Will ‘Marketing Eat Sales’ In B2B Companies?

comiendoFrom time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses a recent Marketing Automation Panel Discussion reviewed by ChiefMarTec.com.

This is a question that strikes at the heart of the terror B2B sales executives feel when they consider the ever-encroaching, destroys-everything-in-its-path, relentless unfolding of eCommerce. And does the focus on this question prevent large forward strides by otherwise forward-thinking companies?

To my surprise (but maybe not, upon further thought), this question came up at what was likely a very lively session of marketers at MarketingProf’s B2B Forum. My problem is that this question just creates the same age-old divide between marketing and sales.

I do think that for any company to achieve maximum effectiveness in serving customers, both marketing and sales have to play nicely together. Seriously, I think we all know this. … Continue Reading

Jumpstart Your Business Today: Six Universal Tactics of Influence and Persuasion

Infographic - Six Elements of PersuasionAs we continue to rush with increasing speed into social and new digital interactions with customers, clients, supply chain partners and other stakeholders in the success of our businesses, it may seem like change is the only constant. If it feels like that, perhaps you’ll be heartened to know that some things haven’t changed. And if you stick to these basics, you will continue to find success in your efforts to persuade and influence, no matter what newfangled media vehicles are encountered.

While these social influence principles have been documented and studied by many researchers and scientists for well over a half a century, Dr. Robert Cialdini is considered by many to be the leading authority of this subject, as documented in his famous book, Influence.

The idea is that you consider these influence mechanisms as levers that encourage responsive behavior. Clearly, these tactics would not be considered alternatives … Continue Reading

Get Better Marketing ROI: The Neuroscience Behind Conversion Optimization

Neuroscience of marketing is finely  balanced.From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses The Neuroscience of Conversion Optimization.

This is a great article that describes three principles from neuroscience that are directly tied to conversion rates. In addition to understanding the science, the author provides actionable methods to incorporate the principles, so you can put these ideas to work right away.

An example is ‘processing fluency’ which basically says we have a tendency to have a more positive view of things we are able to do most easily. The derived action is to take the time to think through and to simplify/clarify what is requested of visitors to your site. It’s especially important to apply this type of principal to the purchase path, and in particular the call to action.

I really liked the ‘congruent actions’ principle, … Continue Reading

Ten Secrets for Developing a Website That Converts

The development of a high-converting website is not an accident. And it is not out of reach. It may be interesting to consider that one of the greatest barriers to developing a great website that converts is that you may be too close to the details of your company. That’s right. You may not have the distance necessary to see what is really great about you. Or how to best describe your products and services in a way that resonates with and motives your target audience to take the next step. To help them choose to take action.

Here are some ideas that you can implement right now or as you develop your next website.

Define Your Target Markets. Most businesses have several market segments they could target. You’d want to make these groupings based on characteristics, similarity of needs, of behavior, or any other factor that would make them … Continue Reading

Why You Hate Work NY Times Opinion Commentary

From time to time, LocalDirective team members will share their views on a piece by an industry thought leader. Here, Lisa discusses Why You Hate Work, an opinion in the New York Times Sunday edition, written by Tony Schwartz and Christine Porath.

Basically, this article summarizes some original research as well as some previous studies. The four elements that contribute to employee satisfaction and productivity are examined for their individual contributions. I read this article on the heels of an article on Danish workplaces, which essentially asked why is it acceptable in the US for workers to expect to hate their jobs. Good question.

“Employees are vastly more satisfied and productive, it turns out, when four of their core needs are met: physical, through opportunities to regularly renew and recharge at work; emotional, by feeling valued and appreciated for their contributions; mental, when they have the opportunity to focus … Continue Reading

Three Reasons You Need A Marketing Technologist. Now.

Prior to starting an online marketing agency in the mid-2000s, I was a business strategist, first for one of the top consulting firms, and then later for a smaller, more focused company. My grounding is in business intelligence but my heart has always been in marketing. Well over a decade ago, I worked with Fortune 50 companies, and what my company brought to them was a unified blend of technologists and business strategists. The value of this was that there’d be no strategy developed that was not technologically feasible, and that technologists, once understanding the business strategy, would be able to suggest new technology solutions that wouldn’t have come to mind had we followed the then-common linear process of strategy first, technology solutions second.

Source: chiefmartec.com
Source: chiefmartec.com

That approach really resonated with me. And, as we worked with some of the world’s largest companies on technology-based solutions, I saw the fruitfulness … Continue Reading

Attribution: Five Tips For Gathering Accurate & Complete Customer Source Information

‘Attribution’ is a word I have been seeing with increasing frequency these days. This post is not intended to be a contribution to the academic furthering of this important concept; rather it has the simple purpose of providing a few common-sense ideas about gathering complete and correct information in anticipation of your need to eventually do some sort of attribution analysis.

Let’s start with the definition. ‘Attribution’ in the marketing sense is defined in Wikipedia as “the process of identifying a set of user actions (“events”) that contribute in some manner to a desired outcome, and then assigning a value to each of these events.” In other words, attribution is an attempt to quantify the various ‘touches’ that lead to a ‘conversion’ or purchasing decision. Marketing attribution is becoming a higher priority with the expansion of digital marketing, which lends itself to tracking customer behavior in ways never possible in … Continue Reading

Will You Be Ready For the Fall Selling Season?

The lazy days of summer are fast coming to an end.  Vacations are just about over, the kids will be returning to school…in short, it is almost time for the autumn selling season.  The question is: will your business be poised to capture a burst of year end revenue growth?

If not, August is time for you to roll into action.  If you have been considering a website revitalization, now is the time to act.  Did you know that the average person gives you only about eight seconds to capture their interest once they’ve landed on your website?  And, over 40% of people say they will not do business with a company that does not have an internet presence?  Even more interesting, a study by the preeminent Forrester Research indicates that a website redesign can yield a Return-On-Investment of anywhere from 70-500 percent!

Once you have a web destination … Continue Reading

Keeping Your Customers In Mind During Website Development: An Introduction

Awhile ago, I wrote about the foundational elements of building a strong online presence.  One of the three major components is a powerful website.  I define a powerful website as one that actually accomplishes its purpose quite well.  Operatively, then, a website must have a purpose.  Putting on my MBA hat for just a moment, I would like for all websites to have a ‘measurable’ purpose.  The world of qualitative assessments is fine if you are choosing a piece of art, but in the world of websites that either work or do not work, quantitative is key.  So, please, let’s define a quantitative purpose.  Of course, the one that immediately comes to mind is either direct revenue impact OR a leading indicator of revenue impact. Online sales.  Phone calls.  Form completions. Coupon downloads. You get it.

With that as my “obvious” starting point, I look out into the world of … Continue Reading

Welcome to the LocalDirective Blog!

Welcome to LocalDirective’s Grow Your Online Presence Blog, which will be focused on helping you to grow a powerful online presence for your business.  Each month, LocalDirective team members or our guest bloggers will post articles that (hopefully) will provide a shred of insight on topics of interest and/or point you to authoritative sites for more information.  Our topics will span from converting customers that come to you from online marketing, to methods for developing powerful visual impact, to social media methods and community building.  And everything in between.

The core of our focus, however, will always be on how to grow a powerful online presence.  At a foundational level, there are three factors of utmost importance:

1) A comprehensive website that supports the buying process for purchasers of all of your offerings.  Notice that we did not say ‘the selling process.’  While they are obviously parallel processes – … Continue Reading