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22 Apr 18:30

How the Boeing 737 Max Disaster Looks to a Software Developer

by Gregory Travis
Design shortcuts meant to make a new plane seem like an old, familiar one are to blame

The views expressed here are solely those of the author and do not represent positions of IEEE Spectrum or the IEEE.

Photo of the crash site showing engine.
Photo: Jemal Countess/Getty Images
This is part of the wreckage of Ethiopian Airlines Flight ET302, a Boeing 737 Max airliner that crashed on 11 March in Bishoftu, Ethiopia, killing all 157 passengers and crew.

I have been a pilot for 30 years, a software developer for more than 40. I have written extensively about both aviation and software engineering. Now it’s time for me to write about both together.

The Boeing 737 Max has been in the news because of two crashes, practically back to back and involving brand new airplanes. In an industry that relies more than anything on the appearance of total control, total safety, these two crashes pose as close to an existential risk as you can get. Though airliner passenger death rates have fallen over the decades, that achievement is no reason for complacency.

The 737 first appeared in 1967, when I was 3 years old. Back then it was a smallish aircraft with smallish engines and relatively simple systems. Airlines (especially Southwest) loved it because of its simplicity, reliability, and flexibility. Not to mention the fact that it could be flown by a two-person cockpit crew—as opposed to the three or four of previous airliners—which made it a significant cost saver. Over the years, market and technological forces pushed the 737 into ever-larger versions with increasing electronic and mechanical complexity. This is not, by any means, unique to the 737. Airliners constitute enormous capital investments both for the industries that make them and the customers who buy them, and they all go through a similar growth process.

Most of those market and technical forces are on the side of economics, not safety. They work as allies to relentlessly drive down what the industry calls “seat-mile costs”—the cost of flying a seat from one point to another.

Much had to do with the engines themselves. The principle of Carnot efficiency dictates that the larger and hotter you can make any heat engine, the more efficient it becomes. That’s as true for jet engines as it is for chainsaw engines.

It’s as simple as that. The most effective way to make an engine use less fuel
per unit of power produced is to make it larger. That’s why the Lycoming O-360 engine in my Cessna has pistons the size of dinner plates. That’s why
marine diesel engines stand three stories tall. And that’s why Boeing wanted to put the huge CFM International LEAP engine in its latest version of the 737.

There was just one little problem: The original 737 had (by today’s standards) tiny little engines, which easily cleared the ground beneath the wings. As the 737 grew and was fitted with bigger engines, the clearance between the engines and the ground started to get a little…um, tight.

Illustration showing the Boeing 737 airliner. 
Illustration: Norebbo.com
By substituting a larger engine, Boeing changed the intrinsic aerodynamic nature of the 737 airliner.

Various hacks (as we would call them in the software industry) were developed. One of the most noticeable to the public was changing the shape of the engine intakes from circular to oval, the better to clear the ground.

With the 737 Max, the situation became critical. The engines on the original 737 had a fan diameter (that of the intake blades on the engine) of just 100 centimeters (40 inches); those planned for the 737 Max have 176 cm. That’s a centerline difference of well over 30 cm (a foot), and you couldn’t “ovalize” the intake enough to hang the new engines beneath the wing without scraping the ground.

The solution was to extend the engine up and well in front of the wing. However, doing so also meant that the centerline of the engine’s thrust changed. Now, when the pilots applied power to the engine, the aircraft would have a significant propensity to “pitch up,” or raise its nose.

The angle of attack is the angle between the wings and the airflow over the wings. Think of sticking your hand out of a car window on the highway. If your hand is level, you have a low angle of attack; if your hand is pitched up, you have a high angle of attack. When the angle of attack is great enough, the wing enters what’s called an aerodynamic stall. You can feel the same thing with your hand out the window: As you rotate your hand, your arm wants to move up like a wing more and more until you stall your hand, at which point your arm wants to flop down on the car door.

This propensity to pitch up with power application thereby increased the risk that the airplane could stall when the pilots “punched it” (as my son likes to say). It’s particularly likely to happen if the airplane is flying slowly.

Worse still, because the engine nacelles were so far in front of the wing and so large, a power increase will cause them to actually produce lift, particularly at high angles of attack. So the nacelles make a bad problem worse.

I’ll say it again: In the 737 Max, the engine nacelles themselves can, at high angles of attack, work as a wing and produce lift. And the lift they produce is well ahead of the wing’s center of lift, meaning the nacelles will cause the 737 Max at a high angle of attack to go to a higher angle of attack. This is aerodynamic malpractice of the worst kind.

Pitch changes with power changes are common in aircraft. Even my little Cessna pitches up a bit when power is applied. Pilots train for this problem and are used to it. Nevertheless, there are limits to what safety regulators will allow and to what pilots will put up with.

Pitch changes with increasing angle of attack, however, are quite another thing. An airplane approaching an aerodynamic stall cannot, under any circumstances, have a tendency to go further into the stall. This is called “dynamic instability,” and the only airplanes that exhibit that characteristic—fighter jets—are also fitted with ejection seats.

Everyone in the aviation community wants an airplane that flies as simply and as naturally as possible. That means that conditions should not change markedly, there should be no significant roll, no significant pitch change, no nothing when the pilot is adding power, lowering the flaps, or extending the landing gear.

The airframe, the hardware, should get it right the first time and not need a lot of added bells and whistles to fly predictably. This has been an aviation canon from the day the Wright brothers first flew at Kitty Hawk.

Apparently the 737 Max pitched up a bit too much for comfort on power application as well as at already-high angles of attack. It violated that most ancient of aviation canons and probably violated the certification criteria of the U.S. Federal Aviation Administration. But instead of going back to the drawing board and getting the airframe hardware right (more on that below), Boeing relied on something called the “Maneuvering Characteristics Augmentation System,” or MCAS.

Boeing’s solution to its hardware problem was software.

I will leave a discussion of the corporatization of the aviation lexicon for another article, but let’s just say another term might be the “Cheap way to prevent a stall when the pilots punch it,” or CWTPASWTPPI, system. Hmm. Perhaps MCAS is better, after all.

MCAS is certainly much less expensive than extensively modifying the airframe to accommodate the larger engines. Such an airframe modification would have meant things like longer landing gear (which might not then fit in the fuselage when retracted), more wing dihedral (upward bend), and so forth. All of those hardware changes would be horribly expensive.

“Everything about the design and manufacture of the Max was done to preserve the myth that ‘it’s just a 737.’ Recertifying it as a new aircraft would have taken years and millions of dollars. In fact, the pilot licensed to fly the 737 in 1967 is still licensed to fly all subsequent versions of the 737.” —Feedback on an earlier draft of this article from a 737 pilot for a major airline

What’s worse, those changes could be extensive enough to require not only that the FAA recertify the 737 but that Boeing build an entirely new aircraft. Now we’re talking real money, both for the manufacturer as well as the manufacturer’s customers.

That’s because the major selling point of the 737 Max is that it is just a 737, and any pilot who has flown other 737s can fly a 737 Max without expensive training, without recertification, without another type of rating. Airlines—Southwest is a prominent example—tend to go for one “standard” airplane. They want to have one airplane that all their pilots can fly because that makes both pilots and airplanes fungible, maximizing flexibility and minimizing costs.

It all comes down to money, and in this case, MCAS was the way for both Boeing and its customers to keep the money flowing in the right direction. The necessity to insist that the 737 Max was no different in flying characteristics, no different in systems, from any other 737 was the key to the 737 Max’s fleet fungibility. That’s probably also the reason why the documentation about the MCAS system was kept on the down-low.

Put in a change with too much visibility, particularly a change to the aircraft’s operating handbook or to pilot training, and someone—probably a pilot—would have piped up and said, “Hey. This doesn’t look like a 737 anymore.” And then the money would flow the wrong way.

As I explained, you can do your own angle-of-attack experiments just by putting your hand out a car door window and rotating it. It turns out that sophisticated aircraft have what is essentially the mechanical equivalent of a hand out the window: the angle-of-attack sensor.

You may have noticed this sensor when boarding a plane. There are usually two of them, one on either side of the plane, and usually just below the pilot’s windows. Don’t confuse them with the pitot tubes (we’ll get to those later). The angle-of-attack sensors look like wind vanes, whereas the pitot tubes look like, well, tubes.

Angle-of-attack sensors look like wind vanes because that’s exactly what they are. They are mechanical hands designed to rotate in response to changes in that angle of attack.

The pitot tubes measure how much the air is “pressing” against the airplane, whereas the angle-of-attack sensors measure what direction that air is coming from. Because they measure air pressure, the pitot tubes are used to determine the aircraft’s speed through the air. The angle-of-attack sensors measure the aircraft’s direction relative to that air.

There are two sets of angle-of-attack sensors and two sets of pitot tubes, one set on either side of the fuselage. Normal usage is to have the set on the pilot’s side feed the instruments on the pilot’s side and the set on the copilot’s side feed the instruments on the copilot’s side. That gives a state of natural redundancy in instrumentation that can be easily cross-checked by either pilot. If the copilot thinks his airspeed indicator is acting up, he can look over to the pilot’s airspeed indicator and see if it agrees. If not, both pilot and copilot engage in a bit of triage to determine which instrument is profane and which is sacred.

Long ago there was a joke that in the future planes would fly themselves, and the only thing in the cockpit would be a pilot and a dog. The pilot’s job was to make the passengers comfortable that someone was up front. The dog’s job was to bite the pilot if he tried to touch anything.

On the 737, Boeing not only included the requisite redundancy in instrumentation and sensors, it also included redundant flight computers—one on the pilot’s side, the other on the copilot’s side. The flight computers do a lot of things, but their main job is to fly the plane when commanded to do so and to make sure the human pilots don’t do anything wrong when they’re flying it. The latter is called “envelope protection.”

Let’s just call it what it is: the bitey dog.

Let’s review what the MCAS does: It pushes the nose of the plane down when the system thinks the plane might exceed its angle-of-attack limits; it does so to avoid an aerodynamic stall. Boeing put MCAS into the 737 Max because the larger engines and their placement make a stall more likely in a 737 Max than in previous 737 models.

When MCAS senses that the angle of attack is too high, it commands the aircraft’s trim system (the system that makes the plane go up or down) to lower the nose. It also does something else: Indirectly, via something Boeing calls the “Elevator Feel Computer,” it pushes the pilot’s control columns (the things the pilots pull or push on to raise or lower the aircraft’s nose) downward.

In the 737 Max, like most modern airliners and most modern cars, everything is monitored by computer, if not directly controlled by computer. In many cases, there are no actual mechanical connections (cables, push tubes, hydraulic lines) between the pilot’s controls and the things on the wings, rudder, and so forth that actually make the plane move. And, even where there are mechanical connections, it’s up to the computer to determine if the pilots are engaged in good decision making (that’s the bitey dog again).

But it’s also important that the pilots get physical feedback about what is going on. In the old days, when cables connected the pilot’s controls to the flying surfaces, you had to pull up, hard, if the airplane was trimmed to descend. You had to push, hard, if the airplane was trimmed to ascend. With computer oversight there is a loss of natural sense in the controls. In the 737 Max, there is no real “natural feel.”

True, the 737 does employ redundant hydraulic systems, and those systems do link the pilot’s movement of the controls to the action of the ailerons and other parts of the airplane. But those hydraulic systems are powerful, and they do not give the pilot direct feedback from the aerodynamic forces that are acting on the ailerons. There is only an artificial feel, a feeling that the computer wants the pilots to feel. And sometimes, it doesn’t feel so great.


When the flight computer trims the airplane to descend, because the MCAS system thinks it’s about to stall, a set of motors and jacks push the pilot’s control columns forward. It turns out that the Elevator Feel Computer can put a lot of force into that column—indeed, so much force that a human pilot can quickly become exhausted trying to pull the column back, trying to tell the computer that this really, really should not be happening.

Illustration showing the Boeing 737 anti-stall system. 
Illustration: Norebbo.com
The antistall system depended crucially on sensors that are installed on each side of the airliner—but the system consulted only the sensor on one side.

Indeed, not letting the pilot regain control by pulling back on the column was an explicit design decision. Because if the pilots could pull up the nose when MCAS said it should go down, why have MCAS at all?

MCAS is implemented in the flight management computer, even at times when the autopilot is turned off, when the pilots think they are flying the plane. In a fight between the flight management computer and human pilots over who is in charge, the computer will bite humans until they give up and (literally) die.

Finally, there’s the need to keep the very existence of the MCAS system on the hush-hush lest someone say, “Hey, this isn’t your father’s 737,” and bank accounts start to suffer.

The flight management computer is a computer. What that means is that it’s not full of aluminum bits, cables, fuel lines, or all the other accoutrements of aviation. It’s full of lines of code. And that’s where things get dangerous.

Those lines of code were no doubt created by people at the direction of managers. Neither such coders nor their managers are as in touch with the particular culture and mores of the aviation world as much as the people who are down on the factory floor, riveting wings on, designing control yokes, and fitting landing gears. Those people have decades of institutional memory about what has worked in the past and what has not worked. Software people do not.

In the 737 Max, only one of the flight management computers is active at a time—either the pilot’s computer or the copilot’s computer. And the active computer takes inputs only from the sensors on its own side of the aircraft.

When the two computers disagree, the solution for the humans in the cockpit is 
to look across the control panel to see
 what the other instruments are saying and then sort it out. In the Boeing system, the flight
 management computer does not “look 
across” at the other instruments. It 
believes only the instruments on its side. It doesn’t go old-school. It’s modern. It’s software.

This means that if a particular angle-of-attack sensor goes haywire—which happens all the time in a machine that alternates from one extreme environment to another, vibrating and shaking all the way—the flight management computer just believes it.

It gets even worse. There are several other instruments that can be used to determine things like angle of attack, either directly or indirectly, such as the pitot tubes, the artificial horizons, etc. All of these things would be cross-checked by a human pilot to quickly diagnose a faulty angle-of-attack sensor.

In a pinch, a human pilot could just look out the windshield to confirm visually and directly that, no, the aircraft is not pitched up dangerously. That’s the ultimate check and should go directly to the pilot’s ultimate sovereignty. Unfortunately, the current implementation of MCAS denies that sovereignty. It denies the pilots the ability to respond to what’s before their own eyes.

Like someone with narcissistic personality disorder, MCAS gaslights the pilots. And it turns out badly for everyone. “Raise the nose, HAL.” “I’m sorry, Dave, I’m afraid I can’t do that.”

In the MCAS system, the flight management computer is blind to any other evidence that it is wrong, including what the pilot sees with his own eyes and what he does when he desperately tries to pull back on the robotic control columns that are biting him, and his passengers, to death.

In the old days, the FAA had armies of aviation engineers in its employ. Those FAA employees worked side by side with the airplane manufacturers to determine that an airplane was safe and could be certified as airworthy.

As airplanes became more complex and the gulf between what the FAA could pay and what an aircraft manufacturer could pay grew larger, more and more of those engineers migrated from the public to the private sector. Soon the FAA had no in-house ability to determine if a particular airplane’s design and manufacture were safe. So the FAA said to the airplane manufacturers, “Why don’t you just have your people tell us if your designs are safe?”

The airplane manufacturers said, “Sounds good to us.” The FAA said, “And say hi to Joe, we miss him.”

Thus was born the concept of the “Designated Engineering Representative,” or DER. DERs are people in the employ of the airplane manufacturers, the engine manufacturers, and the software developers who certify to the FAA that it’s all good.

Now this is not quite as sinister a conflict of interest as it sounds. It is in nobody’s interest that airplanes crash. The industry absolutely relies on the public trust, and every crash is an existential threat to the industry. No manufacturer is going to employ DERs that just pencil-whip the paperwork. On the other hand, though, after a long day and after the assurance of some software folks, they might just take their word that things will be okay.

It is astounding that no one who wrote the MCAS software for the 737 Max seems even to have raised the possibility of using multiple inputs, including the opposite angle-of-attack sensor, in the computer’s determination of an impending stall. As a lifetime member of the software development fraternity, I don’t know what toxic combination of inexperience, hubris, or lack of cultural understanding led to this mistake.

But I do know that it’s indicative of a much deeper problem. The people who wrote the code for the original MCAS system were obviously terribly far out of their league and did not know it. How can they implement a software fix, much less give us any comfort that the rest of the flight management software is reliable?

So Boeing produced a dynamically unstable airframe, the 737 Max. That is big strike No. 1. Boeing then tried to mask the 737’s dynamic instability with a software system. Big strike No. 2. Finally, the software relied on systems known for their propensity to fail (angle-of-attack indicators) and did not appear to include even rudimentary provisions to cross-check the outputs of the angle-of-attack sensor against other sensors, or even the other angle-of-attack sensor. Big strike No. 3.

None of the above should have passed muster. None of the above should have passed the “OK” pencil of the most junior engineering staff, much less a DER.

That’s not a big strike. That’s a political, social, economic, and technical sin.

It just so happens that, during the timeframe between the first 737 Max crash and the most recent 737 crash, I’d had the occasion to upgrade and install a brand-new digital autopilot in my own aircraft. I own a 1979 Cessna 172, the most common aircraft in history, at least by production numbers. Its original certification also predates that of the 737’s by about a decade (1955 versus 1967).

My new autopilot consists of several very modern components, including redundant flight computers (dual Garmin G5s) and a sophisticated communication “bus” (a Controller Area Network bus) that lets all the various components talk to one another, irrespective of where they are located in my plane. A CAN bus derives from automotive “drive by wire” technology but is otherwise very similar in purpose and form to the various ARINC buses that connect the components in the 737 Max.

My autopilot also includes electric pitch trim. That means it can make the same types of configuration changes to my 172 that the flight computers and MCAS system make to the 737 Max. During the installation, after the first 737 Max crash, I remember remarking to a friend that it was not lost on me that I was potentially adding a hazard similar to the one that brought down the Lion Air crash.

Finally, my new autopilot also implements “envelope protection,” the envelope being the graph of the performance limitations of an aircraft. If my Cessna is not being flown by the autopilot, the system nonetheless constantly monitors the airplane to make sure that I am not about to stall it, roll it inverted, or a whole host of other things. Yes, it has its own “bitey dog” mode.

As you can see, the similarities between my US $20,000 autopilot and the multimillion-dollar autopilot in every 737 are direct, tangible, and relevant. What, then, are the differences?

For starters, the installation of my autopilot required paperwork in the form of a “Supplemental Type Certificate,” or STC. It means that the autopilot manufacturer and the FAA both agreed that my 1979 Cessna 172 with its (Garmin) autopilot was so significantly different from what the airplane was when it rolled off the assembly line that it was no longer the same Cessna 172. It was a different aircraft altogether.

In addition to now carrying a new (supplemental) aircraft-type certificate (and certification), my 172 required a very large amount of new paperwork to be carried in the plane, in the form of revisions and addenda to the aircraft operating manual. As you can guess, most of those addenda revolved around the autopilot system.

Of particular note in that documentation, which must be studied and understood by anyone who flies the plane, are various explanations of the autopilot system, including its command of the trim control system and its envelope protections.

There are instructions on how to detect when the system malfunctions and how to disable the system, immediately. Disabling the system means pulling the autopilot circuit breaker; instructions on how to do that are strewn throughout the documentation, repeatedly. Every pilot who flies my plane becomes intimately aware that it is not the same as any other 172.

This is a big difference between what pilots who want to fly my plane are told and what pilots stepping into a 737 Max are (or were) told.

Another difference is between the autopilots in my system and that in the 737 Max. All of the CAN bus–interconnected components constantly do the kind of instrument cross-check that human pilots do and that, apparently, the MCAS system in the 737 Max does not. For example, the autopilot itself has a self-contained attitude platform that checks the attitude information coming from the G5 flight computers. If there is a disagreement, the system simply goes off-line and alerts the pilot that she is now flying manually. It doesn’t point the airplane’s nose at the ground, thinking it’s about to stall.

Perhaps the biggest difference is in the amount of physical force it takes for the pilot to override the computers in the two planes. In my 172, there are still cables linking the controls to the flying surfaces. The computer has to press on the same things that I have to press on—and its strength is nowhere near as great as mine. So even if, say, the computer thought that my plane was about to stall when it wasn’t, I can easily overcome the computer.

In my Cessna, humans still win a battle of the wills every time. That used to be a design philosophy of every Boeing aircraft, as well, and one they used against their archrival Airbus, which had a different philosophy. But it seems that with the 737 Max, Boeing has changed philosophies about human/machine interaction as quietly as they’ve changed their aircraft operating manuals.

The 737 Max saga teaches us not only about the limits of technology and the risks of complexity, it teaches us about our real priorities. Today, safety doesn’t come first—money comes first, and safety’s only utility in that regard is in helping to keep the money coming. The problem is getting worse because our devices are increasingly dominated by something that’s all too easy to manipulate: software.

Hardware defects, whether they are engines placed in the wrong place on a plane or O-rings that turn brittle when cold, are notoriously hard to fix. And by hard, I mean expensive. Software defects, on the other hand, are easy and cheap to fix. All you need to do is post an update and push out a patch. What’s more, we’ve trained consumers to consider this normal, whether it’s an update to my desktop operating systems or the patches that get posted automatically to my Tesla while I sleep.

Back in the 1990s, I wrote an article comparing the relative complexity of the Pentium processors of that era, expressed as the number of transistors on the chip, to the complexity of the Windows operating system, expressed as the number of lines of code. I found that the complexity of the Pentium processors and the contemporaneous Windows operating system was roughly equal.

That was the time when early Pentiums were affected by what was known as the FDIV bug. It affected only a tiny fraction of Pentium users. Windows was also affected by similar defects, also affecting only fractions of its users.

But the effects on the companies were quite different. Where Windows addressed its small defects with periodic software updates, in 1994 Intel recalled the (slightly) defective processors. It cost the company $475 million—more than $800 million in today’s money.

I believe the relative ease—not to mention the lack of tangible cost—of software updates has created a cultural laziness within the software engineering community. Moreover, because more and more of the hardware that we create is monitored and controlled by software, that cultural laziness is now creeping into hardware engineering—like building airliners. Less thought is now given to getting a design correct and simple up front because it’s so easy to fix what you didn’t get right later.

Every time a software update gets pushed to my Tesla, to the Garmin flight computers in my Cessna, to my Nest thermostat, and to the TVs in my house, I’m reminded that none of those things were complete when they left the factory—because their builders realized they didn’t have to be complete. The job could be done at any time in the future with a software update.

“I’m a software developer turned network engineer and have written airliner avionics software in the past. It was interesting how many hoops we had to jump through to get an add-on board for the computer certified, while software certifications were nil (other than “cannot run on Windows,” “must be written in C++”). This was, admittedly, nearly 10 years ago, and I hope that things have changed since.” —Anonymous, personal correspondence

Boeing is in the process of rolling out a set of software updates to the 737 Max flight control system, including MCAS. I don’t know, but I suspect that those updates will center on two things:

  1. Having the software “cross-check” system indicators, just as a human pilot would. Meaning, if one angle-of-attack indicator says the plane’s about to stall, but the other one says it’s not so, at least hold off judgment about pushing the nose down into the dirt and maybe let a pilot or two know you’re getting conflicting signals. 

  2. Backing off on the “shoot first, ask questions later” design philosophy—meaning, looking at multiple inputs. 


For the life of me, I do not know why those two basic aviation design considerations, bedrocks of a mind-set that has served the industry so well until now, were not part of the original MCAS design. And, when they were not, I do not know or understand what part of the DER process failed to catch the fundamental design defect.

But I suspect that it all has to do with the same thing that brought us from Boeing’s initial desire to put larger engines on the 737 and to avoid having to internalize the cost of those larger engines—in other words, to do what every child is taught is impossible: get a free lunch.

The emphasis on simplicity comes from the work of Charles Perrow, a sociologist at Yale University whose 1984 book, Normal Accidents: Living With High-Risk Technologies, tells it all in the very title. Perrow argues that system failure is a normal outcome in any system that is very complex and whose components are “tightly bound”—meaning that the behavior of one component immediately controls the behavior of another. Though such failures may seem to stem from one or another faulty part or practice, they must be seen as inherent in the system itself. They are “normal” failures.

Nowhere is this problem more acutely felt than in systems designed to augment or improve safety. Every increment, every increase in complexity, ultimately leads to decreasing rates of return and, finally, to negative returns. Trying to patch and then repatch such a system in an attempt to make it safer can end up making it less safe.

This is the root of the old engineering axiom “Keep it simple, stupid” (KISS) and its aviation-specific counterpart: “Simplify, then add lightness.”

The original FAA Eisenhower-era certification requirement was a testament to simplicity: Planes should not exhibit significant pitch changes with changes in engine power. That requirement was written when there was a direct connection between the controls in the pilot’s hands and the flying surfaces on the airplane. Because of that, the requirement—when written—rightly imposed a discipline of simplicity on the design of the airframe itself. Now software stands between man and machine, and no one seems to know exactly what is going on. Things have become too complex to understand.

I cannot get the parallels between the 737 Max and the space shuttle Challenger out of my head. The Challenger accident, another textbook case study in normal failure, came about not because people didn’t follow the rules but because they did. In the Challenger case, the rules said that they had to have prelaunch conferences to ascertain flight readiness. It didn’t say that a significant input to those conferences couldn’t be the political considerations of delaying a launch. The inputs were weighed, the process was followed, and a majority consensus was to launch. And seven people died.

In the 737 Max case, the rules were also followed. The rules said you couldn’t have a large pitch-up on power change and that an employee of the manufacturer, a DER, could sign off on whatever you came up with to prevent a pitch change on power change. The rules didn’t say that the DER couldn’t take the business considerations into the decision-making process. And 346 people are dead.

It is likely that MCAS, originally added in the spirit of increasing safety, has now killed more people than it could have ever saved. It doesn’t need to be “fixed” with more complexity, more software. It needs to be removed altogether.

An earlier version of this article was cited in EE Times.

Editor's note: This story was updated on 21 April to clarify that the MCAS pushes the airliner’s nose by means of the “Elevator Feel Computer.” 

About the Author

Gregory Travis is a writer, a software executive, a pilot, and an aircraft owner. In 1977, at the age of 13, he wrote Note, one of the first social media platforms, and he has logged more than 2,000 hours of flying time, ranging from gliders to a Boeing 757 (as a full-motion simulator).

22 Apr 18:27

A Permit Process Should Never Take a Year. Here's a Different Way.

by Charles Marohn

When I first spent time professionally in California, I had a hard time believing the stories I was being told about how long it took to obtain a regular construction permit. I was repeatedly told that obtaining these permits took months, often years. This seemed insane and I assumed it was an exaggeration—something that perhaps happened every now and then that became the default narrative for those wanting to criticize local government.

Then I got the same message out of Florida. It was certainly going to take months, and sometimes it might take years, to get something approved. I pushed back: surely these were exceptional cases? The answer was no: these were routine approvals of things clearly allowed within the city. That’s just how long it took to work through all the process.

My skepticism on this was because I had done this kind of work for more than a decade—I ran my own consulting company that processed hundreds of permits a year for cities across the state—and I had never had anything take this long. Never. Not even close. And it would have been wholly unacceptable if it had. Where in any sane world is this a desired process?

I’ve come to learn that Minnesota is one of a few places where this kind of habitual delay is not possible. I’m going to explain why, but I want to step out from my Midwestern inclination toward humility for a moment and do something that comes close to boasting about my culture.

I believe in civic institutions, particularly local government. I think well-functioning local government is critical for the collective action we need to take to build Strong Towns. In my part of the world, it is offensive—some would say immoral—for local government to act in an arbitrary manner, to treat one party by a different set of rules or procedures than another. I’m not suggesting that never happens—we are human, and so we fall short of our ideals—but we tend to enforce an approach that limits excesses in this regard. As I’ve seen how most of the country approaches permitting and regulation, I’m inclined to think we do a pretty good job here in Minnesota.

Here’s why the months and years of permitting experienced in other places will not happen in Minnesota: it’s literally against the law. State statutes prohibit it (here is the text). Let me go through how this works.

When anyone submits an application for anything—zoning review, building permit, variance, subdivision request, etc.—the city has fifteen days to decide whether the application is complete. If there is something missing, they must let the applicant know in writing what that is. This has forced a level of efficiency on local governments who frequently create checklists and other aids for applicants and reviewers because, if no letter is sent within fifteen days, the application is deemed complete.

Once there is a completed application, the local government has sixty days to render a decision. That’s sixty days for all staff reviews, committee hearings, public comment and any other part of the approval process. And the local government had better be serious about this because—and here I quote directly from state statute:

Failure of an agency to deny a request within 60 days is approval of the request.

You read that correctly: if the local government fails to reach a decision within sixty days, the application is automatically approved. There have been many cases where a city has denied something on Day 61 only to have a court overturn that decision on summary judgement. We take this very seriously.

I’m going to point out one more provision of statute here in regards to denials so it is clear that, again, these can’t be arbitrary:

If an agency denies the request, it must state in writing the reasons for the denial at the time that it denies the request.

In the business we call these “findings,” and courts use them to determine whether or not a city has acted arbitrarily. Local governments are given a lot of deference, but they have to abide by their own codes. If something meets the local code, and yet the city denies it anyway because they don’t want it for whatever reason, my experience is that the city will lose that one. And they should.

If sixty days seems like a short period of time, there is a provision for a local government to extend that for another sixty days (120 days total) but, again, this can’t be done arbitrarily. There must be a reason and that reason must be put in writing (so a judge can review it if it comes to that). Again, from statute:

The notification must state the reasons for the extension and its anticipated length, which may not exceed 60 days unless approved by the applicant.

That’s it. In Minnesota, the longest an application can take from submission to a final decision of some sort is 120 days. All decisions are appealable to district court, which will render a decision within a year or so (often earlier). One additional mechanism that keeps cities honest when it comes to this approach is that most cities here are insured by the same organization. And that insurer has a way of working with cities (read: raising their insurance rates) who don’t adhere to this process or don’t make defensible decisions.

I’ve run this by people who work in local government in California, Florida, and elsewhere, and it often freaks them out. How can we make a decision in sixty days? I find this reaction baffling.

Why would you not want to make a decision within sixty days? What benefit is there to the community for having a review process that takes longer than that? What are you doing that takes so long? Does it add enough value to justify the harm of such a long and arbitrary process?

Minnesota is far from perfect on these things, but this process has created some good habits that I struggle to find in other places:

First, the 60-day time limit means we must have codes and processes that are reasonably coherent; otherwise we’ll struggle to meet the time limit. There is no forwarding things to thirty different departments for their comment whenever they get to it. It won’t work that way, so we don’t allow it to. If we don’t want to be run over, we must put practices in place to be competent at what we do.

The process also forces us to make decisions that are reasonably defensible. The act of having to write down why a decision has been made—and reference the exact code in doing so—forces a discipline on the entire process that reduces arbitrary decisions. None of this is to suggest that Minnesota cities never make a bad call—of course they do—but simply that there are good mechanisms in place to correct them and to encourage learning from mistakes.

Finally, this process is how we show respect to each other. If we want people to invest in our communities, we must be clear about what we want and have a discernible and reliable process to accomplish that. If we want people to have faith in our local government, we must be transparent in our actions and predictable in our outcomes. To me, anything else seems like a failure.

I’ve been pondering bills like SB 50 in California—another set of centralized directives on what local government can and can’t approve. (SB 50 would override local zoning for certain types of housing near transit, requiring automatic approval of those homes.) SB 50 reflects a trend in several states—in response to the dysfunction of local zoning and approval processes—toward legislation that would have the states act as the equivalent of helicopter parents toward unruly cities, directly taking over the authority to make decisions that have always been local ones. It seems more and more like we need a better alternative.

Instead, a good start would be to require our local governments to develop some discipline and reliability in their permitting approach. These are practices that demonstrate respect for both our civic institutions and the people they are supposed to serve. Without this base level of respect, all the other tinkering we do with codes and processes and requirements seems kind of silly.

(Top image by Daniel X. O'Neil.)



22 Apr 18:24

3 Ways Google My Business Can Attract Local Clients

by Sally Falkow

Google recently revealed that every one in three Google searches has local intent.

What does that mean?

Millions of people are searching for products and services near them – it could be a place to eat or grab a cup of coffee. But it might be a need for a dentist, doctor, lawyer, or accountant.

So if you operate a local business of any kind, it’s more important than ever that your business information shows up in these searches.

One of the best ways to do this is with a complete, verified, and optimized Google My Business listing.

If you’ve completed the listing and you keep it updated regularly, people searching for the kind of health services you provide will see your location, phone number, hours of operation, address, customer reviews, and a link to your website.

How Google My Business Attracts More Clients

It Helps Customers Find Your Physical Location

With Google My Business you can list the exact address and location of your business on a map and searchers can get precise directions to your office. They can also call and make an appointment if they’re searching on a mobile device.

It Gives Searchers Useful Information

You can update your Google My Business listing so that searchers can see current and important business information right away.-

– Hours of operation
– Busy Periods
– Directions
– Photos of your location and special features
– The ‘call now’ button for mobile users
– A description of your business

GMB photos

And because Google is making every effort to improve search results for mobile users, your Google My Business offers all the information to searchers using tablets or smartphones.

It Gives You Better Customer Insights

When you’re posting regularly to your Google My Business listing, the Insights tab will provide you with a wealth of information. Visibility, engagement, and audience are the three main sections.

The visibility section shows how many views your profile, posts, and photos are getting. You can adjust the time period so you can see the last 7, 30 or 90 days and display the information in a chart.

The engagement section shows how your audience is interacting with your posts. This lets you discover what content appeals to your audience and what to post in the future.

The audience section shows the breakdown of the people following you. You can see age groups, gender, and location.

You can use these stats to:

  • see what content is resonating with your audience
  • increase engagement and conversations
  • convert more of your fans to patients.

The Value of Reviews

Now that the public has a way to voice their feedback, they will do so. And other people looking at your business will want to read these reviews. Remember that the general public trusts other people’s reviews more than anything you post. So getting good reviews is very important. It influences whether or not the searchers will call and book an appointment.

Once you register for Google My Business, customers can post their rating simply by googling your business and leaving a review. You can use your dashboard to monitor and respond to the reviews.

If you’ve already done the basic listing with Google My Business, consider taking it to the next level. Add high-quality content to your listing every week and encourage patient reviews. Watch your analytics to improve the quality of your content and increase the engagement rate. Then monitor and respond to reviews.

22 Apr 18:18

Pocket Mentor. The entrepreneurs’s guide to building a lasting business from scratch. Mark Nureddine

by Reg Nordman

Pocket Mentor. The entrepreneurs’s guide to building a lasting business from scratch. Mark Nureddine 2018.  ISBN 9781943386307.  A very pragmatic, straight forward approach to mentoring that would work with many entrepreneurs.  The case studies and examples are real world. His language is concise and easy to understand.  His products were tangible and hands on so the examples her may need to be finessed for technology plays.  I appreciate the author’s can do attitude to pretty well everything. His advice to entrepreneurs is plain enough that no one would misunderstand how hard it will be to start and run a successful business. Quite a useful summary of pricing here as well.

22 Apr 18:15

The 40+ Best Apps for Salespeople Who Want to Win

by Dan Tyre
best apps for salespeople

To win at sales, you need the right tools. And to help, we’ve pulled together more than 40 of the best apps for salespeople.

Whether you’re looking to be more productive, save time, do your job better, or simply look your best, these are the apps you’ll turn to time and time again.

Let’s dig in, shall we?

Explore the Best Apps for Salespeople

Best Social Media Tools

1. Slack

  • Price: Workspace, Free; Standard, $6.67/month/user; Plus, $12.50/month/user
  • Available here: iOS | Android | Windows

Keep in touch with your colleagues –– or clients –– with this handy chat app.

Slack is a collaboration hub for teamwork, where the right people are always kept in the loop and key information is always at their fingertips.

Work in Slack happens in channels, so all the right people can be included, all relevant information kept in one place, and new team members are able to get up to speed easily. With Slack, teams are better connected.

best apps for salespeople slack

RELATED: The 40 Best Slack Integrations and Apps for Sales & Marketing Productivity

2. LinkedIn

Don’t walk into a meeting without looking at the person’s LinkedIn profile first. With the mobile app, there’s no excuse.

It’s a faster way to tap into your professional world. Get news and info that matter for your professional day, a daily brief on what’s happening in your network, and a quick way to reach out and keep in touch –– all on the LinkedIn app.

best apps for salespeople linkedin

3. Twitter

Live-tweet conferences, and watch your industry followers multiply.

Twitter is a fundamentally different way for people to consume, create, distribute, and discover content. In short “sound bites,” you can share your thoughts, tell a story, or connect with your prospects and peers. To get your social selling game on, you need to be using Twitter.

best apps for salespeople twitter

4. WhatsApp Messenger

This free messaging app uses your phone’s internet connection to let you send a message and make calls anywhere in the world. It’s especially helpful in countries where Facebook and Google are banned.

best apps for salespeople whatsapp

Best CRMs and Meeting Schedulers

5. HubSpot Mobile App

Whichever CRM your company uses, get the associated app. You’ll be glad you did when you’re not stuck updating the CRM on your computer after a long day of meetings or calls –– just pull out your phone, and add information as you go.

Are you a HubSpot CRM user? Download the iOS app here. Don’t use a CRM? Get HubSpot CRM –– it’s free.

best apps for salespeople hubspot

6. Time Buddy

  • Price: Free; Silver, $2.99/month; Gold, $5.99/month
  • Available here: iOS | Android | Chrome

This app makes it easy to schedule meetings in any time zone. Tap to schedule meetings and it’ll automatically update timezones for participants. Plus, it overlays with Google calendar to make it even easier to use.

Time Buddy is a convenient world clock, a time zone converter, and an online meeting scheduler. It’s an online productivity tool for those often finding themselves traveling, in flights, or in online meetings.

best apps for salespeople timebuddy

RELATED: Your Sales Appointment Scheduling Process is Hijacking Productivity

Best Sales Calculator

7. Profit Story

  • Price: $1.99
  • Available here: iOS

Wondering how much the margin will be on a proposed deal? Calculate this, along with a slew of other profit-based metrics, with Profit Story.

Profit Story is a profit calculator that allows you to easily calculate profit margins, markups, suggested sell price and suggested cost price information. It also allows you to calculate your break-even percentage and projected volume lift needed. Quickly see the impact on other values when you change just one measure.

best apps for salespeople profitstory

Best Presentation Tool

8. Keynote

  • Price: Free
  • Available here: iOS

No need to pull out your laptop to work on your pitch deck. Just download Keynote and unleash your creative artistry.

Easily create gorgeous presentations with Keynote, featuring powerful yet easy-to-use tools and dazzling effects that will make you a very hard act to follow. And with real‑time collaboration, your team can work together, whether they’re on Mac, iPad, or iPhone, or using a PC.

best apps for salespeople keynote

Best Learning Apps

9. Mind Tools

Build your business skills with mini-articles on leadership, decision making, and communication, among others.

Mind Tools Corporate helps organizations of all sizes to improve employee engagement levels by providing a consumer-style, on-demand learning environment.

best apps for salespeople mindtools

10. SkillPill

Same idea, but different delivery method: video. Skill Pill provides micro-learning and gamified learning apps, delivering high-impact training when and where you need it.

best apps for salespeople skillpill

11. SmartUp

  • Standard, $4/user/month; Plus pricing available upon request
  • Available here: iOS | Android

Even if you have no entrepreneurial aspirations, you would be wise to study up on business basics. With this app, you can earn a mini MBA.

SmartUp lets you easily upload content, so people can learn, share, and develop together at any time and on any device.

best apps for salespeople smartup

Best Document Storage and Sharing Apps

12. DocScan

  • Price: Free
  • Available here: iOS

Snap a picture of a document, and get a neatly packaged PDF or JPG in return.

With DocScan, scanning and sending a document as high-resolution PDF or zipped JPEG can be done in a matter of seconds.

In addition, You can draw lines or provide annotations on the scanned image before saving it as a PDF document. The image quality is very close to what you can get from a flatbed scanner.

best apps for salespeople docscan

13. Dropbox

  • Price: Standard, $12.50/month/user starting at 3 users; Advanced, $20/month/user starting at 3 users; Enterprise pricing available upon request
  • Available here: iOS | Android | Desktop

Need to send or receive a large file when you don’t have a laptop at your disposal? Enter Dropbox’s mobile app. Never see a “this file is too large to send” error message from your phone again.

Dropbox is a home for all your work. You can store and share files, collaborate on projects, and bring your best ideas to life –– whether you’re working alone or as part of a team.

best apps for salespeople dropbox

14. DocuSign

  • Price: Free Edition; Personal, $10/month/user + $5/month for Sending documents for eSignature; Standard, $25/month/user; Business Pro, $40/month/user; Advanced Solutions pricing available upon request
  • Available here: iOS | Android | Windows

When a prospect is ready to commit to a contract, a rep is going to get them to sign, come hell or high water. If your organization uses an eSignature system such as DocuSign, make sure to download the corresponding mobile app to enable prospects to sign wherever, whenever, and however.

On this cloud-based platform, DocuSign make it easy to get an eSignature –– today’s standard for getting a digital signature on practically any device, from almost anywhere, at any time.

best apps for salespeople docusign

RELATED EBOOK: 5 Strategies to Start Leveraging for Your Sales Team

Best Note Taking and Recording Apps

15. Evernote

  • Price: Evernote Basic, Free; Evernote Premium, $7.99/month; Evernote Business, $14.99/month/user
  • Available here: iOS | Android | Windows

Need to jot notes at a meeting or conference? Evernote has you covered. The mobile app also tags notes by location, so you can easily find a particular memo if you forgot to add a title.

Evernote auto-syncs across all your devices, including desktop, smartphone, and tablet. Your ideas, photos, and clipped pages are always available, no matter where you are.

best apps for salespeople evernote

16. Dragon

  • Price: Free trial; $14.99/month; $149.99/year; Enterprise pricing available upon request
  • Available here: iOS | Android

Not into written notes? Dragon automatically translates voice memos into text. Ditto that for text messages and emails.

Dictate documents of any length, easily edit and adjust formatting and quickly share them on the most popular cloud-sharing services directly from your iOS or Android smartphone or tablet.

best apps for salespeople dragon

17. Wunderlist

  • Price: Wunderlist, Free; Wunderlist Pro, $4.99/month; Wunderlist Business, $4.99/month/user
  • Available here: iOS | Android | Windows | Chrome | Kindle

Ditch the easily lost post-it notes and digitize your to-do list with Wunderlist. The app also allows list sharing if you’re collaborating with a prospect or coworker on a project.

Wunderlist is a cloud-based task management application. It allows users to manage their tasks from a smartphone, tablet, computer and smartwatch.

best apps for salespeople wunderlist

18. QuickVoice

  • Price: Free
  • Available here: iOS

Sometimes, you need more than handwritten notes. Now, you can record the meeting, conference session, or keynote speech to make sure you don’t forget what was said or exactly how it was said.

best apps for salespeople quickvoice

Best RSS and News Apps

19. Feedly

  • Price: Basic, Free; Pro, $5.41/month; Team, $18/month/user
  • Available here: iOS | Android | Chrome

Traveling is not an excuse to fall behind on your industry news. Subscribe to your favorite blogs on Feedly and peruse them on the go via the RSS reader’s mobile app.

Feedly offers an easy way to aggregate your information feeds in one place. Feed readers pull internet content into one convenient place, making it possible for you to quickly scan headlines and full stories at a glance from a variety of different providers.

best apps for salespeople feedly

20. Pocket

  • Price: Pocket, Free; Pocket Premium, $4.99/month or $44.99/year
  • Available here: iOS | Android

If you don’t have time to read at the moment and want to bookmark an article for later, tuck it away in Pocket and pull it up when you have a chance.

Pocket, the premier save-for-later app, lets you consume and share content whenever you want, wherever you want, even without an internet connection.

best apps for salespeople pocket

Best Apps for Auto Dealers

21. Pulse Auto Dealer

Reach your customers 24/7 with this app. Once downloaded, it will automate and personalize communication with your prospects, deepening relationships and fostering new sales.

Auto Dealer App by Pulse allows dealerships to launch their own branded Mobile App to increase sales and service visits.

best apps for salespeople pulse auto dealer

22. DealApp Vantage

  • Pricing available upon request
  • Available here: iOS | Android

Attract and attain more customers using advanced mobile marketing. The app can be personalized for every dealer, so your app stands out from the rest. Send out push notifications, get your customers to download your app, and more.

best apps for salespeople dealapp vantage

23. AutoPoint Driver Connect

  • Pricing available upon request
  • Available here: iOS | Android

Another app for building customer-to-dealer relationships, this one boasts one-of-a-kind, user-friendly functionality, dealer personalization, and a streamlined layout.

best apps for salespeople autopoint driver connect

24. NADA MarketValues

  • Price: NADA Values, $50/month; AuctionNet Data, $50/month; Values + Data, $100/month
  • Available here: iOS | Android

Access NADA Values, AuctionNet® data, and vehicle history reports from Experian AutoCheck®and CARFAX®.

The NADA MarketValues app gives you quick access to all the information you need for making smart decisions at auction or on the lot.

best apps for salespeople nada marketvalues

Best App for Tracking Expenses

25. Expensify

  • Price:
    • Individual: Free; Track, $4.99 or Submit, $4.99;
    • Team: $5/month/active user;
    • Corporate: $9/month/active user

From receipt scanning to reimbursements, Expensify’s got you covered on the go, so you don’t wind up with a suitcase full of receipts to wade through when you get home.

Expensify is a business system used to manage expenses, transactions, and money matters through its real-time data and reporting processes. Don’t let accounting slow you down. This app’s user-friendly interface will help you stay on top of your expenses.

best apps for salespeople expensify

Best Travel Apps

26. Google Maps

You’re probably familiar with this one, but download the app to make sure you never lose track of where you are or where you need to be.

Google Maps dynamically re-routes based on real-time traffic information, and even suggests which lane to be in.

best apps for salespeople google maps

27. TripIt

  • Price: Tripit, Free; TripIt Pro, $49/year
  • Available here: iOS | Android

Toggling back and forth among flight confirmations, car rental information, and restaurant reservations when you’re traveling can be annoying. To make your day that much easier, TripIt synthesizes your various daily confirmations into one centralized itinerary.

Streamline your travel plans, and keep your focus where it belongs –– on your job!

best apps for salespeople tripit

28. SpotHero

Never be late for a meeting because you can’t find a place to park again. SpotHero enables drivers to search for a spot near their destination and book it in advance of their arrival.

SpotHero is a parking reservation service that helps drivers reserve parking with garages and lots, often at a discount to the drive-up rate. With SpotHero, you can search for options, compare rates, and reserve your spot online or via the app.

best apps for salespeople spothero

29. Uber/Lyft

If a rental car isn’t a part of your business trip, you’ll probably need a ride every once in a while. Instead of hailing a taxi, use Uber or Lyft to summon a driver to your exact location.

And forget fumbling with cash –– the apps syncs with your credit card and automatically charges you upon arrival.

best apps for salespeople uber

best apps for salespeople lyft

Best Canvassing and Door-to-Door Sales Apps

30. SalesRabbit

  • Price: Individual, $15/month; Team, $22/month; Pro, $29/month
  • Available here: iOS | Android

This mobile app is a canvassing CRM with features like territory assignments, team messaging, and lead tracking. Plus, you can connect SalesRabbit to other web services to share your data quickly.

best apps for salespeople salesrabbit

31. Spotio

  • Price: Basic, $25/month/user; Team, $39/month/user; Business, $69/month/user; Enterprise, $129/month/user
  • Available here: iOS | Android

Spotio is a field sales software that allows reps to canvas with ease. Features include tracking software, territory management, a sales intelligence tool, leaderboard, and appointment calendar.

The solution is suitable for businesses that require door-to-door canvassing or need a mobile-based solution to manage field sales teams.

best apps for salespeople spotio

32. MapSee pro

  • Price: Individual, $24.99/user/month; Member – Monthly, $16/month/user; Member – Yearly, $200/year/user
  • Available here: iOS | Android

This app was made to track door-to-door sales activities. And it allows you to organize your team by neighborhoods and market zones.

MapSee pro help you find clarity in your business to see how all the pieces work together, how sales processes, innovation, technology, partnerships and marketing can work together by helping you map out all those pieces utilizing our tools, apps, dashboard and third-party relationships, so you can see how they are related.

best apps for salespeople mapsee pro

Best Productivity and Goal Apps

33. Pomodoro Time

  • Price: Free
  • Available here: iOS | Mac

Struggling to avoid distractions? The Pomodoro Technique –– which divides your time into 25-minute work “sprints” with five-minute breaks –– may be just what you need. But even though it’s far easier to focus when you know you’ve got a break coming, constantly picking up a timer inevitably harms your productivity.

Enter: This Pomodoro app for Mac. It lets you create a customized system of timers and breaks, so you can completely automate your workday.

best apps for salespeople pomodoro time

34. One Big Thing

  • Price: Free
  • Available here: iOS

Does your to-do list ever overwhelm you? Anyone vehemently nodding right now should download One Big Thing.

This nifty little app lives up to its name: Every morning, you type in the one major goal you want to reach by the end of the day, along with a few small tasks if you’d like. The app resets at midnight, so the next morning, you’ll have a blank slate.

best apps for salespeople one big thing

RELATED: Become a Google Chrome Powerhouse: 60+ High-Performing Chrome Extensions for Sales Professionals

35. Next Deadline

  • Price: Free, $1.99 for unlimited projects
  • Available here: iOS

Your most important deadline is probably at the end of the month or quarter, when your quota resets. But in between then and now, you’ve got plenty of smaller deadlines.

Next Deadline gives you an easy way to manage all of these. It shows you a list of all your projects sorted by how soon each is due, so at any given time, you can figure out what to tackle next.

best apps for salespeople next deadline

36. Instant

If you’re in sales, you probably love getting clear, immediate feedback on how you’re doing.

Instant provides those analytics for your life. It automatically keeps track of how much time you spend on your phone, traveling, at specific locations, sleeping, and working out. Plus, every week, it’ll send you reports so you can monitor your progress and typical behavior.

best apps for salespeople instant

37. Tribes

  • Price: Free
  • Available here: iOS

You’ve probably noticed it’s far easier to, say, show up at the gym in the morning if you’ve agreed to meet a friend, or order the salad instead of pizza if you’ve publicly announced your diet. Accountability can mean the difference between success and failure.

Tribes takes this concept and applies it to all of your goals. Simply sign up for so-called “habits” with a group. For example, you and some other reps could each commit to attending one networking event per week. Every time a tribe member completes the habit, the entire tribe gets a notification. It’s the perfect fusion of competition and teamwork.

best apps for salespeople tribes

38. HazeOver

  • Price: $9.99
  • Available here: Mac

You know you shouldn’t browse the web or play games while you’re on the phone with prospects –– but it still happens every now and then.

Okay, every day.

With HazeOver, it’s far easier to stay away from online temptation. This tool dims all of your open windows except for the front one, so all of your attention goes to (and stays on) your central task. You can keep your notes or contact logs front and center without being sucked into Facebook.

best apps for salespeople hazeover

39. OneTab

  • Price: Free
  • Available here: Chrome

Most people are guilty of keeping 20-plus internet tabs open at once. Unfortunately, these tabs kill your productivity (not to mention slow down your browser speed).

Rather than quitting tabs you’ll need later or bookmarking them for a single day, add this helpful Chrome extension. OneTab converts all of your open tabs into a hyperlinked list. You can easily re-open any individual tab whenever you’d like.

best apps for salespeople onetab

Best Apps to Help You Dress for Success

40. vTie

  • Price: Free; Premium Edition, $0.99
  • Available here: iOS

If you’re going to wear a suit to a client’s office, you should probably pair it with a tie. But … err … how does a tie get tied again? With step-by-step visuals, vTie comes to the rescue. By the way, this app isn’t just for men — ladies look pretty sharp in ties, too.

best apps for salespeople salespeople vtie

41. Stylicious

  • Price: Free; Premium Edition, $0.99
  • Available here: iOS | Android

Need help putting outfits together? This app lets you take pictures of your clothes and sort them by category. It also lets you put individual pieces together to create professional outfits that are sure to impress. You can even schedule the dates you plan to wear them, so dressing for success is easy.

best apps for salespeople stylicious

What Do You Think?

Have you tried these apps? Or have you found others that make your life easier? Let us know what you consider the best apps for salespeople.

The post The 40+ Best Apps for Salespeople Who Want to Win appeared first on Sales Hacker.

22 Apr 18:14

Say Yes

by Anthony Iannarino

You call your dream client to ask them for a meeting. After you pitch them on the value of a meeting, they say: “Can you email me some information?” You tell them you can’t send anything, rejecting their very first request, and ensuring they feel it is more important that you get what you want than helping them get what they want.

Emailing information and having a meeting are not mutually exclusive, and as much as your dream client wants the information without the meeting, you can say, “Yes. I’ll send you some information. But it isn’t going to be as valuable as a conversation, especially because it doesn’t let me learn anything about you and your company and your goals. I promise I am not going to waste one minute of your time.” (Insert your request for a meeting here) The real concern is you wasting their time, and you still have to ask again whether you say yes or no. Say yes.

Your dream client asks you about your pricing while you are on a phone call, and you haven’t even met with them. They say: “Tell me how much this costs.” You believe it is way too early to share pricing, and you worry that you haven’t created enough value to justify your pricing. You tell them you’ll need a discovery meeting to give them pricing, ensuring you get what you want, and projecting that you are sensitive about your price, hiding it until you absolutely must share it.

If you have a higher price, you use to differentiate your offering. If sharing your price disqualifies the prospect, it’s better to know now than to learn that after you both have invested time in a deal that was never possible. You can share enough about your price to satisfy your prospect and still put a meeting on the books. You say, “The price is going to be between X and Y. At the end of a meeting, I’ll be able to dial that in for you and give a better idea of what you might have to invest.” (Insert your request for a meeting here)

You can say yes and do what is right—for you and your prospective client. If you continually say no, you are projecting that you and your company are challenging to work with. By saying yes and continuing to ask for the commitment you need, you are giving your prospect the experience of what it might be like to have you as a partner.

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The post Say Yes appeared first on The Sales Blog.

22 Apr 18:13

10 Awesome Business Pitch Deck Templates to Wow Your Audience

by Jackson Chung
envato-elements-business-pitch

Pitch decks have been used to launch many of the most successful companies of the 21st century.

At its core, a pitch deck is about asking others to come along on your company’s journey. That might include asking for investment or for potential employees to join the company and contribute to its success.

Let’s learn more about the key principles in business plan pitch decks, and how you can build your own in less time than ever before thanks to templates.

What Is a Pitch Deck?

One of the key differentiators of the pitch deck format is that it makes an “ask” of the audience. If you’re giving a pitch, the goal is certainly to persuade the audience to join in on your business’s mission.

In reality, a pitch deck is basically a business plan PowerPoint presentation. The term “pitch deck” is most commonly applied to startups that are looking for funding. The idea is that your pitch deck will lead to action from the audience.

A pitch ultimately persuades the audience in a certain direction.

The Top 10 PowerPoint Pitch Deck Templates

When you’re preparing to share your new startup with an audience, it helps to build a PowerPoint pitch deck. And if you’re busy working to launch your company and build out its features, it’s unlikely that you’ll have time to build a startup pitch deck from scratch.

That’s why pre-built pitch deck templates are so useful. Using a PowerPoint template gives you all the design elements that you’ll need to design a pitch deck in less time than ever.

Best of all, using a startup pitch deck template can give you the ideas you need to launch your company. If you don’t know what to include in your pitch, using a template that already has all the key slide concepts built out, is a huge help. You’ll only have to fill in the placeholders with your company specifics to prepare for a pitch to investors.

Here are 10 of our favorite startup pitch deck presentation templates that you can use to springboard your company into growth mode.

1. Pitch Werk: Elegant PowerPoint Pitch Template Deck

1. Pitch Werk: Elegant PowerPoint Pitch Template Deck

Pitch Werk is one of the most complete pitch deck templates that you’ll find for launching your idea. Showcasing growth in your presentation is key, and Pitch Werk has you covered on just that, thanks to slick charts and graphs you can use to show progression in user growth and participation.

2. Pitch Deck: Business Plan PowerPoint Template

2. Pitch Deck: Business Plan PowerPoint Template

Every new business plan should have a PowerPoint presentation that accompanies it, and this pitch deck template fits the bill perfectly. With more than 100 unique slide designs, there’s no limit to the number of business plans that you can create thanks to this slick presentation template.

3. Fintech: Startup Pitch Deck Template PPT Presentation

3. Fintech: Startup Pitch Deck Template PPT Presentation

Fintech is short for financial technology, and it’s one of the fastest-growing categories of startups. If your new company falls into this field, this pitch deck template might just be the perfect presentation option for you. Not only is it clean and slick, but it also features the data visualizations you need to show your new business concept to prudent investors.

4. Startup Pitch Deck PowerPoint PPT Template

4. Startup Pitch Deck PowerPoint PPT Template

If your startup seeks to solve a unique challenge, it might be difficult for a potential investor to understand exactly what it is that you do. That’s why it’s so helpful to use an infographic that explains your process and purpose.

This startup pitch deck has you covered for your business presentation thanks to the beautiful and easy-to-customize business plan infographics.

5. Pitch Deck PowerPoint Investor Presentation Template

5. Pitch Deck PowerPoint Investor Presentation Template

The best PowerPoint pitch deck templates are easily reused for pitches to multiple investors and audiences. One major reason to choose this pitch deck PowerPoint template over the others is because it includes 13 color schemes and 800 slide designs that you can use over and over.

That creates an endless sense of variety in your presentation while showcasing your business plans in a way that you can use with multiple investor audiences easily.

6. Nia Pitch Deck

6. Nia Pitch Deck

There are many options for creating a pitch deck template, but Nia is one of the most stylish ones. If your startup is visually focused (like fashion, furniture, or social companies) then a deck like Nia can really set your new concept apart from the crowd thanks to the beautiful slide designs.

Imagery takes center stage in Nia with simple business information complementing the image placeholders.

7. Manola Pitch Deck Powerpoint Presentation

7. Manola Pitch Deck Powerpoint Presentation

Manola is clean and simple and would feel right at home in any corporate environment. A pitch deck should serve to put the idea front and center, and Manola does a great job thanks to its simplicity.

With charts, infographics, and product imagery, it has all of the key essentials you’ve come to expect for your business in a solid PowerPoint pitch deck.

8. Latitud Business Pitch Deck PowerPoint Template

8. Latitud Business Pitch Deck PowerPoint Template

Latitud’s minimalist style is the key to showing off your fresh startup concept. Again, it’s all about using content and visuals that get out of the way and let your idea shine. You don’t want an audience to be distracted with overly complex slide designs, so use a minimalist pitch deck like Latitud to ensure your audience focuses on the key factors in your new business plan.

9. Union: Pitch Deck Powerpoint Template

9. Union: Pitch Deck Powerpoint Template

Union is a pitch deck presentation that isn’t afraid of being bold. As you check out the example slides, notice that less is truly more when showcasing a startup idea. You’ll see the presentation slides that are crucial to telling the story of your startup like a timeline, pricing tables, portfolio imagery, and more.

All these are the vital elements that every investor will want to see as they weigh coming along for your growth journey.

10. Pitch Deck Powerpoint Presentation

10. Pitch Deck Powerpoint Presentation

Rounding out our selections, the aptly named Pitch Deck template is a great choice for your next startup pitch deck. This presentation really shines for its inclusion of a variety of “team slides,” which can help you showcase the key members behind your big idea.

That personal touch can help investors feel a sense of confidence in the key faces that drive your business.

Four Key Principles of the Best Startup Pitch Decks

No matter which PowerPoint pitch deck template you use to show off your new startup, there are a few key principles that every pitch deck sticks to. Keep these in mind while you’re building a business plan PowerPoint presentation:

  • They show your mission, and how you’re different: Nearly every company’s purpose is about solving a challenge in a market. Show you seek to solve that challenge, and how your approach differs from others who are out to solve the same challenge.
  • They create a fear of missing out: Above all, pursuing investments in your startup is about creating FOMO, or fear of missing out. You want the investors to be unable to imagine walking away from your idea.
  • They make a “big ask:” You aren’t just showing off your startup for the sake of awareness. The key idea behind a pitch deck is that you’re asking for something at the end of your pitch.
  • They show growth metrics: Part of positioning your startup as a success story is showing the growth trajectory that your company is on.

All-You-Can-Download Pitch Deck Templates

If you checked out all the pitch deck templates in this roundup, you may have noticed that they have a common source. It’s an all-you-can-download service for creatives called Envato Elements. A subscription to Elements unlocks all the pitch deck templates featured in this tutorial, plus so much more. This includes graphics, stock photos, and icons you can use in your presentation.

The advantage of using a service like Elements is that it gives you the freedom to experiment in your designs. Because each additional template won’t cost you more, you have plenty of opportunities to try new ideas and concepts for your pitch.

A successful pitch deck can be the difference between being funded and being forgotten. When you use a successful PowerPoint pitch deck template from Envato Elements, you increase the chances that you gain that key investor or team member you need to propel your business to success.

Image Credit: nd3000/Depositphotos

Read the full article: 10 Awesome Business Pitch Deck Templates to Wow Your Audience

22 Apr 18:13

5 ways to get the most out of your sales notes

by steli@close.io (Steli Efti)
sales-call-notes-1

Salespeople don’t like taking notes.

I get it. I’ve been there. I didn’t especially like it, either. But because I understand the power of sales notes, I’ve made great use of them.

Sales notes are a great resource. They don’t just help you—they help your entire sales team, your management and leadership, and even your customer.

Taking good sales call notes drives better results.

Unfortunately, most salespeople don’t take good notes. But there’s a fix for that. With five easy tips, you can start taking great sales notes that get results for your team.

Get my free book about making better sales calls!

Before we get into those tips, though, let’s talk about why bad sales notes are so problematic and the four ways that sales reps screw them up.

How bad sales notes cost you good deals

You probably haven’t given much thought to your sales notes. So you might be surprised to hear that bad notes make it harder to close deals.

Why?

Because if you don’t take good notes, you won’t retain important information from the call. And that causes all kinds of problems.

Has a sales rep or a customer service agent ever asked you a question that you’ve already answered? It’s really annoying. And if you don’t take sales notes, you’re going to be the one repeating questions.

It might be because you forgot what they told you earlier. It might be because another rep didn’t take good notes. But either way, it annoys your prospect. And that’s never a good way to get a sale.

In an effort to avoid this situation, you might scramble before the call to remember what you talked about last time. What questions did you ask? What did the prospect say? Did you jot a couple notes somewhere?

This is all a monumental waste of time and energy. Reps should spend time selling, not trying to figure out what they talked about on the last call.

Bad notes also make handoffs more difficult. If you’re passing a prospect to another rep, your implementation team, a customer success agent, or an account manager, they want as much information as possible. Bad notes mean they’re going in unprepared.

And managers often want to know what happened in a call. Whether it went well or not, you might be expected to report on it. If you didn’t take good notes, you won’t be able to do that. Your manager’s not going to be happy about that.

Bad notes cost your sales team a lot of time, effort, and money. You can solve that problem with just a few minutes and some better note-taking skills.

Let’s take a look at some of the things that reps do that result in bad notes.

Mistake #1: taking too many notes

sales-call-notes-2

This is the worst thing you can do. Sales call notes aren’t supposed to be word-for-word transcriptions of the whole call. Some reps produce ten pages of shit that no one has the time to read.

Writing a ton of notes takes a lot of time, and that’s not your job. You’re supposed to be selling. No one will be able to review pages upon pages or notes before the next call anyway.

Save yourself the effort. You’d be better off not taking any notes at all.

Mistake #2: not taking any notes

This is only slightly better than taking too many notes. At least you save yourself some effort.

But you’ll still use twice as much time down the line when you’re trying to remember what you talked about on the last call. Were you supposed to have some information on hand this time? Is the prospect only available on Wednesdays? Were they considering a competitor?

You won’t know, because you won’t have any notes. You’ve essentially wasted the first call.

Mistake #3: writing notes only for yourself

sales-call-notes-3

Some salespeople write notes that no one else could possibly understand. They use shorthand that doesn’t correspond to any known language. Or keep notes on paper with abysmal handwriting.

Sometimes even the rep can’t understand what they wrote. Seriously, I’ve seen this.

I’ll ask “what does this mean here?” and they’ll say “Hm . . . well . . . you know what, Steli . . . I have no idea what that means.”

Seriously? WTF? It’s exasperating.

Write your notes so that anyone could read them and understand what happened on the call. It’s not hard.

Mistake #4: not finishing your notes

Lots of reps start off strong, and then lose momentum as they go. Maybe they get caught up in the conversation and forget to take notes on the latter part of the call. Or they get tired. Or they just plain forget.

It happens. Most of the time these reps think “it’s okay, I’ll come back later and finish these notes.” But they rarely do. Unless you have a system in place, there’s a good chance you’ll be leaving the rest of the conversation out of your notes.

And we’re back to the problems we have when you don’t take any notes at all.

These four mistakes combine to create a whole lot of frustration for other reps, managers, other team members, and customers. When you’re overseeing a sales team that makes a mix of these mistakes, it can feel like you never have any idea of what’s going on with your sales process.

To remedy that, here are five tips for taking great sales notes. Use them yourself or encourage your reps to use them.

Pro tip #1: keep your notes brief

sales-call-notes-4

Concise, focused notes are much more useful than full transcriptions or rambling treatises.

Summarize the main points of the conversation. Resist the temptation to transcribe the whole conversation or include irrelevant notes.

That being said, make note of personal connections or interesting facts can help you or another rep establish a better relationship with the prospect. Use your judgment to determine whether it’s worth noting.

Pro tip #2: focus on important, actionable, and insightful

Keep those three words in mind: “important,” “actionable,” and “insightful.” If a particular piece of information doesn’t fall into one of those categories, it doesn’t belong in your notes.

These are the things that you, your team, and your managers might need in the future. And that’s it.

Did you give a demo? Show the prospect a particular feature of your product? Discuss pricing? Get information on the prospect’s buying cycle? Establish a timeline?

These are all relevant pieces of information that will make the next sales call easier.

You can also write specific tips in your notes. Make a point to ask a particular question on the next call. Bring up a topic that the prospect seemed interested in. Include a piece of information that the prospect will find useful.

These little pieces of information can make a huge difference.

Pro tip #3: note action items and timelines

sales-call-notes-5

It’s especially important to note action items discussed during the call.

Did you say that you’d do something before you called back? Did the prospect say they’d find something out for you? Anyone who reads your notes will want to know those things.

When did you (or the prospect) say those items would be completed? Without making a note of it, you’re likely to forget what you were supposed to do. Or you’ll call the prospect back expecting something they promised to get to you by next week.

Both are bad.

So make a note of what was promised, who promised it, and when it’s supposed to be done.

Pro tip #4: develop your own style

Reps have their own individual style of note-taking. As long as it’s concise, sensical, and actionable, that’s fine. What works for one rep won’t work for everyone else.

Some people like to take notes on a pad of paper during the call. Others type them directly into their CRM. You might prefer to jot notes as soon as you’re done with the call. Maybe you use bullets instead of full sentences. Or you have a (still legible!) shorthand.

Stick with whatever works for you.

Sometimes the tool you use will make one particular method easier. For example, when you make a call in Close, it opens a prompt for you to type your notes. Those notes are stored alongside information on who you called, when the call took place, and how long the call was. So you don’t have to manually record any of that. (You can try Close for free if you want to experience this yourself.)

sales-call-notes-6

Factors like this can influence the style that you develop. Work with the tools you have to create the most efficient note-taking style you can.

Pro tip #5: build good habits

When you first commit to taking better sales notes, it’s going to be difficult. You’re going to forget some of the tips above. Or you’ll get caught up in a call and forget to take any notes at all.

That’s okay.

The point isn’t to be perfect from the start. It’s to build good habits for you and your team. It’s to take good sales notes more often than you take bad ones.

Just stick to the basics. Keep your notes concise, legible, and useful.

Beyond that, you can do whatever you want as long as it helps you take good notes. Maybe you want to use a sales call notes template. Or require specific information from your reps after each call. You can do whatever works as long as it creates better notes for your team.

If you continue doing that over time, you’ll get better information to the people who need it, provide better customer service, and close more deals.

Sales notes are a powerful tool

Most people learn the power of good sales notes through a bad experience, like when a customer gets mad because they answer the same question a bunch of times. Or when you ask a rep about a call and they have no idea what happened because they can’t read their notes.

Don’t make these mistakes. Build the habit of taking great sales notes early, and your whole team will benefit.


Want more advice on taking great call notes and making successful sales calls? Get a copy of my book “Your Growth Hacks Aren’t Working,” filled with actionable advice for closing more deals on the phone!

YES, I WANT THE BOOK!

22 Apr 18:13

The Link Between Pricing and Customer Experience

by Barry Witonsky
Wondering what is the next emerging best practice in Customer Experience? Monetizing service.  This is in addition the typical Customer Experience benefits of decreased churn and higher cross-sell/ upsell.   Listen to how a sales leader leverages Customer Experience.   Stay Ahead of the
22 Apr 18:13

We got a look at the pitch decks that buzzy $40 million startup HealthJoy used to snag early investors and then execute a huge strategic shift

by Emma Court

HealthJoy

  • HealthJoy, a health-tech startup, started off selling its product to people who were newly insured through the Affordable Care Act's marketplaces. 
  • But when that market started to sour, cofounders Doug Morse-Schindler and Justin Holland realized they needed to pivot.
  • HealthJoy's story, as told through two early pitch decks shared with Business Insider, speaks to the demand for technology that can help people navigate an ever-shifting healthcare market.
  • Visit BusinessInsider.com for more stories.

Five years ago, a new startup pinned its future on the landmark healthcare law, the Affordable Care Act.

Millions of people were gaining health insurance through the law, which is often called Obamacare. Doug Morse-Schindler and Justin Holland, cofounders of HealthJoy, were sure that that those people would need help navigating their new plans, which often required patients to pay thousands of dollars for procedures and prescriptions.

HealthJoy is a digital platform for users' healthcare needs, from the specifics of their health plan to finding an in-network hospital, comparing drug prices and doing virtual doctor consults. Other similar products were out there, but "I just thought that they frankly were missing the mark," Morse-Schindler told Business Insider.

He and Holland had just sold a software analytics company they'd founded to AVG Technologies for roughly $5.6 million, and decided to take a similarly tech-enabled approach for the new company, HealthJoy. It quickly won over customers and investors alike, with over 60,000 people signing up by 2016 and around $6 million raised in its seed and Series A rounds.

Why HealthJoy shifted away from Obamacare

But then the tables suddenly turned. Health insurers had been losing money in the new market for years, and began to pull out — leaving HealthJoy on unstable ground.

HealthJoy

So HealthJoy did what startups do: it pivoted, focusing instead on selling its software to employers that provide insurance to their workers. 

The startup is now worth $40 million, according to PitchBook, after raising $12.5 million last month from investors like US Venture Partners and EPIC Ventures.

HealthJoy's story, as told through two early pitch decks shared with Business Insider, speaks to how companies are navigating an ever-shifting, often turbulent US health market.

HealthJoy redacted certain details, and requested that Business Insider not share the second slide deck in full.

Health startups like HealthJoy are being drawn to the much more stable market for employer-provided health insurance, which at more than 150 million people dwarfs the individual market's roughly 15 million.

Big companies want to help workers understand their health insurance

And employers want these tools. That need reflects "the complexity of the health system today and the complexity of how pricing and payment flows through the system," Brian Marcotte, president and CEO of the National Business Group on Health, a nonprofit that represents large employers on issues of health policy and cost, told Business Insider.

HealthJoy now takes on the same healthcare navigation role as before, but in the employer-paid insurance market. It has signed up 300 employers across the country, and has 200,000 members total, including workers and their families. 

"The way we think about it is: Employees should have the same options for transparent pricing that someone has on consumer side," Holland, HealthJoy's CEO, said. "But as an employee, you can't really see that. You don't have information about what you'll pay before you go to the pharmacy."

Read more: The 10 people transforming healthcare

Programs that can "simplify the process while taking this complexity and sticking it behind a wall" will be essential, NBGH's Marcotte said, but they'll also need to use big data, personalized information and concierge or navigation services to better serve employees' health needs.

See how HealthJoy pitched itself to investors

In a competitive and increasingly crowded field, with big names like Accolade, Quantum Health and Grand Rounds, actually being able to deliver on that technological potential is crucial. 

"Whoever gets that first and is able to provide that will be able to differentiate themselves," Marcotte said. Companies in this space may start as tools to advocate on patients' behalf, or as digital platforms, for example — all "different starting points, but they all seem to be racing towards the same finish line."

Read on to see how HealthJoy first sold its business to investors, and how that's changed over time.

The startup used this slide deck through roughly the second or third quarters of 2015.



HealthJoy was initially focused on the individual health insurance market, selling to people who were getting their coverage through the Affordable Care Act.

This slide shows how the startup described itself as a stabilizing force for consumers trying to find their way around an opaque market.



During this early period, HealthJoy raised about $6 million total.



See the rest of the story at Business Insider
22 Apr 17:51

What Game of Thrones’ Night King can Teach You About Sales Effectiveness

by John Rivers

(Spoilers Ahead – If you are caught up on Season 7, read on!)

Game of Thrones season is upon us, and Winter is finally here, and the Night King is proving to be a dominant force to be reckoned with. But it’s not simply through his mystical powers that he and his Army of the Dead are such a well-oiled machine—it’s through practices also used by highly effective sales teams.

Preparation

While his competitors are busy with internal unrest, the Night King and his Army of the Dead focus solely on their primary goal—complete domination—all while staying well prepared and ready to execute. The Night King leverages a central hub in the Land of Always Winter to align with his army and hone their skills, like walking in a slow-but-ominous manner, screeching incessantly, and spear throwing. Through their preparation, the team can execute when a big, dragon-sized opportunity presents itself.

Similarly, a highly effective sales team leverages tools that ensure they’re fully prepared to engage with prospects and clients when opportunities arise. They have a central source to stay up to speed on the latest internal developments and product innovations, company and industry trends—while being able to quickly access content with precise and relevant messaging. When they are face-to-face with a dragon-sized prospect or client, they are more than prepared.

Consistency

No White Walker or Wight is the same—just like no salesperson is the same. But the Night King knows he has the best brand in Westeros (icy blue eyes) and he ensures that every team member remains on-brand and consistent in their engagement. This way, the Army of the Dead has brand integrity and consistency for effective outreach (eliminating humans).

Sales teams can ensure that same uniformity with a sales enablement platform, knowing that every piece of content is glowing with fully on-brand and approved messaging whenever they engage with a prospect or client. This way there is no internal confusion or external scrutiny, and sellers aren’t thrown through a Moon Door trying to create content themselves.

Efficiency

The Night King is a simple man with simple dreams. In effect, it’s no surprise that he understands how to strategically expedite. Instead of manually turning each fallen Wildling and Crow into a Wight, The Night King leverages a powerful, tried and true tool (his arms) to turn them all into blue-eyed beauties. Were he to fail in leveraging his most efficient assets, Jon Snow, Daenerys and his largest competitors would send him packing.

Similarly, sales teams with the right sales enablement strategy can eliminate manual efforts, such as developing, updating and personalizing materials, enabling them to outcompete by spending more time with clients and prospects. They won’t slow Marketing down with ad-hoc requests, and they will have access to marketing approved, self-created client materials. This ensures the Sales team can all be blue-eyed, deal-closing beauties.

Innovation

The Night King knows that barriers like The Wall cannot be surpassed on a whim, and he must constantly be innovating for his team to push toward his long-term goal (world domination, eradication of sunburns, etc.). He understands that adopting an innovative, powerful asset like a giant ice dragon can be the difference between winning and losing to the competition. With this innovation, the Night King can eliminate the barriers that hold the door to his victory.

Of course, sales teams can’t necessarily utilize a giant ice dragon to break down the walls between themselves and Marketing and close deals. But sales enablement may be able to help.

With sales enablement, sellers can work in perfect unison with Marketing during every stage in the sales cycle, fully equipped with the right content at the right time. They move swiftly down the path to close with recommended content that speaks directly to a buyer’s direct needs—and don’t need to waste time climbing giant ice barriers like searching for and creating content themselves.

Winter is here

Winter is here in Game of Thrones, but it’s also arrived for modern sales organizations. Leading sales and marketing teams know that “when the snows fall and the white winds blow, the lone wolf dies, but the pack survives.”

By collaborating though a sales enablement platform, Sales and Marketing can work together to put an end to the storm for good.

22 Apr 17:30

Put Your Most Important Outcome First

by Anthony Iannarino

Whatever is your most important outcome, do the work required until completion, or until you have made enough progress to reach a natural breaking point—and enough progress to stay on course. If you don’t start with the most important outcome, distractions and interruptions will encroach on your time, making it less likely you do meaningful work or enough of it to make a difference.

If you have finished the work that would generate your most important outcome, move on to the next most important outcome. Note that outcomes are not tasks; they are the natural result of doing particular work, specific tasks. By moving on to what is next most important, you are moving towards your outcomes and your goals.

Let’s look at this in practice.

What is the outcome you are trying to produce when you open your email first thing in the morning? You either want to catch up on all the tasks and outcomes other people have placed in your inbox, or you want to clean it up before starting work, both of which should not be—can not be—the most important outcome you need to produce. No one is going to believe that this was the most critical initiative for which you are responsible (unless your compensation structure rewards you for answering your email).

If you open the social sites, the outcome is distraction or escapism (and now, maybe habit). There is nothing wrong with variety, entertainment, or escapism—except when it takes priority over more important things. There is a reason why ants do better than grasshoppers; one is industrious, the other spends all their time playing.

It doesn’t help you to clean your desk, sharpen your pencils, reorganize your junk drawer, play with productivity tools, spend time reading or watching content on the web (including this content, which will help you perform better, but only if you act on it).

When you have done the work to produce the second most important outcome, start on the third.

Wasting minutes leads to wasted hours. Wasted hours leads to wasted days. Wasted days leads to wasted weeks. Since you only have roughly 4,000 weeks, maybe don’t waste any of them.

Essential Reading!

Get my 2nd book: The Lost Art of Closing

"In The Lost Art of Closing, Anthony proves that the final commitment can actually be one of the easiest parts of the sales process—if you’ve set it up properly with other commitments that have to happen long before the close. The key is to lead customers through a series of necessary steps designed to prevent a purchase stall."

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The post Put Your Most Important Outcome First appeared first on The Sales Blog.

22 Apr 17:30

How to Use Email to Prospect

by Mark Hunter

The first rule is don’t make it about you! A lot of people struggle with this. When I get a sample email from someone having problems, I can tell right away why they are struggling. If your prospecting emails are all about you, they are not valuable to the person you’re sending them to.

Download my templates and more on this subject here!

The most important real estate in a prospecting email is the subject line and the first ten words. Think of these two areas as the same thing, similar to the title of a book and its cover. If you’re browsing online or in a bookstore, you probably focus on the title to help you decide if you want to want to look any further and read the book. What catches your eye is the title and the cover. These two things determine if you just gloss over it or actually pick it up and take a deeper look. This same analogy applies to your emails. If the subject line and first ten words don’t grab the person’s attention, it’s unlikely that they will read beyond the subject line and those first ten words.

You could have the best email copy in the world, but they may never see it if they do not open it! Writing great copy is not a license to make it long. No! Typically, the best copy is short. Your goal with a prospecting email is to generate interest, not to give them enough information to make a decision.

You want your prospect to make the next step, but you have to create that next step for them. This means having a call to action. Your call to action is that one sweet spot. Don’t blow it by having multiple calls to action. Keep it simple! I am amazed at the number of prospecting emails that either do not have any call to action or they offer a buffet of options.

Hit the link below to get my ebook with plenty of sample / template emails that you can use to create your prospecting emails.

Email prospecting works when done right. I’ve just completed an ebook, checklist, templates, and a video with everything you need to know to succeed. It’s all yours for free!

Copyright 2019, Mark Hunter “The Sales Hunter.” Sales Motivation Blog. Mark Hunter is the author of High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results

22 Apr 17:30

Are you Confident with Pricing?

by Mark Hunter

Every salesperson has struggled with the issue of being confident when it comes to price. It is one of the main reasons I wrote the book, High-Profit Selling: Win the Sale Without Compromising on Price.

One of the best ways to increase confidence is to zero in on the key benefits customers are seeking. The more benefits or “outcomes” you have been able to identify, the more confident you will be. The reason is simple: you will have a better understanding as to why what you have to offer is so important.

You increase your confidence when you increase the customer’s confidence in how you can help them. The answer is in determining the needs of the customer. This is a key reason why it is not smart to put a price out in front of a customer until you have had time to fully unpack the customer’s needs.

The price you get is a direct reflection of the confidence you have and the confidence you have is a reflection of how well you know the customer. I believe there is a straight line between uncovering the needs of the customer and price. When a customer does reject a price, are they rejecting the price or the value equation? They are rejecting the value equation. Increase the value and you increase the price. In my book, High-Profit Selling, I talk a lot about this issue. If you have not read my book, I strongly suggest you get a copy today.

Right now you can grab a Kindle copy of the book High-Profit Selling for only $2.99. This is a special offer for the month of April only. Once April is over, so is the low price!

Give it a read and leave a review to let me know how it helps you and your company. I know it will!

Copyright 2019, Mark Hunter “The Sales Hunter.” Sales Motivation Blog. Mark Hunter is the author of High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results

22 Apr 17:30

Here is a list of last mile delivery companies and startups transforming shipping and same day delivery

by Shelagh Dolan

UPS and FedEx have dominated the US logistics industry—in particular, the last mile of delivery, where a courier brings a customer their order. FedEx estimates that more than 95% of all e-commerce orders in the US are delivered by itself, UPS, or the US Postal Service (USPS).

UPS Leads the Pack with the Best Tracking
Consumers like UPS' tracking features best

BI Intelligence

But e-commerce sales—and customer expectations—are rising, leading to a surge in package volume. Legacy shippers don't have the capacity or network to quickly deliver parcels from their warehouses to the last mile. This has opened cracks in the space and presented a significant opportunity for last mile delivery startups to emerge.

From crowdsourcing to drones, here's how 14 legacy companies and startups are evolving to tackle e-commerce's growing delivery problem.

1. FedEx

FedEx offers door-to-door delivery service for time-sensitive packages through FedEx SameDay. Users can apply for accounts to use exclusively for same-day services 24/7/365 in all 50 US states. The logistics giant also offers SameDay Freight services for shipments greater than 150 lbs.

fedex
FedEx delivery in New York City

Mario Anzuoni/Reuters

FedEx Freight has plans to run five pilot programs for last mile delivery service, called "FedEx Freight Direct," in the first half of 2019, first in the Dallas/Fort Worth market, followed by Atlanta, Tulsa, Oklahoma City, and Omaha. "Standard" service will include drivers bringing shipments to a residence's first point of entry, while "premium" service would include the white glove treatment of carrying shipments to the customer's room of choice, unpacking boxes, and possibly assembling products if necessary,

Learn about FedEx same-day delivery.

2. UPS

During the 2017 holiday season, UPS struggled to bring consumers their parcels on time due to higher than expected volume, which upset its high-volume retail partners like Macy's and Walmart. And with the shadow of Amazon steadily encroaching, the pressure is on UPS to offer faster service.

UPS
UPS worker delivering packages

Scott Olson/Getty Images

In addition to standard ground and 2-day shipping, UPS provides a range of urgent and same-day delivery services with UPS Express Critical. Options include Air, Surface, Charter, Hand Carry, International, Secure, Inside Precision, and Value Added Services depending on the sender's shipment needs.

It's worth noting that, despite the 2017 holiday delivery pains, consumers like UPS' tracking features best and consider it the leader of all logistics companies in customer service,  according to Business Insider Intelligence's 2018 Delivery Trust Survey.

Learn about UPS same-day delivery.

3. XPO

Greenwich, Connecticut-headquartered XPO Logistics has over 1,500 locations in 32 countries. It had an impressive Q2 2018, largely aided by introducing an online freight marketplace to help its customers find carriers to move their shipments, and its 2015 acquisition of UX Logistics has improved last-mile delivery capabilities by offering a broader network of truck brokerage, expedited transportation, intermodal, technology-enabled contract logistics, and freight forwarding services.

XPO also offers expedited deliveries globally, and same-day courier services completing orders 24 hours a day, 364 days a year in the Tri-State areas of New York, New Jersey and Connecticut. XPOs courier service is comprised of uniformed employees, fleets of vehicles, and flexible options: same-day, next-day or pre-planned (routed and scheduled). For businesses employing their courier services, XPO offers customized engineering solutions, API/EDI connectivity for retail and e-commerce clients, and dedicated account managers.

Learn about XPO.

4. USPS

The post office is lagging in same-day service for consumers, but offers Priority Mail Express, which comes with an Overnight Delivery Guarantee by 3pm (or earlier, if available, and at an additional charge).

The USPS calculates its Priority Mail Express prices based on the weight of the piece (up to 70 lbs), and how far it's traveling, unless the sender is using USPS-provided Priority Mail Express Flat Rate packaging, which starts at $24.70.

USPS mail carrier
USPS postal worker loading boxes

Joe Raedle/Getty Images

For businesses, USPS does offer more robust same-day service through its The Last Mile Technologies experience. This suite of last mile solutions provides shipping transparency and efficiency "for business mailers and end-consumers alike" with intelligent scanning and documentation, real-time tracking, predictive delivery times, dynamic routing, and delivery performance analytics.

Learn about the USPS and its Last Mile Technologies.

5. Walmart

Walmart has been steadily pushing into grocery delivery — and even tapping into self-driving vehicles for pilot programs in select locations. Same-day grocery comes with a minimum purchase order of $30 and a $9.95 flat rate delivery fee, or customers can choose to pick their groceries up at a Walmart location for free. For in-store pickup, consumers order online, select a time slot, and Walmart employees will do all the in-store shopping and load their cars for them.

Same-day store pickup is available for some non-grocery items as well, and customers can track estimated arrival times and score in-store pickup discounts through the Walmart app.

The same-day delivery options are more robust for Walmart's subsidiary Jet.com, an e-commerce marketplace geared towards more affluent urban consumers. In the summer of 2018, Jet.com added same-day delivery to New York City for groceries, everyday essentials, and select merchandise.

Finally, autonomous vehicle delivery isn't the only tech innovation on the horizon for Walmart; the company filed a patent for a blockchain-based system that would allow delivery drones to exchange information — slashing delivery times and driving down costs.

Learn about Walmart's same-day grocery and in-store pickup and Jet.com.

6. Amazon

Amazon presents the biggest near-term threat to the UPS and FedEx duopoly due to its size, innovation, and high level of consumer trust. Shipping is Amazon's second highest cost, and it continues climbing every year ($28bn in '18e and $38bn in '19e) as the e-commerce giant steadily builds out its logistics infrastructure and delivery network.

A few of the retail behemoth's many recent logistics pushes include its "Shipping with Amazon" third-party solution, providing overhead cost incentives for independent contractors to launch logistics companies to make deliveries on Amazon's behalf, acquiring PillPack for prescription delivery, and developing autonomous drone prototypes and architecture in its Project Wing.

Prime members are already familiar with the company's 2-day free shipping policy and its on-demand same-day delivery service, Prime Now, which guarantees free one- and two-hour deliveries. Since 2015, the company has been building out its same-day and last mile capabilities with Amazon Flex crowdsourced delivery, which lets customers order and receive packages through Prime Now.

The app is open to people who have cars (except in select regions allowing commercial bicycles), making the service particularly attractive to rideshare drivers who may want to make extra money without having strangers or potentially disruptive passengers in their cars.

amazon flex
Amazon Flex crowdsourced delivery platform

Screenshot/Amazon

Anyone 21 or older with a smartphone, car, and valid driver's license can log into the app and schedule their availability to start making deliveries, which originate at an Amazon location, store, or restaurant. Drivers use their smartphone camera and GPS to scan packages and get turn-by-turn directions to their destinations. As long as they deliver the package within the allotted time frame, couriers make $18-25 an hour — all through a cashless transfer to their digital wallet on the app.

Learn more about Amazon Flex.

7. Postmates

Postmates is a San Francisco-based urban logistics platform operating in 18 US cities that aims to enable "anyone to have anything delivered on-demand." The mobile platform is available as an iOS or Android app and connects customers with businesses and nearby couriers to place orders from local stores and restaurants.

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Postmates courier making a delivery

Melia Robinson

The company touts ability to empower communities to shop local without waiting, and empower businesses to better compete with large companies by offering delivery or pickup through their open API. Users can choose to pay delivery fees ad hoc or pay $7.99/month (billed annually) for a year of free delivery with Postmates Unlimited. The service also offers customizable gift cards.

Learn about Postmates.

8. Deliv

Deliv is a general use last mile solution offering same-day service to over 4,000 omnichannel businesses in 35 cities across the country, including Macy's, Best Buy, Walmart, and IBM. Instead of just fulfilling ad hoc deliveries for consumers, Deliv seeks to be a long-term business partner solving companies' last mile problem — evidenced by its breakdown into Deliv Small Business, Deliv Enterprise, and Deliv Fresh for groceries.

It offers SLAs, performance metrics, and integrations into business' online checkout processes. And the company is growing. In February, 2018, it launched Deliv Rx to extend these same-day services to patients, doctors, pharmacies, hospitals, labs, and clinics.

Learn more about Deliv.

9. Hitch

Tampa-based startup Hitch gives consumers, "the choice to be Shippers, Travelers, or both." The platform touts tapping into people power by pairing up shippers (the people placing the orders) with travelers (the local couriers) who are already heading in the direction that the item needs to go.

Shippers put out requests to have packages delivered, and Travelers can input travel information to see if there are any available deliveries along their route. The app uses GPS to find the quickest route and provide tracking, as well as camera functionality to show proof of delivery.

All payments are exchanged through Hitch's third-party payment processing partner, Stripe, and users rate each other after each delivery as a part of the community vetting process.

Learn more about Hitch.

10. Darkstore

Darkstore is San Francisco-based urban fulfillment technology company operating in 40 US markets. Its key value proposition is Hosted Shopping Cart, which allows businesses to offer one hour delivery, same-day delivery, or standard shipping by adding just one line of code to their online checkout process.

Darkstore considers itself delivery agnostic; rather than making the deliveries itself, Darkstore leans on robotic automation, AI, and its own API to intelligently route deliveries to the nearest carrier. Some of its delivery partners include Deliv, UPS, FedEx, Postmates, and the USPS.

Learn about Darkstor

11. ShipHawk

ShipHawk is a Santa Barbara-based SaaS company branding itself as the Smart Transportation Management System™ (TMS). Its transportation management and shipping software, TMS 2.0™, helps businesses save money, automate workflows, provide an on-brand buying experience, and run data-driven supply chains.

The all-in-one shipping intelligence solution offers multi-carrier rating, smart packing and order fulfillment, a carrier network for rate optimization, on-brand tracking, internal documentation, and detailed reporting and analytics to monitor carrier performance.

Learn about ShipHawk.

12. Narvar

San Francisco-based Narvar is focused on improving everything that happens after the Buy button. The platform enhances three aspects of the post-purchase phase of the customer journey: Convert by setting delivery expectations and communication preferences in cart, Engage with customers by giving them branded experiences while they wait, and Care for the relationship by making the returns process seamless and easy.

Narvar uses machine learning to help businesses monitor interactions and understand customer trends. It integrates directly with e-commerce platforms, marketing tools, email service providers, and user-generated content, and leverages a network of more than 300 global carriers for fast, efficient delivery and returns.

Learn about Narvar.

13. Piggybee

Piggybee is a Brussels-based crowdshipping community. The service, which originally focused on European locations but has since expanded more globally, allows users to search for travelers much like they'd search for flights — by browsing departures and arrivals in different cities. Users also have the option to "post their trip" to request a delivery to a specific location.

When a user has found a traveler headed to their desired destination, they can message them to discuss purchase price and tip. In the spirit of travel, the service encourages users to consider trading accommodations, transport, or local advice in lieu of paying couriers a fee. After delivery, travelers are tipped through Piggybee MoneySafe, and rated.

Learn about Piggybee.

14. Entrusters

Entrusters is an Argentina-based crowdshipping platform that touts "shopping without borders" to let consumers buy the best items at the best prices from abroad. It connects users to "Trusted Travelers" who use their extra luggage space to transport deliveries internationally.

Originally tied to Amazon, the platform has expanded to allow people to purchase items from any URL by selecting Buy It Now or requesting a delivery to their desired location. Like Piggybee, Entrusters encourages sharing authentic local experiences but, unlike Piggybee, its couriers can set delivery fees to help offset travel expenses.

Interested in learning more? Join other Insider Intelligence clients who receive thousands of Connectivity & Tech forecasts, briefings, charts, and research reports to their inboxes. >> Become a Client

Read the original article on Business Insider
22 Apr 17:29

Stop Selling Products and Start Selling Experiences

by Dawn Ellis

How many times have you walked passed a promotional marketing event and avoided making awkward eye-sight with the ambassadors to prevent being hard-sold to, given a flyer destined for the recycling bin or worse, begrudgingly share your contact details to receive unsolicited emails about a product that zero interests you?

Probably, more than once and you’re not the only one.

Traditional Marketing No Longer Work

The traditional marketing model for promotional events that focuses heavily on making sales and generating leads no longer works. While there remains value in selling the individual features of a product, people make purchases based on emotions. So regardless of all the data analysis and pros/cons lists that you’ve made, your customer’s decision to purchase your product or service is based on how they feel about your brand.

Customers now want to feel part of something and with the prevalence of social media, have been conditioned to seek experience. Because of this, your business needs to connect emotionally with your customers at promotional events by creating positive experiences.

Welcome Experimental Marketing

Experimental marketing has changed event marketing. Instead of being sold a product or service based on features, experimental marketing allows businesses to create experiences through direct interaction.

Instead of simply advertising a product, you’re letting the customer see and feel what their lives would be like with it. By doing so, you’re creating an association between your brand and positive experiences.

The goal of experimental marketing is to create lasting impressions with customers that they want to share with their network, ultimately leading to customer loyalty and brand advocates.

In Conclusion,

Your product or service is no longer the most important thing your business is selling. By creating and promoting an experience rather than the product itself, your business will begin to see enhanced customer satisfaction, reduced churn and increased revenue as well as greater employee satisfaction.

22 Apr 17:29

Advantages and Disadvantages of Doing Market Research Before Starting a Business

by Marvin Magusara

If you are thinking of starting a business, the first thing you have to do is to conduct thorough and extensive market research. There has never been a business which grew successfully without going through the painstaking process of researching the market they are playing in.

Entrepreneur.com defines Market Research as “the process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service; research into the characteristics, spending habits, location and needs of your business’s target market, the industry as a whole, and the particular competitors you face.”

Regardless of size, industry, or type of business, Market Research is important. Whether it’s for a multi-billion conglomerate or a simple mom-and-pop store, it is crucial that you be informed about your consumers, their behaviours, their wants and needs and even your competition.

Companies spend huge amounts of their capital just on research alone. If you think that they’re wasting money, then you are wrong. Research allows companies to understand everything there is to know about their market. Without information on the latest trends, for example, companies would not be able to cater to the viral phenomena of the world. This will be a greatly missed opportunity for not only Conversion but also Brand Awareness.

Perhaps, the best examples of companies who are into Market Research are multi-billion companies: Apple, Microsoft and Google. These company giants are well-known for placing huge importance in analyzing consumer behaviour. Their care on what their market wants keeps them on top.

Before you start a business, ask yourself this: Do you already know your target market? What do they want? Are there viral trends and bandwagons that you can hop on to? Will you be able to fulfil a need in the lives of your customers? This is what Market Research answers and more.

Below are some Advantages and Disadvantages of Doing Market Research Before Starting A Business.

Advantages of Market Research

ar130405 / Pixabay

  • Mitigates Risks

One thing you have to learn about starting a business is that there will always be risk involved. While there is no such thing as no risks in business, there are multiple steps you could take to ensure that the risk is so small, it’s not even an issue anymore.

Market Research will provide you with insights on which decisions to implement. For example, the idea of expansion is something that all businesses dream of but it is not a step that all should take. Often, this immediate jump leads to their downfall. The research carried out will also give you an inkling on whether a certain project will be successful or not. When you start a business, it pays to know whether each decision you make will be good for your business.

  • Improves Sales

Thorough market research will assist you in developing your product or service. Constantly improving the product/service you provide is a must if you want your business to grow. If you’re providing subpar services, no matter what tactic you employ, you will not be able to tap your customer’s loyalty.

Market Research will tell you your customer’s needs and wants which is important. A business should fill a void in a customer’s life. If you’re providing services and products that they do not need then why would they avail it? Another reason is that you will be informed of the latest viral trends. This means you can jump on them and interest more customers.

Listening to your customer’s comments and suggestions can also be helpful. You want to please them and who better to ask how than they themselves.

  • Better Image On Customers

Once you start pleasing your customers, they will start talking about you which is essentially free advertising. Pro Tip: Never dismiss word of mouth as it is better than any ad you can ever show. People are more susceptible to a referral than to an advertisement.

  • Measure Brand Reputation

Market research will tell you what your brand reputation is. This means that you can know what your customers think of your brand which allows you to rebrand if needed. For example, brands which are considered as catering to only one group of people can rebrand so that they are more inclusive of all customers regardless of sex, social status, age, etc. This also allows you to tap into more markets.

As a business, especially for startups, it is recommended that you take the time to build up a great reputation. You want to look helpful and approachable. The image you build is important as it will determine which customers you can interest.

Disadvantages of Market Research

  • Research Is Expensive

One of the main reasons that turn off companies from doing Market Research is the huge costs that they have to shoulder. For businesses which are just starting, it can be quite intimidating to know just how much goes into Market Research. Unfortunately, without Market Research, it will be like bringing a dull knife to a gunfight.

Hiring a company to do the research for you can cost you a lot of resources. Of course, you can have current employees do it. However, it would still cost to do research — questionnaires, interviews, etc.

  • Market Research Takes Time

Another resource that Market Research uses up is Time. You need to do proper research with the right questions and audience. This means that if you want to have credible information, you would need to devote a lot of time into it.

  • Market Research Can Only Target a Small Population

One problem that even actual researchers face is a lack of respondents. While you can figure out easily which part of the population is your target audience, asking them to fill out surveys and questionnaires can be tricky.

As you can see, there are also some disadvantages to Market Research. However, you can lessen some of this. There are different ways to do Market Research and some of this can reduce some cons.

For example, Market Research can be as simple as conducting an online survey. The Internet is your friend. You can derive data from Google Trends, Analytics, and other online tools designed to help companies improve their standing.

22 Apr 17:29

How to Identify the Next Big Thing

by Meg Prater

When I hear someone mention “the next big thing,” I generally roll my eyes. It’s usually the same recycled two or three points you find scattered across the web and every other self-titled thought leader’s blog (cue: “2019 will be the year or AI and Blockchain”).

But how do you identify and personalize the next big thing for your own industry, career, or even personal growth? Below, I’m sharing a few simple questions to define the next big thing in your life.

So, the next time someone asks you what the next big thing is, give them an answer that comes straight from your experience -- instead of a watered-down version you found on the internet.

Free Download: The Ultimate Inbound Marketing Kit for Startups

How to Identify the Next Big Thing in Your Career

1. What do I want to keep doing?

These first three questions are derived from the classic Stop, Keep, Start (or SKS) formula. It’s a staple in employee-manager one-on-ones, but it’s just as effective at helping you determine what’s next in your career.

In this first question, identify the tasks and projects you enjoy doing in your current role and the skills you like developing. Write them down and note what you enjoy about each one.

An important part of the SKS framework is to avoid asking others for their opinion before you've identified your own feelings on the matter.

Be honest with yourself. There might be a part of your role you’re really good at but hate doing. Marinate on these things before sharing them with your manager or mentor for feedback.

Here's an example of what this list might look like:

  • I enjoy preparing and giving demos because I love the rush I get when I present and it clicks with the audience.
  • I enjoy closing deals that I know will bring value to the prospect's life and business.
  • I enjoy initial discovery calls because they're like a puzzle I'm trying to solve to discover what the prospect's pain points are and if my solution can solve for those issues.
  • I enjoy presenting in front of my team because I get to be the thought leader in the room and facilitate great discussions.
  • I enjoy mentoring my younger colleagues and sharing what I've learned to help others succeed.

These are specific tasks and you've noted what you enjoy about each one. This will help you identify what you want to continue to develop in your next role.

2. What do I want to stop doing?

Don't hold back on this question. In fact, jot down a few answers before you've even spent time really thinking it through. You'll get your most honest response this way.

If you're a team leader who dreads weekly one-on-ones with your direct reports, it might be time to consider moving back into an individual contributor position.

If you're having a hard time identifying things you don't like about your role -- first of all, congratulations -- and second, here are a few questions for you to ask yourself:

  1. What do I put off until the end of the week or month?
  2. Which parts of my job would I most like to offboard to someone else?
  3. Which parts of my role do I hope I'm not doing one year from now?

Don't be afraid to identify bad habits or areas you'd like to improve upon in this section either. Identify why you don't like certain tasks, just like you did in the section above. Here's what this list might look like:

  • I don't enjoy sending outreach emails because they seem random, I rarely get great responses, and I don't have the time to really personalize them.
  • I don't like managing my schedule because it requires a lot of back and forth between myself and prospects who seem only halfway interested.
  • I don't like being stuck behind the phone all day. I love to be in front of prospects or presenting over video.
  • I don't like simply being an attendee of conferences because I'd rather be speaking at conferences and attracting leads that way.

3. What do you want to start doing?

Your answers to the first two SKS questions should help you answer this one, but feel free to identify growth areas outside of these parameters as well.

Here's an example of what this list might look like:

  • I want to start managing a small team because I like helping others on my team and I'd like to spend more time expanding those skills.
  • I want to start speaking at conferences because I'd like to become a thought leader and experiment with attracting leads that way.
  • I want to network more in my industry because I think it's a better way to prospect than sending warm or cold emails.
  • I want to present in front of the executive team more because that's a great way to get my ideas implemented and grow my career.

4. What do I value?

What's important to you in your role? Consider these the non-negotiable items. They transcend projects and quarterly goals. They're the pillars of how you conduct yourself in the office and outside of it. For example, your values might be:

  • It's important for me to have a good work/life balance because my family is my priority.
  • I must like and respect my coworkers, because if I don't like who I'm working with every day it takes a toll on my performance and my overall satisfaction with life.
  • I need to believe in my company's goals and what we're working toward in order to feel like my time is being well spent.
  • It's important that I feel respected and valued by my manager and company in order to feel adequately motivated to perform in my job.

These values are what contribute to your quality of life. They also bridge the gap between work and life. Having these values met in your role is also how you turn a job into a career you love.

5. How is my current role fulfilling my values?

Is your current role fulfilling those values? Run through your list of values and answer that question. If your answer is "Not really," to any of them, brainstorm how to change that. If You can't land on a solution, it might be time for a new position or company.

If that's the case, ask yourself what steps you need to take to have those values fulfilled in another role.

6. Who’s career do I admire and how did they get there?

This could be an old boss, your current supervisor, a mentor, or someone you worked with in passing. If you admire their professional accomplishments, schedule some time to ask them how they got there.

How to Identify the Next Big Thing in Your Industry

1. What’s staying the same in my industry?

What's not being innovated on within your industry? If there are areas no one's spending time to improve upon, that could mean one of two things:

  1. This area of you industry is becoming obsolete
  2. This area of your industry needs someone to innovate on it

It's your job to determine which of those options is true.

For example, if you notice that fewer and fewer deals in your industry are happening in person, ask yourself, "Is this because getting on a plane to close deals is expensive and unnecessary or is it because no one is innovating on outside sales?"

The answer is probably the former. If you identify that inside sales isn't evolving because it's becoming obsolete, ask yourself what's replacing it. That leads us to question two.

2. What’s changing in my industry?

Ask yourself how your industry is currently evolving? If we're looking at our outside sales example above, most sales organizations would rather give presentations to non-local prospects over video chat instead of paying for an expensive plane ticket, hotel stay, and per diem for a deal they're not sure they can close.

So, the industry change that's being experienced is a rise of demos being given over video or dial-in service. Which leads us to the next questions ...

3. Where does my industry want to be?

To determine where your industry wants to be, ask yourself what's being automated or what could be automated.

Looking at our outside sales example, we know that traveling to close deals is outdated and video meetings are the current best practice -- but what's next?

The obvious next step might be automating demos by creating pre-recorded presentations the prospect can watch whenever and wherever they wish. Simple Q&A might be available via chat bot once they've watched the demo, and that bot might schedule a live follow-up meeting with interested prospects.

If your reps are able to give 12 demos a month to highly qualified prospects instead of 26 demos a month to a mixture of highly qualified prospects, somewhat qualified prospects, and no-shows, your sales organization immediately becomes more efficient and cost-effective.

What will be automated next in your industry? Identify it and you might have found the next big thing.

4. What does my industry value?

Where is the time and money going? Where are the investors going? Where are the highest paying jobs going? The answers to these questions will tell you what your industry values.

For example, if you're a software analytics salesperson and you see that firms are investing heavily in platforms that have in-house analytics features, you might see that native analytics are an emerging trend -- and one you can help your company get on top of before if affects your business.

5. How are industry trends affecting my industry’s values?

HubSpot faced this question a few years ago. The software industry refocused their values to be customer success and retention and the old sales funnel didn't align.

HubSpot CEO Brian Halligan noticed this shift in industry values -- from "how can we innovate on our products to how can we solve for the customer," and he proposed a solution to the outdated funnel problem: the flywheel.

HubSpot VP of Marketing Jon Dick explains, "Flywheels represent a circular process where customers feed growth. We’ve invested more in customer marketing, more in customer advocacy, and more in creating delightful onboarding for new customers." He continues, "Friction kills flywheels. We’ve made investments that systematically target our biggest points of friction."

By identifying how the trend of refocusing on the customer was impacting the software industry, Halligan was able to introduce a flywheel approach to sales, marketing, and service that improved upon the funnel and would help the industry evolve with shifting demands.

So, what's the next big thing in your industry or career? Use this formula to find out.

Want to keep learning how to set your business up for success? Check out this ultimate guide to entrepreneurship.

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22 Apr 17:28

10 B2B Marketing Trends That Will Skyrocket Your Strategy

by Wendy Marx

B2B marketing trends are like a compass. While you move forward in your business endeavors, marketing trends help to keep you on course.

Trends shed light on what marketing strategies and tools work and help dictate where to spend your brand’s resources.

In a survey from Content Marketing Institute on the future of B2B marketing, 55% of the most successful marketers predicted an increase in overall marketing spend in 2019.

While increased budgets may seem like mere wishful thinking, there is solid evidence to back it up. When asked how they would rate their marketing strategy compared with one year ago, 70% rated it as more successful.

How can you say the same thing about your own marketing? The answer lies in knowing (and using) the latest B2B marketing trends.

We’ve compiled a list of the must-know marketing trends that will keep your strategy on track and profitable.

10 B2B Marketing Trends That You Need in Your Strategy

1. Local Search

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SEO has become a major part of any digital marketing strategy. But when choosing keywords, many brands cast their net too wide. And this has led lost opportunities. How so?

46% of searches performed on Google are local. That means that instead of searching for “B2B financial software company,” a large percentage search for “B2B financial software company in San Francisco” or whatever city they are in.

Don’t get me wrong — general keywords have an important place in your strategy. But the more locally conscious you are with your keywords, the more you can key in on audiences in your local area.

2. Marketing Automation

Marketing automation lets you streamline, measure, and automate marketing tasks. It can be used with email marketing, social media, and other marketing strategies. In fact, you may already share its fruits, if you schedule social media posts or use an analytics program to measure website metrics.

Why is this such an important trend? 91% of the most successful marketers agree that marketing automation is very important to the overall success of their marketing strategy. Studies show that marketing automation drives a 14.5% increase in sales productivity and reduces marketing overhead by 12.2%.

Look at tasks your team could automate and at the potential savings for your brand. Could you use automation to create a series of emails based on a prospect’s behavior? Could you use it to automate social media management? What can you do to relieve your team of mundane work while better serving your prospects and customers?

3. Podcasts

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While podcasts are not new, they are seeing a recent surge in popularity. Because of the way people consume podcasts — often in between their other daily activities — they are a great way to reach your audience during a time and place that is most convenient for them.

And podcasts reach a wide arc of people. According to one study, 24% of people between the ages of 18 and 54 listen to podcasts on a monthly basis. And it keeps growing in popularity, with the number listeners growing each year.

Many businesses test the podcast waters with a Q&A session or a panel discussion. Review your most frequently asked questions to scope out possible podcast topics.

4. LinkedIn

LinkedIn is an incredibly powerful resource for B2B marketers that often goes untapped. To give you an idea of the momentum that LinkedIn can add, consider a few stats.

First off, 80% of B2B leads come from LinkedIn. This is partly due to the individuals who make up the LinkedIn ecosystem — 61 million LinkedIn users are senior level influencers and another 40 million are purchase decision makers within their company.

46% of social traffic to corporate websites comes LinkedIn. This means that more people are likely to head over to check out your website and blog after reading your posts on LinkedIn.

LinkedIn has a number of tools (paid and unpaid) to engage your audience. Whether it’s posting on the platform, creating articles, running ads or joining and participating in groups, there’s an activity that will help your brand.

5. Video

it’s no secret that video content engages audiences. But it continues to top our list of trends for a reason — it continues to rise in popularity and effectiveness. It can’t be said enough: Video is essential to any marketing strategy!

One survey found that video produces 66% more qualified leads than other forms of content. 94% of businesses surveyed view video as an effective tool for their brand. And 81% saw an increase in sales since using video in their marketing.

So how can you use video in your marketing? Consider:

  • Explainer videos
  • Interviews
  • Case studies
  • Product demos

And there’s no shortage of platforms to use video to reach your audience. All major social networks — including LinkedIn — feature video prominently both in their regular tool set and as part of their paid ad platforms.

6. Customer Experience

Untitled design (2)-5It’s no longer about your brand’s product. The experience you give your customers is becoming just as important as how well your product performs. People are fed up waiting on hold and having an all around bad customer service experience.

Brands with an emphasis on top-of-the line customer service are fast-becoming the toughest competition.

How can you improve your overall customer experience? Here are a few areas that all brands need to pay attention to when it comes to their customer service representatives:

  • Friendliness
  • Speed
  • Convenience
  • Knowledge/Expertise

Do you have a variety of channels where customers can reach out for help — including email and social media? How fast does it take your team to reply? Are team members friendly and engaging, while handling issues with expert hands? All of these factor into the quality of your customer experience.

7. Artificial Intelligence

There’s no arguing that AI has been a trending issue for many brands over the past few years. But there’s one area where brands seriously need to embrace artificial intelligence: Chatbots.

Chatbot, computer-simulated customer service, are different from your traditional customer service program. This is a quick and easy tool that customers across the board appreciate. In fact, 69% of users prefer to interact with a chatbot when needing an answer to a simple question.

8. Email Collection

Untitled design (3)-3The dream for all marketers is to have a loyal audience. While social media and other platforms are a great space to introduce your brand, it gives you limited access to your audience.

Email subscriptions, on the other hand, when tastefully set up on your website and blog, offer a true idea of who comprises your audience. They give you direct access to your audience and the possibility of converting subscribers into customers down the road.

But sadly, only 43% of brands have a strategy in place to collect their audience’s email information. That leaves over half that are missing out on a major opportunity for growth. If you’re part of this number, make this the year that you turn it around.

9. Paid Promotion

This is an often-neglected part of the PESO (paid, earned, social, owned model), with the focus on earned, social and organic. But paid ads can amplify your message and ensure that the right people see it.

Whether it’s on Google Adwords or a social platform like Facebook Ads, paid platforms give you powerful targeting tools to reach audiences that otherwise wouldn’t cross your path.

10. Content Repurposing

Content is a major part of any modern marketing strategy. But constantly creating fresh content is a challenge for many brands — and when you have a large library of content at your fingertips, there’s a growing trend toward repurposing content.

In fact, 60% of marketers report that they reuse content 2-5 times. Why? Repetition is a tried and true method to help audiences familiarize themselves with your brand. And repurposed, or reused, content is a key way to do this in a way that doesn’t bombard your audience with the same material over and over again.

Whether it’s collecting past blog posts into an ebook or taking points from a SlideShare and creating a infographic, there are many ways to repurpose content. Analyze your content, paying attention to what performed well and how you might use other content formats to highlight that same content.

It doesn’t have to be complicated. Just updating a blog post with more information, different keywords, and a new title and image can give it new life.

In review…

10 must-know b2b marketing trends

Whether it’s B2B PR or B2B marketing, it’s crucial to keep up with the latest trends. It keeps your brand fresh and prevents your fading into the background and losing relevance.

Let us know in the comments below what trends you’ve noticed.

22 Apr 17:28

What’s the Difference Between Lead Scoring and Lead Qualification?

by Jen Spencer

I’m going to go out on a limb and say that if you’re reading this, there’s less than a 50 percent chance that you are ready to implement lead scoring, and yet there is an 80 percent chance that either you’ve already done it or it’s on your to-do list. OK, I completely fabricated those statistics, but the reason for my boldness in this hypothesis is I have had countless conversations with marketing and sales leaders who don’t need lead scoring as much as they need lead qualification.

So, what’s the difference between lead scoring and lead qualification? Let’s get a quick refresher on these two similar (yet, functionally, quite different) tactics:

Lead Qualification

Data enrichment company Clearbit has defined lead qualification as “the process of determining whether a prospect fits your ideal customer profile (ICP), has a high chance of becoming a customer, and most importantly has a high chance of being a successful long-term customer.”

Lead qualification helps you cut through the clutter of leads (or, really, contacts) that have made their way into your database through some mechanism or another. For example, there are people who may have subscribed to your blog, downloaded an e-book, registered for a webinar, or visited your booth at a trade show. Having the right systems in place for qualifying leads will both help ensure those contacts are segmented properly for lead nurture programs and introduce sales reps to the right contacts at the right time.

Shown below is an example of how you might build lead qualification parameters for your organization. It’s important to note that no two organizations will always have the same qualifications for each stage. Moreover, if you have multiple product offerings for different buyer personas, you may have different lead qualification parameters within the same company. The main goal is being able to support your future customer where he or she is in the Buyer’s Journey—something that is accomplished through relevant lead nurture and sales enablement strategies.

Handing Leads Off to Sales & the MQL vs SQL Difference

Pro tip: You can also use lead qualification to actively weed out superfans who love your content but don’t match your ideal customer profile and will never buy from your company. For example, here at SmartBug™, we see a number of college students actively consuming our content, which is great, but I don’t necessarily want to nurture those students into submitting a consultation request with my sales team.

Lead Scoring

Lead scoring is different from lead qualification in that lead scoring lets you assign a specific point value to each lead based on information you are able to gather about them. Lead scoring helps sales and marketing teams prioritize qualified leads when the number of qualified leads outnumber the resources available in sales and marketing.

Lead scoring typically covers two overarching types of data. The first type of data is traits such as demographic information and the second is documented behaviors that may be online or offline. Demographic information might be collected via lead capture forms that you ask visitors to complete, or you can circumvent this by enriching your data with a product like Datanyze or DiscoverOrg. Documented behaviors, or lead intelligence, typically refers to the information you are able to gather about a particular lead based on their behavior on your website but can also include offline engagement such as attending a live workshop.

Typically a contact’s lead score is a compilation of both demographic data and behavioral data that make that lead more attractive to the sales and marketing team.

Examples of Effective Lead Scoring Values

The attributes shown in the chart below include specific values for categories such as job level, job function, and company size. As you can see, the number of points assigned to a particular value varies based on how valuable it is to the sales team.

Lead Scoring for Job Level, Job Function, Company Size

In the example shown below, this team has also assigned points to specific behaviors or actions that indicate sales-readiness. Behavior-based scores may be more susceptible to marketing bias (we marketers love our content), so it’s important that these scores are created in partnership with sales and that both sales and marketing sign off on these decisions as part of an internal service level agreement (SLA).

Lead Scoring for Behaviors

Negative Scoring

Unfortunately, not all data collected will be positive. For this reason, you might also add negative values that deduct points from a particular lead’s overall score. If you are adopting a lead scoring system and want to apply negative values, I encourage you to use negative scoring for behavior-based activities or demographic-based values that aren’t necessarily final. A good example of a demographic-based negative score might be the use of a non-professional email address. The presence of a Gmail address alone shouldn’t warrant a total disqualification, but you may want your sales team to prioritize spending time with leads that are using their company address. A behavior-based value, such as opting out of email communication, is a good use of negative scoring. However you build out your negative scoring, make sure you aren’t relying on those negative scores to pick up the slack for the work that your lead qualification should be doing.

Qualifying or Scoring—Which Do You Need?

By now you hopefully have a better idea of whether your time should be spent on lead qualification or lead scoring. If you’ve determined that you need to take a step back from lead scoring and work on lead qualification, you’ll likely need to educate your colleagues and executives on the differences between the two. It’s important for the success of your entire revenue team that you are speaking the same language, agree to the same priorities, and that those priorities line up with your shared goals.

22 Apr 17:28

Can I Discount My Price?

by Mark Hunter

For some reason, salespeople are quick to believe that somehow cutting a price is not going to impact their company much. Big mistake! When we cut a price to secure a sale, two big mistakes are being made.

The first mistake is the loss of profit. Unless there is something removed from what is being sold, any reduction in price comes right out of profit. No company can operate very long without making a profit. It’s like asking an employee to work without being paid. The idea is simply not sustainable.

The second mistake is the customer receiving the discounted price will now view the lower price as the price point. Any attempt later on by the salesperson to get the price back to the regular price will be viewed by the customer as a price increase. Too often I see a discounted price given in order to close the first sale and in the end, it becomes the long-term price.

Discounting a price can occur for a couple reasons.  Failure of the salesperson to create a significant outcome for the customer is one reason.  And often, if the salesperson lacks confidence, you see a discounted price. When you combine these together, it becomes a toxic combination of lost profit.

The confidence you have as a salesperson going into a sale will determine the level of profit you make because of the sale.

In my book, High-Profit Selling: Win the Sale Without Compromising on Price, I talk a lot about this issue. If you have not read my book, High-Profit Selling, I strongly suggest you get a copy today.

Right now you can grab a Kindle copy of the book High-Profit Selling for only $2.99. This is a special offer for the month of April only. Once April is over, so  is the low price.

Give it a read and let me know how it helps you and your company. I know it will!

Copyright 2019, Mark Hunter “The Sales Hunter.” Sales Motivation Blog. Mark Hunter is the author of High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results

22 Apr 17:27

Design A Lead Gen Landing Page For Mobile That Converts

by Suzanne Scacca
Design A Lead Gen Landing Page For Mobile That Converts

Design A Lead Gen Landing Page For Mobile That Converts

Suzanne Scacca

There is a huge difference between a website (which can generate leads) and a lead capture page (which is only supposed to generate leads).

Websites tell visitors:

This is all of the stuff we can do for you. Have a look around and let us know when you’re ready to spend some money!

Lead capture pages, instead, tell visitors:

We have this one super valuable thing we want to give you for free. Share your name, email address and maybe a couple of other details and we’ll hand it straight over!

There’s also a significant difference in how the two are designed.

Unbounce has a nice side-by-side comparison that shows this difference in design between the two:

Web page vs. lead capture page design
Unbounce contrasts the design of a web page with a lead capture page. (Source: Unbounce) (Large preview)

The only problem with this is that it depicts the design from a traditional desktop perspective. Just as you would consider the differences in conversion between a desktop and mobile website, you have to do the same for their landing pages.

In the following post, I’m going to give you some points to think about as you design lead capture pages for mobile audiences. I’ve also analyzed a number of landing pages on mobile so you can see how the design criteria may change based on what you’re promoting and who you’re trying to promote it to.

The Difference Between A Website And Lead Capture Page

This is the SnackFever website:

SnackFever home page
The home page of the SnackFever website. (Source: SnackFever) (Large preview)

It takes a few scrolls to get through all of the content:

SnackFever product highlights
The SnackFever website highlights their products. (Source: SnackFever) (Large preview)

And some more scrolling…

SnackFever descriptions
More information from the SnackFever website. (Source: SnackFever) (Large preview)

This is a content-packed home page, even for mobile. A page like this must mean that they’re prepared to have visitors wade through all of the options and opportunities available on the website. As you know, this can be a gamble on mobile what with conversion rates historically lower on those devices.

Then, compare this to SnackFever’s free gift lead capture page:

SnackFever lead capture form
The lead capture form on the SnackFever website. (Source: SnackFever) (Large preview)

Only one swipe of the screen is needed to see the full page:

SnackFever lead capture page
The lead capture page on the SnackFever website. (Source: SnackFever) (Large preview)

Technically, this is a lead capture pop-up. However, on mobile, SnackFever has turned this into a full page design (which is a much better choice).

This is a pretty awesome example of why you should be designing different experiences for different devices.

You can see that this is much more succinct and easy to stay engaged with as it has a singular purpose. The goal here is to capture that lead ASAP. This is not designed to give them room to walk around the site and ponder other decisions.

This is exactly why you should be building lead capture pages away from the website. It doesn’t matter what kind of lead generation you’re using to lure visitors there:

  • eBooks, white papers and other custom reports
  • Courses or webinars
  • Checklists
  • Calculator or quiz results
  • Discounts or coupons
  • Demos or consultations
  • Free trials

By moving potential leads over to a distraction-free landing page full of highly targeted messaging and visuals, you can improve your chances of converting them into leads. It might not be a purchase, but you’ve helped them take that first step.

Design Tips For Lead Capture Pages On Mobile

Before you do anything else, I’d urge you to take a look at your website’s Google Analytics data. Specifically, go to Audience > Mobile > Overview and look for this:

Google Analytics mobile sessions
Google Analytics Mobile Session Duration data. (Source: Google Analytics) (Large preview)

This is the average amount of time your mobile visitors spend on your website.

This data point will be helpful in determining, realistically, how long you have to capture and hold the attention of your mobile visitors.

An even better way of doing this is to go to Behavior > Site Content > All Pages. Then, set the Secondary Dimension to Mobile (including Tablet) and click on the new dimension filter so that the “Yes” values go to the top:

Google Analytics mobile visitors per page
Google Analytics mobile visitor page- and time-related data. (Source: Google Analytics) (Large preview)

This lets you see how individual pages perform in terms of time on page with mobile visitors.

Look closely at any pages that have a strong and singular CTA, like a dedicated service or product page. You can use those times as an average benchmark for how long mobile visitors will stay engaged with a page that’s similarly structured (like your lead capture page).

Now that you have an idea of what your mobile visitors’ threshold is, you’ll be better prepared to design a lead capture page for mobile. The only thing is, though, it’s not that cut-and-dried.

I wish it were as easy to say:

  • Write a headline under 10 words.
  • Write a memorable description under 100 words.
  • Add a form.
  • Design an eye-catching button.
  • You’re done.

Instead, you’ll have to think dynamically about how your lead capture page will best convert visitors to it.

Here are the various things to consider as you design each part of your mobile landing page:

#1: Navigation

The navigation menu is a critical part of any website. It allows visitors to move around the site with ease while also gaining a better understanding of all that’s available within the walls of it.

But lead capture pages don’t exist within a website’s navigation. Visitors, instead, encounter promotional links or buttons on web pages, in emails, on social media and via paid ads in search. Upon clicking, they’re taken to a landing page that’s reminiscent of the website, but has a unique style of its own.

Now, the question is:

Should your lead capture page include the main website’s navigation atop it?

If the goal of a lead capture page is to capture leads, then it should have just one clickable call-to-action, right? Wouldn’t logic dictate that a navigation menu with links to other pages would serve as too much of a distraction? And what about the brand logo? After all, any other links will send the signal:

“Hey, it’s okay if you want to abandon this page.”

Instead of saying:

“We weren’t kidding. Look at how amazing this offer is. Scroll down and claim yours now.”

I’d say that the navigation should only be included when the website is already successfully converting visitors into paying customers/subscribers/members/readers. If the lead gen is merely there as a bonus element, then it’s not a big deal if visitors want to backtrack to the site.

The logo should be fine to keep as it’s more of a branding element than a competing link in this context though. Take, for instance, this sweepstakes giveaway on the Martha Stewart website:

Martha Stewart sweepstakes
Martha Stewart promotional ad for sweepstakes giveaway. (Source: Martha Stewart) (Large preview)

This clickable promotional element takes visitors to the lead capture page where the navigation element has disappeared and only the logo remains:

Martha Stewart lead capture page
Martha Stewart’s lead capture page for its sweepstakes giveaway. (Source: Martha Stewart) (Large preview)

In general, if you need this lead gen offer to truly be a vehicle to grow your email list, the navigation should not be there. Nor should other competing links that draw them away from conversion.

#2: Copy

All of the usual rules for typography in mobile web design apply here — that includes size, spacing, color and font face. All of the rules you’d adhere to in terms of formatting a page for mobile apply as well. For example:

  • Very succinct headlines;
  • Short and punchy paragraphs;
  • Bulleted or numbered lists to describe points quickly;
  • Header tags to break up large swaths of text;
  • Bolding, italics, hyperlinks and other stylized text to call attention to key areas.

What about the amount of copy on the page though? Typically, the answer for mobile is:

Write only as much copy as you need to.

That is indeed the case with mobile lead capture pages… but there’s a catch.

Some lead gens are easier to “sell”, which means you shouldn’t need much more than the following to get people to convert:

  • A short and descriptive headline;
  • A paragraph explaining why the lead gen is so valuable;
  • Three to five bullets breaking out the benefits;
  • A short form asking for the basics: name, email and maybe a phone number.
  • A brightly colored and personally worded call-to-action button.

There are other cases where the lead gen offer requires more convincing. Or when the brand behind it decides to use the page’s copy as a way to qualify leads. You’ll see this a lot if the lead gen is something that requires an investment of time on the part of the brand. For instance:

  • Product demos
  • Consultations or audits
  • Webinars (sometimes)

In these cases, it makes more sense to write a lengthy lead capture page. Even then, I go back and forth on this because I’m just not sure that’s the smartest move for mobile visitors. So, what I’m going to suggest is this:

If you’re building a lead capture page for a well-established brand that’s known for overly-long pages and whose leads are valued at over $1,000 each, a super lengthy lead capture page is fine.

If you’re building a lead capture page for a newish brand that simply wants to grow their email list fast, don’t make visitors wait to convert.

Get a look at this landing page from Nauto for a free eBook:

Nauto eBook
Nauto’s eBook lead capture page. (Source: Nauto) (Large preview)

It does a great job summarizing the lead gen offer above the fold. Scroll down one screenful and you’ll find this eye-catching form:

Nauto lead capture form
Nauto’s eBook lead capture form. (Source: Nauto) (Large preview)

It could’ve been as simple as that. However, Nauto continues on with more copy after the CTA:

Nauto post-form copy
Nauto includes additional copy after its lead capture form. (Source: Nauto) (Large preview)

What’s interesting here is that this part of the page essentially rewrites the intro at the top of the page. My guess is that they did this to strengthen the SEO of the page with a longer word count and a reiteration of the main keywords.

Either that or they found that visitors weren’t immediately filling out the form and needed a little more encouragement. That would explain why a couple more scrolls down take you through a closer look at the content of the eBook as well as another link to download it (which just returns you to the form):

Nauto post-form CTA
Nauto includes another CTA for the lead capture form. (Source: Nauto) (Large preview)

Clearly, you can still write a whole bunch of copy after the lead gen form, so long as there’s a good reason for it.

#3: Lead Capture Form

Nick Babich has a great piece on how to design forms for mobile. Although the guide pertains more to e-commerce checkout forms, the same basic principles apply here, too.

There are a number of other factors you should consider when designing forms to capture leads on a dedicated landing page.

Where should you place the form?

I’ve mostly answered that question in the above point about copy. But, if we want to be more specific, the lead capture form should always appear within no more than three swipes on mobile.

Realistically, the initial glance at a lead capture page should be an engaging visual element and headline. The next swipe down (if needed) should be an explainer paragraph and short list of benefits. Then, you should take them right to the form.

This is an example from GoToMeeting’s eBook lead capture page:

GoToMeeting engaging header design
GoToMeeting lead capture image and headline. (Source: GoToMeeting) (Large preview)

They’ve truncated all of those key intro elements into the top header design.

Can you write the labels differently?

No, labels should never be tampered with, especially on mobile. Keep them clear and to the point. Name. Email. Business. # of employees. Etc.

What you can and should do differently, though, is to create more engaging form titles and CTAs. Or you can encapsulate the form within brightly-colored borders.

The whole point of this page is to convert visitors on a single element. While you can’t play with the field labels, you can increase their engagement with the outlier text and design.

How many fields should you include?

The answer to this is always “only the ones that are necessary”. However, you don’t want to go too far towards the simple side if the purpose of the lead gen is to qualify leads.

If all you’re doing is growing an email list, sure, Name and Email will suffice. If your goal is to provide something of value to the people who really need it and, later, follow up and start them on the sales journey, the lead capture form needs to be longer.

Here’s another look at the GoToMeeting landing page:

GoToMeeting lead capture form
GoToMeeting’s lengthy lead capture form. (Source: GoToMeeting) (Large preview)

You can tell right away they’re not trying to give this eBook out to any and everyone. This is for a specific kind of business and they’re likely going to filter the leads they receive from it based on job title and country, too.

Don’t feel as though this is only something you can use for B2B websites either. Get a look at this custom wedding checklist lead capture form from Zola:

Zola lead capture form - your name
The first page of Zola’s lead capture form. (Source: Zola) (Large preview)

The first page of the form asks for your name. The second page of the form asks for your spouse-to-be’s name:

Zola lead capture form - spouse’s name
The second page of Zola’s lead capture form. (Source: Zola) (Large preview)

The final question then asks for your scheduled or tentative wedding day:

Zola lead capture form - wedding day
The third page of Zola’s lead capture form. (Source: Zola) (Large preview)

On the final page, Zola let’s you know that you can receive your custom wedding checklist if you’re willing to create an account:

Zola lead capture form - account required
Zola requires an email address and password before sending the custom checklist. (Source: Zola) (Large preview)

It’s a simple enough series of questions, but also not the kind you would find on most lead capture forms. So, don’t be afraid to break outside the norm if it improves the value of the lead gen offer for the visitor and helps your client collect better data on their leads.

#4: Trust Marks

Trust marks are often used around mobile e-commerce checkout forms. That makes a lot of sense since the goal is to make mobile visitors comfortable enough to buy something from their smartphones.

But are trust marks necessary for lead capture pages?

I think this boils down to what kind of lead gen you’re giving away and what kind of communication you intend to have with the lead after they’ve filled out the form.

Take the SnackFever example above. It’s a fun little game they’ve put on their site that exchanges a discount for an email address. There’s no reason for SnackFever to put a Norton Security or SSL trust mark next to the form. It’s very low stakes.

But when the lead gen’s value is dependent on the knowledge and skills of the company behind it, it’s very important to include trust marks on the page.

In this case, you want to demonstrate that there are satisfied customers (not leads) who are willing to vouch for the capabilities and prowess of the company. If you can leverage well-known brand logos and flattering testimonials from individuals, your landing page will more effectively capture the right kinds of leads (i.e. the ones willing to enter the sales funnel after they get their lead gen).

It’s no surprise that someone like Neil Patel would leverage these kinds of trust marks — he has a lot of high-profile and satisfied customers. It would be silly not to include them on his lead capture page.

This is the top of his “Yes, I Want More Traffic” lead capture page:

Neil Patel lead capture page
Neil Patel’s lead capture page sets the stage. (Source: Neil Patel) (Large preview)

It goes on and on like this for about a dozen scrolls. (As I mentioned before, if you’re known for writing overly long content on your site, you can get away with this.)

Neil Patel lead capture data
Neil Patel provides valuable data to demonstrate the value of his offer. (Source: Neil Patel) (Large preview)

Eventually, he gets to a point where he lets others tell the visitor why they should pursue this offer. The first block of trust marks come in the form of short quotes and logos from well-known companies:

Neil Patel customer quotes
Neil Patel shows off his high-profile clients and quotes they’ve provided about him. (Source: Neil Patel) (Large preview)

The next section puts the spotlight on “smaller” clients that are willing to divulge what kinds of impressive results Neil has gotten for them:

Neil Patel customer data and testimonials
Neil Patel includes data-driven testimonials from other clients. (Source: Neil Patel) (Large preview)

While I wouldn’t suggest the length or style of this page for your clients, I do think there’s a great lesson to be taken away here in terms of leveraging the words and reputations of a satisfied client base to build trust.

#5: Footer

While I have a hard time justifying the use of a navigation on a lead capture page, I actually do think a footer is a good idea. That said, I don’t think it should be the same as your website’s footer. Again, we want to avoid any design element stuffed full of links that can distract from the goal of the page.

Instead, you should use the footer to further establish trust with leads. Terms of Use, Privacy Policy, and other data management policy pages belong here.

I’m including this final example from Drift because, well, it’s the most unique lead capture “page” I’ve encountered thus far — and because the footer is as simple as they come.

This page promotes Drift’s upcoming and previous webinars:

Drift webinar link
A link to an older webinar by Drift. (Source: Drift) (Large preview)

If you attempt to “Watch the Recording” of an old webinar, it’s fair to assume that Drift is going to want to capture your email address. However, Drift is in the business of developing conversational marketing tools for business. While they could’ve created a conversational landing page (sort of like what Zola did with its form above), it went a different route:

Drift mobile chatbot
Drift’s chatbot asks visitors for their email address to get to the webinar. (Source: Drift) (Large preview)

Visitors interested in the webinar lead gen are taken to a DriftBot page. It’s very simple in design (as any chat interface should be) and includes the simplest of footers. While Drift’s link is there, the only other competition for attention is the “Privacy Policy” and it’s clear that Drift wants that to be an afterthought based on the font color choice.

One more thing I want to note about this example is that if you were to go through these same steps on the desktop website, DriftBot doesn’t ask you for an email address. It simply gives you a link:

Drift desktop chatbot
Drift’s desktop chatbot doesn’t ask for an email address. (Source: Drift) (Large preview)

This is further proof that you should be designing different experiences based on the expected outcomes on each device. In this case, they probably have data that shows that desktop visitors watch the webinar right away while mobile visitors wait until they’re on a larger-screened device.

Wrapping Up

While adhering to basic mobile design principles is the best thing to do when designing something new for your clients, be mindful of the purpose of the new element or page too.

As you can see in many of the examples above, there’s a stark difference between the kinds of lead gen offers your clients may want to share with visitors.

The simpler exchanges (e.g. give me your email/get this checklist) don’t require much deviation from the designs of other mobile web pages. More high stakes exchanges (e.g. give me your information/get a custom quote, consult or demo) may require some non-mobile-friendly design techniques.

I would suggest you do your research, see how long you can realistically hold your visitors’ attention on mobile and design it. Then, start A/B testing your design to experiment with form construction, page length, and so on. You may be surprised at what your mobile visitors will go for if the lead gen offer is juicy enough.

Smashing Editorial (ra, yk, il)
22 Apr 17:27

Inspiring Examples of B2B Influencer Marketing in Action

by Lee Odden

B2B Influencer Marketing Examples

B2B Influencer Marketing Examples While Instagram influencer marketing is expected to hit $8 billion in spend by 2020, the growth trajectory of influencer marketing is not limited to consumer brands. B2B companies are also realizing the value of collaborating with influential experts for marketing purposes and count the practice as one of the top 4 tactics planned for 2019, according to a study by Spiceworks of B2B tech marketers in North America and Europe. Many B2B brands are considering engaging influencers for marketing but are not clear on exactly how or what the best practices are. Having worked with B2B brands that range from Dell to SAP to LinkedIn on influencer marketing programs over the past 6 years, I’ve had a chance to dig deep into exactly what makes influencer marketing work for B2B. To help illustrate how business brands we work with are driving results with influencer marketing, I’ve pulled together ten examples of B2B companies that represent a mix of approaches and performance outcomes.

B2B tech marketers’ adoption of influencer marketing is expected to grow to 48% by the end of 2019. @marketingcharts

Prophix Influencer Marketing Example

1. Prophix - Driving a Message of Innovation and Influence with Interactive Audio

Situation: Prophix is a corporate performance management software solutions company serving the finance industry. They believed that finance leaders have the opportunity to shape the future of business and take a more prominent seat at the leadership table. Artificial Intelligence (AI) and Machine Learning will be critical to the innovation of finance, so Prophix wanted to start conversations and answer key questions on the role of AI in the next evolution of finance amongst its target audience. Solution: To build thought leadership for the brand around AI and ML innovations in finance amongst its audience, experts collaborated to co-create an industry resource. To add a tech-savvy flavor to the content experience of this resource, a simulated AI personality voice named Penny was created to help users navigate a microsite featuring industry experts. The site was titled, Adapt & Innovate: AI and the Next Evolution of Finance. The microsite was complemented with a mix of content including promotional motion graphics video, email promotions, landing page, supporting blog content, social content and custom graphics for the contributing influencers to share. Results: 642% increase in engagement, new relationships with top influencers and numerous conversations amongst the target audience about AI and finance in connection with the Prophix brand. DivvyHQ Influencer Marketing Example

2. DivvyHQ - Create Thought Leadership & Lead Gen Momentum with Multi-Campaign Influencer Program

Situation: As an award-winning content planning and marketing software company, DivvyHQ wanted to elevate its reputation and more actively engage potential buyers. Solution: A survey was conducted to surface top challenges and insights around content planning and marketing, sparking a multi-campaign program focused on future-proofing content marketing that included over 30 marketing influencers. Each of the 5 campaigns focused on content and influencers specific to the topic ranging from the research report to a strategy ebook to a series of video interviews about content planning. The final campaign repurposed the “best of content” from the first 4 campaigns into an interactive microsite using a Back to the Future theme. Each campaign was supported by blog posts, organic social content, influencer promotion and some paid social. Results: Each campaign exceeded goals including 300% more downloads of the research report, hitting some KPI goals within a week of publishing, thousands of video views, new relationships with top marketing industry influencers and 140% of one conversion KPI within a week of publishing. Introhive Influencer Marketing Example

3. Introhive - Improve Lead Quality with Influencer Insights and Research

Situation: The legal industry has been slow to adopt Customer Relationship Management (CRM) systems, something that Introhive, an automation solutions provider wanted to change. Solution: With the goals of raising awareness and leads from the legal community, Introhive wanted to engage the audience they were marketing to through an industry survey and insights. The survey identified the top challenges and Introhive designed a Playbook to solve those problems with a combination of brand insight and expertise from speakers at the industry’s Legal Marketing Association event. During the conference, the contributors shared the playbook and Introhive promoted it using the event hashtag. Additional pieces of the content mix included 12 blog posts, landing page, organic and influencer social shares, paid social and email promotions. Results: Improved marketing qualified lead quality, more playbook downloads in the first month than in the entire lifetime of previous reports, nearly 50% of all brand blog content views for the quarter and an 85% increase in new Twitter followers. Cherwell Software Influencer Marketing Example

4. Cherwell Software - Achieve Thought Leadership, Engagement & Lead Gen Goals with Influence Optimization

Situation: With ambitious objectives to continue its rapid growth, Cherwell Software wanted to increase brand awareness as a leading ITSM software provider and develop a network of IT influencers. Solution: Using insights gained from research of target accounts, 15 influencers were researched, identified and engaged to co-create content and promotions around next-generation IT Service Management. The content mix included blog posts, IT Service Management 2020 ebook, landing page and both paid/organic social content for influencers to share. Results: The ebook was viewed 170% more often than previous assets and shared nearly 2,000 times. Additionally, this one campaign was accountable for 22% of all sales leads for the entire year. SAP SuccessFactors Influencer Marketing Example

5. SAP SuccessFactors - Increase Performance with a More Sophisticated Influencer Mix

Situation: Wellness programs are common but SAP SuccessFactors wanted to accentuate the importance of employee wellness from a more holistic approach to wellbeing. Solution: To raise awareness of their health care management suite, SAP SuccessFactors developed a program to share relevant, useful and actionable insights about wellbeing from trusted experts, peers and even one business celebrity. Just as the best wellness solutions are holistic, so was this approach to partnering with influencers including industry influencers, internal experts, SAP partners and clients. The content mix included an ebook titled The True Impact of Health and Well-Being featuring 10 influencers, motion graphics, landing page, social content for the brand and influencers to share. Results: 272% increase over the goal and a 68% conversion rate on the ebook downloads. Influencer shares represented 86% of all ebook views and 69% of the conversions. Dell Technologies Influencer Marketing Example

6. Dell Technologies - Increase Brand Thought Leadership with Influencer Interview Podcast

Situation: While many companies focus on working with influencers, Dell Technologies wanted to partner with industry influencers to simultaneously create useful content for their customers and increase the influence of their internal experts. Solution: Dell has developed relationships with a network of influencers including Mark Schaefer and Doug Karr, who host the Dell Luminaries podcast. Their discussions with technology visionaries from inside Dell and out, putting a human face on technology innovation. Results: The Dell Luminaries project effectively created a single platform to bring voices from multiple companies under the Dell brand together following a common thread while staying true to their individual expertise and influence. 3M Influencer Marketing Example

7. 3M - Humanize Science with Influencers and a Podcast

Situation: Science can seem out of reach to many and 3M wanted to make the innovations and complexities of science accessible to the everyday person. Solution: 3M conducted the largest ever science study about global attitudes about science, the State of Science Index research report along with the launch of 3M’s first podcast: Science Champions Podcast. Hosted by 3M’s Chief Science Advocate, Jayshree Seth, the first season of the podcast featured twenty one science experts and influencers on topics ranging from an introduction to science in everyday life to careers in science. Results: Outside of creating relationships with science influencers and showcasing an internal influencer, the Science Champions podcast exceeded all expectations for downloads and engagement, resulting in the launch of season two in March 2019. CMI Influencer Marketing Example

8. Content Marketing Institute - Activate Event Awareness & Engagement with Themed Influencer Content

Situation: There are many choices for marketers to attend industry events and Content Marketing Institute wanted to create broader awareness of its conference and showcase its speakers in a way that tapped their influence and helped them become more influential. Solution: Many months before the conference, a selection of content marketing speakers were identified and engaged to share their expertise on specific content marketing topics. With a conference theme of “Game on", the 36 influential marketing speakers’ contributions were assembled into a 48 page ebook called The Ultimate Guide to Conquering Content Marketing with a retro video game theme. Each section of the ebook was supported by corresponding animation videos using an 8-bit video game theme featuring game character avatars for each influencer. The content mix also included 6 long-form interviews, multiple promotional blog posts, email marketing, custom social graphics for the brand and influencers to share, organic and paid social promotion. Results: A 258% increase in views of the main ebook asset and over 30,000 views of the promotional 8-bit video game interviews. SAP Leonardo Influencer Marketing Example

9. SAP - Create New Platform Thought Leadership & Credibility with Influencers

Situation: SAP launched its Leonardo platform at the annual SAPPHIRE conference. With an event this large, key announcements can blur in the noise of communications. SAP wanted to launch Leonardo as a transformative technology vision. Solution: An interactive experience called The Path to Digital Innovation was created showcasing SAP CEO Bill McDermott and 32 top industry influencers sharing insights across transformative technologies including IoT, machine learning, AI, blockchain, analytics, big data and cloud. Results: 100% of participating influencers shared the Leonardo Path to Digital Innovation content, many of them multiple times. Reach was unprecedented, with over 21 million views of the interactive experience.

Where Does B2B Influencer Marketing Go From Here?

In the research report, Influence 2.0: The Future of Influencer Marketing by Altimeter Group’s Brian Solis, 48% of B2C companies are running ongoing influencer marketing programs vs. only 11% of B2B brands. Nearly half of B2B brands are still in the experimentation stage, according to the study, which was conducted by Traackr and TopRank Marketing. But this trend is changing and more B2B brands are realizing that while different than B2C, working with influencers in a business to business context represents a significant opportunity to create more credible content that can be promoted to interested buyers by people they trust. Many of the examples in this article started with customer research and added outside expert commentary in a way that was relevant to both the brand and the audience. This shift in focus from the brand talking about itself towards a more collaborative approach involving external and internal influencers represents a key change successful B2B marketers have realized. Trends come and go, but the value of trusted sources of information to customers looking for solutions couldn’t be any more timeless. For more information about how TopRank Marketing works with B2B brands to improve industry awareness, increase influence and community engagement, drive leads and sales by partnering with industry experts, check out the influencer marketing section of our website. A version of this post originally published on the Digital Marketing Institute website.

The post Inspiring Examples of B2B Influencer Marketing in Action appeared first on Online Marketing Blog - TopRank®.

22 Apr 17:27

ABM Supports – But Doesn’t Create – Better Sales-Marketing Alignment

by David Dodd

Some pundits contend that account-based marketing will create better alignment between marketing and sales. In reality, ABM can be a catalyst for improving sales-marketing alignment, but it won’t cause such improved alignment to magically materialize. The adoption of ABM will quickly uncover weaknesses in the relationship between your marketing and sales teams, and that’s a good thing. Here’s why.

One of the key requirements for successful account-based marketing is coordinated efforts by business functions that have historically operated more or less independently. The need for teamwork routinely involves marketing, business development, and sales, and when ABM is used to expand relationships with existing customers, it will also extend to the customer success/customer service functions.

To reap the maximum benefits from ABM, marketing, business development, and sales must jointly develop an engagement plan for each target account. This account plan will usually span several weeks to several months, and will likely include activities by all three functions that must be closely coordinated. In addition, these business functions must be ready to make on-the-fly adjustments to the account plan based on actual buyer responses and changing business conditions at each account.

Therefore, successful ABM requires multiple business functions to work collaboratively on an ongoing basis. This level of coordination is challenging for many companies because it represents a major change in how they have traditionally engaged and managed sales leads.

In many B2B companies, the demand generation process involves a series of “hand-offs” from one business function to another. In essence, the process assumes that marketing, business development, and sales will engage potential buyers sequentially. The metaphor often used is a relay race in which each member of the relay team runs for a specified distance, and then passes the baton to the next runner. The relay race approach has never been the best way to manage demand generation, and it is particularly problematic when used with ABM.

The adoption of ABM has an effect that is similar to reducing the work-in-process inventories in the manufacturing process.

ABM “Lowers the Water Level”

In the discipline of lean manufacturing, inventory is one of the seven primary sources of waste, and most lean practitioners are always looking for ways to reduce inventory levels. To explain one role that inventories play, lean experts use a “rocks in the river” analogy.

In this analogy, inventory is like the water level in a river. As long as the water level is high enough, boats on the river will easily float over any rocks in the stream bed. The high water level makes the rocks invisible and also eliminates the danger they would otherwise pose for boats navigating the river. But if the water level is lowered, the rocks become visible, and the danger they pose becomes clear.

Lean experts say that inventory in a manufacturing system often conceals problems in the manufacturing process. High inventory levels also alleviate the immediate pain caused by the problems, but at a high cost. When inventory levels are lowered, the real problems become visible, and the ramifications of those problems become apparent. So in lean manufacturing, reducing inventories (“lowering the water level”) not only eliminates waste, but it also points company managers to the real problems that need to be solved.

The adoption of account-based marketing works in a similar way. Because successful ABM demands an unprecedented level of collaboration and coordination across multiple business functions, any lack of collaboration or coordination will quickly become visible. And this will enable company leaders to address the specific problems that are holding back the success of their ABM program.

The bottom line is, ABM can be a catalyst for improving the relationship between marketing, sales, and other business functions because it makes weaknesses in those relationships visible and addressable.

Image courtesy of monikomad via Flickr CC.

Originally published here.

19 Apr 17:36

How to Set Sales and Marketing Goals

by Heather Quitos

For sales and marketing teams, setting goals is not just a habitual exercise—it’s a foundation for how these teams will execute in the next month, quarter, and year. If you feel that your sales or marketing team is continually struggling to set goals that you can reach (or even exceed), it might be that the goals your sales and marketing teams have set aren’t aligned with each other.

Without coordination between sales and marketing, your teams are working in silos to achieve different things. Marketing might be focused on long-term goals centered on building brand awareness, growing market share, and nurturing leads. Meanwhile, sales has set short-term goals meant to reach quotas, develop the pipeline, and close opportunities quickly.

Setting goals that aren’t aligned creates disappointment and misunderstanding between the teams—which usually leads to failure to reach team goals and accomplish the company’s overarching goals. When 30 to 40 percent of business revenue is spent on sales and marketing, creating alignment means creating efficiency and optimization of that spend.

Think of the relationship between sales and marketing as the relationship between a baseball pitcher and catcher: They need each other to work together and achieve success—and without either of them, the team is incomplete.

Sales and Marketing Collectively Setting Goals

What does it look like when sales and marketing work together to set goals?

  • They seek to understand each other’s priorities so they can set goals that complement each other. Both teams win when marketing helps sales close deals by providing the materials that prospective buyers want. This concept of sales enablement is an emerging need: Only 37 percent of marketers and 16 percent of sales teams felt it was a top priority in 2018.
  • They have a mutual understanding and agreement of lead stages. Both teams should have a say in what qualifies someone as a marketing qualified lead (MQL) or a sales qualified lead. When marketing sets an MQL definition without talking to sales, it can create problems—without sales input, a lead considered marketing qualified may not actually be qualified enough for the sales team to move forward with the selling process. Marketing then feels that sales is ignoring their leads, and sales feels that marketing is not providing the right type of leads.
  • They both set the customer as the priority and work with each other to build goals with the customer in mind. Because the sales team talks with customers regularly, they are the best source of critical information about what content or materials qualified leads need. The marketing team can review the sales funnel to identify areas where prospects are stalling or falling out. A look into the funnel allows marketing to find areas that they can address with better messaging, content, pricing, or other tactics.
  • They develop a service level agreement (SLA) between the two teams. An SLA is a great way to ensure that marketing brings leads to sales in a timely manner, that sales has enough time to follow up, and that marketing knows the tactics to execute if a lead needs further nurturing. This agreement serves as a playbook that keeps both teams accountable to their responsibilities.

A Collective Discussion on Goal Setting

Once you have sales and marketing in agreement that their goals should work in tandem, what steps do you take to actually set those goals?

First, you’ll need to bring both sales and marketing into the same room to have a transparent conversation about goals and initiatives. It’s important in this meeting to give equal time to both teams so that the meeting is not perceived as a marketing-driven meeting that sales is simply invited to, or vice versa. The objective of this meeting is for sales and marketing to work together to develop aligned goals and not play the blame game.

Next, discuss these goals in a SMART context. The SMART goal framework is well-known: The goals are set with specific, measurable, attainable, realistic, and time-based criteria. Sometimes, it’s easy to get caught up in the excitement of the upcoming initiatives and lose sight of the attainable and realistic characteristics of a goal. That’s why it’s crucial to have sales and marketing communicate and collaborate; each team can provide a check to the other on whether the goal is attainable.

Another useful framework to set goals is FAST, which was recently researched by the MIT Sloan Management Review and has been used by companies such as Google, Intel, and Anheuser-Busch InBev. Goals that are FAST are frequently discussed, ambitious, specific, and transparent. In the context of goal setting for sales and marketing, discussion and transparency are key. Consistent discussion helps create a feedback loop for what is working and what is not. Being transparent about your goals helps coordinate across teams to reduce redundancies and inefficiencies.

Setting Sales and Marketing Goals

Finally, it’s time to set those goals. What factors should your team—whether you’re in marketing or sales—consider when determining which goals to set?

  • What do you want your team to accomplish this year, and why is it important?
  • What initiatives can your team work on to accomplish these goals?
  • What is stopping you from completing these initiatives? Will you need additional resources, information, data, analytics, or something else?
  • How can the other team help you achieve this goal?

Let’s say a marketing goal is to increase the conversion rate from lead to marketing qualified leads by 5 percent in the next quarter. This goal is important for the team because it will provide opportunities for revenue growth while helping build the company’s long-term brand awareness.

Initiatives to support this goal could include conversion rate optimization of the website, building a paid search strategy, or developing new bottom-of-the-funnel content.

Where are the potential roadblocks to executing these initiatives? Maybe the marketing team isn’t sure how visitors are referred to the website, maybe they need help validating industry trends, or maybe they don’t have visibility into where prospects are disengaging with sales at the bottom of the funnel.

To help marketing achieve its goal—which in turn will help the sales team gain more leads—sales can provide insight into the conversations they have with customers. The reps can share what customers are talking about, what they are worried about, what kinds of resources they’re already asking for, and how they found out about the company. The same process can then occur for sales goals; the sales leaders decide the priorities they will work on and where marketing can help support those goals.

With sales and marketing alignment, your company not only increases its chances to turn leads into business, but also creates a cooperation among the teams that allows each team’s efforts to flourish together.

19 Apr 17:35

Company Growth Strategy: 7 Key Steps for Business Growth & Expansion

by sujitsu@gmail.com (Sujan Patel)

A concrete business growth strategy is more than a marketing effort. It’s a crucial cog in your business machine. Without one, you’re at the mercy of a fickle consumer base and market fluctuations.

So, how do you plan to grow?

If you’re unsure about the steps needed to craft an effective growth strategy, I’ve got you covered.

Download Now: Free Growth Strategy Template

Table of Contents

Why You Need a Business Growth Plan

So why do I think building a business growth plan is so crucial, even for established businesses?

There are so many reasons, but here are three that apply to almost all companies at some point:

  • Funding. Functionally, most businesses are always on the lookout for investors. You’ll have an advantage if you present a solid growth plan to convince them. Most expect it.
  • Insurance. Growth creates financial padding, like a forcefield to protect your business when unexpected issues crop up. The economic upheaval for brick-and-mortar businesses in 2020 is a perfect example.
  • Credibility and creditability. For brand new businesses, getting a loan and making sure you can repay your bank is at the top of the priority list. There’s no real profit until that debt is managed. Having a growth plan will not only help you secure a business loan, but it will also be there to refer to so you’ll know what to do to continue making your payments.

For the majority of businesses, growth is the main objective. Business decisions are often made based on what would contribute to the company’s continued growth and overall success.

Several methods can facilitate growth, which I’ll explain more about below.

Types of Business Growth

As a business owner, you’ll have several avenues for growth. Business growth can be broken down into the following categories:

1. Organic

With organic growth, a company expands through its operations using its internal resources. This is in contrast to seeking external resources to facilitate growth.

An example of organic growth is making production more efficient so you can produce more within a shorter time frame. This means more sales with half the effort.

A perk of using organic growth is that it relies on self-sufficiency and avoids taking on debt. Additionally, the increased revenue created from organic growth can help fund more strategic growth methods later on.

Example: Organic growth could be putting some of your revenue aside to purchase a second machine. A second machine would double your production without debt. This increases your ability to take on larger orders. This way, you create more revenue to invest in a third machine or fund another growth strategy.

2. Strategic

Strategic growth involves developing initiatives that will help your business grow long-term. An example of strategic growth could be creating a new product or a market strategy to target a new audience.

Strategic initiatives often require significant resources and funding. Businesses usually take an organic approach first, hoping their efforts will generate enough capital to invest in future strategic growth initiatives.

Pro tip: Strategic growth can be a major endeavor, depending on the size of your business. Be prepared to learn a lot, work hard, and see slow development. Or, hire a skilled employee to work hard at it for quicker results.

Another option is to spend the money on a user-friendly platform you or an employee can manage. Strategic growth is easily a full-time job for anyone, if not for a team of professionals.

3. Internal

An internal growth strategy helps optimize internal business processes to increase revenue. This strategy relies on companies using their own internal resources.

Internal growth strategy is all about using existing resources in the most purposeful way possible.

Internal growth can be challenging because it forces companies to look at how their processes can be improved for efficiency rather than focusing on external factors like entering new markets to facilitate growth.

Example: Cutting wasteful spending and running a leaner operation by automating sales with AI is an example of internal growth.

4. Mergers, Partnerships, Acquisitions

Although riskier than the other growth types, mergers, partnerships, and acquisitions can come with high rewards.

There’s strength in numbers. A well-executed merger, partnership, or acquisition can help your business break into a new market. You can also expand your customer base or increase your products and services.

A company’s industry and target market influence its chosen growth strategies.

To create a strategy, consider the available options and strategically work them into your business plan. Depending on the kind of company you’re building, your growth strategy might include aspects like:

  • Adding new locations.
  • Investing in customer acquisition.
  • Franchising opportunities.
  • Product line expansions.
  • Selling products online across multiple platforms.

Pro tip: Your particular industry and target market will influence your decisions, but it’s almost universally true that new customer acquisition will play a sizable role.

That said, you can adopt different types of overarching growth strategies before making a specific choice, such as adding new locations. Let’s take a look.

Types of Business Growth Strategies

There are several general growth strategies that your organization can pursue. Some strategies may work in tandem. For instance, a customer and market growth strategy will typically go hand-in-hand.

Revenue Growth Strategy

A revenue growth strategy is an organization’s plan to increase revenue over a time period, such as year-over-year. Businesses pursuing a revenue growth strategy may:

Specific revenue growth tactics may include:

  • Investing in sales training programs to boost close rates.
  • Leveraging technology to improve sales forecasting reports.
  • Using lower-cost marketing strategies to lower customer acquisition costs.
  • Continuing to train customer service reps to increase customer retention.
  • Partnering with another company to promote your products and services.

Pro tip: Revenue for the sake of personal income is often essential at the start of a business, and end of a business to use as enticement for selling the company. While you look to the future with your company running, it’s wise to use revenue growth toward continued overall business growth.

Customer Growth Strategy

A customer growth strategy is an organization’s plan to boost new customer acquisitions over a time period, such as month-over-month.

Businesses pursuing a customer growth strategy may be more open to making large strategic investments, as long as the investments lead to greater customer acquisitions.

For this strategy, you might track:

With new customer sign-ups as the North Star metric, you might spend more on marketing, sales, and CX.

Specific customer growth tactics may include:

  • Investing in your marketing and sales organization’s headcount.
  • Increasing advertising and marketing spend.
  • Opening new locations in a promising market you’ve not yet reached.
  • Adding new product lines and services.
  • Adopting a discount or freemium pricing strategy.
  • Tracking metrics such as churn rates, CLV, and monthly recurring revenue (MRR).

Pro tip: Remember that it’s about people. Market research tools such as trend monitoring can help keep you aware of what your target audiences are genuinely interested in. This way, you can personalize your marketing to meet their needs.

Marketing Growth Strategy

A marketing growth strategy is similar, but not the same as, a market development strategy. This strategy is an organization’s plan to increase its total addressable market (TAM) and increase existing market share.

Businesses pursuing a marketing growth strategy will research different verticals, such as:

  • Customer types.
  • Audiences.
  • Regions.

This helps give brands a measure of the viability of a market expansion.

Specific marketing growth tactics may include:

  • Rebranding the business to appeal to a new audience.
  • Launching new products to appeal to buyers in a different market.
  • Opening new locations in other regions.
  • Adopting a different marketing strategy, like local marketing or event marketing, to appeal to other markets.
  • Becoming a franchisor so that individual business owners can buy franchises from you.

Pro tip: The idea here is to get a bigger slice of the pie by growing into already established markets. Instead of finding new markets, this strategy finds space in existing ones.

1. Use a growth strategy template [Free Tool].

Download HubSpot’s Free Business Growth Strategy Template

With any new venture, you need to document your steps. I recommend downloading this free Growth Strategy Template and working off the included section prompts to outline your intended process for growth in your organization.

New business ventures are 260% more likely to launch if they have a business plan and 30% more likely to grow when they have a plan for it. You can still run, but plan your route first!

2. Choose your targeted area of growth.

Your business growth plan should hone in on specific areas of growth. Common focuses of strategic growth initiatives might include:

  • Growth in employee headcount.
  • Expansion of current office, retail, or warehouse space.
  • The addition of new locations or branches of your business.
  • Expansion into new regions, locations, cities, or countries.
  • The addition of new products and services.
  • Expanding purchase locations, like in-store or online.
  • Growth in revenue and/or profit.
  • Growth of customer base.
  • Customer acquisition rate.

Your growth plan may encompass more than one of the initiatives outlined above, which makes sense — the best growth doesn’t happen in a vacuum. For example, growing your unit sales will result in revenue growth — and possibly additional locations and headcount to support the increased sales.

Pro tip: Geographical spread is popular right now. In a 2023 Forbes survey, 79% of business owners focused on expanding into new geographies. Of small brick-and-mortar and online sellers, 90% want to do the same. Expanding your geographic footprint might be a good option!

3. Conduct market and industry research.

Researching the state of your industry is the best way to determine if your desired growth is both necessary and feasible. Conduct research by:

  • Running surveys.
  • Hosting focus groups with existing and potential customers.
  • Digging into existing industry research.

The knowledge and facts you uncover in this step will shape the expectations and growth goals for this project to better determine a timeline, budget, and ultimate goal.

4. Set growth goals.

The next step is to determine how much you’ll be growing. To do that, you’ll need to set goals.

These goals should be based on your endgame aspirations of where you ideally want your organization to be. Your goals should also be achievable and realistic, which is why setting a goal based on industry research is so important.

Take the steps to quantify your goals in terms of metrics and timeline. For example, your goal may be to “grow sales by 30% quarter-over-quarter for the next three years” instead of just “increasing sales.”

Pro tip: Try to be SMART about your goals. Make them Specific, Measurable, Achievable, Relevant, and Timely based on the results of your market research.

5. Plan your course of action.

Next, outline how you’ll achieve your growth goals with a detailed growth strategy. Again, I suggest writing out a detailed growth strategy plan to gain the understanding and buy-in of your team.

Download this Template

This action plan should contain a list of:

  • Action items.
  • Deadlines.
  • Teams or persons responsible.
  • Resources for attaining your growth goal.

6. Determine your growth tools and requirements.

The last step before acting on your plan is determining any requirements your team will need through the process. These specific resources will help you meet your growth goals faster and more accurately. Examples might include:

  • Funding. Organizations may need a capital investment or an internal budget allocation to see this project through.
  • Tools & Software. Consider what technological resources may be needed to expedite and/or gain insights from the growth process.
  • Services. Growth may be better achieved with the help of consultants, designers, or planners in a specific field.

7. Execute your plan.

With all of your planning, resourcing, and goal-setting complete, you’re ready to execute your business growth plan and deliver results for the company.

Make sure to:

  • Holding your stakeholders accountable.
  • Keep the line of communication open.
  • Compare initial results to your forecasted growth goals to see if your projected results are still achievable.
  • Adjust, if necessary.

Your growth plan and the tactics you leverage will ultimately be specific to your business, but there are some universal strategies you can implement when getting started.

Companies can implement different growth strategies to expand a business and its revenue. Check out this list of company growth strategy examples.

growth strategies

1. Viral Loops

Some growth strategies are tailored to be completely self-sustainable. They require an initial push but ultimately rely primarily (if not solely) on users’ enthusiasm to keep them going. One strategy that fits that bill is the viral loop.

The basic premise of a viral loop is straightforward:

  • Someone tries your product.
  • They're offered a valuable incentive to share it with others.
  • They accept and share with their network.
  • New users sign up, see the incentive for themselves, and share with their networks.
  • Repeat.

Ideally, your incentive will be compelling enough for users to actively and enthusiastically encourage their friends and family to get on board. At its best, a viral loop is a self-perpetuating acquisition machine, operating 24/7.

That said, viral loops are not guaranteed to go viral. And they’ve become less effective as they’ve become more commonplace. However, the potential is still there.

Part of the appeal is that the viral loop flips the traditional funnel upside-down:

traditional funnel vs. viral funnel

What we like: Instead of needing as many leads as possible at the top, a viral loop funnel requires just one satisfied user to share with others. The system continues growing as long as every referral results in at least 1.1 new users.

Viral Loop Example: Dropbox

company growth, viral loop dropbox

Source

Dropbox is one product I use that uses viral loops as a growth strategy. Here’s how I fit into the company’s viral loop:

  • I tried Dropbox as a cloud storage solution.
  • I saw that I could get 500MB of free space for each successful Dropbox referral.
  • I sent a referral link to my friends.
  • Some of them signed up and used the same referral program with their networks.

The incentive is strong enough to drive new people to sign up, increasing the number of Dropbox users as a whole.

2. Milestone Referrals

The milestone referral model is similar to the viral loop. It relies on incentives to kickstart and sustain it. But milestone referrals add a more intricate, progressive element to the process.

Companies that leverage viral loops generally offer a flat, consistent offer for individual referrals. Milestone referrals, though, offer rewards for hitting specific benchmarks.

In many cases, “milestones” are metrics like the number of referred friends.

A business might include different or increasingly enticing incentives with more referrals, iinstead of a fixed incentive for each referral. For example, if a customer refers ten friends, they’ll receive a better reward compared to those who only refer two new people.

What we like: This strategy adds an engaging element to the referral process. When done right, milestone referrals are simple to share with relatively straightforward objectives and enticing, tangible products as rewards.

Milestone Referral Example: Morning Brew

I’m a huge Morning Brew fan. In fact, I start my day with the Daily Brew and my cup of coffee. However, I didn’t know the site had a milestone referral program until I began researching for this article.

company growth, milestone referral morning brew

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The more people who sign up using my referral code, the better swag I get. Three referrals get me a sticker pack. Five earn me a tote bag. And with 25 referrals, I’ll get mailed a backpack. This system gamifies referral for a product that’s free, making people more likely to share Morning brew.

3. Word-of-Mouth

Word-of-mouth is organic and effective. Recommendations from friends and family are some of the most powerful incentives for consumers to purchase or try a product or service.

The secret of word-of-mouth’s effectiveness lies in a deeply rooted psychological bias: we think others know best.

That’s why social proof is so effective. Social proof is central to successful sales copywriting and broader content marketing efforts because it says, “Hey, people trust us.”

Businesses know in today's customer-driven world, a single negative blog or social media post can compromise an entire marketing effort.

Pete Blackshaw, the father of digital word-of-mouth growth, says, “Satisfied customers tell three friends; angry customers tell 3,000.”

Pro tip: The key to word-of-mouth is to focus on a positive user experience. You need to grow a base of satisfied customers and sustain the wave of loyal feedback that comes with it. With this method, you have to focus on delivering a spectacular user experience, and users will spread the word for you.

Word of Mouth Example: Salud

company growth, word of mouth salud

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When I felt the early stages of a scratchy throat, I used to reach for Vitamin C tablets or mix-in powders. However, a friend recently brought over a few packets of Salud, a brand of beverage mixes that have hydration and immunity beverages.

I loved how these packets tasted, inspired by Latin flavors common in aguas frescas. Now, I keep a few in my cabinet. And, I’m not the only one in my social circle with Salud. I’ve noticed it in my other friends’ cabinets, showing the power of word of mouth.

4. The “When They Zig, We Zag” Approach

Sometimes, a company's best growth strategy is to offer a unique experience that sets it apart from other businesses in its space.

Say your company developed an app for transitioning playlists between music streaming apps. Assume you have a few competitors who all generate revenue through ads and paid subscriptions — both of which frustrate users.

In that case, you might be best off trying to shed some of the baggage that customers run into trouble with when using your competitors' programs. If your service is paid, you could consider offering a free trial of an ad-free experience from the start.

What we like: The point here is that there's often a lot of value and opportunity in differentiating yourself. If you can “zig when they zag,” you can capture consumers’ attention and capitalize on their shifting interests.

Zig Zag Example: Octave

growth strategy, zig zag approach, octave

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Online mental health is a space with a lot of competition. BetterHelp, Talkspace, and Modern Health all offer online counseling sessions. However, when a friend of mine started talking about Octave, my ears perked up.

Octave allows users to put in their insurance information and find therapists who are in-network for their healthcare plans. You don’t have to pay any additional fees to use the platform. Octave helped my friend find a therapist who actually accepts her insurance without a premium fee or surcharge.

This insurance angle differentiates Octave from digital mental health competitors. Its focus on mental health is more specific than doctor search sites like Zocdoc, showing the power of differentiation as a growth engine.

5. In-Person Outreach

Adding a human element to your growth strategy can help set things in motion for your business, and it’s highly effective.

Prospects are often receptive to a personal approach. And nothing is more personal than immediate, face-to-face interactions. Personally interacting with potential customers can be a great way to get your business the traction it needs to get going.

This could mean:

  • Hosting or sponsoring events.
  • Attending conferences relevant to your space.
  • Hiring brand ambassadors.

In reality, it’s any other way to directly and strategically reach out to your target demographic in person.

What we like: With consumers used to being saturated with ads, in-person outreach shakes things up and will stand out to them.

In-Person Outreach Example: Conferences

If you want an example of in-person outreach in action, look no further than Inbound, HubSpot’s annual conference. Sponsors of the event have booths where they can demo products for interested business leaders. They can also give out swag and answer questions, getting in front of potential customers.

6. Market Penetration

Competition is a necessary part of business, but it can be tough going.

Imagine that two companies in the same industry are targeting the same consumers. Typically, whatever customers Business A has, Business B does not. Market penetration is a strategy that builds off of this tug-of-war.

Market penetration increases the market share of a product within the given industry. Market share refers to the percentage of total sales in an industry generated by a company.

Market Penetration Example: Coca-Cola

Coca-Cola, the most popular carbonated beverage in the United States, has a 42.8% market share. If competitors like Pepsi and Sprite wanted to increase market penetration, they would need to increase market share. This increase would imply that they are acquiring customers who previously bought Coca-Cola or other carbonated beverage brands.

Pro tip: While lowering prices and advertising are two costly yet effective tactics to increase market share, they are part of businesses' methods for overall sales and customer retention.

7. Market Development

If a company feels as if they have plateaued and its current market no longer has room for growth, it might switch strategies from market penetration to market development.

Market development strategies help businesses to tap into a new markets and territories by creating new products or finding innovatise uses for a project.

Pro tip: Brainstorm adjacent products or services you could offer to expand into new markets.

Market Penetration Example: Uber

Uber launched in 2009 as a rideshare company, allowing people with cars to pickup passengers as a gig. In 2014, the company expanded its offerings with UberEats, allowing customers to order food and have it delivered — even if the restaurant does not directly offer delivery. Two years later, the company launched Uber Freight, an app that matches cargo carriers with shippers.

This growth is still underway today. In 2025, Uber expanded

  • A program that serves teen riders to 26 new countries.
  • A Shopper Pick & Pack program that allows gig workers to shop for orders and hand off completed bags to couriers.
  • A Broker Access capacity-as-a-service solution that gives freight brokers direct access to the company’s technology platform.

The company started as a way to get passengers to their destinations. Uber expanded their idea and has become one of the biggest names in mobility today.

8. Product Development

For growth, many businesses need to introduce something new. Product development allows companies to attract new customers and retain existing ones by creating a new product or enhancing an existing one.

Pro tip: While this is one of the most common ways a business grows, be sure you’re listening to your customers so you know what they’re looking for.

Product Development Example: Apple

Tech giant Apple doesn’t just make a product and rest on its laurels. The company invests major time and money into product development. According to Statista, the company spent $31.4 billion on research and development in 2024. The goal here is to improve products so people stay loyal to the brand or add another Apple device to their tech stack.

9. Growth Alliances

Growth alliances are strategic collaborations between companies. They further the growth goals of the involved parties.

Pro tip: To make a growth alliance, look for an adjacent business that already serves your target audience (and vice versa) to benefit you both.

Growth Alliances Example: Sephora and Ulta

Sephora partnered with retailer Kohl’s in 2020, starting a growth alliance that benefitted both brands. Sephora gets to have products in new locations, reaching busy shoppers in an older age demographic who may not have time to visit their store. Kohl’s brings makeup lovers into the store, who can then shop for other products at the retailer.

In 2022, we also saw Target forming a growth alliance with Ulta Beauty to create dedicated shop space for Ulta in at least 800 stores. The following year, Fenty Beauty teamed up with Ulta Beauty at Target. Ulta Beauty and Fenty can get their products in front of shoppers at a major retailer. Target has the benefit of becoming an even more dominant one-stop-shop for customers.

10. Acquisitions

Companies can use an acquisition strategy to promote growth. By acquiring other businesses, companies expand their operations by creating new products or expanding into a new industry.

Acquisitions offer significant benefits to companies, such as:

  • Allowing for faster growth.
  • Gaining access to more customers.
  • Reduced lower business risk.
  • And more.

What we like: This is an easy (though sometimes expensive) way to grow since the products or services you acquire are already established and come with a customer base.

Acquisitions Example: Procter & Gamble

Founded in 1837, Procter & Gamble is a consumer goods company known for its acquisitions. It initially started in soaps and candles but currently has 65 acquired companies, allowing it to expand into different markets.

The list includes Pampers, Tide, Bounty, Tampax, Old Spice, and more. Although its sales dipped between 2016 and 2019, Procter & Gamble’s net sales for 2023 were $84 billion, its best year within the last decade.

11. Organic Growth

Organic growth is the most ideal business growth strategy. It could look like:

  • Focusing on SEO.
  • Developing engaging content.
  • Prioritizing advertisements.

Instead of focusing on external growth, organic growth is a sustainable strategy that promotes long-term success.

What we like: Organic growth should always be part of your game plan, even while pursuing other business growth strategies. If your business isn’t growing organically, you’re not doing something right.

Organic Growth Example: Marketing at HubSpot

Looking to see organic growth in action? Well, this blog post and the HubSpot Blog on whole are a part of that strategy. This blog’s SEO team helps identify topics that people are searching for, so writers like me can craft engaging content that brings people into our ecosystem.

The site doesn’t have paid ads, but writers include product mentions and CTAs that point to our product.

12. Leverage Social Media

A strong social media presence can be invaluable to marketing and business growth. You’ll need to establish brand pages on all social media platforms like:

  • Instagram.
  • Facebook.
  • Pinterest.
  • TikTok.
  • X.

Social media can help you increase engagement with your target audience and make it easier for potential customers to find your brand.

It’s also great for word-of-mouth promotion, as existing customers will likely share your content with their network. There has been a huge upswing in the popularity of using social media influencers as well. The global influencer marketing platform industry is expected to reach $22.2 billion by 2025.

Pro tip: Be where your customers are. Research which social media channels are most popular with your target audience and focus your efforts there.

Social Media Example: Stanley Cup

In 2023, TikTok user danimarielettering posts a video of her car after it caught on fire. She picks up a Stanley Cup in the car’s cup holder. She gives it a shake. There’s still ice jingling against the metal. The TikTok went viral, and the brand gave the video maker a new car.

Stanley continued to ride the social media wave. People began posting videos of their Stanley cup collections and their excitement over new colors of the product hitting the market, showing how social buzz can help you grow.

13. Provide Excellent Customer Service

It can be tempting to focus on acquiring new customers, but maintaining loyalty with your existing customers is just as important. Existing customers already love your brand and may evangelize for you for free.

Providing an excellent customer service experience ensures that you’ll continue to keep the customers you have. Plus, there’s a good chance you’ll reap some high-value referrals, too.

What we like: Customer retention offers one of the best ROIs, so it’s definitely worth investing in. Check out these strategies to keep your customers happy and coming back.

Customer Service Example: AMC Theaters

This is an example that hits close to home. I wanted to see a limited-release movie at a local theater. However, I noticed that the website time showed 10 a.m. instead of 10 p.m., making it the only location with a daytime showing.

I called the theater to see if the posting was a mistake. Turns out it was! The staff had to repost the movie time. However, on my call, I was able to reserve the seats I was eyeing in the previous booking. My problem was resolved with no issue, and I got to keep the best seats in the house.

I’m now loyal to that AMC location after the great service I received, making it my theater of choice.

The Key to Growing Your Business

Controlled, sustainable growth is the key to successful businesses. Industries are constantly changing, and it is the responsibility of companies to adapt to these changes.

Successful companies plan for growth. They work for it. They earn it. So what's your plan?

Editor's note: This post was originally published in March 2020 and has been updated for comprehensiveness.

19 Apr 17:34

How to Use Smart Sales Automation to Increase Customer Engagement

by Lisa
By Parth Thaker I read a terrifying stat that up to 63 percent of a sales rep’s time is spent on non-selling activities, like updating records in their CRMs. Couple that with needing 7-13 touchpoints before a prospect becomes a … Continue reading →
19 Apr 17:32

How Do I Respond to an RFP or Bid?

by Mark Hunter

How do I handle an RFP or a bid? Every salesperson has struggled with this issue and I contend too much time is wasted on requests for proposals. This is one of the topics I explore in my book, High-Profit Selling: Win the Sale Without Compromising on Price.

Just because you have an opportunity to submit a bid doesn’t mean you should. Remember, the objective of the person putting the bid out is to get as many responses as possible. They want to use you and your time to help them negotiate a deal with somebody else! Before you respond to any bid, ask yourself these two questions: What gives me the right to think I will get this bid? And, how much influence did I have in shaping how the bid was written?

Before you even think about doing the work on the bid, know your strategy! Yes, you can submit a response knowing you are not going to get it and that can be a viable strategy in certain situations.

Here are four reasons why you may choose to respond to a bid:

  1. To earn the business by winning the contract
  2. To earn the business but with a modified contract or plan
  3. To lose the bidding process with the goal of being a strong #2
  4. To lose but to gain key information or send a signal

Each one of these are very viable strategies. The key is knowing before you start what strategy you are going to employ and what your end goal is.

In my book, High-Profit Selling, I talk a lot about this issue. If you have not read this book, I strongly suggest you get a copy today.

Right now you can grab a Kindle copy of the book, High-Profit Selling for only $2.99. This is a special offer for the month of April only. Once April is over, so is the low price.

Give it a read and let me know how it helps you and your company. I know it will!

Copyright 2019, Mark Hunter “The Sales Hunter.” Sales Motivation Blog. Mark Hunter is the author of High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results

19 Apr 17:32

Sales Leadership and 3 Essentials You Need to Have

by Mark Hunter

What do others say about you? What do your customers say? What about your peers? What do others in your industry say about you? Sales leadership is not just words, but a lifestyle. It all comes down to how you approach each day and what you choose to do.

During one of my keynote sessions at OutBound, I will discuss sales leadership. I will elaborate on the 6 essentials that I think you need to be a genuine sales leader. The first 3 are trust, integrity, and passion.

Trust is what everything builds upon. Trust drives everything you do. I will go so far to say that trust is actually what allows you to rest your eyes at night and sleep soundly. People have confidence in those that they highly trust. Have you ever been in a difficult situation and need help? Who do you reach out to? You ask the people you trust for help.

Trust is not a word nor is it something you teach. Trust is a mindset that says that you value others and you value yourself. A trusting person holds everyone in high regard. Trust is far more than doing what you say you’re going to do, it’s about setting the right expectations from the start. Trust is seen in how people handle others in good and bad times. If you’re an account manager, trust is how you help the customer through their  mistake and not passing blame.

Integrity is another essential of sales leadership. Ask 10 different people to define the word, and you will probably get 10 different definitions. Integrity begins with a mindset and ends with an action. Integrity is about being who you are and holding firm to your values even when those around you disagree.

The best way I’ve seen integrity play out is by watching someone apologize for something. The person with integrity does not blame anyone for their actions. They don’t throw others under the bus to make themselves look good. The integrity-centered person always plays the long-game in both life and business. Integrity is 24/7 and it never takes a holiday. If you’re a person of utmost integrity, you can’t be integrity-centered on Mondays and a jerk on Tuesdays.

The final essential is passion, and this is one that people love to argue with me about. I am a firm believer that it’s the passionate sales leaders that truly stand out. What is passion? Passion is genuinely caring about those around you. It means that you’re committed and not just punching the clock waiting to move on. Passion is about being committed to see things through.

Passionate people quickly stand out in a crowd. They are the ones that people gravitate towards. Sometimes, people aren’t drawn to passionate people at first, but over time it happens, like a snowball going down a hill that quickly picks up speed and size.

Take a few minutes to stop and ask yourself if those closest to you would use trust, integrity or passion to describe you. If the people you know best wouldn’t use these words and your name in the same sentence, neither would others and that means neither would your customers. Your goal is to be seen as a sales leader, so you must begin working on these 3 essentials.

If you’re fortunate to be one of the 1,000+ attending OutBound, you will hear me expand more on these along with the other 3 next week. I look forward to meeting you there.

Copyright 2019, Mark Hunter “The Sales Hunter.” Sales Motivation Blog. Mark Hunter is the author of High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results

19 Apr 17:32

6 Email Capture Ideas to Grow Your Ecommerce Subscriber List

by Michael Ugino

Ecommerce is the go-to shopping experience more customers turn to. In fact, estimates show that 2.14 billion people across the globe will buy products online by 2021—compared to 1.66 billion in 2016.

As a result of all this ecommerce traffic, it’s easy to capture email addresses from online shoppers. However, there’s one drawback. Based on purchases made in Q2 2018, an average of 2.86% of the people who visit your website follow through and buy anything. Needless to say, this low conversion rate means you’re missing out on potential sales and email capture.

On the bright side, now’s a good time to find new ways to attract and nurture leads who aren’t quite ready to buy something.

Here are six ways to capture email addresses without waiting for people who visit your online store to buy something first.

1. Offer a lead magnet

You see them everywhere these days. Lead magnets are popups that appear when people land on your website. They’re a great way to highlight special offers and introduce new content to attract leads, provide value, and capture email addresses.

Lead magnets have to offer something in exchange for an email address, so what you offer depends on your audience and their pain point. For example, if you sell clothing and accessories online and your audience feels some of your products are priced too high, offer a discount code as an incentive. Or if you sell meal kit subscriptions online and your audience wants to learn more about eating right, offer an intro to a nutrition eBook.

email capture

Whatever type of incentive you choose, your lead magnet has to be something your audience has an immediate need for. This way, they’re more willing to share their email address in exchange for your perks.

Tip: Use a tool like HubSpot that lets you decide what lead magnet format to use, how often it shows up, and when it should appear—for example, after visitors spend a few seconds on a page, when visitors scroll down a certain percentage, or when visitors try to close the page.

HubSpot also lets you test different variations of your lead magnet, so you can track how many times they’re viewed and how many times an email is submitted.

email capture

2. Create a landing page

The main purpose of a landing page is to capture email addresses. Unlike other pages on your store that are general, like your homepage or product pages, landing pages are specific and focus on one main message. Using the eBook example again, the landing page should only talk about what’s included in the eBook and the benefits of downloading it. Don’t clutter the page with information about your products.

You can steer potential customers to your landing page a few ways. For example, you can run an ad on Facebook and re-direct followers to the landing page when they click on the ad. Or better yet, you can add a newsletter signup landing page to Facebook, so you can capture the emails of followers browsing your social media posts.

email capture

Note: Your landing pages should reinforce the promises made in your ads or promos so that your message has continuity.

Landing pages typically include three fields:

  • A heading
  • An offer summary—this explains what leads get when they submit their email address
  • A call to action (CTA)

Tip: Similar to lead magnets, offer an incentive your audience will be receptive to in return for their email address. For example, if you run a seasonal offer on Facebook, your landing page can include a discount on overstocked inventory you need to get rid of. This way, leads have the option to buy products they’ll need next season at deep discount prices.

3. Ask on social networks

There are billions of users on social media scrolling through content every minute of the day. Since 88% of people research their purchases before buying, chances are a good number of these users are looking for specific product information before they buy.

One way to run your email capture campaign is to use your social networks to get followers engaged. For example, if a large percent of your customers spend time on Facebook, post an update about some of the new products you offer or a new feature or process you’ve just launched. To get email addresses, offer to send more detailed information to anyone who asks for it in the comments.

When followers respond, send them a direct message with a link to the appropriate landing page.

This approach has several benefits:

  • You encourage followers to interact with you instead of waiting for them to reach out first.
  • New followers who find your social media profiles will see all of the engagement you’re getting. This acts as social proof that reinforces that you’re a brand to consider. Showing lots of engagement is especially handy for leads in the research stage of their customer journey.
  • You generate leads that are interested in what you have to offer. They might be further along their customer journey—for example, in the consideration stage—and are more likely to buy something from you than cold leads.
  • This encourages people to share the post on their social pages as well. If there’s lots of engagement, it has to be worth sharing, right?

Tip: Responding to each and every comment might be tedious, but it’s worth it since the engagement helps your email capture efforts. To optimize your time, only run this type of campaign once or twice a month. This way, you’re not just focused on email capture but also nurturing your new leads and building relationships.

4. Add CTAs to blog posts

According to Bill Widmer, a content and SEO expert, we’re going to see more online stores turn to content to help grow their business. He says, “To rank, you need backlinks and you need to match the user’s search intent. If someone is searching for the best white shoes for their wedding, product pages won’t rank for that – articles will.”

Using content to sell products is a genius move since retailers can use search engine optimization (SEO) to build their online presence. Based on the keywords you use—depending on your niche and products offered—you can naturally attract people to your website when they search Google.

Plus, a blog helps you position yourself as a trusted adviser and a source of valuable industry information. Remember, people love to research online, so the easier it is for you to be found and the more information you can provide, the better.

If you’re a retailer with a blog, use it to expand your email capture campaign. Include CTA blocks throughout each article you post so that as people read your content, they can also subscribe to your email list.

email capture

Since these CTA blocks are embedded in your content, you don’t have to add a lot of information to them. The main thing is to include a sentence about the value your email list offers and a button that displays an email capture field in the block when clicked. You can take leads to a landing page, but it’s a better idea to keep them on the blog vs. asking them to leave the page and risk them not finishing the article.

Another option is to capture emails when readers leave a comment:

email capture

Or add a subscribe option in the footer of the page:

email capture

Tip: If you’re in tune with what your audience needs, create content that speaks to this. This way, as people read through the article and find value, they’ll be more eager to sign up for your email list so that they can be the first to hear about new posts. Also, include at least two CTA blocks in your blog content. This way, there’s more than one invite to join your email list, and readers don’t have to scroll back up to the top to find a link.

5. Add a request to email signatures

Use your email signature to promote your email list. You and your team likely have lots of contact with people who aren’t on your mailing list. This might be vendors you work with, people sending general questions to you, or even people you’ve networked with in the past. It’s worth adding them to your email list because even if they don’t buy your products, they might know someone else who will.

The link you share can take people to a landing page dedicated to your newsletter. Or to a landing page with a limited-time offer.

Tip: Your email signature is also a great place to get creative. Let’s say you include a fun quote or a seasonal reminder within your signature; change it every few months as a way to find new means to attract new leads.

6. Create a limited-time special offer

According to Robert Cialdini, there are seven psychological principles of selling: reciprocity, commitment and consistency, liking, authority, social proof, scarcity, and unity.

When it comes to getting shoppers to convert and buy, the scarcity principle says that “people are motivated by the thought that they might miss out on an opportunity. Call it the Eternal Teenager Principle: If someone tells you that you can’t have it, you may want it even more.”

Use the scarcity principle to help increase email capture. You can encourage people to buy immediately and take advantage of the special offer—in which case, you’ll get their email address when they buy something—or you can offer to keep leads updated on similar offers if they sign up for your email list.

Tip: This tactic works for leads who’ve spent time on your site and need an urgent request to get them to share their email address. You can also promote your limited-time offer on social media as a way to get more traffic to your site and capture more emails. When leads click to your landing page, in addition to offer details, include a few testimonials from customers who value your products and email list. This also creates the social proof that some leads need to take action.

Making email capture work for you

As you can see, there are lots of ways to capture emails beyond waiting for someone to buy something. Use your email capture efforts to get people excited about the products and value you offer, so you have a chance to nurture and convert them. The easiest place to start is to add a lead magnet to your website. Experiment with the offers you share and use the data to figure out what your audience responds to the best.

From there, branch out to other email capture tactics until you find the mix of strategies that help you grow your email list.

There’s a lot of potential out here. You don’t have to wait for a sale, so be patient with your efforts and you’ll find what works for you and your audience.