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So, you've learned all about the metrics that make your marketing count. You've used the marketing calculator to determine the makeup of your funnel that will get you to your sales goal for the year. You have the (sometimes daunting) number of impressions you'll need to get started and to put you on the path for success further down the funnel.
I hope you and your loved ones are well and staying safe.
In this post, I'd like to expand upon the recent Pittsburgh Technology Council One Mic Stand interview I did with Jonathan Kersting (thanks!) on April 14th.
It’s impossible to sugarcoat; things are unsteady for so many of our fellow neighbors, friends, colleagues, communities, and peers right now. The current Coronavirus pandemic is uncharted territory leaving many individuals and businesses in fear for what’s to come and weary of what the future looks like.
You don't need me to tell you that things are changing quickly these days. We're all seeing trade events get canceled and new business meetings moved to video conferences. But one thing hasn't changed: the need to reach coworkers, customers and prospects with specific, meaningful communication, regardless of the channel.
Last week, in my previous blog, I talked about the WHY of Making Your Marketing Count. This week, we’ll dive into the WHAT, and next week we'll look at the HOW.
In my career, I learned a few lessons the hard way:
- Understanding the magnitude of the growth challenge
- Focusing quickly on what I could influence, and
- Developing and executing on SMART objectives.
Below, we'll take an in-depth look at each of those factors.
About seven years ago, at a previous employer, my team and I were leading one of the most significant programs launched in the industry. It was disruptive, utterly different than any other competitor's offering, and aimed at an emerging demographic we weren't used to communicating with at the time.
The process of adaptation within the marketplace is constant. Inbound marketing is the adaptive response to changes in the purchasing process. It can also help build your brand by giving you more online visibility. Once you start implementing Inbound Marketing as part of your larger marketing strategy, you’ll realize tremendous gains in brand equity.