Measuring Sales Performance

By JOHNNY LEE, PRINCIPAL AT THE CHANNEL GROUP

Growth-Sales

Measuring the performance of sales teams can be essential to success. Either under analysis or ‘analysis by paralysis’ can result in team and individual performance that is sub-optimal. Here are 5 keys to successful measurement of sales teams. Continue reading

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Creativity: The Value of Side Projects

By adam corney, business lead, minimega

Juggling

Creativity comes in many forms; painting is as much an art form as constructing a business or a piece of communication. Side projects are becoming commonplace among your colleagues and more broadly in the workforce, and there’s a reason for it. They give you the outlet that your passions and ideas are looking for. Continue reading

Why CEOs find B2B Marketers “Untrustworthy, Unimpressive and Disconnected!”

By Chris Fell, Managing Director, g2m solutions

Four out of five CEOs have trust issues with their marketing team and claim to be unimpressed by their work, a study by Fournaise Marketing Group has revealed.

Ouch! As a B2B marketing professional I find those findings very hard to read!

What could be driving such a resoundingly negative perception? The answer it seems is that marketers are disconnected from the core financial metrics of the business.

Fournaise surveyed more than 1200 CEOs in North America, Europe and Asia Pacific finding that 80% admit they don’t really trust and are not very impressed by the work done by marketers, while trust and value in the work of CFOs and CIOs was dramatically higher at 90% of the sample.

Jerome Fontaine, chief executive of Fournaise, believes “Marketers will have to transform themselves into true business-driven ROI marketers or forever remain in what 65% of CEOs told us they call ‘marketing la-la land’.” Continue reading

Branded Entertainment IP: Whose Story is it?

Melinda Wearne - The Content AgencyBy Melinda, Owner, The Content Agency

There’s an interesting trend happening around the world in regards to branded entertainment. It’s becoming more entertaining!

We know that audiences are seeking out entertainment across multiple devices and that brands are following them. However, in the quest to attract an audience, entertainment professionals are also shifting their attention online. When brands and entertainment meet in this rapidly evolving space, one of the questions emerging is who owns the IP. Whose story is it?

Last week the official trailer for the groundbreaking live-action digital series ‘Halo 4: Forward Unto Dawn’ Premiered at Comic-Con. It’s got people buzzing with excitement before it’s worldwide premiere in October. The trailer has generated over 3million views in one week. What’s so exciting? It’s an online series, but no normal online series. According to the LA Times, Halo 4: Forward Unto Dawn cost between $5 million and $10 million to produce. Machinima, who in May confirmed that it has closed a $35 million funding round led by YouTube, will initially distribute the series worldwide via it’s YouTube channel.

There’s a sense of excitement amongst content enthusiasts that this series, created to help promote Microsoft’s Halo 4 has the potential to be a blockbuster hit. As a result, Continue reading

B2B: 10 Rules To Generate Leads Via Content Marketing

Content marketing is the new black. It’s just sooooo fashionable!

This is somewhat of a surprise when you think about it, content marketing is hardly new. So why the renewed interest?

Consider this statistic: Marketing Sherpa reports well over 80% of B2B buyers start their purchasing journey online.

Your buyers are researching their options, connecting with their peers, all online and all without referring to you or your competitors. Good, useful, well constructed, valuable content is highly prized by buyers in an online world crammed with information that is little more than simply noise.

Your second job as a B2B marketer is to get your content into the hands of your buyers or at least in front of their eyeballs.

Get these two elements right and your firm will dramatically increase the quantity and particularly the quality of leads. With better quality leads, conversion rates will soar and you lead-to-revenue ratios will significantly increase. In short your funnel will flow more efficiently.

This is why content marketing is receiving so much attention presently.

Building a Content Marketing Strategy

So what is content marketing? It means building valuable content that you give willingly to your contacts, leads, qualified prospects and customers that expand their understanding of the issues they face, assist them to clarify what’s wrong, and help them understand how best to fix their problems – one at a time.

Content marketing should aim to trouble the buyers of your target market about the problems they face, to such a point and in such a way, that they take action. Without creating action, marketing is a pointless exercise.

But here’s the rub. It means you have to stop  Continue reading

The Social Versus Individual Debate Misses the Point about Behavioural Economics

Crawford Hollingworth, founder of The Behavioural Architects

Behavioural Economics (BE) is inspiring considerable debate and discussion amongst academics, policymakers, think tanks and industries, not least the marketing industry. One strand of thought is that BE is individualistic in its approach and lacking social insight. For example, in October’s Admap Mark Earls and Alex Bentley positioned behavioural economics as follows:

“The newer approaches, such as neuromarketing or behavioural economics, are also essentially individualist merely new flavours of an old recipe.”

However, the RSA’s 2011 report ‘Transforming Behaviour Change’ seeks to show how behavioural economics allows us to approach behavioural understanding and behavioural change in a holistic way, embracing both social and individual contexts and influences equally

“We cannot change ourselves without changing each other: Most behaviour change does not occur at the level of the individual alone. Not only do we rely on other people to achieve the changes we seek to make, but such behaviours spread through social diffusion,” Continue reading

The Heart of B2B Marketing Strategy Success

By Chris Fell, Managing Director, G2M Solutions

It’s just SO tempting for B2B marketers to want to target large juicy market segments and market an ever increasing portfolio of products to that audience.

The cold hard truth is that there is nothing less likely to succeed. When I broach this topic with the delegates at ADMAs B2B Marketing Strategy course, I often get quizzical looks. Surely the larger the market the better? There are more potential customers that just have to be a better place for us to fish! Doesn’t it?

In B2B marketing, being a small fish in a big pond isn’t fun. You get pushed around by the big fish, bullied, picked on; it’s tough to win in a fight. Think about the last time you were in a sales call and positioned your company’s value proposition with a client. Did you have to say “Ahhh yes, we are like {insert name of your sector’s dominant player} but cheaper/more flexible service/we bundle heaps of extra stuff for free”…sound familiar? Continue reading

The Chemistry of Temptation

By Crawford Hollingworth, Founder, The Behavioural Architects

Out of Sight, Out of Mind – Our Battle with Self-Control

As Oscar Wilde wrote “I can resist everything except temptation.”

Crawford talked about self-control in an earlier article on ‘21st Century Piggy Banks’ and how humans often have poor levels of self-control and overestimate their abilities in this department. This week he delves a little into the scientific evidence that exists around self-control. In this post, he looks at how science is delivering some real breakthrough insights into why we find temptation so hard to resist!

 Stress and Physical Exhaustion Erode Self-Control Continue reading