by Sloan Kamenstein Republished from Entrepreneur, July 8, 2018 When we made the strategic decision to expand our brand internationally in 2015, we recognized that doing so required an in-depth look at how we were going to maintain the Sloan’s Ice Cream experience in markets that were, at the time, wholly unfamiliar and thousands of…
Have you seen the strange gap separating sales from marketing in the business-to-business (B2B) world? I have, and it’s not pretty. On one side lives an authentic and resonant sales call; on the other side lives flat marketing copy.
Why does this happen?
Some companies insist that trade shows are hit or miss — but they don’t have to be.
Today’s consumers value their time more than ever. With the proliferation of on-demand apps, there is virtually no need to wait in lines or even to leave your house if you’re that much of a homebody.
When you think about the fastest way to grow your small business, there are a couple paths that probably come to mind: hire for sales and explore acquisition opportunities. If acquisition isn’t in the cards, then maybe you’re just relying sales.
Aligning sales and marketing has become common practice as a business strategy, improving the dialogue between two separate departments of a business for improved results all around. But I often have clients approach me with the same problem: regardless of a seamless relationship between their sales and marketing strategies, they still find that there are not enough successful sales being generated from their leads.
Your salespeople are front-line brand ambassadors. Make sure they are sending the right message.
Have you noticed costs going up and ROI going down?
For years, Artificial Intelligence (AI) has been the subject of wonder and speculation. From visceral thrillers set in the future of machines taking over the roles of humans to the development of Alexa and Siri on our devices in our home. Fortunately, thrillers like The Terminator and Blade Runner are based in the fictional world and every year, AI has proven to be successful and relevant in many industries.
Emerging technologies make it possible to move segmentation and personalization models beyond marketing personas to distinct, individual customer profiles.
The ability to collect customer information — and organize it (i.e., big data) and draw insights from it (i.e., machine learning) — makes it possible for marketers to evolve.
This evolution from buyer personas to individual profiles can provide superior personalization and an enhanced experience for shoppers. In turn, retailers may sell more products if they offer a more personalized shopping experience.
