Marketing Strategy
Articles Tagged marketing strategy:
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The Hidden Value of Marketing: Navigating Challenges and Proving Worth in a Complex Landscape
Marketing departments are finding themselves in a precarious position. Despite their critical role in driving sales and brand awareness, marketing teams are frequently undervalued and misunderstood. This misconception can lead to budget cuts, unrealistic expectations, and unfair judgments about the effort and expertise required to execute effective marketing strategies. The Evolving Marketing Landscape The marketing landscape has undergone a seismic…
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Winning Against Today’s Slower, Tougher B2B Sales Cycles
If closing new business feels like it has become more challenging, it has. Research supports what many sales and marketing teams are experiencing firsthand: 43% are seeing sales cycles increase compared to only 16% that experienced a decrease. The same study also points to an increase in sales cycles ending in no decision. Rain Group These trends can put a…
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The 5 Reasons Visitors Landed On Your Website and How Audience-Centric Content Drives Conversions
Many companies design websites, social profiles, or landing pages with internal motivations in mind. Product managers push for feature lists, leaders want to highlight recent acquisitions, and sales teams clamor for lead-generating offers. While these elements have their place, it’s crucial to remember the most critical aspect of web design: We don’t design and build websites for companies; we design…
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Elly Analytics: Make Data-Driven Decisions Through Full-Funnel Marketing Analytics and Advanced Attribution
Marketers working with ad-driven businesses often face challenges in measuring and optimizing their digital marketing efforts across various platforms. Each platform offers its own set of metrics and reporting systems, creating a fragmented view of overall performance. These data silos make it difficult to accurately attribute new contacts, leads, customers, and revenue to marketing efforts, resulting in wasted advertising budgets…
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Crafting Consistent Brand Messaging: A Comprehensive Team Exercise for Alignment
Have you ever asked people throughout your organization what they tell people when asked about your company? I worked for a company where the executive salesperson told me he didn’t know how to explain our company to others… and he’d worked there for a few years. It’s not as uncommon as you might think, and I’d encourage you to ask…
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Why Marketing Momentum Matters (Especially If You’re Sales-Driven)
As a Fractional CMO, I get to work with a wide range of companies—some with massive brand strategies unfolding over years, and others who are just a few weeks into a campaign and already asking, Why isn’t the phone ringing? That contrast isn’t surprising. What’s always surprising, though, is how many companies still expect instant results from marketing, as if…
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What is Digital Marketing? An Overview
Digital marketing has become integral to modern business strategy, but its roots and evolution are worth exploring to understand its current significance. This article will delve into the origins of digital marketing, its definition, the convergence with traditional marketing, and the impact of AI and machine learning on the field. Digital marketing uses digital channels, platforms, and technologies to promote…
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Understanding Demand Generation vs Lead Generation
Two critical strategies often emerge in marketing and sales: Demand Generation (demandgen) and Lead Generation (leadgen). While these terms are sometimes used interchangeably, they represent distinct approaches that serve different purposes in the customer acquisition process. This comprehensive guide will explore the definitions, processes, key differences, KPIs, and how these approaches work together to drive business growth. Table of ContentsDemand…
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Design Thinking: Applying Rose, Bud, Thorn Activities to Marketing
I once worked with enterprise consultants from Salesforce and a large client to see how we could improve strategy sessions for their customers. One gap in our industry right now is that companies often have the budget, resources, and sometimes tools but often lack the strategy to kick off an appropriate execution plan. Rose Bud Thorn One application they take…
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15 Ways Outbound Marketing Strategies Fail: Identifying and Addressing Critical Weaknesses
Many organizations still rely heavily on outbound marketing strategies to reach potential customers. However, despite significant investments in these tactics, some businesses find their efforts falling short. This article will explore the concept of outbound marketing, outline a comprehensive strategy, and identify critical points where organizations often lose traction and momentum in their outbound marketing efforts. What is Outbound Marketing?…
