There are many industries that use some form of MDF, co-op, or local advertising funds. Whether it is manufacturing companies selling through dealers or franchisors selling through franchisees for example, these industries who don’t sell directly to consumers can find it challenging to get a complete picture of their customer at the local level. Fortunately, by effectively managing and tracking how local marketing dollars are being spent, you can gain marketing insights that you may be missing today:
Marketing collateral materials are an important prospect touchpoint: In a matter of seconds, they create a brand impression, convey your product or service’s unique value proposition, and ideally capture the prospect’s interest. Marketers invest a significant amount of resources in developing marketing materials. However, all too often these materials go under-utilized or unused by Sales, and tons of outdated printed pieces end up being thrown out.
Tags: marketing ROI, print on demand, marketing resource management, marketing asset management, marketing systems, marketing resource management ROI, sales support, sales and marketing alignment, print management, marketing hub
It’s no secret that when sales and marketing work together, sales can jump. Add production teams, and these groups can create a well-oiled machine: one that can generate demand, predict need and increase sales. When you’re a manufacturer, that insight is critical to running a smooth operation.
Whether you are in the financial services, insurance or manufacturing (e.g. building products) verticals, planning joint campaigns with your distributed sales channels is a great way to generate new up-sell and cross-sell business. Because they already know and likely trust your business, existing customers are a prime audience for additional sales, but they may not be properly informed about the full scope of products or services in your portfolio. You may expect that your distributors are taking initiative to nurture up-sell and cross-sell business from their current customers, but they may need a little push. However, if you provide direction and make it easy for distributors to participate, you can both profit. Here’s how:
Tags: Marketing Programs, financial services, insurance, marketing campaign, Distributed Sales Model, Building Products, MRM, marketing resource management, local marketing automation, sales and marketing alignment
Oct 30, 2012
Changes in the consumer buying cycle have completely transformed Marketing’s approach, and the biggest harbinger of this change is that consumers might move on before you ever knew they were customers. Competing successfully in this new environment requires three foundational building blocks:
Jul 24, 2012
With more consumers conducting pre-purchase research online, lead nurturing remains an important strategy in maintaining prospect interest during the early stages of the consumer decision journey, while content has gained momentum as an important sales support resource. This new environment creates a new model of collaboration between Sales and Marketing.
Jul 16, 2012
In part one of this series, we discussed how marketing resource management systems can be used to enable Sales to demonstrate thought leadership and help nurture leads through to close. In part two, we discuss strategies for getting your distributed sales channels engaged in using marketing technology systems to their full potential.
Jul 12, 2012
In Olympic training, preparation is everything. Olympic athletes prepare rigorously to become champions in their respective events, and the process demands unwavering commitment, discipline and focus. Just as athletes develop their skills and expertise over time, so do leads need to be consistently nurtured. You can’t qualify for the Olympics after taking one swimming lesson – nor does it make sense to ask for a prospect’s business the first time you encounter a lead. With myriad messages competing for your prospect’s attention, a formal lead nurturing strategy can help to convert new leads into customers by providing the right content at the right time. Here are five steps for designing your lead nurturing strategy and creating content that converts.
Jun 07, 2012
Our latest expert perspective for the DocuStar (now Vya) Marketing Organizational Leadership blog
series comes from Chris Morrison, President at The Geode Group, a Cincinnati-based management consulting and sales coaching firm. Prior to co-founding The Geode Group with his brother, Tim Morrison, Chris held past high-tech management roles at NCR, Ernst & Young, and ClearOne Communications, while Tim’s background in the steel industry includes general management roles at Bethlehem Steel Corp, Olympic Steel, and Baldwin Steel.