Last month we identified simple steps for an effective sales enablement program. Now let’s talk about ways to facilitate a constructive dialogue between sales and marketing in order to advance your common goal: driving revenue.
1. Unite in Purpose
Communication improves when sales and marketing really join forces and focus on their shared goal. What does having a singular goal of driving revenue mean for day-to-day operations? Many successful companies use Revenue Performance Management (RPM), which helps identify the drivers and obstacles for growth and redirect focus.
Once you identify a driver, say, SEO, you can view it through the lens of your revenue goal. Where your SEO team once chose keywords that drove traffic, the RPM model shifts the lens toward choosing keywords that drive sales qualified leads to increase revenue.
At a high level, marketing starts to look beyond traditional metrics toward metrics that more closely align with the overarching goal.
2. Change the Conversation
Introduce Key Performance Indicators (KPIs) as a measurement of success for marketing, and let results, like the number of sales qualified leads a campaign produces, drive conversations.
Here’s an example. If your company has a lead scoring process, negotiate a percent of sales qualified leads that sales expects marketing to deliver – making sure everyone is on the same page.
Let the KPI results lead conversation. You can discuss what the marketing team plans to do to improve the number of sales qualified leads rather than focusing on the fact that the goal isn’t being achieved.
3. Schedule Reoccurring KPI-Check-in Meetings with Senior Management
Meet regularly to discuss whether you’re hitting revenue goals, and whether the trend indicates that your yearly goal is in reach. This meeting is a good opportunity for marketing and sales to create a short-term and a long-term plan to address issues.
Let’s say leads are flat and the rejection reason is always the same. You already have a meeting on your schedule to talk through why you’re stuck. Maybe there are too many rejection options and sales can’t quickly identify the right one. Perhaps management was reluctant to change the campaign, but might be influenced once they see the flat results. Either way, putting your heads together can be the catalyst for change. And collaborating on a plan will help shift resources back toward revenue goals.
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by Genie Hamilton, Search Intern
There are about four billion local search queries conducted per month, and about 88% of them result in a phone inquiry or walk-in within 24-hours. But if your business name, address or phone number (NAP) is incorrect in local search results, you’re missing out on sales. More than half of business listings online have a phone number or address error on local search results, which could send potential customers to a competitor.
Local listings allow prospects to connect with you through your own virtual storefront, making it easy for them to call, get directions, read reviews or access more information.
Search engines aggregate local contact information from a variety of sources, ranking them based on the source’s assumed authority. So it’s possible to ensure that your listings are correct one week but see that they’re suddenly incorrect the following week because the engine starts pulling information from an outdated source.
To make sure you capture as much business with local search as possible, you need to ensure accuracy and monitor your listings weekly. You can pay for tools that help you monitor you local listings, but you don’t have to spend a lot of money to help drive traffic and move users through the funnel. Here are some steps you can take to monitor the data that appears for your business in a local search.
Use identical data for your contact information in every listing, especially your business name, address and phone number. At minimum, make sure your NAP is registered correctly on Google Places for Business and Bing Place for Business. These two giants capture over 85% of the overall search traffic.*
Next, make sure your information is accurate on Yelp, DexKnows and Yahoo Local.
Check Your Listings Weekly
Here’s how to monitor your listings step by step.
- Open up Google and Bing in separate tabs.
- Search for each of your brick-and-mortar locations by city.
- Confirm the accuracy of results displayed on the search engine results page (SERP). Also watch for duplicates and misspellings.
- Check reviews and star ratings. They have a significant impact on conversion, so address issues that arise here.
- Document each location and associated inaccuracies, corrections or actions that need to be taken (such as responding to any new reviews).
Your spreadsheet should include:
- Name of business
- Phone number
- Street address
- ZIP code
- Hours of operation
- Pin location on the map
6. Lastly, you’ll need to takes steps to correct any current errors.
Check back for our next post in the series. We’ll outline steps and offer tips for correcting your local search data.
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There is no magic formula for making your branded content go viral – but some marketers, like Procter & Gamble and their “Thank you, Mom” campaign, make going viral look easy.
The company’s “Thank You, Mom” video has over 18 million YouTube video views to date, and it’s no lucky accident. P&G had a solid plan in place months before Sochi. So what can we learn from leading sponsorship marketing campaigns to apply to our own media strategies? Here are three tips.
1) Content: Consider the three “E”s.
To get users to take action, branded content should provide value to the consumer by way of entertainment, education or emotion.
P&G’s video is less of a commercial and more of a storyline, showing how moms help their kids get back on their feet time and again. In an era where quick hits and six-second videos reign, P&G actually does the opposite. They use a full two minutes to show – not tell – a complete story, from the first time the child puts on a pair of ice-skates to winning a global title, all with mom cheering alongside. P&G sidelines a product focus in favor of a strong emotional hook, creating a connection to its audience on a personal level and building trust.
2) Strategy: Play a long game.
Months before the competition even started, the video had millions of views on YouTube. P&G started early with promotion, ranging from press releases, pre-roll campaigns, targeted display ads and promoted social posts. They used a 30-second version of the ad in broadcast buys to spike interest, driving users online to view the full form version. The company used targeted banner ads throughout the campaign with the call-to-action “Click to Watch Film,” implying that it’s more than just an ad.
P&G also used the video as the foundation for a social media campaign across several channels in order to drive video views. P&G created Facebook and Twitter pages during the London event titled “Thank You, Mom by P&G” for the first campaign. For the Sochi, it leveraged its current fans and used targeted social posts to garner video views for the newest installment.
P&G also created vignettes of athletes like Gracie Gold, highlighting their road to first place and thanking their moms. These were posted to the P&G social channels and also aired during broadcast. The vignettes supported the overall campaign and directed the audience to view the full-length video. The hashtag #ThankYouMom was used throughout the campaign to tie together the content across social media.
3) Media: Really “get” your audience.
P&G’s portfolio boasts household brands like Tide, Pampers and Bounty. While laundry detergent may not evoke emotion, the storytelling in the ad spoke directly to the people who buy it. The video is clearly directed at moms, who make the majority of household purchase decisions. P&G tugs at parents’ heartstrings by illustrating the basic emotion of wanting to care for and help your children, and suggests how “moms like you” can raise children who fulfill dreams. Evoking this emotion creates a connection between the brand and its audience, without having to mention any of its actual products.
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With Google’s switch to 100% not provided keyword data, search marketers must find new ways to build a strategy, gauge success and optimize campaigns. Although there is considerable frustration surrounding the switch to not provided keywords, we can shift the focus where it really needs to be – landing page analysis.
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Sales enablement. Lots of people are talking about it, but what does it mean? Here at 90octane we define it as equipping a salesforce and channel partners with tools, training, content and communication aids that drive valuable conversations with prospects and customers at each stage of the purchase process.
That’s a mouthful! Let’s simplify:
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Resolutions aren’t just a good way to re-commit to your gym membership. By applying resolutions to an organization’s social media tactics, the New Year is a great time to reset habits and set a plan for social media success in the year ahead.
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166,400. That’s how many business hours our Account Director Janessa Seewald logged at 90octane by January 8th, her 10-year anniversary with the agency.
There were five employees at 90octane when she was hired as a marketing coordinator. Now Janessa directs the Globus family of brands account for 90octane, one she’s grown with since her early days. Janessa masterfully manages her staff and has earned a reputation as a leader who can identify where 90octane can create the most impact for the client.
“She’s a grand influencer because she has such heart and such knowledge,” said Melissa Humbert, 90octane’s director of audience engagement. “The coolest thing about Janessa’s tenure here is the trust her clients have in her. She’s our first ten-year employee, and she’s part of the fabric of 90octane.”
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Going to CONEXPO-CON/AGG this March? Here are some tips for using social media to engage with your audiences while you’re there. And be sure to say hi to the @90octane team who will be on the ground supporting our clients at CONEXPO.
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Here at 90octane, we have Broncos fever. And while we’d love to express our love for our hometown team with an amazing commercial during the broadcast, we decided that the predicted $4 million asking price might be a bit too steep… this year. Instead, we started thinking about all the other things that $4 million dollars could buy. That led to conversations with our families and friends about what they’d do with that kind of cash. The adults were rather predictable – investments, vacations, new business, to name a few – with the exception of a couple of not-so-family-friendly replies (you know who you are), but the kids’ reactions were priceless. Here’s a sampling:
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Happy New Year! Our staff has amazing drive. They make 90octane the powerhouse agency that it is, and we think our resolutions will convert to major accomplishments by the end of 2014. Here are a few of our resolutions. What are yours?
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