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The Next Era of Marketing - 2015 and Beyond – Marketo.com

The Next Era of Marketing - 2015 and Beyond – Marketo.com | Marketing | Scoop.it
Marketo and the Economist Intelligence Unit have partnered to provide a roadmap for the future as seen by six visionary marketing leaders.

Via CYDigital
Dwight Holcomb's insight:

Marketing trends to watch in coming years.

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CYDigital's curator insight, December 2, 2014 8:41 PM

Two reasons why I scooped this:

1) The content is rock solid (quick registrations to access the content).

2) And the presentation of the content is drop-dead gorgeous and engaging.


Wonderfully done. Set aside a bit of time to review.

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This is How Blockchain Could Change Digital Marketing Forever

This is How Blockchain Could Change Digital Marketing Forever | Marketing | Scoop.it
You've heard about blockchain. But how exactly could it impact the digital marketing industry?
Dwight Holcomb's insight:

Many people still confuse Blockchain with cryptocurrency when speaking on the business applications for Blockchain.  The technology behind Blockchain is what is starting to transform how we do business through the use of distributive ledgers and Smart Contracts, to name a few.  This is a good article which helps to apply the technology behind Blockchain to Marketing.

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Want to Sell More in 2018? Use This Transparent Strategy for Growth

Want to Sell More in 2018? Use This Transparent Strategy for Growth | Marketing | Scoop.it
Are you taking advantage of transparent buying in your business? Here's how.
Dwight Holcomb's insight:
Sales isn't a magic show with the secret reveal at the end. Showing value upfront is key to continuing the conversation. If busy executives don't see the value quickly, you'll lose their attention and the only magic that will happen, is that they will disappear!
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SaaS Sales: The Ultimate Guide

SaaS Sales: The Ultimate Guide | Marketing | Scoop.it
What is SaaS sales? Learn what it is, how much you can make doing it, and how it differs from other sales verticals.
Dwight Holcomb's insight:

SaaS sales is a unique sale and the differences should be understood to master this type of sale.

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Why Being Stuck In the Office Over the Holidays Is a Lucky Break | salesandmarketing.com

Why Being Stuck In the Office Over the Holidays Is a Lucky Break | salesandmarketing.com | Marketing | Scoop.it
Dwight Holcomb's insight:

Some of the best sales happen on Christmas Eve.  I remember sitting at my desk on Christmas Eve and dialing that same number I'd dialed 20 times before, expecting to get the Executive Assistant to the CEO, who would then gate-keep me out of speaking with the ultimate decision maker.  But alas, the EA took vacation time and the CEO was actually answering his own calls on Christmas Eve.  I snuck-in through this little open window and was able to start a relationship, which ended up winning a large account.  All because when everyone else said, "What's the use, no one's around during the Holidays...", I chose to stick-it-out which paid off in dividends!  Great advice in this article.

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How to nurture new vs. existing leads

How to nurture new vs. existing leads | Marketing | Scoop.it
Now that you've got your leads lined up, what's next? Contributor Seth Price discusses how to segment brand-new from already existing leads so that you can build on those relationships and ultimately close more sales.
Dwight Holcomb's insight:

Taking a slow, measured approach with new leads is critical to helping them understand your value and remove the suspicion that they are part of some automated-machine that is spamming them.  By creating connections in hyper-focused segments, you can curate the communication approach to help the initial contact seem less sterile and more personal.

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To marketers, the future looks like touch point whack-a-mole

To marketers, the future looks like touch point whack-a-mole | Marketing | Scoop.it
The number of consumer touch points is growing exponentially, and contributor Mike Herrick believes that for brands to keep up, they'll need to rethink their martech stacks.
Dwight Holcomb's insight:

The bad news is that however you're getting in front of prospects today, won't work in the long term.  The good news is that if you embrace technology and IoT, you will now be able to get in front of prospects in a more meaningful, relevant and targeted way than has ever been possible.  This will significantly decreasing the closing cycle times and increase the percentage of closing for those people that do engage with you.  This individualized needs-based scouting approach will result in people connecting with you, who have entered the buying cycle and are actually pursuing your solution.

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Content Marketing In 2018: Trends And Tools For Success (hint: video will be huge)

Content Marketing In 2018: Trends And Tools For Success (hint: video will be huge) | Marketing | Scoop.it
It is time to stop asking how your content marketing can drive sales and start asking what your content can do for your audience. 
Dwight Holcomb's insight:

If video is used in each stage of a PPC & landing page funnel sequence, the conversion rate will increase significantly.

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Social Media Marketing Data Science and Brand Engagement

Social Media Marketing Data Science and Brand Engagement | Marketing | Scoop.it
Too many organizations maintain a Facebook page, at times without much thought about strategy. Small business and non-profit social medi
Dwight Holcomb's insight:

Never forget to track the data to be sure you're not spinning your wheels on a campaign.  Don't just make nice looking campaigns.  Be sure they are tied to measurable results.

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The Geekification of B2B CMOs in 2018

The Geekification of B2B CMOs in 2018 | Marketing | Scoop.it
How will marketers leverage technology in 2018? A group of CMOs sound off to Drew Neisser.
Dwight Holcomb's insight:

The line between CIO and CMO is getting blurred.  Understanding technology and using Big Data and analytics is key for CMOs to stay competitive.

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SPIN Selling

SPIN Selling | Marketing | Scoop.it
This a good video summary of the S.P.I.N. Selling method.
Dwight Holcomb's insight:
S.P.I.N. Selling is an acronym for a very effective sales process where you first seek to clearly understand customer issues and then communicate the value of the solution being sold as it relates to their problem.
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What Tech Startups Get Wrong About Sales

What Tech Startups Get Wrong About Sales | Marketing | Scoop.it
Conducting sales is much like conducting an orchestra: You need several players, each with their own talents and specialized roles.
Dwight Holcomb's insight:

Supporting one or two good sales people by hiring a Fractional CMO to create the right winning Sales & Marketing strategy prior to launching and then using on-demand talent and virtual teams, can increase success exponentially. 

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When Deals Stall in the B2B Sales Pipeline

When Deals Stall in the B2B Sales Pipeline | Marketing | Scoop.it
It’s very common and understandable for B2B sales reps, sales management and the management team to become frustrated if the end of the quarter approaches and the forecast crashes and revenue targe…
Dwight Holcomb's insight:

Making sure people see the value and how the offering will help resolve their specific issue will not only get to "yes" more quickly, it will get the prospect to ask, "what are our next steps together?".

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Mixing Phone Conversations With Social Listening for B2B Sales Success | salesandmarketing.com

Mixing Phone Conversations With Social Listening for B2B Sales Success | salesandmarketing.com | Marketing | Scoop.it
Dwight Holcomb's insight:

A mixed approach is the best way to find out where your prospect is hanging out and through which medium the will respond.

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Great meeting you and congratulations on the success of your book David Newman! @dnewman Do It! Marketing

Great meeting you and congratulations on the success of your book David Newman! @dnewman Do It! Marketing | Marketing | Scoop.it
Amazon.com: Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition (Audible Audio Edition): David Newman, LLC Gildan Media: Books
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Social Selling: The Volume-Based LinkedIn Approach Used By Sales Organizations & LinkedIn Lead Gen Firms Does Not Create Revenue | CustomerThink

Social Selling: The Volume-Based LinkedIn Approach Used By Sales Organizations & LinkedIn Lead Gen Firms Does Not Create Revenue | CustomerThink | Marketing | Scoop.it
Dwight Holcomb's insight:

Asking specific and relevant questions instead of "showig-up-and-throwing-up" is critical for success for any form of social outreach.

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5 Deadly Sales Call Pitfalls

5 Deadly Sales Call Pitfalls | Marketing | Scoop.it
Dwight Holcomb's insight:

Another one note mentioned in this article is to not say, "Hi how are you today?" at the call opening,  This smacks of a sales call.  People are busy and just want to get down to the details of what benefit you can offer.  So first asking for permission to even take up there time is usually a good start.  Calling to ask to set a meeting for another time will also relax their natural defense mechanism that alerts them that a hard-sales tactic is just waiting to pounce on them.

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What is a CRM Application and Why Should it be the Backbone of All Businesses

What is a CRM Application and Why Should it be the Backbone of All Businesses | Marketing | Scoop.it
Even the smallest businesses are handling customer data in huge amounts. You may not even realise you’re doing it. That telephone call counts. That email. That click through to certain pages on your website. That’s before looking at the data being harnessed by each and every sales lead and prospect which is actively acted upon. This data is valuable – it tells you about your customer.
Dwight Holcomb's insight:

I have been extremely impressed with Hubspot CRM.  They have a free version which uses big data to populate all company information by using the domain name contained in the contacts business e-mail.  The Sales Pro version is only $40 per month and allows you to record calls to better monitor the sales process.  Using a CRM system is critical to properly managing the sales process.

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Here's How to Increase Sales by Doing Less--And Why It's So Effective

Here's How to Increase Sales by Doing Less--And Why It's So Effective | Marketing | Scoop.it
If you're unhappy with your sales numbers, consider this odd but effective strategy.
Dwight Holcomb's insight:

As a Fractional Chief Marketing Officer, we have helped clients generate millions in revenue by off-loading many of the Sales & Marketing roles.  By first creating a strategy to define a clear focus on a hyper-targeted segment and then executing a full umbrella of campaigns with a "Virtual Sales & Marketing Department" we helped one SaaS client triple revenue in 18 months.  As a Fractional CMO, we also helped another enterprise software client to generate more than $54 million in total contract value in less than 12 months.

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4 Lead Generation Strategies for Early-Stage Startups

4 Lead Generation Strategies for Early-Stage Startups | Marketing | Scoop.it
Without sales, there is no company. Get a jump on lead generation and build a good customer experience using these tips for early-stage startups.
Dwight Holcomb's insight:

Asking current and past customer for additional business and referral business is a very effective way to grow revenue which is often overlooked and one of the very first campaigns we develop and start with new clients with.

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B2B Marketers Find Content Downloads Drive Conversions - eMarketer

B2B Marketers Find Content Downloads Drive Conversions - eMarketer | Marketing | Scoop.it
Research reports, in particular, are successful at racking up sales
Dwight Holcomb's insight:

Offering value before making an ask is often overlooked in the sales & marketing mix.  Webinars used as a learning tool instead of pitching services can be one of the best ways to uncover interest.

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Products vs. Services: The Real Marketing Difference | salesandmarketing.com

Products vs. Services: The Real Marketing Difference | salesandmarketing.com | Marketing | Scoop.it
Dwight Holcomb's insight:

Sales messaging is very different for products and services.  Understanding how to communicate the different value of services is critical to gaining the confidence of a prospect contemplating your offering.

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Here's what to expect for the near-future of digital marketing

Digital marketing is ever-changing. As once-effective desktop marketing strategies give way to a mobile-first mentality, marketers must push for ways to keep content fresh, authentic and effective. So what will the future of digital marketing entail? Where should marketers put their dollars best to work?
Dwight Holcomb's insight:

Digital marketing is going to see some major changes in the next 1-5 years.  A.I., Automation and machine learning will be the big ones to watch.  The term "A.I." is used loosely here, since it is not truly A.I.  True A.I. would imply "awareness" which is still some time, further in the future, but the term has become fairly ubiquitous to mean "bots", "automation", or "machine learning".

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An Alternative To High Pressure Selling!

An Alternative To High Pressure Selling! | Marketing | Scoop.it
We've all been subjected to high pressure selling tactics.  We see various forms of these high pressure or manipulative tactics, whether it's the high pressure
Dwight Holcomb's insight:

If sales efforts are focused on showing the true value for a specific and urgent need, then closing will take care of itself.  There should never be a need to talk someone into buying.  Either they get it or they don't.  It's either a fit or it's not.  Getting to "no" quickly and moving on is just as valuable as finding a fit with the right person.  Do not waste time with prospects that are not a great fit.  There is just too much other business out there, that there is no need to pressure someone into buying.

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When Should Leaders Own a Decision and When Should They Delegate?

When Should Leaders Own a Decision and When Should They Delegate? | Marketing | Scoop.it
Here are four questions to consider to become a more efficient decision-maker.
Dwight Holcomb's insight:

In my experience, not delegating enough authority is an issue that prevents many executives from off-loading low level tasks, allowing them to concentrate on higher level strategy.

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5 Tips for Landing More Sales Through Cold Calling | Personal Branding Blog - Stand Out In Your Career

5 Tips for Landing More Sales Through Cold Calling | Personal Branding Blog - Stand Out In Your Career | Marketing | Scoop.it
Cold calling can seem overwhelming and scary. When you’re just picking up the phone and calling someone out of the blue, it can be a challenge to mak
Dwight Holcomb's insight:

Cold calling is an art and a science.  Preparation can make a major difference in the outcome of any call.

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