In today’s fast-paced world, many marketers work more than 40 hours per week. I don’t know about you, but if I’m going to spend that much time at work, I want to be doing my best work. Yet I hear many marketers complain that they don’t have time to do their best work. Over the …
A little over a year ago I wrote about balancing brand awareness and lead generation. I was inspired to revisit this topic after conducting a buyer persona project for a business-to-business (B2B) client. I interviewed more than 15 salespeople across the client’s organization, and the same exact phrase came out of every person’s mouth when …
Did you ever work for a supervisor who didn’t understand your particular marketing discipline? It can become super-frustrating when you know more than your supervisor about your field. It puts you in a horrible position: having to teach them about the right way to do your job, an awkward starting point for any conversation. I …
One of Marketing’s key jobs is to help Sales sell. But companies, and therefore marketers, have different attitudes and approaches to where marketing ends, and sales enablement begins. I’ve written before about providing Sales with a toolkit. I believe marketers in organizations that lack a sales enablement function may need to take a few extra …
Continue reading “Marketers: Are you enabling your sellers?”
You can succeed after marketing budget cuts. Because so many companies see marketing as an expense, rather than contributing to revenue, marketing budgets are often the first to get cut. These cuts can happen at any time during the year. Even though marketers know that what they do contributes to revenue, it’s often tough to …
Continue reading “How to succeed after marketing budget cuts”
The field of marketing analytics has been around for years, yet many marketers I speak with still feel they’re not getting the most out of their data. How do they know if their Message Map is working? Why aren’t there more conversions on their website? How do they get more engagement on social media? I …
Continue reading “Marketers: Are you getting value out of your analytics?”
