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Marketing Strategy

Gianfagna Strategic Marketing / Blog  / Marketing Strategy (Page 16)
April 13, 2011
B2B Marketing Creative Marketing Strategy Social Media Uncategorized Websites

How Adding a Blog to a B2B Website Boosted Traffic 562%

Nearly every marketing consultant is advising their clients to create a blog. Why? Because blogging is one of the best ways to increase website traffic and improve search engine rankings. But let’s be honest: Blogging can be a big commitment. A smart marketer has to ask, is it worth the time and effort? Can someone prove that it really works? And what can you do to increase your odds of success, especially if you’re in business-to-business (B2B) marketing? Here’s how traffic to my website skyrocketed in one year thanks to the addition...

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by jeangianfagna
April 11, 2011
B2B Marketing CRM Marketing Strategy Social Media Uncategorized

New Sales Rep, Key Account: Top 10 Tips for B2B Success

Smart business-to-business (B2B) marketers work hard to create and keep great relationships with their clients. In my last post, I shared the story of how a new B2B sales rep nearly destroyed a 10-year client relationship with my marketing agency by making six crucial mistakes in the first meeting. But transitioning a legacy client to a new sales rep doesn’t have to be a sales minefield. When handled well, assigning a new rep to a key account can be an opportunity to increase the client’s satisfaction and boost sales. Here are 10 things...

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by jeangianfagna
April 6, 2011
B2B Marketing CRM Marketing Strategy Uncategorized

How NOT to Make a First Sales Call on a Long-Time Client

In business-to-business (B2B) marketing, the sales representative’s relationship with the customer drives sales and referrals. But when a trusted rep moves on and a new one is assigned to a long-time client, there’s potential for big trouble if the transition is handled poorly. Case in point: I recently met with a new sales rep from a company I’ve done business with for more than a decade. In less than 20 minutes, he managed to break six cardinal rules of effective customer relationship management and came very close to jeopardizing a long-term business...

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by jeangianfagna
March 29, 2011
Advertising Marketing Campaigns Marketing Strategy Uncategorized

New Prospect, Bad Client? 7 Red Flags for Marketing Agencies

Every advertising and marketing agency is in a constant search for new business. But as a marketing agency president, I’ve learned the hard way that not all prospects should become clients. Even if you're a marketing agency looking to grow, sometimes it's smarter to walk away from prospective new business than enter into a bad relationship. How do you know when to stay or go?Here are 7 warning signs that a new prospect could become a bad client for your marketing agency....

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by jeangianfagna
March 24, 2011
B2B Marketing Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

7 Ways to Improve Your Marketing Strategy with RFM Analysis

Do you know which of your customers are most profitable to your business? Or even how to measure customer profitability? One of the best ways to gauge the value of a customer is to perform a recency, frequency, and monetary value (RFM) analysis of your customer data. Here’s how RFM analysis works and seven ways you can use insights from RFM for a smart marketing strategy. ...

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by jeangianfagna
March 17, 2011
Marketing Strategy Uncategorized

How Cleveland is Regaining its Marketing Mojo

Can Cleveland, Ohio – the city that rocks, but has struggled in recent years with population decline and the economic downturn – capitalize on its extraordinary assets and regain its marketing mojo? The answer is an emphatic yes, according to executives representing the region’s health and medical community, film industry, convention and visitors bureau, and professional and amateur sports. These leaders shared insights on how to tell Cleveland’s story at a presentation on “Marketing Cleveland” on March 15 at Executive Caterers of Landerhaven. Here are highlights from their comments and my views...

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by jeangianfagna
March 15, 2011
Advertising Creative Marketing Campaigns Marketing Strategy Uncategorized

#FAIL: The 11 Most Overused Creative Themes in Marketing

A fresh creative concept is crucial for effective advertising and a smart marketing strategy. But too many advertising and marketing campaigns recycle the same, tired creative themes and copy phrases over and over and over. This is more than annoying. It’s a guaranteed audience turn-off and a misuse of the marketer’s resources. Here’s the 2011 edition of my annual list of the most overused creative themes in marketing. How many do you recognize?...

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by jeangianfagna
March 7, 2011
Creative CRM Direct Mail Marketing Direct Marketing Marketing Strategy Uncategorized

How Great Direct Mail Helps a Retailer Win Back Customers

Direct mail is often used to reactivate lapsed customers, but few direct marketers do it well. Instead of a powerful, personalized appeal that rekindles the relationship, they turn the customer off with a generic message, irrelevant content, and a “so what?” offer. But when a direct marketer gets it right, with a highly personalized, data-driven message, a compelling offer, and a warm invitation to re-engage, it’s a thing of marketing beauty. Here’s how a major women’s retailer – Chico’s – nailed it with their customer win-back direct mail campaign, and...

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by jeangianfagna
March 1, 2011
B2B Marketing Creative Direct Marketing Marketing Campaigns Marketing Strategy Social Media Uncategorized

40 Questions for a Smarter Marketing Strategy

Are you getting a good return on your investment in marketing? Could it be better? One way to find out is to conduct a top-to-bottom review of your entire marketing plan to determine what’s working and what isn’t. This process is sometimes called a marketing audit. I’m often asked to guide audits as an independent marketing consultant and I recently shared advice on how to do an audit effectively. What specific factors should you assess in a marketing audit? Here are 40 questions I recommend for evaluating the effectiveness of your marketing and...

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by jeangianfagna
February 15, 2011
Advertising B2B Marketing CRM Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

The 7 Most Important Things to Do with a Sales Lead

Business-to-business (B2B) marketers often use such tactics as direct marketing, e-marketing, advertising, trade shows, and web marketing to generate sales leads. But a smart lead generation marketing strategy goes well beyond the creation of the marketing campaign. If your goal is to build a relationship with a business prospect, increase your sales conversion rate, and maximize the value of your sales resources, you need a careful plan for what happens after the lead comes in. Here are the seven steps you should take with a marketing-generated sales lead to achieve success....

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by jeangianfagna
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