The space-time continuum between sales and marketing is rapidly moving to extinction. Sales individuals must think like marketers (see John Jantsch’s new book – Duct Tape Selling), and marketers are engaging with prospects in what had traditionally been considered a sales activity. Brian Halligan, the CEO of HubSpot has repeated a number of time "The traditional sales process in broken. Instead of "always be closing," the next generation of sales teams will "always be helping."
Customers have changed their buying process dramatically. Marketers and sales teams have begun to adjust their approach. But the tools that teams use to effectively work together have not kept up (see this post we wrote a few months ago)... Until now.Read More
There has been a lot written about Costco and their success as compared to other “wholesale clubs”. I particularly like this article in Bloomberg. And while I like Costco and have been a member at times, I currently do not live within a reasonable driving distance to one, so I belong to BJ’s.
While chatting with the check out clerk this morning, she commented (as she scanned my quart of blueberries) that they (BJ’s) had finally gotten smart and starting taping the containers shut. I commented that I agreed it was a good thing because I had one pop open on me in my cart and had lost all the berries to the parking lot. She said the same thing had happened to her.
Then she went on to say that she had observed a lot of little things the company could do better. When I asked her if she tells the company about them, her answer was no; that they only care if they do something wrong and never tell them (the staff) when they do something right. She said “I have not been late in eight months, or called out sick, but god help me if my supervisor saw me chewing gum”. (I would guess she is about 40 years old). In a few additional comments, she indicated that she really did not feel appreciated at all, but going to a place like Costco was impractical because it really was too far to drive.Read More
It’s everywhere, dominating your Facebook news feed and your TV screen. You cannot get away from it because from George Bush to Lady Gaga, everybody is doing it. The ALS bucket challenge has managed to leverage social media to raise awareness and massive donations ($80 Million as of yesterday). But why has the ALS Bucket challenge been so successful?Read More
In my last blog, I began discussing the change in marketing that has occurred over the last fifty or so years. Strategy was the focus of that post.
In this post, we’ll discuss the difference between copy-writers of old and great content writers of today.
When I think about copy-writers, I think of Peggy from Mad Men. Her job was to create promotional materials for the purpose of selling to a specific demographic. It needed to be able to persuade the reader to buy whatever the copy is selling. They used focus groups to see if the copy they wrote would move people to action.
Great content writers today write educational content that helps a potential client figure out how to solve a problem they are having. They need to be able to gently guide them through their buyer’s journey, helping the reader or viewer arrive at the conclusion that their product or service is the only one that will solve the problem.Read More
A friend sent me this picture from the park Manitou Springs, Colorado. It proves that even municipalities can have a sense of humor in getting their message across. Does this help keep the park clean? I have no idea, but I would expect so. If nothing else, it makes the message more memorable, and memorable helps create action.Read More
Editor's Note: The post below is from our summer intern, Anna, and highlights a view of the "real" from a full time college student and digital native.
As someone who grew up with technology basically being more of a right than a privilege I have found myself not only surrounded with wants for the newest gadget but a reliance on it. For our world has gone automatic, cutting edge, we use these gadgets to make our lives easier, we hardly ever consider the old way because it’s too time consuming or it simply takes too much effort.
Last week I was put in charge of doing biographies for a client’s web page. It was a simple enough task with simple enough questions to ask. It shouldn’t have been a problem at all. But I found myself faced with one. With technology at my disposal I chose not to go through the painstaking process of scribing the interviews and opted to simply record them on my iPhone.Read More