Marketing In Real Life

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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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. These examples and considerations offer help in developing an e-commerce return policy that works for your store. Website

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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. Yet as awful as this crisis has become, it represents an important opportunity for companies and other organizations to engender long-term loyalty, support and appreciation. Advertising

Tradeshows Reach Same People as Trademags, Btw

Marketing In Real Life

Tradeshows were thought to be dead circa 2002 yet nobody told the thousands of manufacturers and distributors that continue to invest in exhibit space. In fact, tradeshow attendance has been impressively strong for years.

The Complete Guide to SaaS Revenue Modeling

In today’s climate, it’s more important than ever for SaaS companies to build rock-solid financial models on which they can operate and make key business decisions. The teams at SaaSOptics and Burkland have teamed up to create a comprehensive guide to the most difficult aspect of financial modeling: revenue forecasting.

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 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!

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

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.

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.

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

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

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 Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

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

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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The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

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

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

SaaSOptics SaaS Metrics Template

Download this template that includes calculations, formulas, definitions and a customizable dashboard. The template includes subscription momentum metrics (ARR, customer count, avg. ARR), churn and retention metrics, and customer lifetime value metrics.

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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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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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.

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

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

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

How You Can Triple Your Results With a More Personalized, Empathetic Approach

Speaker: Brian Carroll, CEO and Founder of markempa

Marketing and sales feel pretty tricky right now. What worked before now feels out of touch, but have you made plans for how you'll continue to move forward? You've likely tried everything: expert recommendations, best practices, the latest tools, and automation. But your results are falling short. Here's the thing: All the automation tools, best practices, data analytics won't help get better results now until you master empathizing with your customers. In this webinar, you'll learn how to go beyond rational-logic based sales/marketing and adjust your sales enablement strategy to better understand how buyers feel so that you can connect and help them on their journey.

Marketing by accident - know a gift horse when you see it

Marketing In Real Life

Sometimes the most effective marketing happens by accident, and when it does, you just need to recognize that it's happening and jump on the opportunity. Know when you're staring a gift horse in the mouth - and enjoy the ride. Marketing