The channels may be the same, but there are three distinct audiences and contexts you should separate and consider with a unique strategy to engage, influence and mobilize. 1. Employee Network How is your company leveraging social networks, channels and tools to more effectively communicate with employees? How are you using these tools to improve…

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When your company has an existing, proven method of conducting business, it can be a struggle to keep innovation alive. But innovation is a key factor in driving both real-time and future success, especially marketing in today’s fast-changing and customer-driven world. Here are nine recommendations to motivate innovation throughout your marketing organization. 1. Encourage and…

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Sales professionals have talked about buying signals for a long time. And traditionally, those buying signals have focused on immediate, ready-to-buy moments. For example, asking about price, time to installation, etc. These buying signals still exist, but a whole new set of buying signals exist today that few sales and marketing professionals look for and…

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At one point, long ago, your business was the newbie. You were fighting for life, fighting for market share. You were likely either going after share from existing industry leaders, or blazing into a new market (and likely taking business away from someone who had done it the old way). So now you’re established, you…

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So you have a sales & marketing team already. Or maybe you don’t. Either way, here are nine (other) groups of people who can help you increase awareness, drive demand and close business. 1. All Employees Do your employees believe in not just what you’re selling, but what that product or service is enabling for…

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We appear to have a bit of a disconnect on our hands. According to a recent study by IBM’s Institute for Business Value, there’s a significant divide between how companies want to leverage social media channels, and how their customers use them. For example, more than 60 percent of executives surveyed believe social media will…

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I’ll never forget the very first day of Heinz Marketing. It was just me, a laptop and a (pending) business license. I had a meeting with a new client in downtown Seattle in the morning, and a prospect in the afternoon. My mid-day office? The public library. It was exciting. And terrifying. Still is. If…

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Mind like water, memory like a sieve. At least five times in the past week, I’ve had an idea while driving. Thanks to Dial2Do (and hands-free Bluetooth if you’re reading this, highway patrol), I quickly leave myself a message. When I eventually check my email (where my message has been translated and delivered), I realized…

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Let’s say you’re at a trade show. You sell balloons. More specifically, you sell things made out of balloons. You could bring brochures with descriptions of how you work. You could bring pictures, too. Better yet, bring a binder of pictures, organized by event. Show pictures from weddings, kids parties, corporate events. Let people customize…

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The kind of big-company behavior we all hate – bureaucracy, slow decision-making, politics, stifled innovation – doesn’t just happen at big companies. It creeps into new businesses as well, with just a handful of people. If you don’t actively watch for it, proactively keep it out, and eject it immediately when you see the first…

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