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“Spray and Pray”: A Step-by-Step Guide to Effective Targeted Sales Prospecting

Some salespeople view prospecting as a numbers game. They reason that the more emails they send and calls they make, the more conversations they will have, and the more customers they will eventually sign. So instead of spending time customizing and personalizing their outreach for each individual prospect, they mass blast generic emails, and follow the exact same script on every single call.

Seven Essential Mobile Apps for Marketers

By Kerry Gorgone, {grow} Contributing Columnist

Back in 2014, I wrote a post on essential mobile apps for marketers. It’s been a while, and since apps change more often than Kim Kardashian’s phone number, I thought it was time for an update.

These days I have 144 apps on my phone. That sounds like an insane number of apps, but I have them neatly grouped into categories, so I have just a few screens of icons.

Mastering the “Four Ps” of Office Communication

Don’t just wait for the next company meeting to keep your team informed.

We have never been so connected. With modern technology, countries all over the world are, quite literally, at our fingertips. Why, then, does it seem so hard to spread the word about something as simple as, say, the company picnic on Saturday, the new HR policy changes or that big new client the sales team has been courting for months?

Good office communication flow boils down to what I call, the “four Ps” — portions, packaging, placement and point-in-time. In other words, you’ve got to pass the message at the right time, in the right place, and in nicely packaged, digestible bites.

How Product Marketing Has Become a Sales Enablement Challenge

Product marketing professionals find themselves as the lynchpin between Product, Marketing, and Sales. However, most functions are notorious for not investing enough time in supporting sales efforts. Sure, they are effective at product launches and using feature/benefit language, but they often fall short when it comes to effectively enabling their sales team.

While this stigma can be true, it would be wrong to assume that product marketers don’t want to help their sales team. Instead, they often lack the adaptability required to support the dynamic aspects of the sales process. This is what makes marketing and sales alignment so difficult. Language and tactics that present well in an internal strategy meeting don’t always translate to effective customer conversations.

11 important content marketing metrics I bet you don’t measure

Eighty-eight percent of marketers use content marketing—up by 2 percent from last year (86 percent). Seventy-six percent of them also plan to create more content in 2016, according to Content Marketing Institute.

However, measuring content effectiveness is among the top challenges faced by B2B content marketers.

As a marketer, bringing tangible results should be our top priority. However, determining the success of content is not as simple as it appears. While there are several metrics to dig into, there is no particular set of metrics to answer your questions.With businesses allotting more of their budget to content marketing, marketers must align their goals with the results they want. Let’s learn about the metrics that determine the overall performance and health of your content campaign—not just those that are easy to track.

The Revenue-Generating CMO

Piloting Revenue Attribution - How top-flight CMOs prove that each new marketing dollar they invest drives organic revenue growth.

Revenue-generating chief marketing officers create more shareholder wealth than any other type of CMO.

More than brand-building CMOs. More than lead-generating CMOs. More than product-positioning CMOs.

The 9 Skills Every Community Manager Needs

When you tell someone you’re a community manager, you’re probably bracing yourself for two things. One, that you’ll have to explain what that means—and you probably already have your pithy elevator pitch in your pocket—and two, that you’ll have to further explain that no, no, you’re not just a professional tweeter/facebooker/instagrammer by trade. Sigh.

We know that our jobs are about much more than just the social channels we help manage, and someday most of the business world will finally catch up, too. In fact, we tend to have so many irons in the fire that it can even be difficult for us to tell what makes us so good and suited for our jobs.

We’ve boiled it down to make it much easier for you.

19 Ideas That Will Inspire a Years Worth of Blog Post Topics

Step 1: Determine What Type of Post To Write

There’s more than just one type of post.

So, if you’re at loss for ideas, start by determining which type(s) of posts you want to focus on.

This will help you brainstorm new ideas or tweak the ones you already have.

Maybe you have a general idea of what to write about, and just don’t know how to present the information in the best way possible. In that case, choosing the right type will help you get more focused.

Here are a few post types you need to consider:

Why Fear is Limiting Your Sales Career

Division, also known as the Big Red One, headed into a meat grinder on D-Day.  Soldiers pressed on despite seeing most of their peers decimated before their eyes.  This historic photo is appropriately named The Jaws of Death.

Think of the challenges you face in your role as a sales leader.  While sales leaders make tough decisions, hopefully this historic reference places the challenges of today’s business problems in perspective.

Cover the Market Completely with Indirect Sales Channels

Corporate Vice President of Sales demonstrates how to cover the market completely with direct and indirect sales channels.

I recently interviewed John Kedzierski, an executive sales leader who knows how to drive revenue growth through channels. Today’s topic is focused on how to go to market with the right channels.  During our discussion, John and I leveraged the SBI annual workbook to guide our conversation. To follow along, flip to the Channel Optimization phase starting on page 294 of the workbook.

Transform Your Marketing Approach and Gain a Customer for Life

At a critical moment in my junior year of college, I was rushing to print an assignment on a deadline when my HP ink cartridge broke. Even though the issue was my fault, HP sent a new cartridge without hesitation. No transferring me between departments, no upsell on a different model — it just sent it. Overnight. I have bought nothing but HP products ever since.

5 Ways to Improve Your Editorial Calendar

Whether you’re running a small business or a corporation, using an editorial calendar can help you successfully manage your blog, email, and social media content. An editorial calendar is a bird’s-eye view of upcoming content. It serves as a framework for the type of content you want to share, when it should be published, and which digital channels you should use. Blog posts, infographics, videos, how-to guides, photo galleries, and emails are a small sampling of different digital content types. The type of content you create should reflect your goals to achieve the best return on investment (ROI).


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