Why Your Sales Team Needs a Marketing Budget

Blog post written for a client:

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Your sales team used to thrive on driving the sales process. Your salesperson had the intel that prospects needed. Sales called, prospects listened, and your revenue increased with each closed deal.

Today, B2B sales teams in every industry have hit a snag. Sales calls are going unanswered. Buyer’s can ignore the sales pitch. The information they seek is available online when they need it, not only when sales person calls.

The internet has fundamentally changed the sales process

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Read the full post here: https://www.brightorangethread.com/blog/view/your-sales-team-needs-a-marketing-budget/

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How a Marketing Agency Can Improve Your Marketing ROI

Blog post written for a client

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Marketing’s role in business is becoming increasingly important because the sales process has changed.

But for many businesses, it’s hard to see the ROI that the in-house marketing team produces.

Why isn’t the in-house marketing team producing the growth and leads your sales team needs?

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Read the full blog post here: https://www.brightorangethread.com/blog/view/how-a-marketing-agency-can-improve-your-marketing-roi/

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Caller ID Has Changed Sales

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Blog post written for a client:

You Can’t Close a Lead You Can’t Reach

Sales used to focus on “Dialing for Dollars”. This mantra meant sales was just a numbers game. The more people you talked to, the more you closed. Productivity was measured by the number of calls and conversion ratios.

But today, sales calls are going unanswered; sales conversion ratios are tanking. The buyer only wants to answer the phone when they are ready.

Why is this? Let’s go through two all too familiar scenarios.

Read more at: https://www.brightorangethread.com/blog/view/caller-id-has-changed-sales-you-cant-close-a-lead-you-cant-reach/

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Marketing really hasn’t worked for us

smartmarketing

You’ve heard it many times, you may have even said it.

  • “Email doesn’t work for us.”
  • “Our audience doesn’t respond to ads.”
  • “Our customers aren’t on Social Media.”
  • “Direct advertising doesn’t work.”
  • “Our customers don’t come through our website.”
  • “Referrals are how we do business, so we really don’t need marketing.”

Oh Really?

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The Reluctant Marketer

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Recently I have been focusing more and more on working with very small companies. Most of my clients are either taken their maiden steps into the world of marketing, or have previously taken on some initiatives, at varying degrees of success. This is regardless of whether they’ve been in business for 2 years or 20 years. Despite having been in marketing for over two decades, this is been an enlightening process for me.

There’s a step involved in marketing that having worked for larger companies, I’ve overlooked. Looking back, perhaps even with those, I shouldn’t have.

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Marketing is Not an Add-On Function

marketing-strategies-426545_960_720I was recently at a marketing event and was asked by a newly minted graduate what I felt was the most important part of marketing. Without hesitation I said psychology. I got the sideways look asking for more, and what ensued was a great conversation about the underlying core of what marketing is and does.

Know. Thy. Audience.

I say it often enough and include it in my posts and writings regularly, but this is the heart of what we need to do. Putting aside all the tactics and platforms, before we select partners and cadences, we need to understand what our customers are looking for, how they want content, where they are looking for it, and how they use or need to use our products or services.

Don’t Market From the Boardroom.

Large and small businesses alike approach marketing as an add-on function, an extension of their sales and mission, using existing approaches, views, and biases that stem from their own views, and their own expectations.

That’s not marketing.

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Marketing Costs Less than NOT Marketing

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But Marketing does cost money, and time, and if you’re not a marketer, it will end up costing you more than just time and money. It will cost you customers.

As a small business, you’re not sure how to go about it. You probably have been relying on some basics, heavily on referrals, and a few ads or social tactics to start. But a the natural bump in new business referrals diminishes, you get the nagging sense you need to do something else. The longer you wait, the more terrifying it becomes.

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Content Marketing Mistakes

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This is a follow up to a previous post about confusing exposure with marketing. In the current environment, we are given a first row seat to a continuous stream of marketing tactics and initiatives, including the missteps. With so many people focused on the “latest fad” of content marketing (which is nether a fad nor recent!), this climate offers a chance to review what not to do.

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