Marketing In Real Life

Before Generating Sales Leads, Get Your Ducks In A Row

Marketing In Real Life

Most sales and marketing pros focus on generating sales leads. Just get people to the Website!” or “Just make the phones ring and our sales people can take it from there,” are common demands of marketing teams.

Are these outdated advertising techniques killing your response?

Marketing In Real Life

Material Handling & Logistics magazine recently posted this gallery of full-page ads from the 1960s and three key differences from today’s advertising immediately jumped out. See what they are and how you can use the design elements of the 60s to develop effective creative today. Advertising

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Businesses that Support Customers Through Coronavirus Disruptions to Earn Long-Term Loyalty

Marketing In Real Life

The business disruptions, closures, cancellations and postponements triggered by the coronavirus, along with the rampant fear, instantly cost companies billions of dollars.

Beware Your E-Commerce Return Policy

Marketing In Real Life

Big companies like Amazon.com can absorb returned items without much consequence. But for small businesses on Shopify, Squarespace, Wix or another e-commerce platform, every sale calls for a celebration and every return a funeral.

Buyer Intent Data Guide: How to Find Prospects Already Looking to Buy

Collecting and understanding buyer intent is a must for any marketer or salesperson looking for a higher success rate in reaching active buyers. Throughout this eBook, we’ll explore how to monetize intent data, where it's sourced from (and which sources you should be wary of), as well as how to best utilize it within your outbound campaigns in order to drive more pipeline each month.

How to adjust B2B advertising for viewing on phones

Marketing In Real Life

Digital magazines are getting more views than ever so the value of the B2B advertising space has increased accordingly but it hardly matters if the ad's look and message fail to translate to the phone.

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We know who they are and they won't buy.

Marketing In Real Life

When you get a phone call or email out of the blue from someone you don’t know from a company you don’t know selling something you’ve never heard of it isn’t very likely you’re going to give it much attention – you’re certainly not likely to buy anything. Wouldn’t it put you, the salesperson, in a stronger position if you could get the prospect to call you first? Marketing

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How to B2B marketing like top retailer

Marketing In Real Life

Manufacturers that deliver sales messages via multiple channels at the same time, all the time, enjoy higher name brand awareness, more leads and Website traffic, and greater sales opportunities than competitors. Retailer Tahoe Dave's serves a potent lesson in how to launch an integrated marketing program. Marketing

How to determine marketing budget for B2B

Marketing In Real Life

I'm often asked how much money to budget for B2B marketing - usually towards the end of the year when annual budgets are being developed. Most people already have a ballpark number in mind. And they wonder what other people with companies of a similar size are budgeting – isn't there a basic starting point? As a starting point or rule of thumb, budgeting two percent of sales has a long tradition but from a review of several different companies, it doesn't really work for many companies at all.

How to take advantage of your trade show marketing profile page

Marketing In Real Life

A review of exhibitor trade show profile pages and corresponding Google Analytics accounts for several manufacturers reveals companies uploading news, articles, spec sheets and other content marketing to their trade show profile pages attract more Website traffic and sales leads from show attendees than those that do not stock their profile pages with quality content. What a shocking surprise!

The Definitive B2B Sales Playbook: Proven Path to $ Multi-Million Revenues

Sales is at the forefront of revenue growth, and so organizations with highly streamlined sales operations consistently outperform competition. How do you create a path to success and fast-track your way to multi million dollar revenues? Read the eBook.

10 Ways to Write Stronger Personnel News and Get Free Publicity

Marketing In Real Life

Nearly everyone reads, or at least skims, the personnel moves sections in magazines and email newsletters to see what competitors are up to, what long lost colleagues are doing and to find new prospects.

Beware Industry Lingo in Search for B2B SEO, PPC Advertising

Marketing In Real Life

Words people commonly use in everyday life have very different, often twisted, meanings in industry. In the chemical industry, you don't need cucumbers for pickling. In the laundry industry, you may take the cake from one machine to another but you don't want to eat the cake. Using these words properly in advertising, Websites, articles and other marketing materials establishes a connection with the target audience and demonstrates you're a member of that audience.

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Best Advertising in Powder Bulk Solids August 2018

Marketing In Real Life

For our latest advertising spotlight, these ads earn applause for standing out in the August 2018 issue of Powder/Bulk Solids. Since it reaches 37,040 print subscribers plus thousands more digital edition subscribers and costs several thousand dollars per page, advertisers would be wise to pay attention to what drives response, consider the needs of the target audience, minimize techno-speak and avoid being too cute and clever. Advertising

Outstanding Classified Advertising Must Stand Out

Marketing In Real Life

Classified advertising and directory advertising offer an alternative that reaches the same target audience as more costly display advertising. While large, display ads can command attention simply by dominating the page, small classified advertising needs to work much, much harder to get noticed. Often sized at a mere 1/16 of a page or at one column by a couple of inches, these ads face a number of factors working against their success - and ad size is just one factor.

The Definitive Guide to Account-Based Experience

ABX is the next evolution of ABM & it’s here to stay. Gifting & direct mail can carry you straight to the hearts of your prospects & customers. Find out how easy it is to create data-driven, personalized experiences at scale with gifting and direct mail.

Best and Worst Advertising in Packaging World July 2018

Marketing In Real Life

Advertising in Packaging World reaches nearly 60,000 print subscribers plus thousands more digital edition subscribers and costs several thousand dollars per page so advertisers would be wise to take full advantage of the exposure and work hard to ensure a healthy return on the investment. Some companies failed. Here are the best ads in the July 2018 issue. Advertising

Twitter Multiplies Impact of Publicity

Marketing In Real Life

Placing press releases, articles and other content in magazines and Websites reaches thousands upon thousands of prospects and customers but do you realize just how much more exposure your publicity can generate with Twitter? Social Media

Niagara Falls Destination Marketing with a Smile

Marketing In Real Life

Visitors bureaus and destinations invest huge amounts of money to get visitors to spend their precious little vacation time at their attractions. Yet they often overlook or fail to understand it’s the little interactions with front line employees that make people smile, return, and tell their friends and family to visit, too. Here's what one employee did for our family at Niagara Falls, New York. Business Life

Video Boosts Impact of Publicity

Marketing In Real Life

Several magazines that already republish your news on their Websites are now also embedding videos from your YouTube channel to add value for their readers. Video

Deliver Magic Moments with Direct Mail and Corporate Gifting

Digital fatigue is a thing, no surprise there. The good news: you can break through the noise using a new channel! Find out how to get creative and build rapport with prospects & customers offline with strategic direct mail and corporate gifting.

Direct Mail Scores 21% Percent Response, Wins Election

Marketing In Real Life

When it came time for me to run for local office in a write-in campaign, I took my own recommendation and turned to direct mail. Yes, I won. Find out by how many votes. Direct Mail

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How Customer Service Fails Infuriate Marketing Managers

Marketing In Real Life

Customer service fails infuriate marketing managers and waste precious marketing dollars. On this anniversary dinner in a restaurant overlooking Lake Tahoe, one, surly waitress turned an otherwise perfect evening into an experience worthy of a training course for the hospitality industry. Business Life

Customer Service Wins = Marketing Wins

Marketing In Real Life

The closer we got to the Sierra-at-Tahoe ski area, the more crowded it looked, and the more tension I could feel building from all sides. When finally directed to turn around and park on the access road without even getting close enough to see the mountain, the uncertainty grew. It could have been a customer service fail but this quick article reveals what the parking lot attendant did to save the day and turn a fail into customer service win that also won one for the marketing team.

What people think when the intern designs your advertising

Marketing In Real Life

You think you saved a few dollars having the intern design your advertising. Here's what everyone else thinks about your decision-making. Advertising

How to Increase ABM Performance with Empathy

Speaker: Brian Carroll, CEO & Founder of markempa

The highest priority for B2B marketers is effective demand generation (increasing lead quality and quantity). However, we can get so caught up in our ABM strategies, systems, tools, and investments that we lose sight of building deep empathy for the people in the accounts. In this webinar, you’ll learn how to go beyond rational-logic-based sales/marketing and adjust your strategy to understand better how buyers feel so that you can connect and help more customers buy.

Are these outdated advertising techniques killing your response?

Marketing In Real Life

Material Handling & Logistics magazine recently posted this gallery of full-page ads from the 1960s and three key differences from today’s advertising immediately jumped out. See what they are and how you can use the design elements of the 60s to develop effective creative today. Advertising

How to generate B2B leads with PR for content marketing

Marketing In Real Life

Industrial companies relying on high profile public relations programs for lead generation already understand the power of PR in commanding visibility and driving their sales efforts. But thanks to the Internet, these savvy marketers are enjoying access to ever larger numbers of prospects and generating ever larger numbers of highly qualified sales leads. Their PR has become immortal as online content.

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Paul Entin in the News! Comments for CNBC, NY Times, Internet Retailer

Marketing In Real Life

An effective public relations program integrating feature articles, press releases, videos and other content delivers quantifiable returns as sales leads, clicks and social media engagement. But its more powerful abilities have a hard time fitting into a metric that can be neatly measured like clicks. Among these abilities are buzz, brand recognition, positioning for leadership and more. Public Relations

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New York Times: Business plans relics of the past?

Marketing In Real Life

When I was contacted by a New York Times reporter writing an article about whether startups still need to write a business plan, I was happy to offer what I'd learned after writing two business plans for two, different companies that secured two microloans - and helped get them paid in full.

5 Conversion Rate Optimization Mistakes to Avoid and How to Fix Them to Get More Leads

Speaker: Jen Dewar, CEO of Jalydew

Brand awareness and website traffic are great, but bottom line: you need your marketing programs to generate sales leads, and you need those leads to turn into new customers. There are many things you can do to increase leads and customers without increasing your marketing spend. Join Jen Dewar, CEO and Principal Consultant at Jalydew October 20th, 2021 at 11:00 am PDT for an insightful look into how to optimize your conversion rates.

Writer admits images more powerful than words

Marketing In Real Life

As a writer, it's hard to write this but while images and words working together deliver far more impact in advertising than either working alone, if I'm forced to choose either images or words to convey a message, I'll choose the image almost every time. Advertising

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Sales Training Is Practice, Do It Before the Game

Marketing In Real Life

Ready to sign the advertising contract, I called the sales rep to verify the numbers and get a premium ad position but the rep was out of the office for sales training. How ironic! Unavailable to close the sale to attend training to learn how to sell? Business Life

Customer service: really worth going the extra mile?

Marketing In Real Life

It was the clear, cold, windy prelude to the next day's blizzard and our firewood pile wasn't going to last through the storm. I tried to call the guy around the corner with the gigantic firewood pile but could not remember the name of the company. Finally, he showed up, then this customer service lesson happened. Business Life

We didn't have to pay, but I'm grateful we did

Marketing In Real Life

We'd agreed to sell our company with the expectation that the parent company would go public within the year. Then the dot com bubble burst. Here's what happened when the parent company refused to pay our staff. Business Life

A Master's Guide to B2B: How Listening to Your Customers Can Grow Your Business

Speaker: Adam Dorfman, Head of Product Growth at Reputation & Michele Bettinazzi, Customer Experience Manager at PeakMade Real Estate

Improved marketing conversion, happy customers, and faster growth - that’s only three things that can be accomplished by just listening to your customers. Customer feedback is an extremely invaluable tool to keeping retention high, attracting new business, and improving the general operations of your business. The question is - how do you capture all this? Join Adam Dorfman, Head of Product Growth at Reputation & Michele Bettinazzi, Customer Experience Manager at PeakMade Real Estate, for this essential discussion on the ins and outs of brokering the optimal customer interaction.

Airlines and oil prices – is media anti-biz or really that dumb?

Marketing In Real Life

Newscasters on CNBC, Fox, CNN, Bloomberg and other stations have asked their guests in recent weeks why airlines won’t cut their prices since the price of oil and, therefore, jet fuel, has dropped. Framing the discussion in this way implies the price of a ticket is determined based on the input costs. Of course, it is not, and to even imply that reveals a stunning lack of business acumen from journalists who claim to be experts in the field. The price of a ticket is based on: Economics