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...

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...
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