A lot of people think that marketing is solely concerned with long-term growth. If you need short-term financial fixes, they say, you need to turn to sales. While it’s true that marketers have the big picture in mind, it’s simply false that they can’t help businesses in the here and now. A PPC push, an email re-engagement campaign, a promotional offer - each of these is designed to work in the space of days or weeks, not months. And each can add considerable value to your sales pipeline. Even these short-term campaigns require strategic marketing thought, however. While sales might hammer a (GDPR-approved) list with cold calls to try and make immediate financial gains, we think there are better ways to go about it. So here are five ways marketing can fatten up your sales pipeline for the quarter.
Introduction Business owners don’t always seek growth for growth’s sake. Founding or buying a business, building its value and selling it on is the ultimate goal for many of the businesses leaders we work with, and so it’s a key consideration for our Marketing Directors too.
Successful marketing begins with a rock-solid strategy. Your company’s goals, how might you achieve them, your marketing plan, creative and – of course – finances are all essential elements. But whether you’re planning for the 12 months ahead or implementing shorter projects throughout the year, even the best-laid plans will fall short without a well-considered budget. Setting the right marketing budget can be a minefield. Sharing notes with our Liberti group partner, The FD Centre, we’ve compiled a list of five budgeting pitfalls to avoid at all costs.
In business, it’s not just what you sell that matters, but how and where you sell it. This is your route to market. Yours could be selling direct; via Amazon, online, or over the phone – whatever works for your customer. The right route to market is the one that makes it easy for new customers to find you, and therefore buy from you. Get it wrong and they’ll go to your competitors instead. Today, selling via one channel or sticking to what you’ve always known leaves you in danger of being left behind, missing opportunities and losing market share.
“How do I know your solution is what my business needs?” “I’ve already got a reliable supplier in your sector. Why should I switch to you?” “How are you going to solve my business problem?” Questions like these can make even practised business owners break a sweat. If you start hearing yourself waffling on about the ’synergistic benefits’ of your ‘integrated solution’ it’s not because you don’t know your stuff, it’s generally because you haven’t developed your value proposition.