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The CEO of Triangle Manufacturing met with Dan, his marketing manager. “Dan, six months ago you pitched your Content Marketing plan to us. We bought into it and invested all those dollars. Since then we have not seen any return. I feel you sold us a worthless bill of goods.” It is common knowledge that… Continue reading Be Truthful – The Pay Back on Content Marketing Is Not Overnight

A shocking finding: “80% of CEOs admit they do not really trust and are not very impressed by the work done by Marketers – while in comparison, 90% of the same CEOs do trust and value the opinion and work of CFOs and CIOs.” This was the finding of a study done in 2012 by… Continue reading CEOS Don’t Trust the Work of Marketers

Be careful how you address prospects or customers. The slightest mistake may destroy the way they think of your company and any good will you’ve built with them. In the mail this past Monday, I got an invitation to join the Society For Human Resource Management. They have two interesting taglines – “Leading People. Leading… Continue reading One Little Mistake Can Turn Off a Prospect or Customer

If it’s not happening at your company, it’s time for Sales and Marketing to work together. The stakes are too high for them not to. Everyone believes that the buyer is controlling the buying process. Prospects are doing their own research on the products or services they want. Most are about 60% of the way… Continue reading Time for Sales and Marketing to Work Together

Every day your job as a sales rep becomes more difficult. Gone are the days when you can walk into an office without an appointment and get to meet a prospect. When calling prospects your phone calls end up in voice mail and many never call back. Companies are still buying. However, they are researching… Continue reading Are You Overlooking This Key Source of Prospects?

Prospects are in charge of the Buying Process. They are more skeptical than ever. The latest information indicates that the average person is bombarded with 2,900 marketing messages daily. Just imagine – you and everyone you know bombarded with that many messages every day. How do you yourself react?. Here’s some more startling information: Current… Continue reading Building Trust with a Skeptical Prospect

Your company gives you a marketing budget every year. That covers your marketing efforts – everything from the costs of white papers, case studies and articles you produce to promotional items, sponsorships, etc., Probably the biggest expense is your cost for the information produced (white papers, case studies and articles.) How well is your marketing… Continue reading How Much Does Your Company Make for Every Marketing Dollar Spent?

In the past many sales and marketing professionals considered a prospect as any living, breathing person. As long as a person met this criteria, they were a possible purchaser of the service or product they were offering. Until sales and marketing efforts started to become more expensive, they never looked at how successful their sales… Continue reading Targeting the Right Prospect?

This past July the CMO Council released a study indicating only 2% of marketers believe their content strategy is highly effective. For the last several years more and more marketing departments have been focused on developing their content marketing. Yet at this point only 2% of the marketers feel their strategy is effective. Can I… Continue reading Are You in the 2% or the Other 98%?

Today everyone knows prospects are going to research a product or service before buying it. Current studies indicate a prospect has done 60% or more of the research before they contact a company about buying a product or service they’re interested in. As a copywriter I download many articles, case studies or white papers from… Continue reading Overeager Sales Reps Turn Prospects Off