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  • The days of generic and broad messaging are over. We live in the age of the sophisticated consumer.

    According to HubSpot, 21% of our audiences today have researched us online using our blogs, websites and social media pages before even engaging in a potential sale. Sites like Angie’s List and Wikipedia are soaring in popularity because they offer information to the consumers we want to win over.

    What does this mean? If you’re using generic messaging in your lead generation efforts, it’s likely you’re missing out on an entire sector of potential clients–the more sophisticated consumer. They view vanilla messaging as old, outdated and one-sided. They’re looking for a relevant connection from your marketing efforts that will trigger an emotional response—and hopefully create an impulse buy from you. Think of yourself at a crowded venue where you’re trying to get the attention of your friend who probably can’t hear you through the all the noise. What’s the best way to get them to stop, notice and listen to you? Yelling out “Sir”; yelling out their name; or touching their shoulder while saying their name? The last option, of course!

    Here are ten ways you can change your marketing efforts to ensure that you are not yelling “Sir” while trying to get someone’s attention:


  • In a recent survey by the Aberdeen Group, 67% of respondents said their marketing operates in a distributed marketing environment. By the traditional definition, distributed marketing refers to a marketing model in which both a central corporate marketing department and “local” organizations or business units share authority and responsibility for making marketing decisions and performing marketing activities.

    Distributed Marketing

    The stereotypical example of a distributed marketing organization is a franchise network, but distributed marketing models exist in many kinds of organizations.

    The reality is, most large companies, particularly global enterprises, use some form of a distributed marketing model. For example, marketing operations is many multinational companies are highly fragmented. Most global enterprises have regional or national marketing organizations in addition to a central corporate marketing department. These regional and/or local marketing organizations often play a significant role in the creation of marketing content and the execution of marketing programs. They usually hire their own language service providers for translation services, and they may also contract with marketing agencies to create original content or adapt “corporate” content for the local market.

    In addition to geographically-based marketing operations, line-of-business managers may also have marketers on staff who develop marketing content and run marketing programs. Lastly, if an enterprise sells through independent or quasi-independent channel partners, that usually adds at least one more layer of people and organizations to the marketing “structure.”


  • Before a writer puts pen to paper – or fingers to keyboard – he or she should think through a couple of questions. What are the primary purposes and objectives of what I am about to write, and who am I writing for?

     

    The purpose of this blog is to discuss the profound changes that are occurring in the world of marketing and sales. “The Internet changes everything.” That’s a cliché, of course, but it’s also an indisputable reality for sales and marketing professionals. The Web has placed a wealth of information at the fingertips of consumers and business buyers, and this easy access to information has fundamentally changed how people learn about products or services and make buying decisions.

     

    As far the “who” question is concerned, this blog is designed for sales and marketing leaders in companies with large and “distributed” sales organizations. This includes companies that sell through channel partners such as independent agents, financial advisors, distributors, and dealers.