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Outsider Insights | From Hustle to System: Why More CEOs Are Rebuilding Their Sales Function
Outsider Insights
Across Chief Outsiders, we talk to hundreds of CEOs every month. In this new series, we explore the trends and challenges we’re hearing from these discussions – and what you can do if you’re facing the same issues in your business.
Rebooting Your Marketing Strategy to Meet B2B Buyer Expectations
Wed, Oct 21, 2015 — Before the digital marketing boom, sales teams were the hunter-gatherers – the ones that had to go into the forest and slay or harvest what our company would subsist upon. In those days, the typical B2B marketer was asked to sharpen the arrows, restring the bows – and hope that our prep work was good enough to ensure an acceptable bounty. When the sales team shouldered 100 percent of the prospective buyer’s journey, it was up to us to ensure the prospect knew about your company, could call or visit the office for more information, and were loaded down with a highly polished set of sales materials (and telephone script) that hooked them on the notion that yes, we are the definitive answer to their problem.
Did you test your landing page before you took off?
Sat, Jun 6, 2015 — If more than 50% of your new visitors land on your homepage, you might have a problem… When people “walk in the door” of your website, what are you serving them? Have you thought about your first impression beyond the colors and design of your website?
How to Best Leverage Marketing Technologies in 2015
Thu, Jan 22, 2015 — I was recently asked my thoughts on how technology and digital trends will shape the future of marketing. As I pondered this question, I took note of all of the ways that I am digitally connected to the outside world. My laptop, smartphone, phablet, tablet, and e-reader were all dripping digital data to some unseen force through my WiFi connection. A fitness tracker awaited the opportunity to observe and report my next activity. Acting as marshals for many of these resources were my modem and router, which collected the needed inputs and outputs and converted my actions into trackable information.
Digital Demand Generation Marketing: Optimize for the Future
Tue, Dec 16, 2014 — Digital Demand Generation: A New Level of Marketing In my last blog, I talked about the need to have your marketing plans be mindful of the increasing importance of marketing technology infrastructure, data, content, mobile and privacy regulations. Assuming you are ready with your new marketing strategies, it’s time to take a deeper dive into the great level of the marketing playing field – digital demand generation marketing. In a little under a decade, the advent of new social and online tools has dramatically changed demand generation – using tools that are accessible, easy to use and offer the ability to micro-target like never before.