Recently, the mandate to make diversity and inclusion initiatives a corporate priority took center stage in business, government and society. But these key programs are not as simple and straightforward as hitting HR minimums and ensuring marketing images represent a mix of genders, ages and ethnicities. On the contrary, an effective strategy listens to, engages
An excellent service or product is a huge accomplishment. Yet, this isn’t enough to make sure your business will grow and thrive. There are many moving parts to any business, but the fuel that keeps it all moving is your customers. A company culture that values customers, cares about their experience and focuses on building
The foundation of successful marketing requires a complete understanding of the audiences and industry sectors companies serve. By developing deep insight and knowledge, marketers address pain points, propose solutions and communicate effectively with prospects and customers. Accomplishing this goal, however, can be a daunting task. Where do you begin? One place to start is with a stakeholder analysis.
Everyone works differently. Some individuals like to work on multiple projects simultaneously, while others prefer to focus on one goal at a time. Some work best alone, while others excel in a more collaborative environment.
In the ongoing COVID-19 environment, many companies have recognized the need to pivot. Whether that means creating new products or services or changing the business model, very few companies are doing business the same way now as they did a year ago. Budgets were cut. Revenue and profits have shrunk.
Decision-making exists at every level of a corporation. The effects of one decision can cause a chain reaction throughout the organization. This includes, but is not limited to, purchase decisions, strategic planning, talent acquisition or daily activities. According to Dr. Kenneth Brousseau, CEO of Decision Dynamics, there are four common decision styles.
Most business development professionals are growing weary of hearing “things are on hold” or “our budgets have been frozen.” Those positions don’t bode well for meeting sales and revenue goals. COVID-19 took all of us by surprise and companies are still struggling to understand how to recover. One thing is clear: we cannot simply wait it out.
If someone asked you to define your company’s culture in a few words, how would you answer? Employees’ answers to this question reveal a lot about how a company operates and how they feel about working there. Despite sounding like a corporate buzzword, a company’s culture can make or break the productivity, collaboration, loyalty and overall contentment of your team members.
Regardless of the industry you’re in, it’s essential to have your finger on the pulse of the market. At a minimum, an annual review of the competition (competitive analysis) is one of the most important methods you can use to gain direct insights into your customers’ and prospects’ world.
Most states are beginning to emerge from the COVID-19 shutdown. For many, it’s a relief to reopen, yet there are challenges that still lie ahead as companies and individuals learn to navigate this new normal. Whenever a major change occurs, whether it’s on a small scale or a global one like COVID-19, it’s the perfect opportunity to assess the relevancy and sustainability of a company’s vision and mission.
In business, we tend to obsess over the bottom line. As a result, we focus on strategies and tactics to improve skills, generate more revenue, expand marketing outreach, and boost performance and productivity. While those actions are vital to business success, what’s lacking is a discussion about how optimizing our values and the resulting ethical business practices contributes to success as well. The reality is these verbal and non-verbal cultural principles are important to employees, customers and other stakeholders.
The end of the year is a good time to look back on the last 12 months and contemplate strategies and priorities for the year ahead. But as we come to a close of this decade, it’s even more powerful to reflect on the last 10 years and evaluate the amazing ways in which business has changed. Let’s look at some of those shifts and see what implications there are for business growth as we enter the third decade of the 21st century.
It’s hard to believe that 2019 is rapidly coming to a close. While many of us are still busy in our quest to achieve our growth goals, it’s not too soon to look ahead and plan for next year. A good place to start is to research the industries that are projected to experience significant growth next year and see if any of them are a fit for your products and services. You might be surprised at what you discover.
Reputation management used to be a word-of-mouth strategy, but today’s digital marketplace takes reputation marketing to a whole new level. Users talk about your company and brand via numerous digital avenues, and balancing all of them can be a full-time job. A good reputation can seal the deal, while a single bad review can turn off potential leads.
If you search the word “mission” in Trade Press Service’s website search tool, you’ll find that the word appears in nearly every blog we’ve posted. That isn’t a coincidence. A company’s mission is one of the essential foundations of business success. Whether you’re a new entrepreneur in the business start-up phase or you’re polishing or rethinking your mission after years in business, we’ve compiled a short guide to help evaluate the strength of your mission statements.
Savvy marketers know how to read the pulse of the market. They stay on top of digital trends, behavioral shifts, new regulations, social norms and technology. One development making waves in the sales and marketing world for the past few years is the chatbot. Similar to website popups, the topic of chatbots comes with some debate about their effectiveness in supporting sales, marketing and the customer experience.
In the book The Thought Leaders Practice, Matt Church defines and notes the distinction between a business and practice. According to Church, recognizing this difference is essential, especially when it comes to financial considerations, marketing outreach, operations and even your future retirement.
A company’s brand plays a vital role in the long-term success of any business entity. It is more than a product catalog, a logo and color scheme. A brand represents the totality of who the company is as an organization and the values it communicates to and shares with its stakeholders. In the simplest terms, a brand is what customers and prospects think of when they hear a company name.
The B2B marketplace has changed significantly since digital, internet-based communication has become king. With the vast number of interactions occurring digitally, often we’re interacting with prospects and customers before we know it. In fact, most B2B buyers are already 57% of the way through the buying process before they meet with a representative. To better connect early on, it’s important to have a clear understanding of the buyer personas, or the profile and characteristics of your target audiences.
The widespread reach of the internet, growing global markets, and an educated, entrepreneurial workforce mean competition is fierce and constantly on the rise. That requires companies to create a meaningful corporate differential and focus on how they deliver on that promise in the marketplace. Here is a list of nine essentials to help accomplish that goal.
When it comes to purchasing decisions, it’s the recommendations of other people, our peers in particular, that has the greatest influence on us. In fact, 89% of B2B marketers consider testimonials the most effective form of content marketing when it comes to converting leads into customers. What people say about you or your company speaks volumes. And when customers share their positive experiences, it helps you attract more interested prospects and shorten the sales cycle. That’s why it is important to seek out testimonials, prominently display them and distribute them widely.
Last week, we introduced the concept of 7 Habits of Highly Effective Marketers, based on the principles listed in Stephen Covey’s 7 Habits of Highly Effective People. According to the best-selling , each habit is made up of a unique set of knowledge, skills and desires, which when practiced contributes to personal and professional success. In this post, we’ll discuss Habit #2: Begin with the end in mind.
When a customer purchases a product or service from a company, the nature of the relationship changes. While it is not the beginning of a relationship, all the hard work a salesperson did to get the business needs to be redirected in order to retain it. Ideally, the relationship will become more symbiotic, as the salesperson and others who interact with the customer continually earn the trust and respect of the buyer. This is the beginning of the process to build brand ambassadors.
A true professional embraces life-long learning. Fortunately, there is an ideal platform to make ongoing education an easy habit to develop. That platform is webinars. Since their inception, webinars have taken the B2B sector by storm. Today, over 61% of B2B companies create and host webinars.