Will Crowdsourcing Become A New Business Model For Consulting Firms?


Will Crowdsourcing Become A New Business Model For Consulting Firms?

Consulting firms have had their ups and downs over the past decades. Since the downturn started six years ago, assignments have been going down in a drastic way, many companies even had to close their business. I think that the blame is not entirely on account of the crisis. Many customers learnt to survive financially and have therefore tighter budgets for external consultants. So they execute all kinds of activities previously carried out by consultants. Needless to say that there’s a danger in this approach, internals lack the knowledge about certain specialties. Is there a solution to this challenge?

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Retail Today: Lots Of Challenges, But Keep Looking For Improvements


Retail Today: Lots Of Challenges, But Keep Looking For Improvements

When I’m strolling through a shopping mall, there are three things that stand out: a number of shops are closed because of bankruptcy, a growing number of shops are selling with 50-70% discount and the remaining shops do reasonably well. ‘OK’, I tell myself, ‘this is because e-Commerce shops are growing faster than the market’. Altogether, though, the Retail industry is on fire. But let’s not focus on the negative side, let’s see if and what we can do about it.

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Consultants With No Real-Life Experience Can Kill Your Business


Consultants With No Real-Life Experience Can Kill Your BusinessA few weeks back, my attention was drawn to an article written by Richard Branson: My problem with consultants. Reading the article, I came to the conclusion that the problem was something that everybody knew, but nobody wanted to talk about: why are consultancy firms sending out school leavers? As a consultant myself, I may be biased, but I have also worked on the receiving end. And seen a lot of well-educated and inexperienced consultants coming in. Is this dangerous or not?

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Content Marketing to Drive Traffic and Get Conversions – What’s Your Story?


Content Marketing to Drive Traffic and Get Conversions - What's Your Story?

In previous posts I’ve shared various articles on digital marketing. The current post is about the core element of digital marketing, which is the content. What I often hear from my contacts is that they defined their objectives, their target audience and that they produced a lot of content, but have the feeling that they don’t create a real connection with their readers. So what could be the missing link here? They should package their content in stories, because stories relate to people. Let’s see how that works.

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Buzz and Viral Marketing – The Tools For Creating New Sales Leads


Buzz and Viral Marketing - The Tools For Creating New Sales Leads

Some of my contacts who have entered into the Online and Social Media area, are not happy with the results they get. They are trying to expand their online reach and mentions, knowing that the more exposure they have, the more likely the audience will decide to buy. Despite the effort they are putting in, they somehow are not able to attract sufficient audience to reach their online goals. Let’s see how we can solve their challenges with a different approach – buzz and viral marketing.

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Digital Marketing Without a Strategy is Like Starting a Business Without a Plan


Digital Marketing Without a Strategy is Like Starting a Business Without a Plan

When I’m visiting companies using digital marketing and social media, I come across many of them who started in digital without a formal plan. They say “Digital and social are so new and changing all the time, we don’t know what we should be planning. So we start experimenting and see what works and what doesn’t.” I agree with them that digital is a new domain, that changes fast. My response to that is “Without a digital marketing plan, you don’t know where you’re going”.

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A Leaky Funnel Decreasing Your Sales? Improve Your Pipeline Management


A Leaky Funnel Decreasing Your Sales? Improve Your Pipeline Management

Ever since companies are using a pipeline to manage their commercial opportunities, many of them lost quite a few good sales leads. Companies started with a sales funnel, using cold calling and erasing leads who were not ready to buy. A few years ago, the environment changed, both customers and consumers started using internet to check out suppliers and products and were not interested in receiving sales people right away. So how are companies dealing with the new situation?

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Would an Alternative Approach Help the DESERTEC Concept Taking Off?


Would an Alternative Approach Help the DESERTEC Concept Taking Off?

The DESERTEC renewable energy project was launched in 2009 and is expected to feed green electricity to Europe in 2020. The total investment costs for the project have been estimated at about EUR 400 billion (USD 525.4bn). The DESERTEC project aims to link North African solar power plants (currently being built or planned) with the European renewable energy network. So far so good, but there are some drawbacks to be considered.

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Is Fierce Competition Impacting Your Results? Innovate Your Business Model


Is Fierce Competition Impacting Your Results? Innovate Your Business Model

Is Fierce Competition Impacting Your Results? Innovate Your Business Model

Before you start reading this post, I would like to recommend you to read my previous post which is part I on the topic of Business Model Innovation. This post is part II, It displays the various reasons why a company may want to have a look at their current Business Model and innovate according to market conditions. Issues like fierce competition, growing market pains and reacting to market trends and some more have been covered here.

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Dealing with lower revenue or changing customer needs? Develop a New Business Model


Business Model Innovation

Business Model Innovation

In my last post, I’ve written about the essence of Business Development, this post is about Business Model Innovation. Many companies nowadays are struggling to sell their products and services. So they start asking “Should I invest in more sales staff?” or “Should I invest in sales with this industry background?”. I don’t think that would be effective, instead they should look at their current business model and if out of time, start innovating there, developing a new one.

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If you think there’s a common understanding of Business Development, think again


"If you can't explain it simply, you don't understand it well enough" - Albert Einstein

“If you can’t explain it simply, you don’t understand it well enough” – Albert Einstein

In meetings with prospects it becomes clear to me that they all have different ideas about business development. Some think it’s sales, others say it’s about partnerships and other commercial activities. That’s not their fault, many suppliers only focus on specific areas of business development. So it’s time to reduce the complexity and make it simpler.

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Read This Post If You Want To Increase Your Website Conversion Rate Dramatically (Infograph)


Read This Post If You Want To Increase Your Website Conversion Rate Dramatically (Infograph)

Read This Post If You Want To Increase Your Website Conversion Rate Dramatically (Infograph)

Ever wondered why some websites have an excellent conversion rate while others are doing quite bad in that respect? Do you also feel that your conversion could do better? Well, it turns out that your contact form may need some extra attention, allowing you to get far better results.

I came across this infograph on one of my web searches. The person who developed the infograph is Lisa Margetis, web designer and blogger at Singlehop.com,  a dedicated server and cloud hosting provider that offers highly scalable, on-demand infrastructure services to both end-users and resellers primarily under monthly contracts. With clients in 114 countries, two Chicago-area data centers, one Phoenix-area data center, and over 10,000 servers online, SingleHop delivers state-of-the-art hardware, server management customization and Infrastructure-as-a-Service.

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Digital Marketing with Social Media


Digital Marketing with Social Media

Digital Marketing with Social Media

Is Social Media relevant for Digital marketing? The topic of Social Media is always on the rise. Everywhere there are experts, practitioners and consultants who usually tell everyone who wants to hear about it, how important Social Media is. 

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5 Bad Habits when Promotion in Social Networks


As you know, some habits are extremely difficult to get rid of. Extremely busy businessmen often commit a certain set of passive action, without thinking about how it might affect their profits.

Blog-Melisa Marzett 01

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Goodbye To The Old 2013 – Welcome To The New 2014


Even though today is the last day of 2013, I can hardly believe that ‘the year’ has come to an end. To me ‘time’ seems to fly every moment – even before I have realized the year has ended. I will miss 2013 as much as I miss all the years that have gone by.

 

Happy New Year 2014

 

Types of Advertising in E-commerce


The emergence and further quick development of Internet created sufficient platform for breakthrough in the development of informational technology, marketing and, in particular, advertising communications. So now Internet turned into effective instrument of business, new and very powerful channel for distribution of great amount of advertisements. That is why during 2000 different companies spend about $5 billion for online advertising.

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My EBook is out on Amazon. Share #update so Everyone Can Benefit


E-Book-12-Smart-Practices-to-Improve-Marketing-and-Sales

My eBook is out on Amazon. Share #update so everyopne can benefit.

It’s been a while since I wrote my last blog post. The reason was that I was finishing and publishing my E-Book “12 Smart Practices to Improve Marketing and Sales“.

“I started writing this E-Book with the idea of helping marketing and sales managers in small and medium companies. In 20+ years of marketing and sales I’ve seen marketing and sales departments working out of silos and working against each other. This is a waste of resources and causes damage to companies everywhere. Some companies are not even aware that they have a problem.

Part 1 deals with subjects like content management and lead management and provides an overview of relevant issues in these areas. The goal of content marketing is to supply the customer with relevant information so that he can at any time decide that he wants to do business with you. In lead management it is not only about generating a lot of leads, but also nurturing those leads.

Part 2 deals with digital marketing and marketing technology. Topics that are covered include: your marketing team, personalised messages and the need for Marketing and IT to work together. In marketing technology, subjects are using smart data and big data, marketing automation to enhance productivity and insight and the connection between marketing automation and CRM.”

 

SEO Promotion as Inseparable Part for Developing the Business


SEO Promotion as Inseparable Part for Developing the Business

SEO Promotion as Inseparable Part for Developing the Business


SEO
promotion is a constituent element of business development. Successful development of the business is impossible without marketing policy. It is the most powerful mean to influence on a wide variety of potential consumers. Over 10-year experience of business promotion allowed us to generate the complex approaches for developing the business in the Internet. Within the space of your service, tell the audience about your company and your business in the network. It can improve your income and increase your consumers.

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Make No Mistake Between Viral Marketing and Guerilla Marketing – Watch the Differences


Make No Mistake Between Viral Marketing and Guerilla Marketing – Watch the Differences

Make No Mistake Between Viral Marketing and Guerilla Marketing – Watch the Differences


In one of my recent client visits, my client asked what – if any – is the difference between viral marketing and guerrilla marketing. At that ad hoc moment it was quite difficult for me to respond in detail. I just replied that there is overlap between the two and that I would come back for more detail. Here again, I try to clarify the two terms.
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You’re Not a Marketing Guru?


You're not a marketing guru

This article has been bouncing around in my head for a little while. Mostly because I haven’t found time to try research it properly and write it up, but here it is as last.

I have been working in sales and marketing for more than 20 years and enjoyed considerable success in my work as a marketer, but I do not claim to be an expert or guru. Then again, how could anyone credibly claim to be an expert when you take a look at the diagram below?
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How to Grow your Customer Base – Forget the Sales Pitch, Offer Value


How to Grow your Customer Base – Forget the Sales Pitch, Offer Value

How to Grow your Customer Base – Forget the Sales Pitch, Offer Value

As a sales person passionate about your product or service, you are in a better position compared to sales persons who don’t show that passion. Simply when you talk about services you offer, you lead the customer to be intrigued by your service.

However, your high-pressure sales tactics may intimidate many customers, making them uncomfortable with a purchase. When you focus instead on merely showcasing your product, your hesitant customers learn about your product. Consider yourself a brand advocate, presenting your best features without trying to convince your customer to buy. Difficult for a sales person? Maybe not.
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Your Content Marketing Strategy Is In Place, But You Lack Resources – Now What?


Your Content Marketing Strategy Is In Place, But You're Lacking Resources - Now What?

Your Content Marketing Strategy Is In Place, But You Lack Resources – Now What?

As a B2B Marketer you’ve worked hard to develop your Content Marketing strategy. You’re ready to start implementing that wonderful strategy, because you know that compelling content is the #1 driver of leads. Unfortunately you lack resources –  budget or people. What can you do to drive that traffic?

Look for existing content
You already have quite a lot of content that can be structured and distributed to the appropriate online channels. Where needed, improve what you have and share it to the channels. After this, you need to find out what content is missing or what type of content will improve conversion of your current website traffic.
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In Today’s Content Marketing Warfare – Here are 10 Tips to Win – Part II


In Today's Content Marketing Warfare - 10 Tips to Win

In Today’s Content Marketing Warfare – Here are 10 Tips to Win


In Part II of my post on developing winning Content Marketing, I am providing a few more tips to help you set up a good foundation for the content you want to share with prospects and clients.

6   Seeding – share content actively
You must actively create and share your content in your network to achieve necessary coverage. Particularly social networks such as Facebook and Twitter, press releases and news aggregators offer extensive opportunities for distribution of your content. For  interesting content (Link baits) there’s also the possibility that other sites and portals refer to your content voluntarily.

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In Today’s Content Marketing Warfare – Here are 10 Tips to Win – Part I


In Today's Content Marketing Warfare - 10 Tips to Win

In Today’s Content Marketing Warfare – Here are 10 Tips to Win


Content marketing’s purpose is to attract and retain your customers by consistently creating relevant and valuable content
with the intention of changing or enhancing consumer behavior. Every online marketer develops content marketing. Or at least  tries to. However, success depends on many factors and the proper course of action.

Randomly generated content without relevance and added value for the user, will only cause you to miss your targets and disappoint your target group or will not even reach them. To avoid fatal errors and failures, it doesn’t only require a well thought content marketing strategy but also willingness and resources in your enterprise. With my 10 tips I hope to provide you a good foundation to win the content marketing warfare.

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Business Management Tip #7 – Adopting a Supportive Business Attitude and Value Learning In All Forms


Originally posted on Soltis Consulting, Inc.:

One means of implementing a small business change is to provide verbal and written encouragement to individuals engaged in various idea-creating communities and networks – but not overtaking these activities.

  • Foster and ensure a business environment whereas individuals want the acquisition of knowledge and are eager to share with others;
  • Distribute thought-provoking articles; editorial references; and book excerpts;
  • Invite guest speakers; professors; and other thought leaders to address topics of interest.

Small activities such as these can involve encouraging individuals to take courses at local universities or to write articles and essays for publication on websites and/or in newsletters.

how-work-gets-done-in-networks-1

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How to Implement an Effective Lead Scoring System? – Part II


Four Tips how to implement an effective lead scoring system

How To Implement An Effective Lead Scoring System?

In Part II of my post on implementing an effective Lead Scoring system, you will learn a few more tips to help you to score the leads in your database and prioritize your efforts to convert those leads into paying customers.

3   Criteria for implicit scoring

  • Does he react to your emails?
  • Does he download your documents?
  • Does he take part in your webinars?
  • Does he visit your website on a regular basis?

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How to Implement an Effective Lead Scoring System? – Part I


Four Tips how to implement an effective lead scoring system

How To Implement An Effective Lead Scoring System?


My previous post was about the value added by IT to Marketing. In this post it’s about alignment and coöperation between Marketing and Sales. And the systems they share, such as a lead scoring system. How are decisions made in your company? Which lead can you forward to Sales? And at what stage of the buying decision?

Introduction to Lead Scoring
Of course, you can evaluate your prospects manually, which may even be useful with small numbers. But if your database has several thousands of contacts and leads, and you add new addresses on a weekly base, then it makes sense to automate this process according to predefined criteria. This improves your sales efficiency, especially because as such, the team only has to worry about those sales opportunities that have real potential. Marketing and Sales, however, have to define common rules and procedures because qualification and evaluation criteria vary from company to company and must be determined individually.

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Business Management Tip #6 – Embrace Business Environment Dynamics


Originally posted on Soltis Consulting, Inc.:

A business environment is the product of numerous attitudes; actions; and activities.  Several key factors that help shape our businesses include our history; leadership style; and reaction to situational issues.

  • As important as it is to address the bigger issues, it is also equally important to address a precarious financial situation for a small change program, or our business results-oriented goals and tasks. 
  • Keep in mind, the smaller issues may be more easily affected, and if enough incremental changes are made, it can have a substantial impact on our ability to expand our business; join existing networking communities; and find ways for us to get our knowledge into the right hands.

Business environments can and do change – most of the time, these changes are subtle and evolutionary rather than overt and revolutionary; yet, a greater receptivity to knowledge sharing is often the desired goal.

org_chan

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How Information Technology Successfully Adds Value to Marketing – Part II


Five Tips How IT Successfully Adds Value To Marketing

How IT successfully adds value to Marketing


In Part I of this post I outlined the need for Marketing to work together with their IT department to improve customer dialogue. I’ve given three examples of how to reach that goal. Following is the rest of my post. System integration appears to be the key to success.

4   Integrated product reviews in e-mails
Recent studies show that consumers expect companies to approach them with personal and individualized services. This is partly also to align recommendations on product, service, and supply with customers’ interests. In addition, online reviews increasingly influence buying decisions. By directly integrating these reviews in the e-mail communication, you are able to offer your customer a perspective on product and service, which goes beyond the traditional business core messages. Made possible by integrating a Digital Marketing platform with an Evaluation platform.

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How Information Technology Successfully Adds Value to Marketing – Part I


Five Tips How IT Successfully Adds Value To Marketing

How IT successfully adds value to Marketing

Challenges in connecting Marketing Automation and CRM was the subject of my last post. Now, let’s look into IT and Marketing working together for best results. Theoretically, in the Internet age the obvious and easy thing to do is personalize and optimize the customer dialogue. But only if you’re able to integrate the different marketing systems, you can deploy every possibility here.

The intelligent use of data gains relevancy in online dialogue marketing. The focus is on approaching the individual customer who increasingly expects a dialogue. At the same time, dialogues are a relevant means to increase sales. However, how can data be transformed into a fine tuned marketing communication based on behavior and interests of customers? And what data driven solutions you need to link to achieve the personal approach and to increase the Return on Relationship? I discuss five examples of how to use data through integration of individual marketing systems for concrete actions.

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How to Overcome Challenges Connecting Marketing Automation With CRM?


Article-Marketing Automation CRM

How to overcome challenges connectting Marketing Automation with CRM

The focus in our last post has been hiring your marketing A-Team to have the right professionals helping you with your Marketing Automation projects. Now the focus is on integration between Marketing Automation and CRM.  

How easy is integration of Marketing Automation?
Many marketers who turn to internet marketing and are looking to use marketing automation systems, are facing synchronization problems of their own CRM systems with new marketing systems. Reputable Marketing Automation software vendors such as Act-On, Eloqua, IBM Marketing Center, Marketo and Neolane offer standard interfaces for specific CRM systems such as Salesforce.com, NetSuite and Microsoft Dynamics. This allows for a data exchange without difficulties between both systems and the users of these systems are able to execute synchronization without even specific IT knowledge.

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Hiring a Marketing A-Team – Part II


Your Marketing A-Team

Your marketing team in Digital Marketing looks different than in traditional marketing. In our last post ‘Hiring a Marketing A-Team – Part I “, we discussed two out of five essential roles. Here is part 2 of this post.

3 Webmaster
In general, there are three basic areas to be covered: design, code and analysis. Remember that for a good analysis you don’t only need correct numbers, but also the ability to interpret the data and to recommend and implement a plan. If the visitor traffic on your website is for example 20%, an assessment must be made as to whether this value is good or bad and what steps are necessary.

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Hiring a Marketing A-Team – Part I


Your Marketing A-Team

Our latest post was about the technology advancement and its impact in Marketing. In this post we would like to outline the organizational impact of deploying marketing technology. Five staff roles are essential for marketing A-Teams. How do you find new talent, and develop their skills to have success in a rapidly changing industry? Here’s part 1 of this post, part 2 will be available tomorrow.

When the Industrial Revolution emerged around 1800, an interplay of forces caused the way of work to change. Before the big industry became manifest, workers provided raw material and artisans processed the raw material into products. However, when the steam engine appeared, which triggered the Industrial Revolution, a company was able to accelerate in both areas, extraction of raw materials and manufacturing and distribution of products, which in turn led to an increased demand for raw materials. But enough history, let’s get started.

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Marketing is Gaining Importance Through Technology


Article-Marketing-Sales-Team

In our latest post I focused on Big Data opportunities for Product Management. The next couple of posts will be dealing with Marketing Automation. Marketing is becoming increasingly more technological. The effectiveness of a good online marketing solution can’t be denied. Target groups can be addressed quickly and directly. Establishing personalized dialogues are possible too. For marketers there is a variety of electronic solutions available to manage, implement and measure their activities.

Gartner, a leading market research company for the IT industry, predicts that software spending will be driven more by marketing managers or CMOs than by information managers or CIOs in 2017. The pace by which Marketing is automating their processes certainly leaves few doubts about Gartner’s prediction. The fact that marketing is becoming more technological would in any case mean that powerful marketers need to expand their digital competences.

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Various Big Data Opportunities in Product Management


Article-Big-Data-Product-Management

In our last post about Personality Marketing we mentioned using Smart Data instead of Big Data in Retail. However, in other industries Big Data may be the only option. How can you use the high data volumes of mostly unsystematic existing customer data today? What benefits arise for development and marketing communication? Learn more about the opportunities for customer oriented product management.

On a daily basis the tide of customer information and the chance to meet the customer precisely in his customer journey is growing. Customers give their opinions, their moods and their personal information in different media and share it with their friends and families. They share in emails, videos, Facebook posts, blogs, Twitter tweets, free online databases, e-commerce websites, complaints, social media such as Linkedin, Pinterest, Google+ and other networks, thus allowing you to learn something almost every day about your customers, their relationships and influencers.

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Personality Marketing: Smart Data Instead of Big Data in Retail! – Part II


Personality Marketing

A short recap of Part I of Personality Marketing: Smart Data instead of Big Data in Retail. Big Data has been and will be one of the top priorities for marketers. Rich data allows for customer analytics and insights. However, another approach called Personality Marketing has a lot of advantages and less drawbacks. The concept is to segment customers into various personality types. If executed well, the approach allows for better interaction with and more respect for the customers. Since they get the actual information they are looking for. Here’s part II.  

Different colors, images and speech patterns for different customer types in Personality Marketing
The example of the furniture chain is about small data. But they are sufficient to continue supplying these customers with the information they really want. Information that addresses their needs. That matches their needs.

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Personality Marketing: Smart Data Instead of Big Data in Retail – Part I


Personality Marketing

Big Data: The data collection mania – not only in marketing – has broadly taken absurd characteristics. Who bought when, where, how, what discount did they get, on what action did they buy, what bonus system has been applied, did they search on internet, what credit card has been used, did they consult forums first, what accessories are they missing, what is the buyer’s age, height, sex? What marketers using rich data ultimately want to find out: “what else can we offer these people”. That’s why so many questions are being asked here. But these are often the wrong ones. The important questions are “why?” and “how?”. Then all you need is: Small Data. Smart Data!

The important questions have to do with the client’s personality. Consider the motives for purchases, or choices, and then think of the communication: How do I address my message to you, the Customer, so that you are not annoyed, surprised but not bored, convinced but not persuaded? In short: so that you feel understood. And respected.

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Publish Content That Both Your Users and Search Engines Will Love


High Traffic Website

Content marketing is focused not on selling, but on communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering consistent, ongoing valuable information. The five main topics of content marketing are: 

  • Content:
    Create targeted content, which matches the basic issues and needs of your ideal customers (target group). Market  and promote that content as widely as possible
  • Lifecycle Marketing:
    Customers and potential customers go through different stages in the interaction with your business or your products or services. Enter the account and determine different marketing campaigns

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Achieve Greater Success With Lead Nurturing


Content plays a crucial role at every stage of the buying process: from the awakening of interest in your company and your products or services up to converting leads into customers. But for every phase you need different content. Therefore, you should ensure from the outset that you also have the appropriate content available. This is the concept of Lead Nurturing. Use Lead Nurturing to find the right content for the different purchasing processes.

Content Marketing Mix

Let’s look more exactly at the four phases of a typical buying process:

Awareness: The lead learns about your company or brand, noting that he might need your product or service
Research: The lead now has a specific problem or need and researches possible solutions, thereby also your product or service
Evaluation: The lead compares the options and begins to restrict his selection
Purchase: The lead has now become a prospect who decides to buy a product or service

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Guest Bloggers Wanted


Guest Bloggers Wanted for Bizzmaxx2012

Guest Bloggers Wanted

Bizmaxx aims to become a knowledge platform for innovative ideas and articles. We are therefore constantly seeking guest bloggers with various areas of expertise in blogging and technical writing to produce content on our blogs:

Marketing and Sales (MS) Blog
Blog for leading insights about topics such as Marketing Communication, Market Intelligence and Strategy, Digital Marketing, Branding and Sales.

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De drie belangrijkste marketing instrumenten in B2B


B2B Marketing is verre van eenvoudig. Sales cycles kunnen lang duren en het meten van vorderingen kan ingewikkeld zijn. Segmenteren, definiëren van leads en sales & marketing ‘alignment’ zorgen ervoor dat traditionele marketeers zich behoorlijk ongemakkelijk gaan voelen. 

De big picture in marketing gaat vaak verloren door allerlei details en discussies.

Laten wij een stap terugnemen en kijken naar de drie high level marketing instrumenten hieronder. Hoe kunt u elk van deze instrumenten verbeteren? Als u constant elk van deze punten verbetert, dan zal vrijwel elk facet van uw marketing daar voordeel aan hebben.

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Het definiëren van leads is het begin van een succesvolle aanpak


Een algemene lead definitie (ALD) maakt binnen uw organisatie duidelijk wat een lead is voor elke medewerker in uw organisatie. De lead moet voldoen aan de volgende kwalificaties:

  • In het profiel van uw ideale klant passen
  • Gekwalificeerd zijn als ‘op te pakken door Sales’
  • Het Marketing en Sales proces efficiënter maken

Toch hebben de meeste bedrijven die ik ken geen ALD. Ruim 60% van de B2B marketeers geeft toe dat zij “leads” direct doorstuurt naar Sales zonder enige vorm van kwalificatie, aldus het “2012 B2B Marketing Benchmark Report” van MarketingSherpa . In een vorige blogpost heb ik daar over geschreven.

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Goed kwalificeren van leads genereert meer omzet


De focus die B2B marketeers leggen op het genereren van leads is niet juist. Zij verspillen hun tijd en die van uw sales team. In plaats daarvan kunnen zij hun focus beter leggen op het helpen van Sales bij het verkopen. Hoe doen zij dat? Door alleen gekwalificeerde leads door te sturen.

De meeste leads zijn niet gekwalificeerd
Leads worden alleen gekwalificeerd als zij voldoen aan uw algemene lead definitie (ALD). Heeft u geen ALD? Voordat u nog meer tijd besteedt aan het genereren van leads, kunt u beter hoge prioriteit geven aan het ontwikkelen van een ALD. In een blog artikel volgende week kunt u daar meer over lezen.

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Marketing moet Sales beter op weg helpen


Stel u gaat uit eten en bestelt een Thais kipgerecht. De ober komt met een stuk rauwe kipfilet, een aantal wortelen, wat taugé, een handvol pinda’s en een kommetje rijstkorrels, dumpt ze op uw bord, wenst u smakelijk eten en loopt dan weg. Niet echt een maaltijd van de chef kok, of wel?

In feite kunt u naar analogie van dit verhaal dezelfde conclusie trekken ten aanzien van marketeers. Het is ongelooflijk maar de meesten van hen sturen nog steeds alle leads door naar Sales en doen geen poging om die leads te kwalificeren zodat Sales een goede follow-up kan doen. Uit een rapport van het Amerikaanse onderzoeksbureau MarketingSherpa, “the 2012  Lead Generation Benchmark Report”  komen slechte cijfers. Het rapport heeft antwoorden verzameld van een enquête onder bijna 2.000 organisaties, waarvan 73% uit de Business to Business (B2B) markt komt. Voor Nederland en Europa zullen de gepubliceerde cijfers niet significant anders zijn.

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Vijf indicaties dat uw bedrijf CRM nodig heeft


Uw verkopers moeten dingen doen die werken, en zij moeten die kunnen herhalen. Als er iets aantoonbaar effectief is bij het closen van een deal, dan zou het bekend moeten zijn en gedeeld moeten worden. En zelfs als er sprake is van slechts één verkoper, dan moet het  geïdentificeerd en benut worden. Als uw verkoopproces dermate complex is geworden dat deze processen niet meer gemakkelijk herkenbaar zijn, dan is het tijd om naar CRM te kijken.

De CRM markt
Er zijn veel mogelijkheden voor CRM leveranciers die hun targets gericht hebben op kleine en middelgrote bedrijven. Hoewel er op dit moment ruim 50 duizend CRM gebruikers zijn in Nederland, zijn er veel meer dan 50 duizend klantgerichte werknemers, en de overgrote meerderheid werkt bij kleine bedrijven. Dat is een kans voor CRM leveranciers – maar wat betekent het voor potentiële CRM gebruikers? Je zou denken dat ik er voorstander van ben om bedrijven, die nu nog geen CRM gebruiken, naar het internet te verwijzen om direct een applicatie te kopen.

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Hoe kan je verkopen als je er een hekel aan hebt?


Uw succes in zaken hangt af van uw vermogen om te verkopen. Het is tijd om uw minder positieve attitude over verkopen te veranderen. Errol van Engelen geeft aan hoe u dat het beste kunt doen.

“Ik heb een hekel aan verkopen”
Ik heb dat statement honderden keren gehoord van ondernemers wiens succes afhangt van hun vermogen om hun ideeën, hun bedrijf en hun producten te verkopen. En dat is jammer, want als je een hekel hebt aan verkopen, dan zal je er nooit goed in zijn. Dat betekent meestal minder inkomsten en in het ergste geval, dat uw bedrijf het niet gaat redden. In mijn ervaring zijn het de ondernemers die echt van verkopen houden, die het meest succesvol zijn. Steve Jobs bijvoorbeeld, was ongelooflijk goed in het pitchen van zijn producten. Bekijk elke video van Jobs bij een aankondiging, en je ziet het plezier wat hij beleeft, niet alleen aan het product zelf maar ook aan het vertellen van een verhaal over het product. Jobs hield van verkopen, daar is geen twijfel over.

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Goede samenwerking tussen marketing en sales is cruciaal voor uw bedrijf


Veel bedrijven geven aan dat hun marketing- en salesteam niet communiceren. Als ze dat wel doen, werken ze elkaar alleen maar tegen. Waarom? En nog belangrijker, wat kunt u eraan doen? Errol van Engelen geeft tips.

Het komt vaak voor dat sales- en marketingteams elkaar gewoon niet liggen. Maar het toestaan van een slechte relatie tussen beide teams, die samen moeten werken aan de overeengekomen doelstellingen, kan schadelijk zijn voor de groei van uw business. Want hoe kunnen uw klanten goed bediend worden als sales het belang niet ziet van ‘key messages’ of unique selling points ontwikkeld door uw marketeers? En als marketing niet luistert naar feedback van de klant afkomstig van uw salesteam?

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