Marketing Quick Tip: Partner Up!

According to Marketing Sherpa, in a survey of 1700 B2Bs, the top 2 barriers to marketing success are “Lack of resources in staffing, budgeting or time” and “Inability to stop executing & think strategically.” In a perfect world, those barriers wouldn’t exist, and you’d have a world-class marketing team working for free in your office. Unfortunately, that isn’t reality. Often, marketing is left to either: a capable, yet overwhelmed entry-level hire, “Betty” the office manager or that old print shop that now dabbles in web design. If growth is the goal and you can’t afford to staff an internal team [...]

By | 2019-04-02T14:32:57-05:00 April 2nd, 2019|

Marketing Quick Tip: Prove ROI

"Half the money I spend on advertising is wasted; the trouble is, I don't know which half."- John Wanamaker To this day, marketing pioneer John Wanamaker’s quote rings true for many marketers… but it doesn’t have to. In a digital world, campaign & program analytics are just a click away. But having access to detailed reporting doesn’t always translate to proving ROI. Before any marketing endeavor, you need to determine what success looks like so you know when you get there. Mapping out your goals, as well as micro & macro conversions, for each campaign is imperative to help formulate [...]

By | 2019-02-28T11:51:43-05:00 March 19th, 2019|

Marketing Quick Tip: Stand Out!

In “Target Smarter,” “Personification” and “Voice of Customer” you documented and validated what your buyers are looking for, why they buy and what channels they use. Now, it’s time to put it all together and go to market! Determine your sales & marketing budget and begin researching the most cost-effective ways to get the most out of the channels your prospects frequent. We typically find a balance of traditional & digital tactics bode well in the B2B space. Because you’ve done much of the legwork up front, execution of individual tactics is now easier to deploy because you are now [...]

By | 2019-01-22T19:09:14-05:00 January 15th, 2019|

How To Create The PERFECT Digital Sales Funnel [And What To Avoid]

Whether you know it or not, if you are reading this RIGHT NOW, you are in our sales funnel. Scared? Don’t be. Most likely, whether you’ve known it or not, you’ve been a part of other businesses’ sales funnels. The purpose of this article is to show you exactly how a digital sales funnel should be set up and what you need to know to do it yourself for your organization. From a 50,000-foot view, at this exact moment, you are here: First, let's get on the same page with regards to the definitions and goals at each stage of [...]

By | 2019-02-22T15:36:56-05:00 January 3rd, 2019|

Marketing Quick Tip: Determine the Micro & Macro

Marketing is all about conversions… not just converting the sale but stacking small victory on top of small victory in order to build momentum. Here, you need to identify the micro & macro conversions that signal intent and level of sales-readiness. Micro Conversions like lead magnet downloads, “contact us” page visits, newsletter signups and literature requests are the actions taken by a prospect that signal interest, but not necessarily buy-readiness. Macro Conversions like meeting or demo requests, emails, form submissions or phone calls are actions taken that send a strong signal of intent or buy-readiness. Both conversion types can vary by industry [...]

By | 2019-01-22T19:15:14-05:00 December 18th, 2018|

Identify Your Best Customers with IDeal™ Customer Discovery

You know some of your customer relationships are more profitable than others. But which ones? If you knew for sure, you wouldn’t spend your time, energy and money to attract any customer that’s less than ideal. Well, now you can identify your most (and least) profitable customer relationships with our proprietary IDeal™ Customer Discovery process. How Does IDeal™ Customer Discovery Work? In short, IDeal™ Customer Discovery consists of our strategists at AMS creating a profitable customer profile (persona) we can use to find prospects that have the highest propensity to become your next home run relationship. Armed with the results, [...]

By | 2019-01-22T19:17:42-05:00 December 4th, 2018|

Marketing Quick Tip: Voice of Customer

Just because you have a smart sales team that knows your buyers, doesn’t mean their gut instinct is always right. Validate the hypotheticals with voice of customer. Take the psychographic documentation from your Persona Profile Report, and reword each of your hypotheticals into questions. For example, if you determine one of your Value Propositions is your company’s ability to make the most durable products, rephrase to ask “What values do you find in our products, and why did you choose us?” Follow suit rewording each hypothesis, then use an unbiased third party to interview your clients and ask the questions. [...]

By | 2019-01-22T19:54:23-05:00 June 28th, 2018|