thePoint

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What will your customers know about you when the COVID-19 crisis is over?

thePoint

For many businesses today, the first reaction to the current social and economic crisis due to the COVID-19 pandemic is to cut costs by downsizing staff or reducing paid hours, by shutting down production, or other measures. Every business will have to make hard choices.

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#7 Hidden Pothole – 7 things every CEO should know about marketing 

thePoint

It is time to wrap up the “7 things every CEO should know about marketing” series with our final topic, #7 – the hidden pothole that I believe you as a CEO should avoid. What pothole am I talking about?

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#6 Key Metrics – 7 things every CEO should know about marketing

thePoint

This is probably the one thing that every CEO wants to know about marketing – what are the best key metrics to use for making marketing investment decisions and then to evaluate those marketing investments.

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#5 Marketing and Sales Alignment – 7 things every CEO should know about marketing

thePoint

We have arrived at the #5 thing I believe every CEO should know about marketing. In case you are new to the series, you can find #1 – #4 ( The “Ante” , Not all marketing is the same , B2B buyer journey , and B2B website purpose ) in our blog. #5

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Contact vs. Company Intent Signal Data

Intent signal data comes in two types: either companies or individuals signaling interest in products like yours. Which kind of data delivers more advantages to B2B marketers? It depends. Get this infographic to learn about the advantages of intent-based leads and how you can most effectively use both types of data.

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#3: B2B Buyer Journey – 7 things every CEO should know about marketing

thePoint

This third blog post of the “7 things a CEO needs to know about marketing” series focuses on the B2B buyer journey. You may believe your company sells stuff to the market – like your products or services, however, that is your seller view and not a buyer view.

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#1: The Ante – 7 things every CEO should know about marketing

thePoint

The Marketing Ante. What do you, as a CEO, need to know about marketing? If you have a marketing professional in a leadership role on your team, you might initially think you don’t need to know that much. Of course, how do you know if they are doing a good job?

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A Successful B2B Lead Generation Program – Key Commitments from Marketing & Sales

thePoint

The goal of any B2B lead generation program is to ultimately generate as many actionable leads as possible for the sales team.

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Best Practices for Today’s Virtual Events

thePoint

One very obvious phenomenon during the COVID-19 crisis has been the great increase in online live and recorded webinars and full-on virtual events (multi-session events). We have been directly involved in increasing the use of both and both creating and project managing these events.

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Do stay-at-home salespeople perform differently?

thePoint

Do stay-at-home B2B salespeople perform differently? This week I had an interesting conversation with one of my clients. He manages a B2B sales team and pointed out an interesting statistic that has emerged regarding how his sales team is performing during this “stay-at-home” period.

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Which ESG Topics Get the Most Attention?

People are focusing on how companies are responding to the headline issues of the day, says a report from 3BL Media on evolving interests in ESG subjects, which also found a mismatch between the stories brands publish and topics audiences want.

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What interesting sales data points are you seeing right now?

thePoint

What interesting sales data points are you seeing right now? This week I had an interesting conversation with one of my clients. He manages a B2B sales team and pointed out an interesting statistic that has emerged regarding how his sales team is performing during this “stay-at-home” period.

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Why not to cut marketing during the COVID-19 crisis?

thePoint

Why not to cut marketing during the COVID-19 crisis? As I work to provide marketing strategy and planning for customers during this COVID-19 crisis, I see many B2B businesses choosing to cut their marketing spend as part of their cost savings measures.

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Reporting that creates the right marketing-sales conversation about leads

thePoint

There are many ways that marketing and sales go about measuring their efforts for their own purpose. You have marketing waterfall reports. You have sales forecast reports. You have sales activity reports. You have marketing media metrics.

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Putting trade show dollars to work

thePoint

Note: Be sure to check out the Trade Show Dollar Challenge at the end of this post. Putting trade show dollars to work. Many companies are tightly squeezing their dollars right now, and that is understandable. One easy target is to pocket unspent or refunded trade show dollars as quick savings.

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Connect, Care, Convert: Secrets to Establishing Trust with Niche Markets and Turning Them Into Clients

Speaker: Lynnette Khalfani-Cox, The Money Coach®

Lynnette Khalfani-Cox, The Money Coach, is here to give you insights into the consumer mindset along with proven strategies for nurturing trust and client-building in underserved markets.

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Failure to Launch …not the Hollywood movie

thePoint

A recent Harvard Business Review article forwarded to me titled, “ How to Sell New Products ,” is packed full of powerful lessons for anyone wanting to launch any new B2B product.

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B2B Webinars: Build or Buy?

thePoint

One conversation that catches my attention with B2B marketers is the “why don’t we just host and promote our own webinars instead of spending all those dollars with media companies?”

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B2B Marketers: The most important questions to ask sales

thePoint

B2b marketers, when you get sales leadership (or better yet, even just a few of the truly good sales people) in a room, what information should you get from them to create more success for both marketing and sales in your organization? What are the most important questions to ask sales?

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What is your sales team pitching?

thePoint

What is your sales team pitching: When your sales team sends an email to a prospect to pitch a product, what do they say? It’s very likely that many of you have no idea.

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Marketing Through Storytelling: The Secret to Building a Unique Brand Identity

Speaker: Amanda Wener, Award-Winning Content Strategist and Brand Storyteller

In this exclusive webinar with award-winning content strategist Amanda Wener, you’ll learn the benefits of a strong editorial content strategy in building a brand identity, why functioning like a newsroom works, and how a structured approach to content creation and marketing can bring your brand to life.

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Where Messaging Matters

thePoint

You wrote your messaging (some call it value propositions) for your brand and each of your products, now what do you do with that messaging? If you only use messaging in advertising or in a powerpoint or document that you want sales to share, you will miss an important step.

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Improve sales effectiveness with cloud-based sales enablement tool

thePoint

Product Release: Improve sales effectiveness with cloud-based sales enablement tool. The right message and collateral at a salesperson’s fingertips! Solution Pitch, a cloud-based sales enablement tool, is simply something that sales people dream of and likely don’t have.

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The One-Person B2B Marketing Department Playbook – Chapter 5 – Marketing Content: Baiting the Hook

thePoint

If you have ever fished, you know that having the right bait greatly increases your chance of catching fish compared to just having a plain steel hook in the water (it’s shiny but not fooling anyone!). If marketing content is a fishing analogy, then your content is the bait. When engaging marketing prospects to respond (generate leads), there is one truth you cannot change: if you don’t have the right content, you will fail.

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#4 B2B Website Purpose – 7 things every CEO should know about marketing 

thePoint

B2B website purpose. As websites have evolve d , I am still surprised to find many B2B websites are basically all about the company and what they do or what they offer. That may sound strange to you as a CEO.

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7 Trends in ESG: What PR Pros Need to Know in 2023

What does the evolution of ESG programs mean for communicators? As it turns out - a lot. New challenges are coming into focus, driven by the increasing attention to corporate sustainability and environmental, social, and governance (ESG) programs, and the evolving state of ESG reporting regulations. This new ebook from 3BL Media explores seven trends in detail and unpacks what they mean for communicators. Access your copy for free today.

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How to Waste Perfectly Good Leads – Part 3

thePoint

So far, we have examined two possible barriers that limit or even prevent timely lead follow-up – lead bottlenecks ( How to Waste Perfectly Good Leads – Part 1 ) and the failure to deliver leads to the right person ( How to Waste Perfectly Good Leads – Part 2 ). In this final article of the series, we’ll look at the remaining two barriers, which are the failure to deliver actionable leads that inspire follow-up and the lack of accountability. Failure to Deliver Quality Leads.

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Which Conversion Attribution Model is Best for You?

thePoint

In this day and age it isn’t uncommon to find a diverse mix of channels and tactics in demand generation and marketing plans, and this is to be expected as each tactic has different strengths and weaknesses. The big question for marketers, however, is how to demonstrate how these diverse tactics effect conversions or e-commerce sales.

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The One-Person B2B Marketing Department Playbook – Chapter 4 – Marketing Investments You Can’t Skip

thePoint

Chapter 4: The Stuff You can’t Skip (just because you lack resources). As a one-person or small-staff marketing department, there is likely a tension between executing campaigns/tactics that are visible to the rest of the company and internal marketing investments (which are foundational to delivering the quality and results for those campaigns/tactics). I get it. Your management team wants to measure every dollar you spend.

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The One-Person B2B Marketing Department Playbook – Introduction

thePoint

Introduction. Being a one-person (or very small staff) marketing shop in today’s marketing world is likely going to feel quite overwhelming. Just considering marketing technology choices alone, chiefmartec.com is now charting 7,040 different solutions available for you to evaluate (see Marketing Technology Landscape Supergraphic ).

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Intent Signal Data 101

Intent signal data helps B2B marketers engage with buyers sooner in the sales cycle. But there are many confusing terms used to describe intent data. Read this infographic to better understand three common areas of confusion.

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The One-Person B2B Marketing Playbook – Chapter 3 – Defining What Success Will Look Like

thePoint

Chapter 3: Defining What Success Will Look Like. For a smaller marketing department, it is even more crucial to create and implement a plan quickly to inspire confidence, expand your budget, and grow your marketing investments and success for the company. You can’t hide behind much when it’s just you.

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The One-Person B2B Marketing Department Playbook – Chapter 2 – Filling the Gaps

thePoint

Chapter 2: Filling the Gaps. With your inventory scores in hand (see Pre-requisite Work), we are ready to locate those gaps in knowledge, skills, or time and start considering what will be a priority in either hiring (as budget allows) or outsourcing in order to accomplish your now-progressing marketing mission. Pre-requisite Work.

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The One-Person B2B Marketing Department Playbook – Chapter 1 – Taking Inventory

thePoint

Chapter 1: Taking Inventory. To ensure the success of your marketing efforts as a one-person (or small-staff) B2B marketing shop, you must start by mapping out your shop’s current knowledge or skills in three categories: those which you can competently bring to the table yourself, those which you believe you can learn to provide, and those which you are willing to outsource. Knowledge and Skills Inventory.

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Pointed Out – Be Transparent or Disappear

thePoint

Manuel Yanez, CEO of Vosman Branders is a brand evangelist, marketing and brand equity professional. He believes that media has changed drastically and brand building through traditional media is now less effective as new opportunities have emerged. Digital media and the democratization of information are the main challenges facing brands today. Digital has to be considered as part of the media mix.

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7 Ways to Supercharge Your ABM Strategy with Real-Time Intent

Streaming real-time intent is a homerun for marketing and sales’ account-based marketing (ABM) strategies. With real-time buyer insights, you can be first-in-line to provide solutions and lead better, hyper-personalized conversations.

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Increase Your Webinar Attendance (Best Practices)

thePoint

Increase Your Webinar Attendance. Webinars are one of the most effective demand generation tools when done right. Why is that true? It is because you get a room full (virtually) of qualified prospects who want to be there to hear and see the content provided on a topic which you control. They are a captive, qualified audience. That is not an easy thing to accomplish as an in-person event. Of course, the part of that original statement that is most important is “when done right.”