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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.

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

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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

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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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Everything You Need to Know About BFCM

Speaker: Jonathan Meyer, Danielle Erwin, Jeremey LaDuque, Nathan Hedley & Nils De Moor

To help eCommerce merchants set themselves up for success, Bridgeline's leading eCommerce, SEO, and marketing experts are coming in an all-star roundtable to discuss Black Friday and Cyber Monday 2023. As a group, they will showcase the checklist for how to prepare your eCommerce site, how to identify the latest online shopping trends, and how to seize new revenue-generating opportunities.

#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.

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

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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?

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.

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.

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.

6 Proven B2B Marketing Strategies and How to Use Them

Bold tactics. Innovative ideas. Thriving revenue growth. Behind every great B2B marketing campaign is an amazing story. Learn the strategies behind six winning B2B marketing campaigns — directly from the marketers that made them. Read the stories now!

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.

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.

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.

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.

New Ways to Reach, Influence, and Close More Deals with Intent Data

Speaker: Ardath Albee, B2B Marketing Strategist and CEO of Marketing Interactions

Acting on intent data when applied to buyer context can be a game-changer for gaining attention by increasing relevance, which drives purposeful engagement toward purchase. But all intent data is not the same. In this webinar, learn the difference between interest and intent, and the best ways to use the right data.

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.

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

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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?

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.

Your Ultimate Guide to the Trends Shaping Marketing Data

In Salesforce’s latest Marketing Intelligence Report, hear from 2,500+ global marketers on how they are leading with their data, from business growth to customer satisfaction, data privacy, and more. Get the report now!

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

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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.

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 

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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.

The Essential Guide to the Buying Experience of the Future

The ultimate value proposition is an impactful buying experience that guides people to the best possible decision. But how do you prepare your sales teams to do that? Read "The Essential Guide to the Buying Experience of the Future" to find out how to empower your customer-facing teams and thrive in modern selling environments.

How to Waste Perfectly Good Leads – Part 3

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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.

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.

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

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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.

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

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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.

Roadblocks to Delivering a Competitive Buying Experience

Why are buyer-facing teams struggling and what can be done about it? Bigtincan teamed up with Heinz Marketing in a recent research study to discover the roadblocks revenue-generating teams encounter in preparing buyer-facing teams for today’s market. Click here to learn what you can do today to prepare!

The One-Person B2B Marketing Department Playbook – Introduction

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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 ).

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

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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

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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.

Pointed Out – Be Transparent or Disappear

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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.

Putting the Buyer Back Into Your B2B Marketing Strategy

Speaker: Ardath Albee, B2B Marketing Strategist and CEO of Marketing Interactions

In this webinar, B2B Marketing expert Ardath Albee will teach you what it means to be buyer-first and buyer driven, and will share success stories of companies that have made the switch.

Increase Your Webinar Attendance (Best Practices)

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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.”