The importance of effective channel management in home & building products.
Batch and blast creative advertising doesn’t work in home & building products. You can’t expect that one slick piece of Creative will serve as the catalyst for meaningful engagement (or conversion for that matter). Here's some thinking on a few core reasons for this that are worth diving into specifically.
Agency-Client Relationships: It’s like a marriage (well, sort of…)
Agency/client relationships, when done well, can bring about work that helps build a brand’s business in addition to strengthening its equity. However, without the right attention and care at the onset of the relationship, things can easily take a turn for the worst. Here are a couple of things to look at when you work with agencies to ensure you get off on the best footing and receive the best work for your brand.
What do we mean by “connecting with your consumer”?
Understanding the "voice of the customer" or "increasing consumer understanding" are now part of the lexicon of marketing buzzwords any business professional hears or reads about. However, what does this mean in practice? Here is a simple way to ensure you get truly actionable insights from market research, ethnographies, and other studies that you may use to "connect" with your custmer.
Thoughts on marketing automation, and why you’re probably doing it wrong.
Marketing automation, when done correctly, is much more than simply turning on Pardot and Salesforce, and building out a series of emails. When done right, a proper marketing automation program is built on the following (keep reading).
Brand positioning isn’t about sacrifice, it’s about opportunity.
Much of the work we do for our clients is in helping brands find meaning in who they are, and what makes them special in the marketplace. In an effort to keep from turning down business, many companies attempt to be all things to all people . And yet, leverage in the marketplace comes through relentless focus and dedication.
There’s no shortcut to proper planning
Planning is one of the most critical activities that an organization does. However, there are things that always get in the way of doing it properly - too many other priorities, the work is too hard, not enough budget to answer key business questions - leading marketers to shortcut the approach, often to deleterious results. But, if there's one thing that shouldn't be shortchanged, it's planning. Here are some simple steps that you can take to ensure that you're being rigorous with your business planning activities.
It’s Still Rock & Roll To Me
Everyone can agree that we're in the midst of a radical transformation of how we market brands. With the advent of social media, blockchain, AI, and other new technologies, many marketers can feel lost as the world is changing all around them. However, we've been through this transition many times before. All you need to do is look back at history as a guide for how to manage the great change we're going through right now.
Programmatic Ad Platforms Do More Harm Than Good
Programmatic advertising sacrifices quality at the expense of quantity. The concept is pretty powerful, but in execution results leave much to be desired. And most agency teams aren’t paying enough attention to the details to protect the brands they steward in this environment.
Take what the defense gives you
Despite all of the press about being flexible and agile, we still meet marketing leaders who stubbornly stick to a well-laid out business plan, despite in-market results, customer feedback, and other data speaking to the contrary. Here's a simple thought from football, which can spark the necessary conversations that marketers need to have to ensure their plans continue to deliver results - regardless of what the market throws at them.
Demystifying the B2B Path to Purchase
Yes, the B2B buying journey can be complex, but it’s totally manageable with the right tools, partners, and capabilities.
Strategic Discipline Will Never Go Out of Style, but Marketing Automation Can Give it a Whole New Look
Despite all of the news and noise about how complex the modern “customer journey” has become, we still meet Marketers frequently that are not using a very disciplined approach to mapping those journeys and adjusting their marketing programs accordingly. Even fewer are tapping into the power of Marketing Automation to help guide them toward what can ultimately become game-changing results for their business.
5 Ways to Improve Your B2B Social Marketing ROI
Although B2B brands may have long trailed those in B2C in adopting Social Media as a legitimate Marketing lever, they’re definitely catching up. While adoption and usage of Social Media for B2B Marketers may be growing, there’s certainly no shortage of concern, doubt and confusion over the best way to get a great ROI. Here are five ideas on how you can improve the ROI of your social strategy.
How can CRM make your organization more efficient?
Fueling your sales team with leads is no longer enough in a world where every person, advertisement, and touch-point in the consumer’s path to purchase becomes an influencer. We must take advantage of tools, like CRM, to help sales prioritize their efforts and maximize each action they take.
Building Better Marketing with Effective CRM
Deployed at it’s best, CRM is approached from a customer-centric point of view, seeking first to understand their wants, needs, and desires, and then aligning those to the intended business outcomes. These insights should be used to inform every component of a CRM program, focusing on creating meaningful utility for the consumer as they interact with each brand touchpoint.