Though sales and marketing have a long history of being at odds in many companies, they’re actually two very important sides of the same coin. Identifying the differences between sales and marketing, then finding ways to bridge the gap between them, can create a strong, consistent revenue stream that is greater than the sum of […]
There’s a lot of noise out there in the marketplace! Regardless of your product or service, your company likely has many competitors targeting the same market, offering similar solutions for similar pain points. Positioning yourself in a lucrative, distinct segment for your business in a crowded market is key to long-term revenue growth and business success. Here are five ways to better define your segment, courtesy of Business Success.
When building your business, having a great product or service is just the beginning. Communicating your company’s offerings, solutions, and advantages is crucial for turning a good product into a wildly successful one. But in the age of digital communication, traditional advertising is no longer the only way to tell people about what you offer. […]
The Problem: Prospects Sit In Your Pipeline Too Long Many service providers often have a single, all-inclusive service that’s presented as a binary choice: hire us for the whole service or don’t hire us. Because these services are typically important and consequential (e.g., wealth managers help save for retirement, lawyers defend against lawsuits, architects design […]
In answer to the question “What will it take to navigate this crisis” the authors call on businesses and governments to act across five stages, leading from the crisis of today to the next normal that will emerge after the battle against coronavirus has been won:
Resolve: All those in leadership positions must determine the scale, pace, and depth of action required at the state and business levels and resolve to do what it takes.
Resilience: A McKinsey Global Institute analysis indicates that the shock to our livelihoods from the economic impact of virus-suppression efforts could be the biggest in nearly a century. In the face of these challenges, resilience is a vital necessity.
Return: Returning businesses to operational health after a severe shutdown is extremely challenging and the weakest point in the chain will determine ultimate success. The authors suggest using Northern Hemisphere’s summer months to expand testing and surveillance capabilities, health-system capacity, and vaccine and treatment development to deal with a second surge.
Reimagination: Institutions that reinvent themselves to make the most of better insight and foresight, as preferences evolve, will disproportionally succeed. The crisis will reveal not just vulnerabilities but opportunities to improve the performance of businesses.
Reform: Leaders in government, business, healthcare, the financial system, educational institutions, and more should think about what reforms are needed to avoid, mitigate, and preempt a future health crisis of the kind we are experiencing today and to strengthen the system to withstand acute and global exogenous economic shocks, such as this pandemic’s impact.
Collectively, these five stages represent the imperative of our time: the battle against COVID-19 is one that leaders today must win if we are to find an economically and socially viable path to the next normal.
The New Normal for Business and Marketing Strategies As businesses around the country try to assess what’s next after the big Shut Down, many are realizing that it won’t be “business as usual”, not just because of the reopening guidelines imposed by the government, but because customers and clients may not feel comfortable reentering the […]
While the cultural shift during the pandemic has been tremendous, there are many facets that are likely to become the new normal for businesses and their marketing strategies in the future.
Businesses should not look at this time as a temporary normal that they can come up with some quick fixes for, but as a permanent shift for the future. There will be a new way of doing things and the business models and marketing strategies will be different – it’s already changing every day.
With people staying at home more often than ever, virtual has become the new standard. Video calls and online communication are more normal and saving consumers time, setting them with a new expectation of how they can communicate with companies and firms. For example, having a video meeting with a professional service instead of visiting their office, can be more convenient and efficient for a consumer – something they might want to keep doing in the future.
The reality is that people are developing new ways of doing things and new expectations are being set. Many companies will need to have a substantial online presence to meet their consumer’s needs. Is your business in line with adapting to the new virtual landscape of consumer behavior?
Lead generation is one of those marketing terms that sounds easy, but many businesses still struggle to find the right combination of strategies and tactics to actually convert as many leads as they expect. Selecting the right lead magnet (sometimes known as click-bait) and actually telling your audience why it’s important to them is critical, as are strong Calls-to-Action and straightforward and easy to fill forms: the last thing you want is to lose a lead because they can’t be bothered to fill in all the information you’ve requested. Combine these with a targeted online advertising strategy and a strong SEO program, and you’re well on your way to effective lead generation.
Think your B2B customers aren’t using mobile? Think again! The Boston Consulting Group found that for more than 60% of B2B buyers, mobile played a considerable role in a recent purchase. B2B buyers are using mobile devices to conduct research on their needs and find other sources of information, potential vendors, and service providers. Look at your own analytics to determine the importance of mobile for your business and make sure your mobile presence is optimized.