MARKETING
The Necessary Tools to Increase Sales of Your Business
Marketing is essential at any given moment and under any given circumstances. Producing a product of high quality is never sufficient on its own. Promoting utilizing various distribution methods and advertising approaches is of equal importance.
There is no doubt that traditional marketing can be made to work. However, this is no longer sufficient in the age of digital technology. There is a development in the market’s use of more sophisticated advertising methods.
What Do You Mean by “Sales Tools”?
Sales tools are digital interfaces that help salespeople by making their tasks simpler in a wide variety of different ways. Sales tools may be broken down into two categories: sales automation and sales enablement.
Tools for sales and marketing combine vast amounts of data, compile essential information about clients, automate operations such as email campaigns and scheduling, and do much more. These resources are necessary if one wants to succeed in the modern-day sales world.
Characteristics to Search for in Marketing Instruments
- Sales tools make operations more efficient. The means for sales should make it possible for everyone to do tasks in less time than in the past. Sales tools may improve workflows in several ways, including email templates, automated chatbots, and other similar features.
- The use of sales tools may significantly boost sales productivity. The sales procedure ought to become more streamlined and productive due to the use of these solutions. Instead of bringing in decision-makers at each stage of the sales funnel, sales tools automate and speed up low-level duties so that you and the other team members may focus on the more critical aspects of your work.
- Sales tools integrate nicely. Your numerous sales tools have to be able to connect smoothly. For example, you want critical pricing information to flow from one app to another. On the other hand, if you hope to boost sales in your business, you should be prepared to accept secure online payments. It will be really helpful for your proper sales of the business. Tools for social marketing, data management, information gathering, and schedules should all be able to draw on the resources of one another. Information integration is essential to achieving success in sales.
Sales Tools That Can Be Use In Your Business
Change how you work to make your operations more effective. Modern technologies are improving, so you don’t have to do as much work. So why not use it to its fullest?
These things can happen when you don’t have a good system. Structures that aren’t put together well will lead to bad results. Several tools help you manage your sales, projects, customer communication, and business.
You also need to pick the ideal tools and know how to use them well to get the most out of them.
Administrative tools
Every given sales force will have some administrative work. Administrative tools may help simplify this task. These online tools assist with the scheduling of meetings, the automation of the process of e-signing documents, the filing of contact information, the required monitoring of documents and emails, and more.
Tools for CRM
Customer relationship management, often known as CRM, organizes all contacts with customers in a centralized location. This management tool will be the focal point for your company’s client experience throughout the sales cycle. SaaS subscription makes purchasing various customer relationship management applications and software possible.
Sales acceleration tools
A vital component of a brisk sales outreach is using sales acceleration solutions. This kind of software assists sales representatives in automating every step of their process, from the initial gathering of leads through the finalization of business transactions.
Tools for sales analytics
Analytics tools help manage customer data, aid in sales forecasting and provide many metrics to design your entire sales strategy. These tools are helpful for both B2B and B2C sales. The more effectively you can analyze and display data, the less difficult it will be to manage your sales funnel.
Advantages Obtained From Utilizing Sales Acceleration Tools
The marketing and sales teams need important data from sales acceleration solutions to construct relevant interactions. They provide extra context to assist achieve urgent sales goals. As well, don’t forget that it is important for you to keep your employees happy.
Sales acceleration technologies locate the most recent data required to reduce the sales process and accelerate sales.
Notably, sales acceleration integrates current information with business possibilities, segmenting customers based on their qualifications to increase sales efficiency.
Sales tracking.
You can follow every step of the sales process, from the production of leads to the final transaction, including sales acceleration tools. This gives valuable data beyond the fundamentals, such as conversion rates.
You need to know which individuals in your sales team have the most success, but more indicators give you a more in-depth understanding of how your team operates.
More expeditious closings.
Making sales may be sped up with equipment known as “sales acceleration.” When you have access to superior data, you better understand your clients and can determine how to best suit their requirements.
Some of these tools will also assist your team members by notifying them when a potential customer has shown interest in your product or by prompting them to get in touch with existing clients who may be ready to place another purchase.
Increasing Scalability via Automation
Most technologies that accelerate sales have some automation built into them. This might be as simple as dialing phone numbers for your reps, or it can include setting up reminders to get in touch with clients on their birthdays or following up on conversations that have already taken place.
You make sure that everyone in your business has the resources they need to concentrate on their primary responsibility: providing service to the clients.
Summary
The many social platforms and marketing tools are primarily responsible for the success of most firms’ digital marketing efforts. And so many social networks are needed for your business; therefore, using them will support your business.
Okay, here we can’t overlook mobile marketing, which has rapidly spread throughout the internet like a raging river.
Making a successful marketing strategy and maintenance takes time and effort.
If it seems as if nothing is happening with your company, you may want to take another look at your business plan and the marketing tools you’re using.
Because at the end of the day, your success will be determined by how well you react to changes in the market in line with the behavior of consumers.
However, this does not always mean that traditional marketing is the best option. Users in the modern day spend a significant amount of time navigating between their many social media accounts. As an outcome, it is vital to set up efficient communication utilizing all of these different choices. The use of digital marketing technologies is efficient for accomplishing this goal.
Define the objectives you want to accomplish to advertise your company. Conduct research to identify the digital marketing tools most suited for achieving the desired results. Begin with the fundamental ones that are described in this article. They have been put through a lot of testing and users. Apply the strategies that were recommended as well to locate other choices. The use of tools of this sort has assisted a significant number of firms in achieving successful growth. Do the same thing as well!
MARKETING
The key to correcting the C-suite trust deficit
Take a moment to search “CMO tenure” and you’ll find a wide variety of content discussing the short tenure of CMOs and how it’s among the shortest of roles in the C-suite. If you dive deeper, you’ll find that CEOs don’t seem to trust CMOs.
Boathouse’s CMO Insights study (registration required) noted several sobering conclusions:
- 34% of CEOs have great confidence in their CMOs.
- 32% of CEOs trust their CMOs.
- 56% of CEOs believe their CMO supports their long-term vision.
- And only 10% of CEOs believe their CMO puts the CEO’s needs before their own.
If these statistics also apply to the CMO’s entire organization, then it’s clear we have a trust problem with marketing leadership.
If you haven’t read Patrick Lencioni’s “The Five Dysfunctions of a Team,” I consider it required reading for anyone in any leadership role. In his book, Lencioni builds a pyramid of dysfunctions that need to be addressed for a team to succeed. The foundational dysfunction — with which one cannot build a successful team — is “absence of trust.” We see it at scale with marketing organizations today.
Introducing objectivity through data
In “Hamlet,” Shakespeare writes, “There is nothing either good or bad, but thinking makes it so.” Each organization that makes up a company looks at the company from a different perspective. What marketing sees as positive, finance may see as negative. But who’s right? No one.
Usually, there is no objectivity because leadership comes up with an idea and we execute it. It’s like the fashion proverb “Beauty is in the eye of the beholder.” Unfortunately, we’re going to struggle to run a profitable organization if it’s run like a fashion show.
Therefore, we need to introduce objectivity to how we work. Leadership needs to come together to agree on goals that align with the goals of the broader organization. One element of this conversation should be an acknowledgment that this is turning a ship.
Often leaders — especially those without marketing backgrounds — are likely to expect instant gratification. It’s going to take time to turn the ship and you and your team would do well to set reasonable expectations right away.
Dig deeper: KPIs that connect: 5 metrics for marketing, sales and product alignment
Aligning goals and metrics across the organization
With goals in hand, we need to assign metrics to their progress and agree on the source(s) of truth. Once these objective measures are in place, perspective doesn’t matter. 2 + 2 = 4 regardless of whether you’re in HR or accounting.
Every public road has a speed limit and whether you’re in compliance with it has nothing to do with your perspective. If you’re above it, you’re wrong and subject to penalties. Referring to the fashion example, it’s not a fashion show where some people like a dress and others don’t.
By using data to objectively measure marketing’s progress within the organization and having the rest of the leadership buy into the strategy, we build trust through objectivity. Maybe the CEO would not have chosen the campaign the marketing team chose.
But if it was agreed that a >1 ROAS is how we measure a successful campaign, it can’t be argued that the campaign was unsuccessful if the ROAS was >1. In this example, the campaign was an objective success even if the CEO’s subjective opinion was negative.
Data-driven campaign planning
Within the marketing organization, campaigns should always be developed with measurement top of mind. Through analysis, we can determine what channels, creative, audiences and tactics will be most successful for a given campaign.
Being able to tell the leadership team that campaigns are chosen based on their ability to deliver measured results across metrics aligned to cross-departmental goals is a powerful message. It further builds trust and confidence that marketing isn’t run based on the CMO’s subjective opinions or gut decisions. Rather, it’s a collaborative, data-driven process.
For this to be successful, though, it can’t just be for show, where we make a gut decision and direct an analyst to go find data to back up our approach. This would be analytics theater, which is a perversion of the data. Instead, tell the analyst what you think you want to do and ask them to assess it.
For the rest of the organization’s leadership, ask questions when the marketing team presents a campaign. Find out how they came up with the strategy and expect to hear a lot about data — especially the metrics you all agreed would support the company’s overarching goals.
Dig deeper: 5 failure points of a marketing measurement plan — and how to fix them
Data literacy: Building credibility through transparency
Building trust doesn’t happen overnight, but a sustained practice of using data to drive marketing leadership’s decisions will build trust if the metrics ladder up to the organizational goals and all of leadership is bought into the measurement plan.
Over time, this trust will translate into longer tenure and more successful teams through building the infrastructure needed to tackle Lencioni’s five dysfunctions.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
MARKETING
How Tagging Strategies Transform Marketing Campaigns
As a marketer, I understand how today’s marketing campaigns face fierce competition. With so much content and ads competing for eyeballs, creating campaigns that stand out is no easy task.
That’s where strategies like tagging come in.
It helps you categorize and optimize your marketing efforts. It also helps your campaigns cut through the noise and reach the right audience.
To help you out, I’ve compiled nine ways brands use a tagging strategy to create an impactful marketing campaign.
Let’s get to it.
How Brands Use a Tagging Strategy
Tagging involves using keywords or labels to categorize and organize content, products, or customer data. You attach tags to specific items or information to make searching, sorting, and analyzing data easier.
There are various types of tags, including meta tags, analytics tags, image tags, hashtags, blog tags, and more.
So, how do brands use a tagging strategy to make their marketing campaigns stand out?
Improve Social Media Engagement
With over 5 billion users, social media provides an easy way to connect with your audience, build relationships, and promote your offerings.
Use a tagging strategy to boost social media interactions. Consistently use hashtags that align with current trends and topics. This encourages people to interact with your content and boosts content visibility.
You can also use tags to monitor brand mentions of your products or your industry. This allows you to engage with your audience promptly.
Consider virtual social media assistants to streamline your tagging strategy. These AI-driven tools can suggest relevant hashtags, track mentions, and automate responses. Implementing them can save time and resources while ensuring consistent engagement across your socials.
Build a Personal Brand on LinkedIn
LinkedIn is the world’s largest professional networking platform, with over 1 billion members across 200 nations. It offers excellent opportunities for individuals and businesses to build and nurture their brands.
However, simply creating a professional profile isn’t enough to build a personal brand on LinkedIn.
Use various tags to increase your visibility, establish thought leadership, showcase expertise, and attract the right connections. For instance, use skill tags to showcase your expertise and industry tags to attract connections and opportunities within your industry. Use certification tags to help showcase your expertise and credibility to potential employers or clients.
Facilitate Customer Segmentation and Personalization
Personalization matters—more so in today’s data-driven world. In fact, 65% of consumers expect your brand to adapt to their changing preferences and needs.
To meet this expectation, consider using a tagging strategy.
Segment your customers based on shared characteristics, such as demographics, interests, purchase history, cart abandonment, and behavior.
Here’s a summary of the steps to customer segmentation.
With your customer segments ready, use tags to tailor your marketing messages and offerings to specific segments. Imagine sending targeted email campaigns based on what your customers need. That’s the power of segmentation and tagging in action!
Enhance SEO and Content Discoverability
Tagging content can have a profound impact on search engine optimization (SEO) and content discoverability. When users search for specific topics or products, well-tagged content is more likely to appear in search results, driving organic traffic to your website.
Additionally, tags can help you analyze the most popular topics with your readers. Then, the results of this analysis can help you adjust your content strategies accordingly.
And get this— certain AI tools can help analyze your content and suggest relevant tags and keywords. Using these tools in addition to a tagging strategy can help optimize your SEO strategies and boost content discoverability.
Partner with the Right Influencers
Influencer marketing has become a go-to marketing approach for modern brands. Recent stats show that 85% of marketers and business owners believe influencer marketing is an effective marketing strategy.
But how do you find the perfect influencer for your campaign?
Utilize tags to identify influencers who are relevant to your niche. Beyond this, find influencers who align with your brand values and target audience.
Additionally, look for influencers who use hashtags that are relevant to your campaigns. For instance, fashion influencer Chiara Ferragni uses #adv (advertising) and #ghd (good hair day) hashtags in this campaign.
Monitor industry-specific hashtags and mentions to discover influential voices and build profitable relationships with them.
Track Hashtag Performance
Tracking your hashtag performance helps you understand your campaigns’ engagement, reach, and effectiveness.
To achieve this goal, assign special hashtags to each marketing project. This helps you see which hashtags generate the most engagement and reach, enabling you to refine your tagging strategy.
Here’s an example of a hashtag performance report for the #SuperBowl2024.
This curated list of hashtag generators by Attrock discusses the top tools for your consideration. You can analyze each and choose the one that best fits your needs.
Categorize Content Accordingly
The human attention span is shrinking. The last thing you want is for your audience to have difficulty in finding or navigating your content, get frustrated, and bounce.
Untagged content can be difficult to navigate and manage. As any marketer knows, content is important in digital marketing campaigns.
To categorize your content, identify the main categories by topics, themes, campaigns, target audiences, or product lines. Then, assign relevant tags based on the categories you’ve identified. After that, implement a consistent tagging strategy for existing and new content.
Organizing your content using tags can also help streamline your content management workflow. Most importantly, readers can easily find the content they’re looking for, thereby boosting overall user experience, engagement, and conversions.
Boost Your Email Marketing Strategy
Email marketing remains a powerful marketing tool in today’s digital world. It’s also another area where brands use a tagging strategy to directly reach their target audience.
Use tags to segment your email list and personalize your marketing messages. Then, you can send targeted emails based on factors like purchase history, interests, and demographics.
Personalization can significantly improve open rates, CTRs, and overall engagement and conversion rates. It’s a simple yet impactful strategy to make your email marketing strategy more effective.
Plus, you can use tags to track how well your emails perform with each group. This helps you understand what content resonates best with your audience and provides insight on how to improve your emails going forward.
Enhance Analytics and Reporting
Every marketer appreciates the immense value of data. For brands using tagging strategies, tags are powerful tools for gathering valuable data.
Analyze how users interact with your tagged content. See which tags generate the most clicks, shares, conversions, and other forms of engagement. Gain insight into audience preferences and campaign effectiveness.
This granular data about your marketing efforts allow you to make data-driven decisions, allocate resources effectively, and refine your marketing strategies.
Final Thoughts
There isn’t a single correct way for brands to use a tagging strategy in marketing. You can use a tagging strategy however you see fit. However, the bottom line is that this strategy offers you a simple yet powerful way to create attention-grabbing and unique marketing campaigns.
Fortunately, tagging strategies are useful across various marketing initiatives, from social media and email marketing to SEO and more.
So, if you’re ready to elevate your marketing campaign, build a strong brand presence, and stand out among the competition, consider employing effective tagging strategies today.
MARKETING
Tinuiti Recognized in Forrester Report for Media Management Excellence
Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Media Management Services Landscape, Q2 2024.” In an overview of 37 notable providers, this comprehensive report focuses on the value B2C marketing leaders can expect from a media management service provider, and analyzes key factors to consider when looking for a media management partner such as size and business scenarios. B2C marketing executives rely on media management services to:
- Augment the efficacy of media investments
- Bridge media impressions to commerce transactions
- Enhance ad campaigns to drive performance
Report authors, VP, Principal Analyst Jay Pattisall and Senior Analyst Nikhil Lai call attention to the pressing need for providers to prove their value, deliver profitable ROAS, and drive alignment between CMOs and CFOs and thus liberate strained marketing budgets.
Our Always-On Incrementality tool – which is a part of our patented tech, Bliss Point by Tinuiti – empowers marketers to validate the incrementality of their spend on each ad set, media channel, and marketing tactic so marketers can create stronger, more focused campaigns that get the job done without sacrificing the bottomline.
B2C marketing leaders often seek and expect key business scenarios from media management service providers including media measurement and attribution, data strategy, and marketing mix modeling. MMM’s adaptability to the post-cookie/ post-IDFA world positions it as an essential tool for marketers. As businesses seek to connect the dots, leverage data, and make strategic decisions, MMM is a crucial ally in the dynamic realm of mixed media advertising. Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency.
According to the Forrester report, “46% of senior B2C marketing and advertising decision-makers say they plan to integrate performance and brand media assignments with a single media agency in the next 12 months…”
In our quest to better understand all revenue-driving aspects of a given campaign, we have started on a process to quantify the impact of Brand Equity, which we believe is one of the largest missing pieces in more accurate and complete measurement.
Learn more about Bliss Point by Tinuiti, our use cases, and our approach to performance and brand equity.
The Landscape report is available online to Forrester customers or for purchase here.
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