by Scott MacFarland | Aug 14, 2021 | Content, Digital, Marketing, Sales, Strategy
Marketing activities as a general principle are designed to generate leads. And leads can be the derivative of customer engagement. However, just because these are both true, doesn’t always mean your marketing team needs to push really hard to increase engagement just to get leads. Let’s take a deeper look at these two important pieces of your brand’s health.
by Scott MacFarland | Aug 10, 2021 | Business, Marketing, Sales, Strategy
When the brand value propositions and the customer value expectations align, together they will create a potent mix that makes your sales and marketing efforts more effective.
by Scott MacFarland | Aug 3, 2021 | Business, Digital, Management, Marketing, Strategy There are many ways to craft a marketing plan to accomplish sales goals. There are even more ways to get distracted from your plan – that’s the scary part. Becoming derailed is quite easy, that’s why a simplified, overarching plan is critical. This...
by Scott MacFarland | Jul 28, 2021 | Business, Management, Uncategorized
When was the last time you were asked to jump in and do something different and you were scared out of your mind? If you’re like most of us, it happens now and then, and we turn it down politely and move on.
by Scott MacFarland | Jul 25, 2021 | 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 | Jul 21, 2021 | Analytics, Business, Digital, Innovation, Management
Today’s hyper-growth-minded companies are looking to digital transformation as the answer. But, scalable growth has quickly become so much more than that. It’s not just digital transformation that needs attention; it’s how to adopt that concept and new activities within your business framework as well as your product/service offerings, and fashion an entirely new model within a new array of thinking. Basically, reshaping your business is required or your competitors will reshape it for you, and it won’t look good.
by Scott MacFarland | Jul 15, 2021 | 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 | Jul 10, 2021 | 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 | Jul 5, 2021 | 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 | Jul 1, 2021 | 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 | Jun 20, 2021 | 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 | Jun 15, 2021 | 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 | Jun 10, 2021 | 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 | Jun 1, 2021 | 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.