Sandie asks, “How do I speak to my buyer at the right stage in the journey?” This is a terrific question that has three parts. First, we must categorize all our customer communication in each stage of our buyer’s journey and run text mining analytics on it to understand what they say at each stage.…
Pradeep asks, “What are the most common points where Small & Medium Sized Business go wrong in their Marketing Strategies? The three that are most common in my experience: Failing to have clearly defined, measurable goals Trying to portray themselves as something they’re not/larger than they are Failing to have a truly unique selling proposition…
A surprising number of marketers are ill-informed and ill-equipped to implement the largest change in data and privacy in the last 20 years: the General Data Protection Regulation of the EU, known by its initials, GDPR. With recent rollouts of new compliance features by companies like Google, some folks are hearing about GDPR for the…
Brandon asks, “How to get executive buy-in for your content strategy?” This is a great question that requires TWO sales – one to the executive for why they should embark on content marketing as a strategy, and the second about what the company should be producing in terms of content. Both are important. To answer…
Chris Strub asked, “What is the best advice for a marketer just starting out in 2018?” Build the three Ps that we so often talk about at Trust Insights: People: your personal network of people smarter and better than you as well as your peers Process: your golden cookbook of strategies, tactics, and methods of…
In today’s show, Sandie asks, “How can marketing and marketers help salespeople be more effective? What can marketing do to help sales (the department)?” Marketers and sales professionals should be – need to be – aligned in common objectives. To do this, marketers provide help in three ways: Analytics: visibility into what’s working Data Integration:…
Al asked, “I’ve got the Jay-Z problem – I’ve got 99 marketing problems. Where do I start?” Great question – this is a four-part answer: Categorization: put all the problems into one of four buckets People Process Platform Participation Prioritization: Use the enhanced Eisenhower Matrix to assign priorities Urgent Important Easy Analysis: Assign metrics and…
Sandie asks, “In a performance-driven marketing organization, how do I set a marketing budget?” Great question with a lot of nuance, but some very straightforward answers. As we did in a previous episode on understanding how to prove marketing’s bottom-line impact, we re-use the same methodology with customer acquisition cost to understand marketing’s bottom-line costs,…
