Integrated Marketing Accelerates Sales

Integrated Marketing Accelerates Sales

The latest debate in the marketing industry -- inbound or outbound marketing? The answer's the same as it was 30 years ago -- TV, radio or print? All of the above. Unless you are selling in a VERY unique industy, your prospects are using a number of channels. More today than 30 years ago because there are many more channels available. So how do you...

Tom Smith

Tom Smith

Positioning Your Brand to Accelerate Sales

The fourth, and final, element of the brand platform I will address in this series of posts is stategic positioning. Al Reis and Jack Trout wrote Positioning: The Battle for Your Mind in 1981. The premise of the book is as important today as it was then. What makes your product or service different and better? Distinguishes a brand within a comp...

Tom Smith

Tom Smith

6 Elements of Integrated Marketing Communications

Thanks to Don E. Schultz for his recent article entitled, "IMC: Who's Doing It Right?" in a recent edition of Marketing News. Companies that are doing integrated marketing right today have done the following: Changed their focus from their products and services to their customers and prospects. Designed a structure that aligns the entire or...

Tom Smith

Tom Smith

8 Levels Customer Engagement

The customer experience is defined over innumerable touch points. Branding and customer experience go hand-in-hand. Every time your customer interacts with your brand, from visiting your website to speaking with one of your employees, is part of the customer experience and representative of your brand. A few things to consider about how your custom...

Tom Smith

Tom Smith

Your Color Is Your Brand

As THE Ohio State University decides to forgo their traditional scarlet and gray uniforms in favor of all white uniforms in their season-ending rivalry game with Michigan, I thought it was a prime opportunity to speak out on the importance of providing a consistent brand image and experience. Consistent use of color in advertising and marketing is ...

Tom Smith

Tom Smith

Consistent Messaging Builds Brands

One of the reasons people trust friends and families, or strangers on the Internet, more than what a company says about itself is that companies don't speak simply. According to Tim Riesterer, chief strategy and marketing officer at Corporate Visions, "One of the biggest problems that brands have to deal with is fluff. Brands have to keep things si...

Tom Smith

Tom Smith

How to Tell Stories That Accelerate Sales

Stories are a great way to get your brand message across. People remember, and repeat, stories far more than features and benefits. In order for your story to be effective, it must make an emotional connection with the listener, ideally your target audience. The way to make this emotional connection is to know what your customers and prospects need...

Tom Smith

Tom Smith

Improve CRM Data Quality to Accelerate Sales

After installing and managing three CRM systems in the past five years, I believe its important to remind users, all CRM users, of the importance of data quality. We all know the quality of the data you get out of a CRM is only as good as the quality of the data you put in -- garbage in, garbage out. Unfortunately, only the database administrator ...

Tom Smith

Tom Smith

Build a Professional Services Brand with Content to Accelerate Sales

FMI is the leading management consulting and investment banking firm in the construction and engineering industry. When I joined the firm, they had been providing guidance to contractors for more than 55 years. Thanks to the consultants and researchers at the firm, there was a tremendous amount of intellectual capital to leverage to build awareness...

Tom Smith

Tom Smith

Enhance Customer Experience and Accelerate Sales Digitally

Great video from SAS "Digital Marketing -- What It Is and Why It Matters." While SAS makes statistical and analytical software for Fortune 1000 companies, and those that can afford to spend seven figures on a software solution, the video is just as relevant to small and mid-sized businesses (SMEs). Any B2B or B2C company needs to be promoting the...

Tom Smith

Tom Smith