Don’t fall into a drab routine with your marketing efforts. While they may be working just fine, if you’re in a rut, you’re sure not inspiring anyone. Rev up your promotional game this winter and introduce some creativity into your marketing campaigns. Customers need a little extra to keep them going, so by making their day more interesting, you may improve sales productivity as well.
Start Out with Some Research
Don’t pour too many resources into a new campaign without doing some customer research first. All good promotional initiatives start with customer intelligence. Plug back into your potential buyer’s market and see what’s going on. What social networks do your ideal customers tend to frequent? Is there a big event that you can use for some timely content? Do the legwork and you’re likely to come up with some great ideas for how to swing a new campaign.
Throw in a Cartoon
Cartoons are incredibly engaging. According to Stu Heinecke for Salesforce, studies demonstrate that cartoons tend to be the most memorable part of a publication. Using cutting humor, a one panel cartoon can say a lot about a product or service. In addition, they can be fantastic tools for engagement, as The New Yorker consistently demonstrates with its caption contest. As of April 2011, 502,416 individuals had submitted 1,595,506 captions, according to The New Yorker. And the contest is still going strong. Not only is the competition fun, but it increases engagement with the publication. Heinecke also says that using a cartoon in an email campaign can double open rates. This is a relatively easy way to spice up a campaign, so why not give it a try?
Try Out Vine
Vine is no longer brand new, and it’s arguably a dying art now that Instagram does videos. On the other hand, Vine still integrates better with Twitter than Instagram does, which makes it an excellent tool. Even better, vines can be embedded in blogs, which makes them easy to share on all kinds of platforms. What is Vine? It’s a six-second video that loops infinitely. This all may sound very strange to the uninitiated, but just like Twitter, the space limitation has made it a unique medium for creative types to play around with. Because it’s so short, it’s also ideal for marketers. Show your creativity with stop-motion animation, or just demonstrate what’s going on behind the scenes at your company. The short length almost guarantees that people will watch it, and you’d be surprised what you can do in that amount of time. If you don’t believe me, check out Econsultancy’s list of the best branded vines from this month.
Get Experiential
Business to consumer companies have been all about experience-based marketing for a long time. However, as social media becomes a greater influence, marketers are looking for ways to involve the consumer in marketing once again. B2B enterprises don’t always have the same opportunities to be face to face with potential customers in the sort of playful environment that’s conducive to this kind of marketing. However, trade shows are a great place to try out some innovative ideas. According to B2B Marketing, one of the key ideas is creating an immersive experience. Show potential buyers something they’ve never seen before. With new technologies, this is easier than ever. For example, a corporate car distributor sent executives on a cruise in a 19th century ship, without ever leaving shore. Using 180 degree projection screens, the company created an alternate reality where the visitors appeared to be inside the ship watching the sea.
It’s not every day that you get to work alongside a real life saving hero, but thanks to one of our brave employees, here at FirstRain it has now become a daily occurrence. We are extremely proud of Aaron Shiansky, one of our Sales Engineers, who was honored on Monday by San Francisco mayor Ed Lee. On January 19, Aaron jumped into the San Francisco Bay to save a tourist who fell off the pier.
The woman, a professor from Taiwan, was taking pictures when she tripped and fell into the water. Aaron’s lifeguard training (and bravery!) came in handy: he, along with two other good samaritans, jumped in and saved the woman’s life. After remaining in the hospital in a coma for a few days, the woman is thankfully now recovering in Taiwan. She and her family have said that Aaron will always have a place to stay in Taiwan.
The original story of Aaron’s heroics is here: “Good Samaritan Describes Rescue after Tourist Falls in SF Bay”. And coverage of the award ceremony here: “Men Honored for Rescuing Woman in SF Bay”
Great job, Aaron!
This article by Penny Herscher was posted this morning on the salesforce.com blog. See the original here.
A recent David Williams Forbes article, Why You Should Fill Your Company With Athletes, highlighted seven traits to look for when hiring. David didn’t mean that you should hire only real athletes, but rather, try to hire employees that have “athlete traits that make any individual an exceptional hire.” With the winter games off to an exciting start, and many of our own fiscal years starting up, sales teams are looking to be fast out of the gate. There are many lessons sales teams learn from the best winter athletes in the world.
What traits do athletes have that can translate to sales? Quite a few, actually. Athletes, especially Olympic-caliber ones, are very driven. They know that they have to put in the work at practice to see results in the games—and sometimes that means practices every day, or twice a day. Moreover, they have a never-say-die attitude, and they know how to work through adversity to see results. Managers should try to find salespeople who put in the time and work to prepare for client meetings. Chances are, they’ll be more successful.
The best athletes focus on the smallest aspects of their sport. They know, for instance, that anything that isn’t streamlined during the ski jump can subtract precious tenths of a meter. They have impeccable timing, whether it’s changing positions mid-air, or releasing the puck. And world-class curlers know exactly how much force to put behind the stone. Salespeople have to show the same attention to detail in their accounts. To be truly successful, they should strive to be intimately acquainted with every aspect of their accounts. The smallest event, or hint of an emerging trend, can be the key to making or losing the sale.
Lastly, the best athletes have the best equipment available. In fact, they need the top-of-the-line gear so they don’t fall behind their competition. Even if one person is an inherently better athlete than another, a slight edge in aerodynamics can mean the difference between the gold medal and 10th place.
Of course, the same is true in sales. How can you expect your salespeople to be the best and achieve world-class results if you don’t equip them with good tools—or any tools at all? In order to succeed, they need to be able to have a deep view of their clients’ business and markets. They need to be given the opportunity to react to a management change, or a market shift, and if they have to sift through all of the noise that’s on the Web, there’s a good chance they’ll miss it, or never get to it at all.
As a hiring manager, you need to look for salespeople who are driven and dedicated, but are also creative, detail-oriented, and have finesse. Once you’ve assembled your team, you have a responsibility as a manager to give them the tools they need to be successful. The right people will use the right tools wisely and move the needle for your business.
What can each of the winter sports teach your sales team? Check out the infographic below to find out!
Yesterday, FirstRain CEO Penny Herscher was part of a panel discussion at the Ark Women Legal Forum in San Francisco. Speaking to a room of about 100 women, she and her co-panelists, Patricia Gillette, Partner, Orrick, Herrington & Sutcliffe LLP (moderator); Kathi Lutton, Partner, Fish and Richardson; and Pamela Fulmer, Partner, Novak Druce Connolly Bove + Quigg LLP discussed how women are helping other women by forming “stiletto networks”—all-female groups to support each other professionally in a more safe and unthreatening environment.
The panel agreed that the most effective aspect of stiletto networks is that they are truly helpful to the women involved. They’re not a place to vent or complain; women come up with a concrete action plan and challenge each other intellectually as they navigate being leaders in the male-dominated fields of both Law and Tech. As Kathi stated at one point, “We interact with the world differently, and that’s OK. And it’s good to have a network of people to think through it.”
As Penny highlighted, it’s precisely for this reason that FirstRain has made a concerted effort to have a diverse leadership team: when you assemble a group of people with differing opinions and experiences, you end up being much more creative as a group—and more effective. As stiletto networks grow and empower the women involved, everyone—including businesses—benefits.
All of the panel discussion really boiled down to one idea, whether it’s women helping women or women interacting with men. Patricia said it perfectly—that empowering women is “about relationships—baby steps, and building relationships. It’s not going to happen overnight. You have to be in it for the long haul.”
Is your email marketing game up to par in today’s mobile-oriented landscape? For B2B enterprises, email is generally still the preferred means of communication. You use it to maintain contact with current clients, nurture potential leads and identify sales opportunities. As mobile phones take off, email is more important than ever before. However, if you’re not taking mobile devices into account when you create email campaigns, you may be losing your audience.
If your routine is like that of many professionals, you are probably attached to your phone. You check your email while on the subway, waiting in line for coffee and maybe even on your lunch break. Now think about what happens when you get an email that isn’t mobile friendly, or click a link that just never loads. You probably move on from that message pretty quickly and never look back. Once you start looking at it from your customer’s perspective, it quickly becomes clear that you need to think in terms of mobile.
The first thing you should do is switch to a campaign platform that automatically does mobile optimization, or create your own responsive design. This means the email will open with its format intact and won’t require too much maneuvering on the part of the viewer. Now it’s time to start writing.
Subject Line
If you thought subject line space was at a premium before, this is a whole new ballgame. Doing research using customer analytics could help you determine the key buzzwords for your customer’s industry. But use them wisely. According to email marketing platform Constant Contact, you only have about 30 characters. Creating a decent subject line with such limited space is a challenge. One thing to keep in mind is that you should try to come up with a line that actually reflects the content of the email. Think of it as the world’s shortest elevator pitch. Sometimes, posing a question is another good way to get users to open your message.
Snippet Text
Nope, you’re not done yet. Most email providers show a preview of the email after the subject line. Just like the subject line, it shows up immediately. This is prime real estate, so use it to provide consumers with another incentive to open the message. According to digital marketing expert DJ Waldow for Entrepreneur, you need to make sure the first line is something important. It could even be a good spot for a call to action.
Generating email messages that are easy for your customers to read will help you keep them engaged, giving you the opportunity to improve sales productivity.
We’re excited to announce that Penny has been invited to speak at the Ark Group Women Legal Forum on Wednesday, Feb. 5. The Women Legal Forum is advancing the increasingly important dialogue on gender diversity in the legal profession, while illustrating the business imperative for the retention and succession of female leadership.
Penny will take part in a panel discussion around the themes of the book Stiletto Network: Inside the Women’s Power Circles That Are Changing the Face of Business. The panel will focus on shedding light and sharing insight on models used in business that the legal profession can learn from and adopt.
For more information on the Ark Group Women Legal Forum and to see a complete list of speakers, please visit http://usa.ark-group.com/events-details.aspx?eid=142.
Training your salespeople is vital to the continuing success of any business. Even if they can’t turn back time by flying around the world in reverse, sales superheros can turn a bad pitch into a closed deal. In a rapidly changing world, it’s a mistake to assume that your best sales reps don’t need any more training. Whether your salespeople are veterans or just entering the world of sales, it’s necessary to provide them with the training they need to best represent your company. Training sales reps is important for:
Here are some ideas for training your sales people:
Hire a trainer
Most businesses can benefit from hiring a trainer. However, be careful that you hire the right person, according to Geoffrey James for Salesforce. Different professionals have different areas of expertise. If they don’t have what you need, the investment won’t be worthwhile.
Train consistently
Make development of sales staff a part of every sales meeting. Try to set a goal for how much time you’ll spend on it. According to Caron Beesley on the government’s Small Business Administration website, one training session is rarely sufficient. Make sure your reps are up-to-date on the state of the market and even new research that would be beneficial in sales tactics.
Remember competitors
An often overlooked way to increase the success of your sales team is to make sure they know your competitors as well as they know your company. As Beesley says, it’s a good idea to encourage role playing exercises that involve competitive selling techniques.
Make training part of your routine
Have sales reps incorporate training into their day by encouraging them to share information via social media or over group lunches.
Knowing your customers is one of your top priorities. Since utilizing social media is one of the best ways to get plugged into your consumer market and develop relationships, it’s become a must. While getting on Facebook and Twitter creates unprecedented opportunities to get personal with potential buyers and current clients, sometimes letting your personality shine can backfire. When you have real people monitoring social platforms, they are bound to screw up now and then. Here are a few frequent mistakes and what to do if you find yourself making them:
Saying the Wrong Thing
You want your social media presence to have personality. While whomever is running your channels may be tweeting or posting under the name of your brand, people want to know there’s a real person behind it. However, you need to pick a professional who knows what they’re doing. Most people have their own Twitter or Facebook, and it can be disastrous when someone posts personal content under their employer’s name. Nevertheless, it happens. Another tragic error, according to John McMalcolm on Marketo’s blog, is to post something insensitive or offensive. While world events can often be a great excuse to plug your products, never use any event in which people were physically harmed or killed, like Kenneth Cole did. The brand used riots in Cairo as an excuse to advertise its spring collection. Naturally, it garnered widespread criticism for its insensitivity.
To avoid these missteps, companies should always plan out tweets in advance. If your social media expert has a history of creating questionable content, have someone read over their work before it gets published.
Misunderstanding Social
Sometimes when businesses start out on social platforms, they simply have no idea what they’re doing. This can lead to situations like those above, but other problems can result, as well. Some companies don’t know the rules of the game they are playing. For instance, you don’t simply jump onto Twitter, search for anyone who may be interested in your services and start following them – or worse – messaging them directly.
Social media isn’t self-serving, it’s about establishing relationships that help you know your customer and ideally, help them get to know you too. For every post you make promoting your own services, reblog or share a news item from your industry or community that may interest followers.
Before implementing a social media campaign, do proper research about the channel. See how people behave on it, and which companies are using it effectively.
Using the Wrong Data
Having thousands of followers doesn’t guarantee prospects are actively engaged with your company. According to Jeff Bullas, not all customer analytics are created equal. Applying the normal metrics to social media may not yield the same results. Check to see how people are actually responding to what you put out there, don’t just assume followers have seen it.
Connecting All Your Accounts
Many companies use too many different platforms. In an effort to save time, they end up linking them up to publish simultaneously. This can be very irritating for those who follow you on multiple channels. It can also be annoying to those who don’t. Most platforms link up, but in less-than-ideal ways. Do you really want your Twitter feed to tell followers “I just posted a video to Facebook” every time you upload something? Everyone knows the message is automated, and it comes across as lazy. Similarly, when users link Twitter and Facebook status updates, anyone who follows both will see the exact same message.
As a best practice, write posts individually, keeping in mind what makes each platform unique. Instagram and Facebook are great for visual media, while Twitter may be better for linking news items and blogs. Better yet, don’t take on more channels than your marketing department can manage.
Now that we’ve just crossed the threshold into 2014, it’s a good time to reassess marketing and sales strategies to keep up with changing times. Here’s a hint – it’s not bourbon-swilling ad men in expensive suits. Is your marketing team up to scratch now that we are roughly a decade and a half into the 21st century? Here are a few traits that characterize the modern-day marketer:
Data Artisan Marketing professionals need to be able to stay on track with customer data, but they also need to understand how to implement this knowledge into a successful campaign, and that still requires a great deal of creativity. As Matt Wesson noted on Salesforce blog, marketing no longer lionizes creativity above all else, although it’s still a large part of what makes a successful marketer. These days, marketers who aren’t taking advantage of customer intelligence analytics and other data points may be seriously missing the mark.
Customer-oriented When it comes to information consumption, clients are increasingly omnivorous, switching quickly between multiple channels. From social media to email to online video, if you’re not keeping up with consumers, you’re not doing it right. The customer is king. In this media-saturated world, knowing your customers is essential. Use customer intelligence to keep an eye on trends in your customer’s industry. It’s no longer adequate to have just a preliminary understanding of your clients. They’ll expect you to know more. Predict their needs in advance and your marketing campaigns will be far more successful.
Social Media Maven The contemporary marketer understands that it’s crucial not to overplay the role of “me” in social media. There are no Don Drapers here. Social platforms are all about connection and communication, not about self-serving status updates and calls to action. Marketers can help themselves by helping others on Facebook and Twitter. Serve as a resource and listen for potential clients that need help. In the same spirit, it’s important to remember that the marketing department doesn’t exist in a vacuum; it’s part of a team. Collaboration is essential in ensuring that campaigns provide return on investment. A survey from CRM Essentials cited in Destination CRM found that small and medium-sized business executives were more successful in social media campaigns when they took a holistic approach. Rather than having separate departments firing out social posts, they worked together to roll out a strategic plan.
Mobile-driven If emails and websites are not optimized for mobile viewing, they won’t be successful. A lot of people view email on mobile devices on the go. According to an infographic from Position2, almost half of all emails are opened on mobile devices. Decision makers are busy people, and if they can’t check their inbox at a time that’s convenient for them, you may have lost out on a sale. The infographic also shows that 80 percent of recipients will delete an email that doesn’t look good on their mobile device. Just think of how users are deterred by a website that transitions poorly to a tablet or smartphone! In 2014, there’s no excuse for this.
Good Communicators This point is somewhat built into some of the earlier ones. After all, in order to have a collaborative spirit, you need to be able to communicate. According to Maria Pergolino for Marketo, any marketing position will require you to wear multiple hats - when you’re not generating leads, you may be writing a blog, speaking at an event or networking. Communication skills are, therefore, vital to success. You will need to converse effectively with prospects, colleagues and managers about your company and products.
Congratulations to Kathy from CH2M Hill, the winner of a brand-new Fitbit Force! Kathy won her Fitbit by attending our January 22 webinar, How Personalized Business Analytics Transform Your Business.
Didn’t get a chance to attend the webinar? Don’t worry; we have another one coming up on Feb. 13. Stay tuned for details and the registration link.
