Posts Tagged ‘marketing strategy’
Agile approaches for uncertain times
A local printer has not only endured seismic shifts in its industry and thrived but has also reimagined itself by staying close to its customers and taking cues from their requests and feedback. The parent company of Cultivate Communications, Heritage Printing, has offered a wide spectrum of services to support its customers’ needs, providing a…
Read MoreHow to cultivate thought leadership (and why it matters)
Want to make a real impact in your role and organization? Become a marketing rebel, as the Content Marketing Institute’s chief strategic advisor Robert Rose recommended in his recent Cultivate webinar. One powerful way to do that is to study thought leaders inside and outside of your industry. You can learn from what they’ve done…
Read MoreImproving sales conversions is like herding cats
For many companies, the process of corralling leads and converting them into sales has always been chaotic – like trying to herd cats. But this challenge has become even bigger during the last few months. If you want to achieve faster sales conversions and multiply the impact of marketing, you’ve got to be a change…
Read MoreSales enablement: more important than ever
Companies everywhere are now being forced to face a rapidly changing business landscape. Agility takes on new meaning as we all redefine our value, adapt our messages to the challenges of customers and optimize our go-to-market strategy and processes. Sales enablement approaches and technology increase our ability to pivot and adapt to market needs. Because…
Read MoreABM is the new key account marketing
Account-Based Marketing (ABM) is more than the latest buzz word in marketing. Research by ITSMA found that 87% of companies that measure ROI say that ABM outperforms every other marketing investment. However, it’s even more than a great marketing strategy. It’s a strategy to align marketing and sales. It is akin to key account marketing…
Read MoreThe absurdity of “marketing”
Ask the owner of any company if they do marketing, and chances are, they’ll immediately answer, “Yes, of course.” But truth be told, most are not applying the same level of strategy and rigor as they do in other parts of their business. More often than not, they’re marketing the way they always have: They…
Read MoreHow to increase marketing’s impact on revenue
Traditionally, marketing’s job was to promote your company’s brand and to generate leads for your sales force to follow-up on. Today, its role is much more complex. The marketing department must single-handedly attract, educate and nurture prospects – and make a measurable impact on your company’s revenue. But how can you grow the marketing function…
Read MoreOnline Personalization 101: WHAT it is, WHY You Need to Use it & HOW to Get Started
You see it all day, every day. You open your inbox and there it is: your name in the subject line. You get home from work after a busy day, kick up your feet and flip on Netflix—and there it is again: your name. You sign into Facebook and you see an ad pointing…
Read More4 Steps to Creating a Big-Picture Customer Touch Plan
If you don’t have a customer touch plan, you’re not alone. We’ve run across quite a few small business owners who weren’t even familiar with the phrase—yet, a customer touch plan is one of the most effective marketing tools for small businesses. Let’s start with a no-frills definition… What Is a Customer Touch Plan?…
Read MoreHere's Why CEOs Are Choosing Content Marketing in 2016
In the past, content marketing has been a hard sell to busy executives. It’s hard to sell a theory, and harder still to explain benefits measured in “engaged audience.” Not so long ago, many CEOs were more invested in sales numbers than in the long-game of building trust and authority online—and that’s proven to be…
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