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Category Archives: Business

Create Great First Impression

If there are some aspects of your industry/profession that are perceived negatively, the smart people address this subtly with their appearance. For example:
• Those involved in detail-intensive industries (accountancy, engineering, etc) can often be (unjustly) perceived as staid, impersonal and caring little for their appearance. So, it could be clever to show more style in their apparel.
• Those involved in the creative industries (architecture, advertising, etc) may be perceived by some as creative but lacking business acumen, so it may pay to dress less flamboyantly for those clients.

Above all, dress to show your respect of those you are meeting. In 2013, Apple were trying to set up deals with cable companies to access streaming content for its Apple TV product. The executive in charge of the negotiation, Eddy Cue, got this horrendously wrong in a meeting with Time Warner. Now, Eddy was obviously taking into account the client’s expectation with a representative of Apple – witness Steve Job’s standard garb of black T-shirt, jeans and sneakers. Eddy turned up in Hawaiian shirt, jeans and tennis shoes without socks. It looked like he had just dropped in on his way to a holiday. Needless to say, there was no deal.

Impression of Difference
To create a memorable first impression, you need a point of difference. This might be in your appearance, or it might be in what you say. Easy options for difference are:
• Your handshake (if appropriate). Firm (but not too firm!) dry and held for three seconds. If you feel comfortable you might employ your left hand to clasp the back of their hand to create the two-handed shake or touch them lightly on the right elbow as you shake.
• Your opening words. Be warm, clever (but not too clever) and avoid clichés.
• Pay them a sincere compliment. Everyone loves to be complimented and it takes such little effort to give one. If you feel uncomfortable complimenting their appearance, compliment the questions they ask (“What a clever question.” “You’re very perceptive”), their profession or organisation.
• The way you describe what you do. I will always remember the receptionist who was entitled ‘Director of First Impressions’.

Impression of Intent
First impressions are based on impression of your intent and, for most of us, this cannot be faked. My first impression of you is likely to be negative if I perceive that your intent is to:
• Sell me something
• Assess the potential value of a relationship with me
• Tell me how good you (or your company) are
• Get information out of me that you can later use

Sales Enablement

SALES ENABLEMENT MANDATES SALES & MARKETING ALIGNMENT

Part of why this strategy exists today is due to misaligned sales and marketing teams within B2B organizations. The traditional funnel where a lead is engaged through marketing and is handed over to a sales rep to close is ingrained in our minds. However, 65% of sales reps say they can’t find content to send to prospects. This is the most common complaint of sales teams.

This means either marketing is not sufficiently educating and ensuring lead qualification prior to the hand-off to sales or sales is not adequately leveraging existing marketing assets to continue educating and nurturing prospects into new customers. An aspect of sales enablement is identifying and assessing this breakdown and recommending ways to bridge the gap between the two teams to seamlessly engage prospects through the buyer journey from awareness to revenue.

SALES ENABLEMENT BUILDS ON B2B DEMAND GENERATION

While marketing is historically viewed as the owner of all B2B demand generation activities, it should be viewed as a shared onus between marketing and sales teams. Sales enablement builds on B2B demand generation by equipping sales with an equally-important role as marketing in generating and nurturing leads.

44% of sales reps give up after one follow-up, yet 80% of closed deals require 5 follow-up phone calls after the meeting. When sales teams have subpar lead follow-up times and an insufficient number of touches, much of marketing’s initial lead generation efforts are diminished. Sales enablement can help establish sales team standards of performance and service level agreements (SLAs) like reducing follow-up response times to increase conversion to close rates.

Choosing Conference Speaker

1. Watch The Performance Of The Speaker
Make sure that you have watched your speaker inspire the audience by watching his speech videos or attend his recent meeting to get an idea about the way he performs. High profile speakers often have their videos of conferences posted on their website. These videos will help you have an idea about the ability of the speaker to capture the attention of the audience in the conference room. There are several best conference speakers available for catering to the needs of the audience of top profile events.

2. Check Their Past Audiences
It is the perfect way to know if your speaker can offer the speech material that is relevant to the topic your audiences would prefer. When the speakers have a specialty to make a speech in specific areas, then you can choose them based on how they catered to the concerns and questions raised by the audiences of their previous conferences. Do not make the wrong move of booking the speaker in advance prior to checking their experience with similar audience like yours.

3. Ensure The Speaker Does His Homework
Make sure that the speaker has the ability to deliver the speech that would captivate the audience who will attend your conference. Also check whether they perform such research required much in advance to prepare customized speech rather than delivering the standard speech that he has already delivered in several meets.

4. Check the speaker’s selling capacity
Highly reputed speakers would act like a sales and marketing coach as their name alone can sell the event to a great extent. When you have the budget that is enough to hire the services of a reputed speaker then you can be assured of a fully packed audience. Choosing a celebrity speaker who is respected for making inspiring speeches and motivational words would make any event a highly successful one.

Kick Start Your Business

Select the right automation system –

Of course, making sure you have the automation system you really want to work with is important, but there are a few factors to consider before you make that final selection.

  • Cost Effective. If you’re going to pay for a service, be sure you’re getting a good bang for your buck, and don’t settle for less than what you need.
  • Steady Customer Service. Ask around, not all companies give consistent service once you’re in their service funnel. Be sure your friends in the business like the system you choose, you’ll be stuck with it for a while.
  • Check Quantity. This is important. You don’t want to pay for increasing prices every single month. Be sure you’re paying for a package that will meet your needs without over paying.

Buy now or shopping cart system –

Depending on the payment service you use, the options of purchasing your goods may be limited to a select few. You’ll need specific buyer options, and one of those will most likely be a subscriber service. Be sure this is an option whether you choose the buy now, or shopping cart system for your buyers.

Delivery and quality of product –

The biggest complaint most customers of automated services have is the combination of double optin on subscriber feeds, and delayed delivery. There are some services that negate these problems, but their solutions may not benefit you or your customers. Confirm the process before you sign up for a select process and elevate your expectations above basic service.

Seriously, you’re in business, raise the paygrade and get what you and your customers deserve.

Promote Your Brand Effectively

1. Don’t just “sell” — TELL. Fancy promotional copy won’t be as effective as examples, testimonials, endorsements, case studies and results. Wrap your fancy promotional copy around real results to put your brand face forward in its best light.

2. Connect your brand to your customers’ wants and needs. Use checklists to help your customers determine if they are being served effectively. Infographics, blog posts and videos can help deliver education to help both customers and prospects learn more about how your brand can help them.

3. Build partnerships to help build trust with both customers and prospects. Partnerships that link your brand to another quality brand can build trust faster and elevate the perception of your brand.

Lead Generation Works

Content Syndication

Content syndication is done to convert people or influence people to buy a product or service. It is basically pushing your content to other channels to increase brand awareness and drive traffic back to your own site.

This can be done by partnering with other blogs to get them to post the piece, as well as news feeds. You must roughly establish the readership of the blog and then do progressive profiling to separate quality leads from others.

Lead generation services also use email to distribute your content to find leads. Email campaigns are targeted at specific leads, and are considered as the most effective mediums for generating quality leads.

Telemarketing

Telemarketing doesn’t have a great reputation in the consumer market, but it is usually viewed in a different light when it comes to business to business marketing. Here, they use firmographic data to better target leads.

The objective of telemarketing campaigns can differ, but they are all done with a specific aim. The scripts and processes associated with telemarketing programmes will differ.

Guide to Business Analytics

Some Types

Descriptive Analytics:

This describes the current state of a company by tracking key metrics and determines trends from the current dataset.The aim of this type of analytics to determine what has happened.

it provides primary data processing method to proceed further.
It also analyses how the data looks like currently and identifies future behavior.

For ex. a location bar chart for a travel company which wants to target customers by location.

Predictive Analytics:

It is the most important and advanced analytics which creates models for the prediction of a particular event or performance of a particular product by using historical and current data sets.

it is generally an area of data scientist and data analysts who build predictive data models using the advanced algorithm, regression analysis, time series analysis, decision tree.

It has become more important with big data and financial companies have been the prominent user of it, to determine events before they occur.

Example: Multiple regression is used to show the relationship (or lack of relationship) between age, weight, and exercise on diet food sales.

Prescriptive Analytics:

It determines the best solution for a particular problem when the different set of solutions are presented.

It also provides decision options by processing new data to improve the accuracy of predictions and decision options.It is the mix of data science and management science which provides the best route possible for a particular path.

Example: A sports store has a limited marketing budget to target customers.

Application and Uses:

It provides insights into the key decisions of the company in various domains which help the company to gain an advantage over its competitor.

• It leverages the analytics to generate more profit for the company and improve its performance.
• Businesses all over have been using it to determine and improve their optimal resource allocation, supply chain optimization, inventory management, employee performance, project Completion rate, Skill Map, Improve their Product portfolio etc.
• Two key areas are Business Intelligence and Statistical Analysis.
• In statistical analysis, the statistical algorithm is applied on data to predict the performance of a service or a product.

Marketing to Millennials

Born between the early 1980s and the early 2000s, Millennials share common attitudes toward technology, data privacy, and rewards that may change the way you market. Keep these facts in mind when making your marketing plan:

* Millennials consider friends to be their most reliable source for product information. As many as 95% of Millenials rely on friends for product advice.

* Online advertising doesn’t cut it for Millennials. 94% of them don’t find advertising credible.

* Information exchange for a deal works half the time. 51% of Millennials will give a company information if they get some kind of incentive in return, and 56% will share their location in return for coupons from a local company.

* Incentives for social media connections work. Approximately 65% of Millennials will follow a brand on Facebook or Twitter for a coupon or discount.

* 5 out of 6 Millennials connect with brands they like on social media.

* Millennials are the most well-educated group of young adults in U.S. history. 1/3 of 26-33 year olds have a college degree.

* Over 85% of Millennials own smartphones, and they touch their phones an average of 150 times a day.

The most important thing to remember about Millennials is that they don’t identify as a group. If you treat them like individuals with shared experiences, you will get much farther with your marketing message than if you lump them into one group and assume everyone in the generation thinks identically. Many millennials don’t care to conform to the standards of a traditional nine to five environment. They don’t necessarily conform to the suit and tie wardrobe and prefer more casual settings. If you sell to them like they are individuals who are more than capable to learn on the fly and handle an assignment, than people who need to be told what and how to more forward, you will reach more of this market.

Learning, independence, and creativity are keywords to keep in mind when talking to that a millennial.

Props in Marketing

Create Connection

The prop that you have selected must be connected logically with your target market. This requires a seamless workflow and clear marketing strategy because if the pros do not match with the advertising theme, it will give an awful experience.

Execute Your Props Campaign

Once you are done with what you have planned for props, advertising campaign, it’s time to execute. Display your ad at different places that you have decided and make sure it is placed in a same way across all targeted points.

Analyze Results

After you have executed your strategy, now you need to closely analyze the results. Assess that to which extent your audience has attached with the props and the message is delivered as you had planned. If it is like that, you are successful in your job and if not then it’s time to go through your plan and find out flaws to correct them.

Advantages of Using Props

Following are a few advantages of using props in marketing or advertising campaign:

Make Memorable

Use of props makes your message looks creative and thus makes it memorable by making it distinguishable from the others.

Create Realistic Thing

This is the primary attribute of a prop that it makes anything look realistic. It gives life to the objects that you have used.. Props are also a part of visual advertising that uses Graphic Design to make it more valuable.

It Grabs Attention

If you use props with creativity, it definitely attracts the people by holding their attention. If you have set the objective of increasing awareness, props can help you a lot.

To Add Fun

Props also help to make your message fun loving by adding life to it. It all depends upon the idea behind the marketing message that how you can use props to create fun.

Marketing Mistakes to Avoid

BREAKING PROMISES

Coming up with an effective company promise or slogan is not difficult. However, consistently following through with this promise can be a challenge for some companies. Companies who offer promises and raise expectations of their customers only to disappoint will quickly develop a reputation for themselves.

OPERATING A CAMPAIGN BASED ON BAD DATA

Data that you gather about your customers holds high importance when you are designing your promotions. If this data is wrong, you may end up spending large amounts of company money with little results from consumers and a low ROI. According to Econsultancy, inaccurate data affects 88% of companies with an average company losing 12 percent of its revenue.

Data is usually gathered from control groups. Within these control groups, some data will show that certain promotions drive encourage positive consumer engagement and high returns on investments. Often companies will push to create promotions that appeal to these groups of consumers and will lose focus on other groups. However, some companies have found that although the data shows high engagement among certain groups of consumers, the audience’s willingness to convert and actually make purchases is very low. Thus, the idea of not putting all your eggs in one basket applies to the world of advertising campaigns.