by Scott MacFarland | May 11, 2024 | Marketing
As the use of artificial intelligence (AI) continues to expand in yacht marketing, it’s important to carefully consider the potential pitfalls and risks associated with over-relying on AI-generated content for high-end yacht marketing.
by Scott MacFarland | Apr 28, 2024 | Business, Digital, Management, Marketing, Sales, Strategy
In today’s hyper digital-driven environment, mastering the art of subscription product line success and cultivating loyal customer bases for sustainable revenue streams is challenging to say the least. It demands a nuanced approach that blends diverse strategic...
by Scott MacFarland | Apr 8, 2024 | Analytics, Business, Digital, Innovation, Marketing, Strategy
The true currency of modern competitiveness lies in a company’s ability to leverage “conversational intelligence”
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 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 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.