Double down, go halves, pivot, or panic? Marketing during a crisis

In March, our overriding priority was to get our teams settled in their various homes, and to act with haste. We had to, right? Not panicking, but acting fast. In April, many of us tried to reset to some sort of sane mode of working. In May, we hung on to the systems and processes of that semi-sanity, waiting for the peak. And in June and July, we realised that this is going to be a long, slow dance and the idea of a ‘peak’ was a fancy. We looked for bigger, better ideas. What's Marketing's role READ MORE ›

By |Evergreen, Strategy|
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Finding rhythm: When’s the right time to talk to your buyer?

When a buyer is ready to talk, we need to talk with them right away. And if they’re not, we need to follow up. But what is the right cadence? How quickly should I follow up? How quickly should my next and my next and my next correspondence be? How many should there be? Landing the right cadence - That's what we're going to explore in this month’s blog. Timing is everything When you say something is just as important as what you say. Imagine you've been used to receiving emails every month notifying you about a READ MORE ›

By |Evergreen, Velocity|
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6 steps to building a shared Sales and Marketing process (they both agree to)

If you want Sales and Marketing to be on the same page, then there had better be only one page: A single page that defines your sales and marketing process. Here's how to do it. https://www.youtube.com/watch?v=U1YYKEmy7K4 Benefits of an aligned Sales and Marketing process Our research into alignment (and 20 years and 500 projects) have shown that building an aligned Sales and Marketing process has some very measurable and substantial benefits for your business, including: Increasing lead acceptance by 26% Increasing lead closure rate by 15% and Marketing's contribution to revenue by 59% Lifting lead acceptance by READ MORE ›

By |Alignment, Evergreen|
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The rules for sending an effective cold email

Cold emails are not necessarily spam — but if poorly done, they can be just as annoying. So, what do you have to do to get it right? Addressing the big S word: Spam Before we jump into how to send the most effective col emails, we need to address the elephant in the room. The biggest fear about sending cold emails is being 'spammy'. No one wants to bombard prospects with unwanted messages, frustrate the hell out of them, and end up hurting business reputation. But not all cold emails are considered - or received as READ MORE ›

By |Evergreen, Tactics|
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Failed Tactics: 5 Questions to ask before Quitting

What do you need to ask yourself before quitting on a failed tactic? Don’t get me wrong, I’m a firm believer that if a tactic isn’t working, you should stop. In fact, we base our whole outsourced marketing business on the idea that one tactic may not work, and if you hire an agency who is only good at that one tactic, they're going to keep on telling you that's the one tactic to do. https://www.youtube.com/watch?v=iZTUewtCygc&feature=youtu.be Again, don't mistake me. I am a fan of quitting a tactic and moving on to something else. But today, I've READ MORE ›

By |Evergreen, Tactics|
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Using Focus as a Strategy to Dominate your Market

In every market there's a go-to provider – normally, that's the biggest provider on the market. So, how do you become the go-to-provider and absolutely dominate your market? The answer is to focus. https://youtu.be/NuStN9-L_nQ It’s hard to gain traction in a big market Imagine you hold 6% of your market – certainly the market is big enough for you to succeed. But if you flap around in this whole market, then you’re an invisible small player. On the other hand, if you can find a market small enough, then you can dominate it. Here's the switch: you READ MORE ›

By |Evergreen, Strategy|
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How to Recover from a Marketing Mistake

In marketing, we all make mistakes. So much of our work is automated that it's really easy for them to happen. Nevertheless, it's not about whether you do or don’t make a mistake, but how well you recover. That's what I want to talk about today. https://www.youtube.com/watch?v=uUVgj22LGFM&t=3s Not all mistakes were created equal I think it helps to separate mistakes: There are simple mistakes, things like, “Hi Firstname.” Frankly, we’ve all done it. It’s embarrassing when it happens and awful when you do it for a customer – as we did a couple of months ago. It READ MORE ›

By |Evergreen, Tactics|
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Sales and Marketing alignment that doubles Marketing’s contribution to revenue

Podcast interview with Andy Paul He's has been heroically publishing a daily podcast episode under the Accelerate banner and Andy recently invited me to join his show. We had a ranging discussion about sales and marketing alignment which I thoroughly enjoyed. Here are the highlights: Sales people want to tell their story before the buyer is ready to hear it. The buyer's journey gets gazumped by the seller's process. A sales person needs to know as much as they can about what each buyer already thinks, and Marketing can help. Sales and Marketing don't need to understand how to READ MORE ›

By |Alignment, Evergreen|
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3 ways to use personalised video as a marketing tactic

With so much of our marketing automated these days, how do you become really, really personal? I'm going to show you how to get very personal with your market today using  personalised video. Three ways to use personalised video as a marketing tactic: You’re talking to a prospect and you want to show that you’ve done your homework, you really understand them, things that they’re trying to deal with, and you wanted to appeal very personally to earn the right to a meeting with a high-quality target, or high-value target.  A "how to" video using screen share. READ MORE ›

By |Evergreen, Tactics|
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Never copy marketing tactics

Should you copy marketing tactics from a competitor or your own past successes? The answer is categorically "no", and I'll show you why. I'll also show you how to build a tailored campaign based on your unique market segments instead! https://www.youtube.com/watch?v=_2xVxeaWhOE We all learn from each other, and the more experience you accumulate, the more value you bring to your company. So, copying is inevitable. Today I'm going to show you two strategy examples that show why copying marketing tactics - at least copying in their entirety, is not the way to go. Who matters just as much READ MORE ›

By |Evergreen, Tactics|
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