Vision Edge Marketing

Customer-Centric Message Maps Engage More Customers | One Good Idea

Vision Edge Marketing

Diana and I have had conversations with several customers on the topic of messaging. In each conversation, the business leader said they were having difficulty engaging the right customers. One of the first questions we asked them was “do you have a message map to support customer engagement?”

Market Validation: The One Step You Can’t Afford to Skip

Vision Edge Marketing

You’ve identified a new segment for growth. It meets all of your opportunity and accessibility criteria. You’re ready to start selling, right? Identify a few potential customers, contact, connect, qualify, and rock on. To that we say, “Whoa, Nelly, market validation comes first.”

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How to Make Sure Your Dashboard Passes the Test | One Good Idea

Vision Edge Marketing

Several times every week we have conversations with customers about measurement, metrics, dashboards and scorecards. Given that today, almost everyone is able to click on some kind of Martech or CRM tool and produce a data report, you might wonder why this topic keeps surfacing?

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How Much Time Do You Spend Thinking About the Future?

Vision Edge Marketing

You probably recognize by now that we’re big fans of Peter Drucker. We consider him the father of modern management. One of his quotes is particularly pertinent to this post on the subject of strategy and the future. Drucker said, “The best way to predict the future is to create it.”.

Virtual Event Strategy: Building a High-ROI Annual Plan for 2022

Speaker: David Edwards, Senior Manager, Virtual Events, BrightTALK

While B2B marketers have used events as an effective marketing tool for decades, virtual events have more recently evolved into an essential part of the marketing mix. But the myriad of options can make it confusing to put together a virtual event strategy that positively impacts your marketing goals - not just your budget.

Ensure Your Innovation Hits It Out of the Park

Vision Edge Marketing

Thriving companies are always innovating by creating and introducing new methods, ideas, or products and services, all designed to improve customer experience. Customer acquisition and retention often depend on new solutions.

4 Downsides of Quick and Easy Customer Growth | What’s Your Edge

Vision Edge Marketing

Who wouldn’t want fast and easy customer growth for your business? How can there be a downside to quickly closing new deals and acquiring easy wins? Fast-growing trees provide insight into 4 potential pitfalls of fast growth. And that’s the focus of this episode.

How Technology Places CMOs at Risk of Losing Their Strategic Role

Vision Edge Marketing

If you had a chance to read the recent Korn Ferry article The CMO is Forever Changed , perhaps the statement “linking marketing activities and business results hasn’t always been the strong suit of CMOs” rang familiar. It did for me.

Bring a New Product to Market Without Reinventing the Wheel

Vision Edge Marketing

Many of our customers are committed to successfully bringing new products to market. But they often find that it’s a daunting undertaking and sadly many new products fail. This episode of One Good Idea offers guidance for launching a new product. Product launches involve a lot of moving parts.

The Impact of Peer Engagement on The Customer Buying Journey

Vision Edge Marketing

Most business leaders and Marketing and Sales professionals today understand the impact that peer reviews and stories make on the customer bying journey, including the B2B purchase journey. This trend has certainly added more twists and turns to the buying process.

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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.

Is Peer Engagement Part of Your Customer-Centric Approach?

Vision Edge Marketing

This episode of One Good Idea explores the value of being connected with your peers, especially the connections between members of the C suite to support growth. You probably know that old adage, “Bird of a feather flock together.” Well, it’s true. That’s why peer groups are so successful.

How Leaders Can Strengthen Business Performance Through Inside and Outside Focus

Vision Edge Marketing

Every month or quarter, leaders in most organizations report on the state of business performance. We are strong proponents of taking an outcome-based approach to performance measurement and management.

Off in Pursuit of a New Market. What’s Makes a Good Segment?

Vision Edge Marketing

Growth remains a major mandate for most every company we work with. We are often asked for how to identify and pursue a new market and build a segmentation model. This is the focus of this One Good Idea episode.

How to Lower Your Risk of Entering a New Market | One Good Idea

Vision Edge Marketing

Several recent conversations with new entrepreneurs as well as veteran business owners have been on the topic of entering a new market or new customer segment. In each instance, a key concern was a strategy for mitigating risk of entry.

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.

Two Future-Proofing Components to Protect Your Growth

Vision Edge Marketing

Ever wish you had a crystal ball to see the future and plan accordingly? More effective than a crystal ball, future proofing is the process of anticipating what the future might bring, in order to minimize the potential downside of future events. And it is one important way to protect your growth.

Productivity Measures Improve Performance and Operational Excellence

Vision Edge Marketing

Measurement. Everyone in business today accepts the merits of measurement. One key category of measures, productivity measures, provide insight on how to improve performance. and operational excellence.

To Improve Customer Experience You Need a Map

Vision Edge Marketing

In a recent SuperOffice study of nearly 2,000 business professionals, 49.5% indicated that their number one priority over the next five years is improving customer experience (CX).

Your Competitors are Gaining Market Share – How About You?

Vision Edge Marketing

If there is a market for what you sell, it won’t be long before you face competition, if you don’t already. The key to long-term success is to stay ahead of the pack.

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.

How My Grandfather’s Fishing Wisdom Applies to Customer Acquisition

Vision Edge Marketing

In this episode we’re using a fishing story to illustrate how to ensure Marketing and Sales work together when it comes to customer acquisition.

Unlock the Power and Value of Upstream and Downstream Marketing

Vision Edge Marketing

Welcome to What’s Your Edge – a series of VisionEdge Marketing podcasts dedicated to helping you use data, analytics, process, and measurement to create an edge for you and your customers. In today’s episode we’re exploring upstream and downstream marketing.

Beware of Changing Strategy Just When Your Sails Have Caught the Wind

Vision Edge Marketing

Strategy. Entire books and academic courses are devoted to it because the development of an effective strategy is critical to the success of all organizations. And strategy is the focus of this episode.

7 Steps to Acquiring and Keep Right Fit Customers | What’s Your Edge?

Vision Edge Marketing

There’s nothing more comfortable than something that fits perfectly. Whether it is great fitting shoe. A right fit job. Or the right fitting customer. Finding customers, acquiring customers, and retaining right fit customers is the focus on this episode of What’s Your Edge.

Bigger, Faster, Better: Considerations for Scaling Up Your Own Engagement Engine

Speaker: David Pitta, CMO, BrightTALK and John Steinert, CMO, TechTarget

Customer acquisition and growth requires intentional strategy. Join David Pitta, CMO, BrightTALK and John Steinert, CMO, TechTarget as they share their 20+ years of experience in crafting engagement engines at scale.

Is it Time to Do Some Business Experiments?

Vision Edge Marketing

We often think of experiments as something we do in the realm of science, but there is a place for experimentation in business, especially when needed to make data-informed strategic and tactical decisions.

Overcoming Inaction is the Key to Your Growth Strategy

Vision Edge Marketing

You’ve heard the quote by Meister Eckhart, “ The price of inaction is far greater than the cost of making a mistake.” ” It’s important to understand that inaction isn’t simply the lack of action. Inaction is a conscious choice not to act.

Is the Customer Really the Focus of Your Organization?

Vision Edge Marketing

Nearly every organization we speak with believes they’re customer-centric. Work by MarketCulture Strategies , found that “a strong customer-obsessed culture is the single most important driver of future business performance.”

Does Your Plan Enable You to Seize Growth Opportunities?

Vision Edge Marketing

Growth. It’s still the top mandate for every organization. Perhaps work by PwC provides some insight.

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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.

Embrace the Zero When You Don’t Have the Data

Vision Edge Marketing

We hear a number of reasons for why performance target-setting efforts grind to halt. Among the most frequent is the lack of data or lack of confidence in the data. While it is always better to have data or better data, our suggestion is to embrace the zero!

Process is at the Heart of Operational Excellence

Vision Edge Marketing

Process is one of the four pillars of high performing organizations. Highly functional organizations leverage distinctive capabilities and processes to improve efficiencies and effectiveness. Firms with highly functional organizations experience more innovation, market share growth and profit.

How to Carve Out a Future in an Established Market

Vision Edge Marketing

Using real examples from our work, each episode of One Good Idea provides a smart business tip to help you grow. This episode is based on work with a customer who developed a software product that is now part of a well-established highly competitive market that wants to grow.

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How Niches Provide New Growth Opportunities for Business

Vision Edge Marketing

Using real examples from our work each episode of One Good Idea provides a smart business tip to help you grow. This episode is based on work with a B2B customer who was looking to expand their business.

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.

To Maximize Your Winning Strategy Avoid Punting | What’s Your Edge?

Vision Edge Marketing

When it comes down to the wire as a business leader are you more likely to go for it or punt? In American football punting occurs when a team believes they cannot score in the final down or their chances of making another first down are low.

Logic and Math Two Essential Skills for Accountability and How You Use Them

Vision Edge Marketing

Logic and math are two essential accountability skills. Both are integral to performance management for every part of your organization. If you have ever worked a Sudoku puzzle you understand the difference between logic and math.

Make Sure CTA Measures Are on the Right Place on Your Dashboard

Vision Edge Marketing

The purpose of every marketing effort, whether delivered via email, a landing page, social media, or a digital ad, etc., is to motivate the recipient to take a real next step in their buying journey.

How to Use a Fast Break Strategy to Create Scoring Opportunities

Vision Edge Marketing

How you approach the market and address the competition to achieve your objectives is the realm of strategy. Strategies can be defensive or offensive or a combination of both. One offensive strategy you can leverage to outmaneuver competitive rivals can be taken from the sports world: the fast break.

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.