February 25, 2021
More leads does not equate to more revenue! Then how do we convert more leads to hit our revenue goals?
A Marketing Executive, Revenue Thought Leader, Go-to-market Strategist, Host of The Emerging CMO Group at the Peak Community, VP Marketing, Brand and Demand at MindTickle, Lisa Sharapata, discusses how to efficiently hit your revenue goals.
- To beat the average growth rate in your industry you first need to thoroughly understand the Ideal Customer Profile and hit them at the right time with the right message.
- Before going into a new role or company discuss their goals and best steps to reaching them. This will help you gage whether or not the leadership or company culture are a good fit.
- “Brand is way more than the colors, font, messages and logo. It is the culture, the mindset. It is what other people are going to say about your company.” ~Lisa Sharapata
- While planning your revenue goals, create a 30-60 day plan and start internally auditing. Create a SWOT analysis, gap analysis, and set milestones for your goal timeline.
- Have a conversation with your executive leaders to discover their goals and challenges. Align your team’s goals with what they are already trying to do.
- “Community is the new event.” ~Lisa Sharapata
- In order for sales to partner with marketing, they need to see value in the leads they are receiving.
- You do not need more leads. There is an old school mentality that more leads equal more revenue. However, with a concise group of leads it is easier to find the accounts that are in your Ideal Customer Profile.
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February 22, 2021
Marketing has come a long way from the “Mad Men” days. However, some teams still struggle with a generational disconnect. How can we bridge the gap to market more effectively?
A Marketing Leader, Director of Marketing, Andrew Sheaffer, discusses the generational mindsets in marketing teams and actions.
- People know when they are being sold to. However, if the message is targeted to customers who have a need for the product it feels more personal and helpful.
- Have your department heads create goals for the quarter. This’ll direct the team on what to achieve and what needs to be accomplished.
- Use SEO when approaching different generational mindsets. This is a simple way to show what keywords and phrases are best for targeting.
- Whether it is a new or existing business, associate your marketing efforts with revenue. This will ground them and avoid getting lost in branding.
- Career Advice: Know the importance of rolling up your sleeves and figuring something out yourself. Put it into action!
- Not everyone can be a marketer. Appointing an individual to specifically head marketing operations will optimize success and connection with your target audience.
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February 18, 2021
Maximizing productivity is not always as simple as it sounds. It takes a team effort to align goals and take a step back to figure out what needs to change. What should we be doing to identify priorities and manage goals?
An Agile Marketing Thought Leader, Keynote Speaker, Author of Mastering Marketing Agility and Death of a Marketer, ICAgile Certified Agile Marketing Coach and Trainer, Co-Founder of AgileSherpas, Andrea Fryrear, delves into framework of agile marketing and how to apply agile marketing practices to your process.
- “If you pivot too often without a business case, then you will delay where you want to be. Agile marketing is about making adjustments when there is a good customer centric, data driven reason to do so.” ~Andrea Fryrear
- Find the areas in your system where work execution is not optimized. Systematically review team priorities in order to improve the quality and the quantity of work within your organization.
- Agile marketing is not a cure-all! It focuses on the execution and the processes to get you where you need to be while under the assumption that the right channels or marketing strategies are already in place.
- Objectives and Key Results (OKR) is a great framework to use with teams to track goals. It develops a straightforward way to see what actions are supporting each OKR.
- Take the time to have retrospective meetings to assess your team goals and the best next steps to accomplish them. This helps to align objectives for optimal progress.
- Career Advice: Spend more of your twenties learning.
- Agile marketing is different from being fast or responsive. It requires marketers to recognize planning at the moment of maximum ignorance. Start exposing your audience to a new plan or idea on a small scale before committing.
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February 15, 2021
Numbers and technology are an important part of marketing, but they are not what pushes marketing past their goal. How does your audience view your brand? What is the story?
A Digital Marketing Thought Leader, Speaker, B2B People’s Choice Award Winner for the Best B2B Content of the Year, Vice President of Marketing at Terminus, Justin Keller, explores brand storytelling.
- Think about what your marketing goal is beyond the metrics. What is the story you are telling? Does it align with your purpose or product?
- “There is always a story to tell. Whether it be the product, the purpose, or the company culture, if you are having a positive impact on the world people care.” ~Justin Keller
- When you are thinking about telling a story, focus on pattern interruption. Think about how it ties back to the promise you are giving over the product or brand.
- Joy and enthusiasm is better than perfection when storytelling. Being a part of something that is exciting is important to people and shows through your work.
- Culture is an important part of marketing. If you are able to take big chances and embrace your creativity then you are able to discover new avenues to cultivate your brand.
- Career Advice: Don’t take yourself too seriously when you’re marketing.
- Marketing is more than numbers. Lead generation, metrics, aligning with sales, etc are all important aspects, but they are not the aspects that make a brand sing. True marketing is about wild campaigns, telling great stories, and art.
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February 11, 2021
How do we better communicate between the product, marketing, and sales department? How can we improve our product marketing process?
An Award Winning Marketing Thought Leader, Business Strategist, Director of Marketing Communications at Taconic Biosciences, Kelly Grover, discusses how to improve success and communication throughout your company.
- Success in product marketing is dependent on three things: having a defined process, data, and engagement across all departments.
- “Technology is an enabler, but it is not a strategy.” ~Kelly Grover
- When starting ABM, make it simple. You can always add complexity to your systems, but you can’t ever remove it if you baked it into its basic functionality.
- Account based marketing is a corporate level strategy that should be a company decision opposed to a single department.
- Elevate to the CMO position by thinking outside of marketing and solving corporate level problems.
- Career Advice: It is an unrealistic goal to think that you or your journey is perfect. You are going to make mistakes along the way. The stumbles are the stories.
- The go-to-market strategy pathway is not a linear line; it’s a feedback loop. We are constantly refining and improving that process between the product, marketing, and sales team.
- Sales should not be thought of as an internal customer, but rather in partnership with marketing. Understand their day to day pressures and motivations to drive success.
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February 8, 2021
How do we promote sales and marketing alignment? What can we do better to support each team?
A Thought Leader, Partner of Linking Indy Women, Co-Founder of Ride & Raise, Ally Brettnacher, delves into the four easy steps towards sales and marketing alignment.
- The first step to marketing alignment is understanding each other. Straightforwardly communicate your goals and what you need from each other to achieve the objectives.
- Having the marketing team sit in on sales calls allows for first hand exposure to what the sales team experiences and their challenges day to day.
- “Sales, if the marketing team is trying to enable you on the amazing content they have put together, then show up and learn about the content. Enablement is key to success!” ~Ally Brettnacher
- When it comes to marketing and sales alignment, we need to be involved in the conversation from the beginning. Understand why ______ has value.
- Prevent sales and marketing silos by asking for feedback on how people are responding to what marketing is doing and showing appreciation to each other.
- Career Advice: You are so much smarter than you think. Speak up more, you are good enough!
- Sales and marketing alignment is not as difficult as it seems. Communicating goals, sitting in on sales calls, asking for feedback, and showing up for each other makes all the difference in breaking down those silos.
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February 4, 2021
Public relations is often thought of as crisis management or press releases. But what if you could take PR tactics and use it to understand your target audience and boost ROI?
A Thought Leader, “Anti-PR” Strategist, Entrepreneur, Podcaster, Founder and Chief Evangelist at JoTo PR Disruptors, Karla Jo Helms, shares her knowledge of public relations and how to measure it.
- Factors such as the affected target audience size and the emotional level of the public based on what happened help determine the volume of communication needed to offset a PR incident.
- In PR, it is important to identify the groups and thought leaders that influence your target audience. Speak through those communication channels to reassure those particular markets.
- “You can apply the same crisis management strategy to mathematically go into a new market. Think who is the market, what is their psycho-emotional mindset, and who are their third party credibility sources.” ~KJ Helms
- “You always have to have a story. It is what creates news today. It is all about what the problem is and thought leaders or people in that space lending their opinions on the topic.” ~KJ Helms
- Number one rule for PR firms: Don’t ever talk about your products and services. Talk about the problems your clients are facing.
- Career Advice: Believe in yourself!
- Public Relations can be measured! PR is leading people by their minds and to guide public view. It is much more than press releases!
- Public Relations is analytical. You have to be very aware of your competitor’s public opinion and think a step ahead.
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February 1, 2021
How do we improve our accessibility for customers? What is the best way to engage with them in the ever expanding digital world?
A B2B Technology Executive Thought Leader, Top 40 Demand Marketing Game Changer, Top 30 Most Influential Women In B2B Marketing Technology, Member of the Forbes Marketing Communication Council, CMO of ActiveCampaign, Maria Pergolino, dives into brand values and expectations in the digital world.
- Set clear expectations about your service and who you are as a company. People are looking for brands that align with their values. Take control of the narrative!
- Digital transformation is enabling anything you would do offline or in person and removing friction from that process. How does this affect the channels we engage through?
- “As marketers we are creators. Taking time on any of these platforms to be a creator even if there is no audience is a worthwhile effort.” ~Maria Pergolino
- “The more you can do in marketing, then the more efficient sales becomes and less expensive your model becomes.” ~Maria Pergolino
- Career Advice: Think bigger. You are capable of more than you realize.
- Small businesses have just as complex of problems as enterprise businesses. Put the customer first, connect with people and make it easy as Amazon for your customer.
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January 28, 2021
With the growing tech world and large community outreach online it is hard to avoid the attraction of having a company social media presence. But how is the social being used? Is it just a strategy or does it represent a bigger position or purpose?
A Digital Strategy Media Leader; Global Chief Marketing Officer; Former VP of Advertising, Media, Digital, and Social Media at The Wendy’s Company; Former the Global CMO of Papa John’s International; Former Global CMO of Potbelly Sandwich Works; Brandon Rhoten, shares his wisdom on how to build a brand and stay true to its main objective.
- Spend your time, money, and resources on platforms that cultivate a larger brand goal. A social media brand without a goal is like performing tactics without objectives.
- “Brands that are magic understand who they are in the world. They are comfortable in their own skin.” ~Brandon Rhoten
- Understand the emotional and functional needs that your brand fulfills for people. Use them as a baseline for communicating how you meet those needs in a compelling way.
- Be true to the brand, not the tactic. Tactics, for example a spokesperson, should bring forward a larger position or objective rather than becoming the main focus.
- “If you can take the logo and put it on a totally different category of product and you understand what that product would feel like you have a great brand. A great brand carries something bigger than featured benefit or product.” ~Brandon Rhoten
- Career Advice: Save some money so you can take risks in your career.
- Not every brand needs to be on social media. Social media is a strategy that can be used to further a larger goal that is bigger than the platform. However, it is not a requirement to create a great brand.
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January 25, 2021
When deciding to continue a lead’s customer journey to sales, it is important to look at what makes sense for them. Are they ready to move forward at this moment?
An actual Rockstar, Marketing Thought Leader, Entrepreneur, Formally CMO and now CXO of BoardOnTrack, Rachel Jordan, redefines sales readiness.
- “Sales readiness means you are ready to build a relationship, not that you are ready to be a customer tomorrow.” ~Rachel Jordan
- Do what makes sense for your customer’s timeline. Understand what is important to them right now in the moment.
- Focus on responding to your potential clients as quickly as possible rather than the quantity of engaging content. This moves them up the chain when it makes sense and closes them in on the window of opportunity.
- “It is not about quantity. It is about the right timing with the right people.” ~Rachel Jordan
- Marketing does not live in a box anymore. It touches every stage of the customer lifecycle. It needs to feel like it is presented with the same voice.
- Career Advice: Encourage yourself to pivot in your career. Trust yourself!
- Customers are not exclusively sales ready only when they are prepared to give you their money. Deciding where marketing ends and sales begins for leads needs to be defined and agreed upon between both departments.
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