by Scott MacFarland | Oct 4, 2019 | Analytics, Digital, Marketing, Sales, Social Media, Strategy
You may be asking, how does profiling fit into the current theme of metrics? Great question. Every marketing team needs to establish a profile and not just one. By looking at the data provided from a cross-section of these areas listed above (Google, Social, Market, Persona, and Leads), and using the analytics they provide, you will be able to see common data sets – these are the secret sauce you need so your sales and marketing and be most efficient and effective.
by Scott MacFarland | Sep 23, 2019 | Analytics, Business, Marketing, Sales, Social Media, Strategy
Today’s marketers are called upon to have the requisite experience in both data strategy as much as they are asked to be content creators and strategists. PRO TIP: Keep your eye on your key data points above in TAM, leads and social– combined they will provide insights into your customers. Here’s the interesting part – your most important data is right under your nose; you just don’t know how to access it and translate it.
by Scott MacFarland | Sep 14, 2019 | Analytics, Business, Marketing, Strategy
Marketing teams need to collaborate more with sales. You may not want to hear this, but the sales number should be the marketing number your team is striving to reach. So, plan accordingly. In this article, we talked about size, leads and cost. Start figuring out how you can obtain these numbers – the sooner the better.
by Scott MacFarland | Aug 25, 2019 | Business, Digital
Untold and unseen pieces of our world today were discovered
because of curiosity, and insatiable desire to innovate,
explore and see where the journey leads.
by Scott MacFarland | Aug 7, 2019 | Business, Management, Marketing, Strategy
For over 30-years I’ve worked for and consulted with businesses where sales and marketing teams don’t exactly work together like a well-oiled machine. However, when I have seen them working on the same page and supporting each other, it’s like an ice-cream sundae with warm chocolate syrup on top. Mmm…mmm. When they are facing in opposite directions, it usually is indicative of missed sales opportunities, poor communication, marketing initiatives that aren’t fully functioning and unproductive work environments. Now, who in the world wants this?
by Scott MacFarland | Jun 28, 2019 | Business, Content, Digital, Marketing, Strategy
Regardless of the business you’re in, your customer is never super-easy to find. And worse, if you don’t have a clear definition of who your customers are, your sales and marketing teams will spend lots of time and money trying to connect with the wrong people who are not likely to buy. Yes, without a clear definition, these teams could be going after different people for different reasons. Yikes. That sounds like a recipe for disaster, right?
by Scott MacFarland | Jan 4, 2019 | Marketing
In marketing circles, the value proposition is often overlooked because of the urgency to produce lead-generation initiatives. After all, sales leaders want qualified leads immediately and will accept nothing less. What’s a marketing team to do?
by Scott MacFarland | Dec 23, 2018 | Marketing
Today, if video is not part of your marketing strategy, you’ve got a lot of catching up to do. Here are 6 reasons I feel video is one of the most powerful marketing channels to-date. And number 4 just may shock you.
by Scott MacFarland | Oct 13, 2018 | Business, Innovation, Management, Strategy
Yes, your business does need a strategy to innovate. But, there is not one clear path for crafting an innovation strategy. Nor is there a one-size fits all for businesses to start the innovation process.
by Scott MacFarland | Sep 28, 2018 | Business, Innovation, Management, Strategy
Have you ever wondered what business would be like if the industry you’re in suddenly changed overnight? I know this sounds rather nutty, but seriously. What would you do? What typically ushers in sudden change is technology and new ways of thinking about and solving existing customer problems.
by Scott MacFarland | Sep 16, 2018 | Business, Higher-Ed, Management, Strategy
As a career marketer, I’ve always believed that great marketing can overcome pretty much anything the brand or market throws our way. (Lack of demand, lack of funds, poor lead-gen activity, PR challenges, increasing competition, and poor high-school turnout to name a few). Time and time again, I’ve been part of marketing teams that created strategies and executed on them — all designed to overcome business challenges. However, conquering a monumental challenge shouldn’t have to be the norm for marketing teams; there are other ways to attract the students you want and need that do not have the dark cloud of a looming “crisis” overhead.
by Scott MacFarland | Sep 15, 2018 | Analytics, Business, Innovation, Management, Strategy
The strategy first starts in the minds of the business leaders who are trying to solve complex issues and ways to acquire new customers. But there are many missing components commonly overlooked for your strategy to be successful.
by Scott MacFarland | Aug 30, 2018 | Business, Content, Digital, Marketing, Strategy
The word value as it relates to an inquiry or lead for your company is defined in different ways. Many definitions arise, and those definitions vary depending on the professional trying to define it and the hat they wear within your company.
by Scott MacFarland | May 28, 2018 | Content, Digital, Marketing, Social Media, Strategy
First, let me say this is not a new topic. It may, however, be a new twist on it so stay with me. Marketing teams are strategists, constantly maneuvering resources and content to increase conversion opportunities. Simple right? Let’s continue. Much like a Chess match, there are several opportunistic moves to strategically place to get closer to your goal. Each move is performed with tools (or Chess Pieces) that have strengths. However, if you’re not planning ahead with a strategy guiding content and placement… hmm… you will soon be cornered with no place to go. Sounds like Chess and marketing have a lot more in common than people thought.
