In marketing, we need to do a better job of establishing standards – marketing objectives against which we measure our performance. Luckily, we have high-tech tools that make it easier to measure marketing.
Recently I had a chance to do a Q&A with my colleague, Brian Carroll, consultant and author of Lead Generation for the Complex Sale. I have followed Brian’s B2B Lead Blog for years and was interested in his latest focus area, empathetic marketing. Here are the highlights of our discussion.
It’s smart business to be aware of what your competition is doing. But be careful that the effort does not become a primary focus. If you have plans for a large-scale competitive analysis, here are some reasons to re-think how much time and resources you expend on the effort.
Marketers can gather tons of data, but CEOs want to know whether their investment in marketing is contributing to top-line growth and whether the results justify the marketing budget expense. Giving them these answers requires metrics that link marketing efforts with actual sales results.
Here are some of my favorite ways to demonstrate marketing’s bottom line return.
Too few logistics businesses practice “outside-in marketing.” Instead, they focus their marketing on the services and key features they (and 500 other companies) offer. That’s a great strategy if your marketing goal is to blend in and go unnoticed…
This week’s logistics sales tip: change your approach from “selling” to pure, selfless, ask-nothing-in-return “helping.” You’ll build stronger, longer-lasting relationships with prospects, get more referrals and, ultimately, close more business. Learn more in this blog post.
Companies invest time and energy to explore a change – new carrier, new warehouse provider, new software – but in the end they do nothing at all. Meanwhile, logistics businesses invest thousands, sometimes tens of thousands, of dollars to chase accounts that, very often, can never be caught. Learn the top 5 tips that prospects are unlikely to buy.