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Effective Uses of Chatbot For Your Business to Grow



Effective Uses of Chatbot For Your Business to Grow

The use of chatbots in business is on the rise. But why chatbot for business is crucial. They offer a number of advantages that can be hugely beneficial for businesses. From making customer service more efficient to streamlining marketing efforts, chatbots are revolutionizing the business arena.

In fact, a recent study found that nearly 60% of businesses plan to adopt chatbots by 2023. That’s a pretty staggering number, and it shows just how impactful chatbots can be.

Chatbot use cases are varied and include everything from providing basic customer support to helping businesses automate complex processes. The benefits of chatbots are many and businesses are quickly realizing the value they provide.

One of the most impressive aspects of AI chatbots for business is their ability to scale. As more and more businesses adopt chatbots, the technology will only become more valuable.

Plus, chatbots are a great way to improve your customer experience. They can handle simple tasks like answering customer questions or providing information about your products and services.


They can also be used to book appointments, make sales, and more. They’re also a great way to keep your customers engaged and can help increase conversions.

So, if you’re curious about how business intelligence bots can benefit your business, or if you’re just starting to explore the possibility of using them, read on.

This article will explore the many ways chatbots are changing the business landscape and how you can take advantage of them.

Do You Want These Things In AI Chatbots For Business?

There are a number of reasons why chatbot might be the right solution for your business. Many businesses are using chatbots to provide outstanding customer service faster. For example, the banking sector has started using chatbots for enhancing customer support, making transactions faster and hassle-free. Banking chatbots can answer customers’ questions promptly and accurately. They can also help customers complete transactions faster.

Additionally, AI chatbots can be used to collect customer data, which can be used to improve marketing and advertising efforts.

However, why do you really need a chatbot for your business? Go through the following questions below to know why you need business intelligence bots;


1. Do you want to provide better customer service?

You will be needed the best chatbot software for your business to provide smooth and outstanding customer service. Intelligence chatbots are computer programs that mimic human conversation. They are designed to help businesses provide faster, more efficient customer service.

By automating some of the more simple tasks, chatbots allow customer service representatives to focus on more complex issues.

There are many benefits to using chatbots for customer service. Chatbots are available 24/7, which means they can always help customers.

They can also handle multiple conversations at the same time, making them more efficient than human customer service representatives. Chatbots are also able to learn, which means they can adapt to the customer’s needs over time.

If you want to provide better customer service, then a chatbot may be the right solution for you.

2. Are you looking for a way to reduce customer support costs?

If you’re looking for a way to reduce customer support costs, a chatbot is a great option. Chatbots can help you automate many of the tasks that customer support staff perform, which can help reduce your expenses.


In addition, chatbots can also help you improve customer satisfaction by answering common questions or providing directions, which frees up customer service reps to handle more complex problems.

3. Are you looking for a way to increase engagement and conversions?

There is no doubt that chatbots are changing the way businesses interact with their customers. But what are the specific ways that chatbots can help increase engagement and conversions?

Businesses need to provide a great customer experience in order to stand out from the competition. Chatbots provide an engaging, instantaneous, and personalized experience that is perfect for the modern consumer. They also allow businesses to collect valuable data about their customers’ needs and preferences.

Here are just a few of the ways how AI chatbots can help your business;

  1. Chatbots can help increase engagement by providing an interactive and personalized experience for customers.
  2. AI chatbot can help increase conversions by automatically collecting customer data and providing personalized recommendations.
  3. Bots and businesses are merged to reduce customer support costs by automating simple tasks and providing 24/7 support.
  4. Chatbots can help increase sales by recommending products and services based on customer preferences.
  5. Chatbots can help create a more seamless customer experience by integrating with existing business systems.

How to Use a Chatbot for Business?

  • Identifying the objectives of your chatbot. Before you can use chatbots for your business, you need to identify the purposes of your chatbot. What do you want it to do? Do you want it to answer customer questions, provide customer support, or sell products? Once you know its purpose, you can determine the best way to use chatbots for your business.
  • Selecting the platform. There are various chatbot platforms to choose from. Each has its own strengths and weaknesses. You may even create a Facebook chatbot for business or business intelligence chatbot for your website. It all depends on your audience and brand preferences. You must have to come to a conclusion that which platform your targeted audiences are using mostly. You need to select the platform that will best meet your audience’s needs.
  • Designing your bot. There are three ways to make a chatbot: custom development, using a chatbot builder, or using a chatbot provider. Each has its own benefits and drawbacks. You need to come to a conclusion which is best for you. If you are looking for a hassle-free chatbot provide then contact Reve Chat. They offer a chatbot that is tailored to meet specific needs and helps to achieve your customer engagement and conversion goals.

How Leveraging Chatbot Solution Is Right for Your Business?

There are a number of reasons why chatbot may be the right solution for your business. No matter what your business size is; perhaps you need a way to automate customer support or you want to create a more engaging customer experience. A chatbot can help you achieve these goals and more.

Chatbots are convenient – Chatbots allow customers to communicate with your business in a way that is convenient for them. They can access your chatbot through their favorite messaging app, and they can communicate with you whenever it is convenient for them.

Chatbots are efficient – AI chatbots for businesses are able to handle a high volume of requests, so they can handle the load of customer interactions for your business. This saves you time and resources that you would otherwise need to spend on customer service.


Chatbots are personal – Chatbots can be personalized to fit the specific needs of each customer. This means that each customer will have a unique experience when interacting with your chatbot.

Why You Should Use a Chatbot for Business?

When it comes to customer service, chatbots never take a break. They are always available to help customers, which is a major advantage over human customer service representatives.

There are many reasons you should be using chatbots in your business. Let’s take a look at the main reasons;

24/7 customer support:

24/7 customer support is a critical part of any business. But what happens when you’re closed or your customer service team is unavailable? That’s where chatbot comes in.

An AI chatbot is always available to help your customers. That means no more missed calls or emails. And since the chatbot is always online, you can rest assured that your customers are getting the help they need, when they need it.

Chatbots never sleep, which means they can always be there to help your customers. Plus, they’re equipped with all the knowledge they need to help your customers with whatever they need.


So if you’re looking for a reliable way to provide 24/7 customer support, a business intelligence chatbot is the perfect solution.

Drive more sales and conversions

As more and more businesses turn to chatbots to provide customer support and drive sales, it’s important to understand how they can help to increase your conversions and sales.

When it comes to online shopping, customers want instant access to information that can help them make informed decisions. A business intelligence chatbot can provide that information and recommendations by engaging customers in real-time conversations. This helps to increase customer satisfaction and drive more sales and conversions.

Plus, chatbots can help you by providing your customers with helpful information and recommendations, which can help to convert them into paying customers.

They can also help you to keep track of your customers’ behavior and preferences, which can help you to provide them with a more personalized experience that is likely to result in more sales.

Handle multiple customers at the same time

A chatbot is a perfect solution for businesses because it can handle multiple customers at the same time. With a chatbot, you can keep your lines of communication open and ensure that no opportunity is missed.


If you’re running a business, you know that every customer counts. That’s why chatbots are such a valuable tool – they can handle multiple customers at the same time, so you don’t have to worry about missed opportunities or busy signals.

This means you can get more done, without sacrificing customer service. So if you’re looking for a way to take your business to the next level, chatbots are the answer.

Collect and analyze data

Chatbots are a great way to collect and analyze data because they can keep track of everything that is said in the conversation. This information can be used to improve your customer service and product offerings.

Besides, if you want to track your customer behaviors and their preferences then a chatbot can be a great option for you.

If you want to get better analysis and insight then you will be needed the best chatbot for business.

Personalize customer conversation

Chatbots are artificial intelligence (AI) systems that can mimic human conversation. They are quickly becoming an essential customer service tool for businesses of all sizes. A chatbot can help your business by providing a personalized customer experience.


Chatbots use natural language processing (NLP) to understand the user’s intent and then reply in a way that is tailored to the individual. This helps to create a more personal connection with the customer and can result in increased customer loyalty and satisfaction.

Chatbots can also be used to gather customer data. This data can be used to create a profile of the customer and to personalize future interactions.

By understanding the customer’s needs and preferences, a chatbot can provide a more customized experience that meets their needs.

Automate many processes

A business intelligence chatbot is a program that simulates human conversation. It’s designed to make automated tasks easier by automating them through conversation. Many businesses are finding chatbots to be a valuable asset in automating many processes.

AI chatbots for business are becoming more and more popular, as they can save businesses time and money. They are also a great way to connect with customers and keep them informed about your business.

Top Benefits of a chatbot for business

Using a chatbot for business is one of the best decisions you can take today. Chatbots are revolutionizing the business world by providing a way for businesses to communicate with their customers in a more efficient and cost-effective way. Chatbots can provide your business with a number of benefits, including:


Cut operational costs

Chatbots are a great way to cut costs. They can help to automate many of the tasks that employees are responsible for, such as answering customer questions or processing orders. This can save businesses money on things like payroll and web hosting.

According to studies, businesses can save up to 30% on their operational costs by using chatbot technology. This is because chatbots are able to handle simple tasks quickly and efficiently, without the need for human interaction. As a result, businesses can free up their employees to work on more important tasks.

Business intelligence bots can also help to save money on shipping. By automating the process of selecting the best shipping option and calculating shipping costs, chatbots can help businesses to save money on shipping costs.

Expand the audience

Chatbots are a great way to connect with more people and grow your audience. Around the world 1.4 billion use chatbots on a regular basis. They can help you reach more people than you would be able to on your own, and they can help you engage with more of your audience too.

In fact, a recent study showed that chatbots can help you reach up to 3X people. That’s a lot of potential new customers for your business! So if you’re looking to expand your audience, chatbots are a great way to do it.

Boost sales

A chatbot can help boost sales in several ways and it can be a great part of your sales strategy. First, a chatbot can help you understand your customers better. By analyzing the data collected by your chatbot, you can gain insights into what your customers want and need. This information can help you improve your products and services, and boost your sales.


Second, a chatbot can help you increase your sales conversions. According to the business leaders, chatbots raised the average sales by 67%. By providing a friendly and engaging interface, a chatbot can encourage your customers to buy more products or services from you.

In addition, a chatbot can also remind your customers about the products they’ve shown interest in, which can help increase your conversion rates.

Third, a business intelligence chatbot can help you improve your customer service. By providing 24/7 support, a chatbot can help you serve your customers better.

In addition, a chatbot can also provide automated customer service, which can save you time and money.

Enhance customer experience

Chatbots can be used to provide engaging and personalized customer experiences. This can help to improve customer satisfaction and loyalty levels.

Retailers are increasingly using chatbots to interact with customers. For example, you can use a chatbot on your website to answer customer questions about products, shipping, returns, and more. You can also use chatbots on social media platforms to drive traffic to your website.



There are many benefits of using a smart chatbot for business. Some of the most important benefits are that chatbots can help you save time and money, and they can also help you improve customer service.

Chatbots can help you save time and money because they can automate tasks that would usually need to be done manually. They can also help you reduce customer support costs because they can handle customer inquiries 24/7.

Plus, it can also help you improve customer service by providing a more personalized experience for your customers. They can also help you collect data about your customers, which can be used to improve your marketing efforts.

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5 Psychological Tactics to Write Better Emails



5 Psychological Tactics to Write Better Emails

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

I’ve tested 100s of psychological tactics on my email subscribers. In this blog, I reveal the five tactics that actually work.

You’ll learn about the email tactic that got one marketer a job at the White House.

You’ll learn how I doubled my 5 star reviews with one email, and why one strange email from Barack Obama broke all records for donations.

→ Download Now: The Beginner's Guide to Email Marketing [Free Ebook]

5 Psychological Tactics to Write Better Emails

Imagine writing an email that’s so effective it lands you a job at the White House.


Well, that’s what happened to Maya Shankar, a PhD cognitive neuroscientist. In 2014, the Department of Veterans Affairs asked her to help increase signups in their veteran benefit scheme.

Maya had a plan. She was well aware of a cognitive bias that affects us all—the endowment effect. This bias suggests that people value items higher if they own them. So, she changed the subject line in the Veterans’ enrollment email.

Previously it read:

  • Veterans, you’re eligible for the benefit program. Sign up today.

She tweaked one word, changing it to:

  • Veterans, you’ve earned the benefits program. Sign up today.

This tiny tweak had a big impact. The amount of veterans enrolling in the program went up by 9%. And Maya landed a job working at the White House

Boost participation email graphic

Inspired by these psychological tweaks to emails, I started to run my own tests.

Alongside my podcast Nudge, I’ve run 100s of email tests on my 1,000s of newsletter subscribers.

Here are the five best tactics I’ve uncovered.


1. Show readers what they’re missing.

Nobel prize winning behavioral scientists Daniel Kahneman and Amos Tversky uncovered a principle called loss aversion.

Loss aversion means that losses feel more painful than equivalent gains. In real-world terms, losing $10 feels worse than how gaining $10 feels good. And I wondered if this simple nudge could help increase the number of my podcast listeners.

For my test, I tweaked the subject line of the email announcing an episode. The control read:

“Listen to this one”

In the loss aversion variant it read:

“Don’t miss this one”


It is very subtle loss aversion. Rather than asking someone to listen, I’m saying they shouldn’t miss out. And it worked. It increased the open rate by 13.3% and the click rate by 12.5%. Plus, it was a small change that cost me nothing at all.

Growth mindset email analytics

2. People follow the crowd.

In general, humans like to follow the masses. When picking a dish, we’ll often opt for the most popular. When choosing a movie to watch, we tend to pick the box office hit. It’s a well-known psychological bias called social proof.

I’ve always wondered if it works for emails. So, I set up an A/B experiment with two subject lines. Both promoted my show, but one contained social proof.

The control read: New Nudge: Why Brands Should Flaunt Their Flaws

The social proof variant read: New Nudge: Why Brands Should Flaunt Their Flaws (100,000 Downloads)

I hoped that by highlighting the episode’s high number of downloads, I’d encourage more people to listen. Fortunately, it worked.


The open rate went from 22% to 28% for the social proof version, and the click rate, (the number of people actually listening to the episode), doubled.

3. Praise loyal subscribers.

The consistency principle suggests that people are likely to stick to behaviours they’ve previously taken. A retired taxi driver won’t swap his car for a bike. A hairdresser won’t change to a cheap shampoo. We like to stay consistent with our past behaviors.

I decided to test this in an email.

For my test, I attempted to encourage my subscribers to leave a review for my podcast. I sent emails to 400 subscribers who had been following the show for a year.

The control read: “Could you leave a review for Nudge?”

The consistency variant read: “You’ve been following Nudge for 12 months, could you leave a review?”


My hypothesis was simple. If I remind people that they’ve consistently supported the show they’ll be more likely to leave a review.

It worked.

The open rate on the consistency version of the email was 7% higher.

But more importantly, the click rate, (the number of people who actually left a review), was almost 2x higher for the consistency version. Merely telling people they’d been a fan for a while doubled my reviews.

4. Showcase scarcity.

We prefer scarce resources. Taylor Swift gigs sell out in seconds not just because she’s popular, but because her tickets are hard to come by.

Swifties aren’t the first to experience this. Back in 1975, three researchers proved how powerful scarcity is. For the study, the researchers occupied a cafe. On alternating weeks they’d make one small change in the cafe.


On some weeks they’d ensure the cookie jar was full.

On other weeks they’d ensure the cookie jar only contained two cookies (never more or less).

In other words, sometimes the cookies looked abundantly available. Sometimes they looked like they were almost out.

This changed behaviour. Customers who saw the two cookie jar bought 43% more cookies than those who saw the full jar.

It sounds too good to be true, so I tested it for myself.

I sent an email to 260 subscribers offering free access to my Science of Marketing course for one day only.


In the control, the subject line read: “Free access to the Science of Marketing course”

For the scarcity variant it read: “Only Today: Get free access to the Science of Marketing Course | Only one enrol per person.”

130 people received the first email, 130 received the second. And the result was almost as good as the cookie finding. The scarcity version had a 15.1% higher open rate.

Email A/B test results

5. Spark curiosity.

All of the email tips I’ve shared have only been tested on my relatively small audience. So, I thought I’d end with a tip that was tested on the masses.

Back in 2012, Barack Obama and his campaign team sent hundreds of emails to raise funds for his campaign.

Of the $690 million he raised, most came from direct email appeals. But there was one email, according to ABC news, that was far more effective than the rest. And it was an odd one.


The email that drew in the most cash, had a strange subject line. It simply said “Hey.”

The actual email asked the reader to donate, sharing all the expected reasons, but the subject line was different.

It sparked curiosity, it got people wondering, is Obama saying Hey just to me?

Readers were curious and couldn’t help but open the email. According to ABC it was “the most effective pitch of all.”

Because more people opened, it raised more money than any other email. The bias Obama used here is the curiosity gap. We’re more likely to act on something when our curiosity is piqued.

Email example

Loss aversion, social proof, consistency, scarcity and curiosity—all these nudges have helped me improve my emails. And I reckon they’ll work for you.


It’s not guaranteed of course. Many might fail. But running some simple a/b tests for your emails is cost free, so why not try it out?

This blog is part of Phill Agnew’s Marketing Cheat Sheet series where he reveals the scientifically proven tips to help you improve your marketing. To learn more, listen to his podcast Nudge, a proud member of the Hubspot Podcast Network.

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The power of program management in martech



The power of program management in martech

As a supporter of the program perspective for initiatives, I recognize the value of managing related projects, products and activities as a unified entity. 

While one-off projects have their place, they often involve numerous moving parts and in my experience, using a project-based approach can lead to crucial elements being overlooked. This is particularly true when building a martech stack or developing content, for example, where a program-based approach can ensure that all aspects are considered and properly integrated. 

For many CMOs and marketing organizations, programs are becoming powerful tools for aligning diverse initiatives and driving strategic objectives. Let’s explore the essential role of programs in product management, project management and marketing operations, bridging technical details with business priorities. 

Programs in product management

Product management is a fascinating domain where programs operate as a strategic framework, coordinating related products or product lines to meet specific business objectives.


Product managers are responsible for defining a product or product line’s strategy, roadmap and features. They work closely with program managers, who ensure alignment with market demands, customer needs and the company’s overall vision by managing offerings at a program level. 

Program managers optimize the product portfolio, make strategic decisions about resource allocation and ensure that each product contributes to the program’s goals. One key aspect of program management in product management is identifying synergies between products. 

Program managers can drive innovation and efficiency across the portfolio by leveraging shared technologies, customer insights, or market trends. This approach enables organizations to respond quickly to changing market conditions, seize emerging opportunities and maintain a competitive advantage. Product managers, in turn, use these insights to shape the direction of individual products.

Moreover, programs in product management facilitate cross-functional collaboration and knowledge sharing. Program managers foster a holistic understanding of customer needs and market dynamics by bringing together teams from various departments, such as engineering, marketing and sales.

Product managers also play a crucial role in this collaborative approach, ensuring that all stakeholders work towards common goals, ultimately leading to more successful product launches and enhanced customer satisfaction.

Dig deeper: Understanding different product roles in marketing technology acquisition


Programs in project management

In project management, programs provide a structured approach for managing related projects as a unified entity, supporting broader strategic objectives. Project managers are responsible for planning, executing and closing individual projects within a program. They focus on specific deliverables, timelines and budgets. 

On the other hand, program managers oversee these projects’ coordination, dependencies and outcomes, ensuring they collectively deliver the desired benefits and align with the organization’s strategic goals.

A typical example of a program in project management is a martech stack optimization initiative. Such a program may involve integrating marketing technology tools and platforms, implementing customer data management systems and training employees on the updated technologies. Project managers would be responsible for the day-to-day management of each project. 

In contrast, the program manager ensures a cohesive approach, minimizes disruptions and realizes the full potential of the martech investments to improve marketing efficiency, personalization and ROI.

The benefits of program management in project management are numerous. Program managers help organizations prioritize initiatives that deliver the greatest value by aligning projects with strategic objectives. They also identify and mitigate risks that span multiple projects, ensuring that issues in one area don’t derail the entire program. Project managers, in turn, benefit from this oversight and guidance, as they can focus on successfully executing their projects.

Additionally, program management enables efficient resource allocation, as skills and expertise can be shared across projects, reducing duplication of effort and maximizing value. Project managers can leverage these resources and collaborate with other project teams to achieve their objectives more effectively.


Dig deeper: Combining martech projects: 5 questions to ask

Programs in marketing operations

In marketing operations, programs play a vital role in integrating and managing various marketing activities to achieve overarching goals. Marketing programs encompass multiple initiatives, such as advertising, content marketing, social media and event planning. Organizations ensure consistent messaging, strategic alignment, and measurable results by managing these activities as a cohesive program.

In marketing operations, various roles, such as MOps managers, campaign managers, content managers, digital marketing managers and analytics managers, collaborate to develop and execute comprehensive marketing plans that support the organization’s business objectives. 

These professionals work closely with cross-functional teams, including creative, analytics and sales, to ensure that all marketing efforts are coordinated and optimized for maximum impact. This involves setting clear goals, defining key performance indicators (KPIs) and continuously monitoring and adjusting strategies based on data-driven insights.

One of the primary benefits of a programmatic approach in marketing operations is maintaining a consistent brand voice and message across all channels. By establishing guidelines and standards for content creation, visual design and customer interactions, marketing teams ensure that the brand’s identity remains cohesive and recognizable. This consistency builds customer trust, reinforces brand loyalty and drives business growth.

Programs in marketing operations enable organizations to take a holistic approach to customer engagement. By analyzing customer data and feedback across various touchpoints, marketing professionals can identify opportunities for improvement and develop targeted strategies to enhance the customer experience. This customer-centric approach leads to increased satisfaction, higher retention rates and more effective marketing investments.


Dig deeper: Mastering the art of goal setting in marketing operations

Embracing the power of programs for long-term success

We’ve explored how programs enable marketing organizations to drive strategic success and create lasting impact by aligning diverse initiatives across product management, project management and marketing operations. 

  • Product management programs facilitate cross-functional collaboration and ensure alignment with market demands. 
  • In project management, they provide a structured approach for managing related projects and mitigating risks. 
  • In marketing operations, programs enable consistent messaging and a customer-centric approach to engagement.

Program managers play a vital role in maintaining strategic alignment, continuously assessing progress and adapting to changes in the business environment. Keeping programs aligned with long-term objectives maximizes ROI and drives sustainable growth.

Organizations that invest in developing strong program management capabilities will be better positioned to optimize resources, foster innovation and achieve their long-term goals.

As a CMO or marketing leader, it is important to recognize the strategic value of programs and champion their adoption across your organization. By aligning efforts across various domains, you can unlock the full potential of your initiatives and drive meaningful results. Try it, you’ll like it.

Fuel for your marketing strategy.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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2 Ways to Take Back the Power in Your Business: Part 2



2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.


1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

1713005765 267 2 Ways to Take Back the Power in Your Business1713005765 267 2 Ways to Take Back the Power in Your Business

Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 


I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

1713005765 14 2 Ways to Take Back the Power in Your Business1713005765 14 2 Ways to Take Back the Power in Your Business

She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 


Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

1713005766 526 2 Ways to Take Back the Power in Your Business1713005766 526 2 Ways to Take Back the Power in Your Business

However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 


Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 


Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 

ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?


Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 

Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 


But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

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The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.


He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 

PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 


Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.

Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 


In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 


Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.


Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.

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