How to Get the Most Out of Your Advertising, Marketing and Promotions Software

As with most things in life, when it comes to your marketing and advertising software, what you get out depends on what you put in. Knowing what you want to get out of your software platforms is the most effective way to make sure you actually get the software that’s right for you. Understand Your Clients’ Goals Know what you want to achieve with your marketing agency; software choices should be based on your/your clients’ goals. If the goal is greater engagement or reach over social for your clients, that’s going to dictate a different set of tools compared to driving new business for your agency. Some platforms offer solutions to help you meet several goals with one purchase. These can be effective, especially for agencies with an eye on expenditures, but non-specialist tools often lack the firepower needed to do a specialist’s job. There’s a reason Adobe PhotoShop and MicroSoft Paint don’t cost the same amount, and you’ll probably find the tools with the steeper learning curve are generally the more powerful. Data Storytelling They say what gets measured is what gets done. In most software that means getting familiar with the reporting dashboard it provides. For agencies, understanding the measures that are important for your clients is essential to selecting the right tool. Reporting has become so important over the last 20 years that most platforms are developed with meaningful reporting built in. Clients don’t want to hear about activities, they want bottom line results that justify the money they’re spending with your agency. Unless you have a data scientist or a team capable of interpreting data, intuitive...

In Business-to-Business Sales, Contact Intelligence Is Vital

If you know your customers’ daily challenges, you can easily explain how you can help them, whether that’s with a product or ad inventory. Most sellers, when they find a business opportunity, lead with email outreach. But a one-size-fits-all approach might not be the best way to identify the best way to reach the most valuable opportunities. What can you do with a name and a business email address? There’s a ton of information you can find out about your prospects if you can get a business email address for them. At the very least you’re going to have their company name and website URL. Once you visit that URL you will probably get a sense of what your prospect’s business is and how you might help them achieve their goals. Everyone email in a company’s business email address directory will tend to follow the same format, too, so once you know one person in an organization, it’s not very difficult to extrapolate that out over the people in the organization you want to reach. Usually you’ll be looking at some combination of first name (or initial) and their last name (with or without a dot separator). Some companies limit their name-side of the email address to a specific number of characters so there might be some truncation involved, but you don’t have to be Wikileaks to figure out the pattern. This knowledge is particularly useful if you’ve heard about a promotion or new hire in your target organization and want to get on their radar before anyone else. Unlock their social media accounts Business email addresses will also...

Sales Intelligence Must-Haves to Find Decision Makers

Regardless of industry, sales intelligence resources provide background data on contacts, companies, and industries. The idea is that rather than spending hours researching and vetting contact information for decision makers – that may or may not prove fruitful – sales professionals can use these resources to easily access what they need. But do they actually work? The right sales intelligence tool for your company can turn prospects into leads faster, shorten your sales cycle, improve conversion rates, and free you up from the tedious stuff so you can focus on the meat of what you do – building relationships and closing deals. If you’re targeting national marketers and/or their agencies, there are specific features and functions that the highest-performing new business teams consider must-haves – in other words, the boxes that must be ticked to make it a worthy investment. In our 20+ years working alongside media, marketing, and agency new business teams, we’ve cultivated an acute understanding of what these particular groups need to succeed. After listening to our clients and conducting extensive research, from surveys and focus groups to beta tests and everything in between, these are the five must-haves our most successful clients tell us they need: 1) Human-Verified Data for Prospecting If meaningful sales intelligence could be scraped from the internet, it would be a brilliant investment to pay someone to write a script that could collect it for you. But the information needed to engage the right people at the right companies is not something that’s conspicuously floating around the web, or accurately crowd-sourced in any other way. That’s not to say that technology and...

Why Sales is a Marathon, Not a Sprint

On Sunday morning, thousands of serious runners and fun runners will gather in Blackheath to begin the 37th London Marathon. Some will be dressed in running shorts and vests, others as superheroes or Teletubbies. On the surface, running and selling might not have very much in common, but as you explore the ways prospecting, sales and running are similar, it’s very clear that sales is definitely a marathon, not a sprint. It’s about endurance and persistence You’ve probably heard that it takes somewhere between 8 and 12 “touches” to get a prospect to understand what you offer and how it will benefit them. As a sales professional, you know that it makes sense to spread these points of contact out over a few weeks because the timing matters. If you called and emailed the same prospect every hour for a day there’s a good chance you’d ruin your chances of ever making the sale because that kind of behavior is irritating. But if you wait too long between contacts you might have to explain yourself from the beginning again to help them remember you. It can take a while just to get to the starting line As you watch the marathon on television this weekend you’ll notice that the fastest runners (usually professionals and Olympians) get to go first so they don’t have to fight their way through thousands of tubby amateurs in fancy dress. That means most participants have a slow trudge just to get to the start line. In sales, you might have a long stretch of fruitless outreach before you finally get your prospect on the...

Higher Education Opportunities Study Guide

Sit up straight and pay attention because there will be a test on this later. Since the first deadline for UCAS applications was last week, we thought now would be a good time to direct your attention to some opportunities that involve institutions of higher education. Consider this the York Notes version. University of Bath – PR Services | PR Agencies | Sponsorship https://dv.thelistonline.co.uk/hubnews/articles/26815 The University of Bath’s Sports Training Village hosts the British Modern Pentathlon Championships in 2017, though the venue has been the home of British Olympians for almost 20 years. The school has put work out for tender among public relations agencies and consultants to represent the University of Bath’s Department of Sports Development and Recreation, along with the Sports Training Village and the “TeamBath” brand, from summer 2017 to summer 2020. So whether you pronounce it to rhyme with “Kath” or you pronounce it wrong, you have until 2nd February to get your paperwork in order. Deadline: 2nd February University of Huddersfield – Media | Advertising | OOH | Broadcast https://dv.thelistonline.co.uk/hubnews/articles/26830 The Times’ named the University of Huddersfield Higher Education University of the Year in 2013, and in 2015 Prince Andrew became Chancellor. Now the West Yorkshire university is looking for an agency to handle its out of home advertising—on public transport vehicles and in stations and stops, along with roadside and social areas—and radio and broadcast advertising for the next three years. Deadline: 6th February University of Warwick – Creative | Design | Agency https://dv.thelistonline.co.uk/hubnews/articles/26825 The University of Warwick, best known to me as the first choice on my UCAS application which rejected me almost as soon as it...

5 Ways to Increase Sales and Love Your Job in 2017

Let’s face it: 2016 has been a tough year all round, and not just for celebrities. Despite rumours that the global recession is over, B2B and enterprise sales are still not back to pre-recession levels. If you’re feeling disheartened, here are a few ways to re-set your brain and get the most out of 2017. Getting organized will not only help you work more efficiently, you’ll feel more in control of your workload and even other parts of your life. As a sales person, the number one, top of the shop reason you should have for staying organized is not dropping the ball, missing an email, a phone call or demo. Nothing makes you look less professional than the appearance of not having things under control. Everyone has a different way of staying organized. For some it’s a clean desk that helps them focus on the tasks ahead, for others it’s getting up at the crack of dawn to hit the gym and get the endorphins pumping before the day really starts. So whether you need Post-it notes or work from home days, figure out what keeps your work life organized and plan your productivity around those habits. By finding and using the right tools, you can recover wasted hours in your week, which you can use for activities that generate revenue.  If your usual style is more mend-and-make-do than tooling up, there are tools and software applications that will help you show your sales goals who’s boss (it’s you). Sales Enablement or a Prospecting Contact Database First you need something that’s going to make your prospecting easier. We’re...
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