I have a unique perspective about sales and marketing alignment having worked on both sides of the table. Sales perspective is that marketing isn’t working hard enough to fill their pipeline and marketing thinks sales is lazy. It’s true. Just ask about any salesperson or marketer and they will tell you the same. Instead of living […]
Google Analytics is a smart tool for measuring your online performance. Here are some key metrics you should look at on a regular basis: Number of sessions A session is a group of interactions a user takes within a given time frame. Google defines this time frame as 30 minutes. A Unique Visitor = New […]
Email newsletters are a great way to stay in contact with your current customers while also providing new contacts and leads. They can help you establish credibility and offer insight into your particular field. Done well, your contacts are likely to forward the information to their contacts and create leads for you organically. The problem […]
Social media marketing is the great equalizer – it allows smaller companies to compete on relatively equal footing as larger companies to reach their target audience. Not to mention that by using social media, you can directly communicate and engage with your audience, which is a great way to build a relationship with consumers, thereby […]
Qualified leads are the heart and soul of your business, your bread and butter, the center of your universe. Yet for some reason, despite all of your hard work, none of your leads seem to be converting. You tried inbound marketing because you heard you should, but that didn’t work. And so, after two months, you gave […]
Many companies that are new to inbound marketing are going to struggle at first. This is completely normal and this is where most companies quit mind you. Putting in place an inbound marketing program is tough, almost as tough as cold calling (hint, hint). To understand the evolution of an inbound marketing program, I break […]
Have you ever wondered why some companies resist inbound marketing? Here are 3 possible reasons: They don’t really know what it is and are too embarrassed to admit it They want sales! And they don’t understand how content can generate actual revenue They don’t have the time or money to hire someone to oversee it […]
Let’s face it not many companies have a big budget for website design projects that don’t lead to new revenue. Yet so many companies spend boat loads of money on website redesign projects every 2 – 5 years that net them nothing. Certainly stranger things have happened I know, but I am here to tell you […]
I have had many conversations with startups over the years about selling to hospitals. As a startup it’s your job is to choose a go-to-market strategy and that strategy may include selling to hospitals. I get it. Hospitals are attractive because they have volume potential. If you are selling a product that a patient needs, […]
Some brands like Thermo Fisher Scientific (www.acceleratingscience.com) and Medtronic (www.loop-blog.com) have developed independent content websites apart from their corporate website. Why? Because community platforms that are branded as a separate content website are a sure fire way to drive user engagement in an unbiased manner. For big-budget brands with tons of content, this makes sense. […]