.

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?

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.

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?

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.

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.

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.

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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.

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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!

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.

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?

July is Sales Leadership Month

Your Sales Management Guru

July is Sales Leadership Month. As a sales leader you must always have a vision and action plans for a rolling six months, this is why July is the perfect month for anyone that has sales management responsibility—so why not name it Sales Leadership Month !  Ok, it is not an act of government and it is only Acumen’s opinion, but let’s explore why I feel that way.

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5 Essential Elements to Include in Every Sales Pitch

Webbiquity

Effectively closing sales is the bread and butter of your business. According to researchers at the University of Florida, 20% of all salespeople make 80% of all sales (also known as the 20/80 rule or the Pareto principle ), which makes securing a spot in that top 20% crucial to running a competitive and profitable business. First and foremost, ditch the the “sales pitch.”

Sales 111

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.

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.

Sales 68

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.

Sales 66

3 Good Questions to Align Strategy, B2B Marketing, and Sales

B2B Lead Generation Blog

Have you intentionally linked your sales, b2b marketing, and strategy? . thought Frank had a practical approach to aligning sales and marketing. So, I reached out to him and interviewed him about what he’s learned through his research for his most recent book Aligning Strategy and Sales (Harvard Business Review Press). know something about sales. Frank Cespedes.

New Sales Competency – Use Content to Sell

Avitage

Sales professionals have been slower to change their sales methods to adapt and align with new buying processes and the expectations of buyers. Those who are not actively and effectively using content to sell are missing an important opportunity to capture a selling advantage, lower selling time and costs, and accelerate successful sales outcomes. “Social selling” while new and popular, doesn’t yet represent a significant breakthrough in the way B2B sales people sell. The digital era has ushered in many behavior changes, especially for B2B buyers.

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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?

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.

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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3 Magic Questions a Sales Manager Must Know

Your Sales Management Guru

Three Magic Questions a Sales Manager Must Know. One of the main roles of a Sales Manager is to help train your salespeople on how to stay on track during a sales cycle. During any sales opportunity coaching sessions consider asking these three questions with any sales opportunity: Why do anything? Sales Leadership Training Sales TrainingWhy now?

Never Lose A Deal Alone: 5 Advocates You Need In Your Sales Funnel Stages

Influitive b2b

In B2B sales, we’re taught to never allow ourselves to be single-threaded in an account. That’s why we label the different people we interact with throughout sales funnel stages with some common terms: Evaluators, Business Users, Champions, Detractors, Influencers, Budget Holders, Decision Makers… Since the dawn of. This post was updated on August 25th, 2016.

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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Successful Sales Coaching Best Practices

DiscoverOrg

Sales is tough and ongoing sales development is a never ending process. Take it from us – our sales and sales development functions are constantly evolving as we look to accelerate our record growth rates over the past few years. Below are the interview answers provided by David Sill, an authority on B2B sales and the SVP of Customer Success at DiscoverOrg.

How Marketing Automation Changed My (Sales) Life

Salesfusion

The post How Marketing Automation Changed My (Sales) Life appeared first on Salesfusion. Marketing Automation Sales and Marketing Sales Sales Pain Points

Steal This Technique for Your Next Sales Email

The Point

As the saying goes, he who hesitates is lost. I was reminded of this principle earlier today when a colleague forwarded an email received from a inside sales representative at a technology company looking to partner with our agency. B2B Marketing Cold Calling Copywriting Creative Demand Generation E-mail email marketing inside sales lead generation Offer Strategy Sales 2.0

Email 107

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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4 B2B Sales Prospecting New Year's Resolutions for 2015

Sales Prospecting Perspectives

Here are a few resolutions to help kick off your B2B sales prospecting on the right foot in 2015. 1. Include New Year''s in your inside sales messaging, and make sure to follow up on those prospects who wanted to speak at the beginning of 2015. 2. As we embark on the journey of B2B sales prospecting in 2015, it is important to keep in mind that timing does matter.

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

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!

5 Prospecting Strategies for Obtaining Sales Context

Sales Prospecting Perspectives

Sales Context is an important part of any conversation, as it directly correlates to the potential of a sale. With 54% of sales reps not making quota this year according to SiriusDecisions, it’s imperative that you teach your team to make the most of Sales Context, the information that can influence a sale. Sales Prospecting Call Strategy B2B Sales Success

How Marketing Software Benefits Your Sales Team

Salesfusion

The post How Marketing Software Benefits Your Sales Team appeared first on Salesfusion. Lead Nurture Sales CRM Website Tracking