Continuing with the second installment of a three-part blog series, here are answers to more sales planning questions, prepared in response to a trade pub editor’s request.
Practice a modified form of the golden rule. Communicate with others the way they want, not the way you want. At your first meeting, find out how your prospect prefers to be contacted — email, text, phone, online meeting, breakfast meeting, Slack, or some other way — and do it.
What's the quickest way to irrelevance? How about claiming you're still relevant? Isn't this what many of us do in the commercial printing industry? We stand on our soapbox and cite this or that study claiming variations on the theme "print's not dead." When you phrase things negatively, aren't you giving credence to exactly the opposite viewpoint?
My best drupa? drupa 2000, my first one. My worst drupa? drupa 2000 as well. I remember feeling like I was chasing my tail.
I'm trying to get back into shape. Oh, is it tough. Shedding the bad habits of the past is hard work. Bad habits weren’t such a problem a decade ago, but they are today. My clients are getting their demand generation efforts in shape too. There are parallels.
Call it serendipity, but a chance email led to this quasi-follow up to my March 4th blog on rekindling former business relationships. I received a nice 20% offer from a national retailer to reactivate me as a customer. But, there were two problems with this.
Every 12-18 months, I ask my established clients (in business at least a half decade) to set aside a few weeks of sales and marketing energy to examine their former client lists and choose some to target as key prospects. The reasons to do this are straightforward.
Today, we’re going to address what specific content distribution steps are required for a successful inbound marketing program.
Over the last few weeks, I’ve discussed the principles of how inbound marketing works. Hopefully, you understand how crucial an effective content distribution strategy is. Today, we’re going to see how well these principles sync up with what actual marketers want.
In a previous blog, we covered the first four elements of how inbound marketing/content distribution works: 1) content usage, 2) search engine optimization, 3) landing pages and 4) lead scoring. But there are three more. Let’s pick up right where we left off.
At the heart of every successful inbound marketing program is a well-conceived and executed content distribution system.
In the mid- to late-2000s, an unimpressive looking skinny new kid crawled into town. His name: Inbound Marketing. Who’s afraid of anyone called Inbound? Times quickly change. Inbound Marketing has grown up and today is a force to be deployed.
When this former print, bindery and graphic arts machinery sales rep first hung a consulting shingle a couple of decades ago—in what surely must have been a libation-influenced moment—little did I know I was entering the profession of outbound marketing at its pinnacle.
As promised last week, I’m going to share the content marketing portion of a new consulting engagement with a Silicon Valley IT security client. This company is the proud owner of impressive technology and its team is smart enough to specifically target only three verticals. Luckily, it has stockpiled a large arsenal of great content, but only haphazardly deployed...until now.
A marketing buzz phrase that’s been flying around a lot the past few years is "content marketing." What is it and how will it benefit you and your graphic arts organization? Find out here.