Martha France

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Recent Posts

Is Your Team Mired in Marketing Minutia?

Oct 28, 2015

Every day, marketers are tasked with more and more responsibilities. We need to think big picture, but at the same time support sales staff spread across the country. Our productivity can take a hit when we stop focusing on innovative projects in order to cross items off our to-do list.

When we get mired in this marketing minutia – the every day tasks that keep us from planning, innovative and creating powerful new campaigns – it’s time to look for ways to streamline activities and improve productivity.

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Tags: financial services, marketing productivity, marketing resource management, Vya, streamline marketing

Amplify your message with the right social media strategy

Oct 14, 2015

Insurance agents in local markets represent your brand and services to customers every day. They share emails, brochures, sales messages, mailings and other corporate-approved marketing materials on your behalf. Setting a strategy to share the same messages and promote your brand on their social media networks is a natural extension.

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Tags: insurance, Insurance Marketing, social media strategy, Vya, insurance industry, insurance agents, how insurance agents can use social media

Stay ahead of the curve with streamlined marketing operations

Sep 10, 2015

We all know that feeling when an executive stops by our office or forwards an email about the latest and greatest marketing technology, trend or tool. I don’t know about you, but it usually stops me in my tracks.

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Tags: marketing resource management, marketing operations, dealers, Vya, franchise, agents

Local marketing - it’s more than just search strategy

Aug 07, 2015

Nailing a search strategy is important for many local marketing campaigns. But it’s not the only element. Even in today’s marketplace, smart relationship-based strategies are still as important—or in some cases, more important—than search alone.

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Tags: localized marketing, marketing resource management, local marketing, search marketing, franchise

Can branded content really help generate leads?

Jul 07, 2015


Vya_070915_ContentMarketingThese days, it seems everyone is talking about content marketing. There’s good reason for all the discussion: engaging, branded content is a great way to connect with consumers, and help pull them through your sales funnel. Done properly, great content can generate quality leads and, just as importantly, position your organization as a trusted resource for information.

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Tags: lead generation, branded content, content marketing strategies

Leading change can be a smooth path with the right tools at your disposal

Jun 12, 2015


It goes without saying that change is often met with resistance. But in marketing, change and the next big idea is key to attracting new consumers, gaining market share and raising awareness of your brand. Leading change with new initiatives is an important part of any marketer’s job. Fortunately, the path of change can be a smoother, easier one to navigate with the right tools at your disposal. Here are just a few of my tips on approaching, and leading, change in your organization.

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Tags: marketing resource management, strategic marketing plan, Leading change

Where are you going? Get there with a marketing technology road map.

Apr 30, 2015

In a recent webinar, Ian Michiels, principal and CEO of Gleanster Research, spoke of the importance of developing a road map for planning and implementing marketing resource management (MRM) software. This thought really struck a chord for me. A road map can serve many different purposes: it sets expectations, identifies possible roadblocks and helps ensure a smooth implementation.

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Tags: MRM, marketing technology, marketing resource management, local marketing, print, local marketing challenges,, marketing planning, systems

Rebranding? Don’t forget these steps.

Mar 26, 2015

When your organization decides to rebrand, your company’s leadership team has probably spent
hours discussing, planning and strategizing the why and what of the new brand. Once it’s time to take your new brand to customers, it’s important to invest just as much time and detail in the how - the execution of getting your new brand and messages out in local markets.

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Tags: rebranding, marketing resource management, brand rollout

Listen! Your Favorite Music Contains a Lesson in Branding

Nov 13, 2014

At the risk of labeling myself a musical novice, I have to admit that I am rarely moved by a piece of music the first time I encounter it. I need to hear it a few times, get familiar with it. Over time, some music can evoke a pleasant feeling of general nostalgia. Other pieces become associated with specific memories. So, although the initial experience may not have affected me at all, over time that same music could have the power to generate a genuine emotional connection. It strikes me that there is a similarity here with the brand experience.

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Tags: branding, Blog, brand consistency, brand experience, nostalgia marketing

Perspective, Empathy and the Art of Marketing

Oct 09, 2013

It struck me on a recent visit to a local playground: "Boy that play-set is small!" I had first visited this park when my child was just a toddler. Back then, this play-set looked enormous to me and I shadowed my youngster's every step, nervous they would plunge into the mulch far below at any moment. 

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Tags: Blog, big data, messaging, marketing, personalization, perspective, psychology, character, personas

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