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17 Mar 17:10

Blooks: The Art of Books That Are Filled With Anything Except Paper and Ink

We've all experienced the transformative, transporting power of a good book but what about objects that adopt the book as a form—do they hold a similar ability to move us? For years, Mindell Dublansky, a preservation librarian at the Metropolitan Museum of Art's Thomas J. Watson Library, has been collecting a wide variety of functional objects that look like books—or blooks, as she has come to call them. As her collection grew to hundreds of objects, she began to notice that blooks have been around for centuries living "in a parallel universe to real books," as she describes. For Dublansky, "eliminating the text and studying objects that are made to look like books, tells me about what books mean to people."

Her collection runs the gamut from blooks used as storage, household objects made to resemble the familiar shape of books, blooks that take advantage of a hollow interior to conceal another object, "punchline" blooks that are made to deliver jokes, blooks made to memorialize or commemorate an event, and blooks used as learning devices.

All kitschiness aside (and there is plenty of it), the sheer range of blooks—dating as far back as the 18th century and appearing across various cultures—tells us that there exists a human tendency "to reflect values and emotions through creating and associating with books."

Although it began as a private collection, Dublansky's dedicated study has garnered more public attention, with exhibitions at the Vassar College Art Library and most recently at The Grolier Club in New York City. Alongside a recently published survey book, she maintains an extensive blog archiving her findings and tracing their origins. 

Spread from a French catalog in the early twentieth century showing examples of objects—a crank-up phonograph, a radio, a lamp, picture frame, an album and a cigarette case—taking the form of luxe leather bound books. 
US Patent filed in 1903 by inventor Charles A. Brackett for a box resembling a book but made to house a bottle or candy box. 
Punchline Books were popular from 1930 through the 1950s, geared more toward service men but eventually finding a wider audience. The book titles serve as the joke's set-up while a three-dimensional object inside the book's hollow core delivers the joke's punchline. In one book from 1941 titled, "How to Save Your Hair: Stop Balding" the receiver would be very much dismayed to discover that upon opening it, no secrets are revealed—rather, an enclosed bag is provided, presumably to "save your hair" after it's already fallen. 
After WWII, Ross Electronics worked with Japanese manufacturers to create novelty items such as these table lighter blooks.
There is a wide variety of household objects made to look like books, indicating that there is a longstanding interest in the book as object beyond its normal function. Some, like the intrusion alarm dubbed "The Informer" make use of the ubiquitous presence of books in our homes to conceal things like sonic house alarms. This model was in production from 1973 to 1980. 
Book radios have been produced since the 1920s and frequently came with gold transfer kits so users could personalize their bindings. 
Among the oldest and widespread blooks are those used as coin banks and safes. Some of them are disguised with cheeky titles like "The Book of Thrift" or "How to Win"
Another very common blook typology is used to disguise flasks. 
The influence of pop culture phenomena such as James Bond movies in the 1960s led to the production of the Secret Sam Secret Weapon Series. The "Spy Dictionary" contains a sixteen-exposure camera inside. It's shutter release projects from the top of the book and the lens is aimed through an index tab on the edge. The book also contains a hidden mirror and shoots up to three plastic bullets. 
In this trick blook from the mid nineteenth century, the snake pivots on a cross bar anchored to the sides of the box from within. 
This sculpture of Mao Zedong's books (circa 1966-1976), is believed to have been used as part of a socio-political secular altar that would have been set within a home or business setting. There is room for candles behind the sunflowers. 
This is the blook that really ignited Dublansky's collection. "For years I collected casually, until one day I found a book carved out of coal that was a memorial to a young person who died at the age of 21 in 1897. It is small and fits in the palm of the hand. It was an extremely powerful object; to me it seemed like a prayer book and a memorial book together, a relic of a life lost too soon. The book's maker used coal, a material that must have been essential to his life and through the making of it, imbued it with all of the love and sorrow they felt over the loss of their loved one. The little book retains those emotions today."


17 Mar 17:09

One Word That Will Improve The Customer Experience

by Steve DiGioia

Too many people that are in the position to “greet” people never actually do that. They may say hi or hello but that’s nothing more than an acknowledgement that someone has entered your space. That’s it!

Improve The Customer Experience

Our customers wish to be part of a team and treated warmly like you do at a gathering of friends and associates. Think of how you feel when you enter a room, already full with a group of people, and they smile when you appear.

The one word that will improve the customer experience is “WELCOME“.

When you “welcome” someone you are allowing them full access to “your space”, to treat your space as if it was “their space”, their home.

That’s the reason why we go out to eat. Not just to fill our stomachs, but to be taken care of. We can get food anywhere but why do we go to a specific restaurant? Or a specific business, regardless of what type it is?

Because we feel good when we go there. Because of how they make us feel welcome. Because they make us feel special.

If you don’t feel special why keep going back?

That’s the appeal of the neighborhood bar or hairstylist/barber. Sure, they probably have a great selection of beers and do a wonderful job with your hair and you leave perfectly coiffed. But it’s more than that, much more.

If a warm and proper welcome makes YOU feel so special, don’t your customers deserve the same? If they get the “warm fuzzies” maybe they will spend more time browsing your store’s aisles, willing to spend more time to find the “right” shirt, gift or product.

You make more money, you create another loyal customer and set the foundation of more business to come.

Sounds like a win-win to me…

How do YOU welcome your customers?

Leave a comment below and add to the discussion.

17 Mar 17:08

A man who studied employees at Google and Disney says this is what makes someone highly productive

by Jacquelyn Smith

Charles DuhiggEver notice that your cube mate finishes projects twice as fast as you do? Does it take your boss hours to read a report that would take your intern 20 minutes to get through? Some people are just more productive than others. 

There are lots of reasons for this: We all manage our time differently; we approach projects differently; and we work at different paces, to name a few. 

But according Charles Duhigg, a journalist and author of "The Power of Habit" and "Smarter Faster Better: The Secrets of Being Productive in Life and Business," the biggest difference between "uniquely productive people" and unproductive people is that the former group govern their minds in a different way, he tells Lisa M. Gerry of Motto. Rather than just reacting to things going on around them, the most productive people "control how they think through problems and how they set goals."

Duhigg tells Motto that he was driven to find out what sets highly productive people apart when he kept meeting people who seemed to have more time than he did — "more time to get things done, more time to spend with their kids and more time to relax."

He says he started to wonder what they were doing differently — so he began studying highly productive people and teams, like the writers of Disney's "Frozen," the crew at "Saturday Night Live," and employees at GoogleHis goal was to figure out which factors make some people more productive than others, Gerry explains, and he wrote about his findings in his book, "Smarter Faster Better."

In the Motto article, Duhigg shares three strategies from his book for becoming instantly more productive. His tips? Ask yourself why you're doing something; think big picture; and take control of one aspect of the situation — no matter how small.

Read the full Motto article here.

SEE ALSO: 15 things successful people do in the last 10 minutes of the workday

Join the conversation about this story »

NOW WATCH: 5 things to say in your cover letter if you want to get the job

17 Mar 17:06

This man spent 12 years digging a home that's 63 feet underground in Costa Rica—here's what it looks like inside

by Talia Avakian

manuel barrantes bathroomManuel Barrantes has spent 12 years building his subterranean home in Costa Rica.

The house goes up to 63 feet deep underground and contains tunnels that stretch for thousands of feet.

Digging through red soil and volcanic rock, Barrantes created the house to protect him and his family from noise pollution and the effects of climate change.

Recently, a Reuters photographer captured stunning photographs of Barrantes' underground world, which you can actually tour

Scroll down to see what the fascinating house looks like.

SEE ALSO: Eerie photos of the Australian mining town where thousands of people live underground

DON'T FORGET: Follow Business Insider's lifestyle page on Facebook!

Here, Barrantes can be seen walking through the entrance to his underground home.



There are several openings that lead in and out, as can be seen in this photo.



Inside, sculptures and paintings created using a chisel brighten up the playful home.



See the rest of the story at Business Insider
17 Mar 17:05

13 habits of self-made millionaires, from a man who spent 5 years studying rich people

by Kathleen Elkins

wealthy

All self-made millionaires had to start somewhere.

Much of their transformation from ordinary to seven-figure status can attributed to "rich habits," a term coined by Thomas C. Corley, who spent five years researching the daily habits of 177 self-made millionaires.

"From my research, I discovered that daily habits dictate how successful or unsuccessful you will be in life," he writes in his upcoming book "Change Your Habits, Change Your Life." "There is a cause and effect associated with habits. Habits are the cause of wealth, poverty, happiness, sadness, stress, good relationships, bad relationships, good health, or bad health."

The good news is all habits can be changed, Corley notes. Here are a few "rich habits" of self-made millionaires that you can start developing today:

SEE ALSO: 21 ways rich people think differently than the average person

1. They read consistently.

The rich would rather be educated than entertained. As Corley writes, "Eighty-eight percent of the rich devote thirty minutes or more each day to self-education or self-improvement reading ... Most did not read for entertainment ... The rich read to acquire or maintain knowledge."

Corley found that they tend to read three types of books: biographies of successful people, self-help or personal development, and history.



2. They exercise.

"Seventy-six percent of the rich aerobically exercise 30 minutes or more every day," Corley reports. Aerobic exercise includes anything cardio, such as running, jogging, walking, or biking.

"Cardio is not only good for the body, but it's good for the brain," he writes. "It grows the neurons (brain cells) in the brain ... Exercise also increases the production of glucose. Glucose is brain fuel. The more fuel you feed your brain, the more it grows and the smarter you become."



3. They hang out with other successful people.

"You are only as successful as those you frequently associate with," Corley writes. "The rich are always on the lookout for individuals who are goal-oriented, optimistic, enthusiastic, and who have an overall positive mental outlook."

It's equally important to avoid negative people and influences, Corley emphasizes: "Negative, destructive criticism will derail you from pursing success."



See the rest of the story at Business Insider
17 Mar 17:00

Canada second only to France in taxing top-earning, ‘highly skilled’ workers, study finds

by Victor Ferreira

TORONTO — Only those earning top dollar in France among G7 countries will pay more taxes than Canadians once new federal income tax rates are levied, a Fraser Institute study finds. 

Canadians earning more than $200,000 a year will see their federal income tax rate rise to 33 per cent from 29 per cent in 2016. Using the new rate and Ontario’s highest rate of 20.53 per cent for those who earn $210,000 per year, the public think-tank determined Canada’s top, combined personal income tax rate only falls behind France among G7 countries. In a list of 34 industrialized countries, Canada ranks sixth.

Charles Lammam, co-author of the study, said the higher rate will only push such highly skilled workers as engineers, entrepreneurs and scientists out of the six provinces — including Ontario and Nova Scotia — where the combined tax rate is higher than 50 per cent.

“A highly skilled worker in these provinces can lose more than 50 cents of every additional dollar they earn in labour income,” Lammam said. “That’s obviously not a strong incentive to earn more income when you’re losing more than 50 cents of every additional dollar you earn in the relevant income range.

“These rising income rates are harming our ability to attract these workers.”

Lammam also said the difficulties are due to Canada’s top rates kicking in at lower levels of income in comparison to the U.S. “which further erodes Canada’s tax competitiveness.” Top federal tax rates in the U.S., for example, are only charged to a single person making more than US$415,050 per year or a married couple earning more than $466,950.

But the higher federal rate don’t shoulder the blame alone.

Five provinces have raised their top tax rate since 2009. The biggest increase occurred in Alberta — to 15 per cent from 10 per cent. Only Newfoundland and Labrador lowered the rate applied to its top earners, by 0.2 per cent. 

The study also compares Canada’s top rates to those in the U.S.

Workers earning top dollar in Nova Scotia, Ontario, Quebec and New Brunswick pay more personal income taxes than those in California, the U.S. jurisdiction with the highest combined rate of 52.90 per cent. Highly skilled workers would be drawn to states such as Florida and Texas because an absence of a state tax means they’d only have to pay 39.60 per cent, the study shows. 

Lammam said both Prime Minister Justin Trudeau and Finance Minister Bill Morneau have spoken about attracting a “knowledge-based economy with highly skilled workers” but raising the tax rate runs counter to that goal.  in the face of that goal.

“Unfortunately they’re putting forward policies that run counter to those goals,” he said.

Given that the federal budget is set for next week, Lammam hopes this will change. “They’ve talked a lot about this issue and I think it’s an opportunity for them to deliver.”

17 Mar 16:48

21 high-paying jobs for people who love to negotiate

by Jacquelyn Smith

Negotiate from Shutterstock

If you seem to be able to talk your way out of almost anything, or you're really great at helping others come to an agreement, you're probably a strong negotiator.

Luckily for you, there are plenty of high-paying jobs out there that allow you to exercise this valuable skill on a regular basis.

To find them, we combed through the Occupational Information Network (O*NET), a US Department of Labor database that compiles detailed information on hundreds of jobs, and looked for positions with a high "negotiation importance" score. We then looked at salary data on the US Bureau of Labor Statistics website to see which positions have an average annual salary of over $65,000.

O*NET ranks how important "bringing others together and trying to reconcile differences" is in any job, assigning each a score between one and 100. Positions that require a lot of negotiating, such as lawyer and CEO, rank between 70 and 100 on the spectrum, while jobs such as janitor and proofreader are under 25.

Here are 21 high-paying positions with a negotiation-importance level of 66 or higher:

SEE ALSO: 28 high-paying jobs for people who hate science

Sales representative (wholesale and manufacturing)

Average salary: $65,800

Negotiation importance level: 66

Wholesale and manufacturing sales representatives sell goods for wholesalers or manufacturers to businesses, government agencies, and other organizations. They contact customers, explain product features, answer any questions that their customers may have, and negotiate prices.



Property, real estate, or community association manager

Average salary: $65,880

Negotiation importance level: 66

Property, real-estate, and community-association managers take care of the many aspects of residential, commercial, or industrial properties. They make sure that the property is well maintained, has a nice appearance, and preserves its resale or leasing value.



Advanced practice psychiatric nurse

Average salary: $69,790*

Negotiation importance level: 66

*This is the salary for registered nurse.

Registered nurses assess patient health problems and needs, develop and implement nursing-care plans, and maintain medical records. They administer nursing care to ill, injured, convalescent, or disabled patients and may advise patients on health maintenance and disease prevention or provide case management.



See the rest of the story at Business Insider
17 Mar 16:48

Presentation Tips You Don’t Hear – Write in Your Diary

by Maurice DeCastro

meditate

I often find that the most valuable presentation tips are the ones you simply don’t hear or read every day and that’s because as powerful as they are many speakers lack the commitment to apply the more challenging ones.

As part of our presentation skills training and coaching, every day we see the impact of what I’m about to share with you.

It works for our clients because it works for us too.

Picturing yourself in the comfort of your own mind succeeding at something before you actually do it is an extremely powerful tool known as visualization. Regardless of the pursuit anyone who has achieved excellence in anything understands the value of seeing before believing.

As a widely recognized technique which can be used to influence performance across a broad range of activities visualization for high impact presenting can be very effective when used well.

You don’t have to be a top athlete, musician or artist to benefit from using visualization, in my experience as a presentation coach its power can be harnessed in business too.

One way of heightening the impact of seeing the successful outcome of an activity before you even begin it is to write about it in your diary as though the event has already taken place.

It’s an exercise I often use to good effect when asked to present and so I thought you may be interested in learning about it and adapting it for your own personal use.

72 Hours Before

Three days before I’m due to give an important presentation I sit quietly in the quiet of my own mind and make a diary entry. Knowing that I’ve already carefully researched and crafted my content and that I’ve practiced my delivery I now write as though the presentation has already taken place.

I write in my diary imagining it is the evening of the day of the presentation itself; it’s all over.

The purpose

The idea behind the exercise is to allow me to project myself forward in time to envision everything I did on the run up to the all-important presentation and on the day itself. That allows me to foresee and predict with absolute clarity exactly what I need to do a few days before I am due to speak to fully prepare myself for the event.

The entry

Rather than using the rest of this article to set out how to make the entry I thought it may be more helpful to share one I recently made in my own diary. Every presentation I make is important to me but this particular one was to an audience of several hundred people at a learning and development conference.

I really wanted to see everything before it happened.

‘Dear Diary,

Having that early night last night was a great move. I’m not normally tucked up in my bed at 9pm but knowing that today was going to be an important day and that I had to be up very early this morning made good sense to me.

I’m so pleased that having spent so much time preparing my presentation that I’ve used my time so wisely over the last few days. I feel quite proud of the fact that I’ve stepped up my fitness regime to burn off all of that excess adrenaline, I’ve eaten from a nutritional perspective and have taken time out for my mind to meditate and slow down the noise and doubts.

My focus and dedication to this presentation has left me feeling really good about myself and as though I’m prepared for anything.

Having had that early night I woke up this morning with the energy and consciousness to tell myself the moment my eyes opened that today was going to be a great day and that I was ready to make an impact and a difference.

It was an early start rising at 5am but I have to say it really was worth it.

It wasn’t easy but I put my dressing gown on opened the back door and stood in total solitary silence for 10 minutes.

It felt like the whole world was still asleep and I was at bliss with just me and my thoughts.

I knew in those few quiet moments that the sun was rising and setting all over the world, tides were moving in and out and stars shone with the same brightness thousands of miles apart. That made rising so early feel like such a great thing to do on such an important day. It still feels good now.

Today was a day to be heard and to make a difference.

I’m so pleased that I had my haircut yesterday because I look and feel so much smarter.

Before going to bed last night I made certain that my two favourite shirts were hanging up clean and crisp ready for the morning. I didn’t need two of course but I didn’t want to take the chance of spoiling one by cutting myself shaving in the morning or spilling tea down my front.

After 10 beautiful minutes staring up at the stars and contemplating the vastness of the universe around me and the brilliance of the world that surrounded me every moment I stepped back inside.

Grounded, centred and focused I then sat quietly in the warmth meditating. The peace and grace I felt of just sitting in silence for 10 minutes focusing on nothing but my breath and the present moment was so empowering it’s hard to describe.

Despite the solitude and meditation I could still feel the noise and anxiety creeping in. The self-doubt, the uncertainty and feeling of inadequacy about who on earth would really want to listen to me present today was very discomforting.

Instinctively as difficult as it was at such an early hour I went for a run. Burning that adrenaline, cortisol and other debilitating chemicals generated by such toxic thoughts served me well.

A well-deserved shower followed by a nutritional breakfast set me up beautifully for the morning.

I’m pleased I polished my shoes last night as that was one less thing to do today.

Rested, energised and nourished I drove to the venue listening to one of my favourite TED talks by Sir Ken Robinson ‘Do schools kill creativity?

That really gave me the lift I needed this morning.

As soon as I arrived I headed straight to the room I would be speaking in had a chat and thorough review with the audio visual team, ran through my slides and made sure everything was set.

I’d left plenty of time of course so I then had the luxury of spending 10 minutes in the room on my own to literally just be in the room.

I absolutely love that feeling of just taking time to be totally present in the room.

I stood where I knew I would be speaking from and did nothing else but take in the room. The temperature sounds the air-conditioning, lighting everything.

When I felt that I owned my own space I then spent a few minutes sitting in a few of the seats the audience would be sitting in, I wanted to see things from their perspective.

That was time well spent so then I made my way to the gents where I spent a few minutes stretching my voice with a few short vocal exercises. In the process I received some rather disapproving looks but that was something I was used to and prepared for. Engaging my audience with my voice as well as my content was of paramount importance so a little embarrassment was a very small price to pay.

Just when I thought it couldn’t feel more embarrassing I moved on to practice a few stretching and breathing exercises and that’s when I really felt estranged.

I guess it was when I started vigorously shaking my limbs and really tensing and relaxing my facial muscles that others began to feel really uncomfortable.

Voice stretched, muscles moved and relaxed, breathing all done I went back to the room and sat quietly for 5 minutes at the back of the room.

There in the quiet of my own mind I imagined my audience smiling, relaxing, sitting attentively forward-looking completely engaged. I saw them participating, asking questions and giving me a rapturous round of applause.

Now in my mind it was time to mingle with the audience and get to know a few people as they entered the room.

Everyone seemed so pleasant.

Then I knew I was ready to present.’

Regardless of profession all of the best performers understand the importance of picturing themselves succeeding in their minds before they actually do what they do in real terms.

For presenters it takes time, discipline, focus and practice but the very activity of writing in detail in a diary exactly what you saw happen before and during the presentation is an immensely powerful tool.

Many people will agree that intellectually it makes sense but that’s really quite irrelevant; the important question is will they have the heart to actually do it?

Try it for yourself and let me know what happens.

I really hope you enjoyed this post. If you did, please feel free to share it through your preferred social media channels below and subscribe to our mailing list so you won’t miss any future posts.

Image: Courtesy of flickr.com

17 Mar 16:48

Here’s what AlphaGo’s historic win means for the enterprise

by Lei Tang, Clari
The world's top Go player Lee Sedol (R) puts his first stone during the last match of the Google DeepMind Challenge Match against Google's artificial intelligence program AlphaGo in Seoul, South Korea, in this handout picture provided by Google and released by Yonhap on March 15, 2016. REUTERS/Google/Yonhap

GUEST:

March 15, 2016 brought us a milestone in artificial intelligence 10 years earlier than experts expected: AlphaGo, the AI-based computer created by Google DeepMind, beat world champion Go player Lee Sedol at the game. Go is among the most ancient of games — simple in concept, yet spectacularly complex to master. The final score in the five-game match was 4-1, but after AlphaGo took a 3-0 lead, it was clear we were in a new era. Sedol himself said after the match, “I never imagined I would lose. It’s so shocking.”

This may sound familiar, bringing you back to IBM’s Deep Blue beating chess champion Kasparov in 1997. But under the covers, AlphaGo is as different from Deep Blue as the DVDs introduced in 1997 are from a Netflix movie download. Deep Blue’s strength came from brute force computing — literally evaluating the likely result of each possible move. When playing Go, brute force search is not an option. The number of possible plays is simply too vast, even in comparison to chess. There are about 10170 legal plays on the Go board. To put this astounding number into perspective, our entire universe contains only about 1080 atoms. This is why Go has been seen as the holy grail for artificial intelligence (AI) research. Winning at Go is not about evaluating every possible move, it requires strategy — and according to Sedol himself, AlphaGo’s strategy was “excellent.”

But enough about games. There are broader implications here. We can expect similar advances in commercial applications, such as self-driving cars. Demis Hassabis, who heads Google’s machine learning team, previously said, “The methods we’ve used are general-purpose; our hope is that one day they could be extended to help us address some of society’s toughest and most pressing problems, from climate modelling to complex disease analysis.”

These machine learning methods will also have significant impact on how we perform unstructured and complex business processes and decision-making tasks in day-to-day work.

Businesses already use AI and machine learning to deliver millions of valuable recommendations and observations every day. Well-known examples include product recommendations by Amazon, movie recommendations from Netflix, and personalized search results from Google. In the enterprise, examples include customer targeting, lead scoring, opportunity risk analysis, sales forecasting, and churn prediction. So with AI already delivering daily business value and AlphaGo’s victory in the news, a natural question for those of us in enterprise computing is, what should we expect next from AI and machine learning in the enterprise?

What’s new in AlphaGo?

What differentiates AlphaGo from previous technology is its learning capability. AlphaGo learns using two complementary deep neural networks: One decides which moves are more promising (data scientists say this “reduces the width of the search space”), the other learns an “intuition” about how likely it is a potential play will result in a win (“reducing the depth of the search space”). These two networks learn — or we could say are trained — first by analyzing many past matches played by professionals. This is known as “learn by example” or “supervised learning.” Based on that foundation, AlphaGo then improves by playing games against itself — millions of games at a dazzling speed most of us can barely imagine. This self-play is known as “reinforcement learning.” If you remember the 1983 movie War Games, in which a computer “decides” not to start World War III by playing out different scenarios at lightning speed only to learn that every scenario results in world destruction, you’ve got an image of this sort of self play. AlphaGo is not fed the winning patterns of Go. Instead, it abstracts and summarizes patterns from actually playing Go. In this way, AlphaGo is truly “intelligent” about playing the game.

What new capabilities can a learning system offer?

Not long ago, even the most advanced supercomputer could not keep up with a four-year-old child in identifying cats in photos. No longer. With rapid advancement in AI, we are seeing breakthroughs on many tasks considered formidable challenges for computers — not just object recognition in images, but self-driving cars, question answering through natural language, composing newspaper articles, even painting and drawing.

Replicating actions humans consider trivial is only the start. AI routinely considers options ignored by human beings. For example, in AlphaGo’s first three games, it made “surprising” moves a typical human professional would not consider. At the time, some observers identified the moves as mistakes. Yet 20 more steps proved these surprising moves to be brilliantly innovative tactics. I believe Go professionals will study these moves and, in doing so, expand the set of options they consider in future human-only championships. In this sense, AI is creative, helping humans achieve more.

Surely there are limitations? Absolutely.

Although research in AI started in the 1950s, true learning systems are still in their infancy. It’s true that AlphaGo learned quickly. It took only five months for AlphaGo to move from beating a level-2 Go professional to beating Sedol, a level-9 champion. That progress would take a talented human years. But if we compare AlphaGo to that talented human, the path is quite different. AlphaGo was able to play tens of millions of games in that five month span, where a person can only play 1,000 or so games per year. So AlphaGo, and AI in general, is data inefficient in terms of learning. You may think this is a moot point because an AI system is capable of playing millions of games. But keep in mind that for many applications outside gaming, self-play is not practical, making learning a significant hurdle. So it remains an area of intense study for AI scientists.

Moreover, Go is a relatively simple task for AI because, even with its daunting set of options, it is well defined. Each player has complete information about the state of the game, past moves, and available future moves — no uncertainty. Contrast this with a game like bridge, where each player must make guesses about unknown cards, or poker where a player’s ability to bluff adds new twists. And for games like Go, each move is deterministic and the final rewards are explicit, either a win or loss. In the real world, especially for many situations in an enterprise, only partial information is available, and the final reward is difficult to quantify.

What is AlphaGo for the enterprise?

As I mentioned in a recent post, Data Science, Self-driving Applications, and the Rise of Conversational UI, “self-driving” enterprise applications — able to seek out data, apply intelligence, and present findings in a useful way — are the new frontier. With the addition of AI, many enterprise apps will act more like human assistants. They will detect relevant context changes (location, target customer, timing) and deliver relevant information at the moment it is most helpful. The interaction between a user and their applications will be more natural, more like talking to a trusted human assistant than enduring endless typing and clicking. And value grows over time as the AI analyzes the results of ongoing operations, such as marketing campaigns, lead conversions, sales meetings, email flows, interactions with customer success teams, or customer churn.

You may find yourself thinking, “Sure, if I had infinite time to pore over reports, I could see useful trends too.” That, of course, is the point. AI allows tedious tasks to be handled by machines, allowing people to concentrate on tasks better suited to us as humans. This brings us back to the point that AI systems, like AlphaGo, excel where “codified rules” exist. Go options may be so numerous as to seem infinite, but the rules of the game are clear. Even the 10170 possible moves do not include throwing off your opponent by showing them pictures of your cat. Letting machines handle the tedium means people can make the leaps of creative intuition still far out of reach for AI.

The real world requires the complementary nature of artificial intelligence and human intelligence. AI thrives at computation, memorizing, and even reasoning as long as the problem space is constrained. Human beings excel at perception, decision making, disruptive creativity, and interpersonal relationships. Success in the enterprise requires so many mundane tasks:  updating data records, monitoring databases for changes, evaluating real-time results in marketing campaigns, detecting which customers are likely to churn, etc. All of these are candidates for automation and, in particular, candidates for AI because they require a system able to learn the difference between critical observations and irrelevant anomalies. As a result, human beings can focus on tasks requiring the unique spark of human intelligence: creating an unprecedented campaign, meeting one-on-one to win over clients, or designing the next generation of AI. Palintir, a company creating analysis software for U.S. government anti-terrorism efforts and the financial industry, offers a sophisticated example, building what they call “man-machine symbiosis.”

Before leaving the topic of human/AI teamwork, we should acknowledge that people and machines also make mistakes. So the power of teaming is not just to reach new heights but also to reduce errors. The protection machines can offer range from the trivial, such as an email system that warns you when message content implies an attachment should be included, to the life saving, like the loud “stall” warning in the cockpit of a commercial jet. And no one who has used voice recognition or auto-correct on their phone needs to be reminded that computers make mistakes. Machines and humans must work together to deliver optimal results.

As impressive as the AlphaGo victory is, we’re early in the development of AI systems. That means we’re also early in understanding the best ways for people and AI systems to join forces. But just as AlphaGo made innovative moves in Go that will ignite new thinking and creativity among the best Go players, we are confident tomorrow’s AI will spark new innovation among those who embrace its value.

Lei Tang is Chief Data Scientist at forecasting and predictive analytics company Clari.

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17 Mar 16:47

Capture Sales “Situational Fluency” for Effective B2B Sales Coaching

by Jim Burns

  In the B2B selling world there is near universal appreciation for the value of sales coaching. Research indicates significant impact on forecasted deal win rates, revenue growth and other selling metrics. Research from The Sales Management Association show sales people believe it’s the most important, least supported sales resource.     The constraints are equally clear. The big impediments are no surprise: lack of sales manager time, skills, and accountability.     We discovered a core cause of these constraints that makes the situation look even worse. It explains why, despite the universal acknowledgement of coaching importance, it isn’t being conducted regularly and effectively. This discovery made us appreciate the current approach to sales coaching will never be universally executed effectively and consistently. If it could, it would have. It’s simply too difficult. A new approach is needed. What Are We Coaching For? The top level objective of sales coaching is clear. We’re coaching sales performance to drive better results. But what does this really mean? To make sales coaching effective, managers or coaches must know the specific performance elements that require coaching. They must experience how reps actually perform, in the arena, in conversations with customers and prospects. Sales coaches listen for rep knowledge and understanding, skills and techniques, and specific sales behaviors. Important coaching behaviors on our checklist include how sales reps: Open a call Set the agenda, “set up the listening“ Establish rapport and relatedness that opens trust Review prior conversations, activity and information that provides background or context for […]

The post Capture Sales “Situational Fluency” for Effective B2B Sales Coaching appeared first on Avitage.

17 Mar 16:47

The Ultimate Guide to Email Marketing for Retail

by Larisa Bedgood

inbox

Although email has been around for 20+ years, it continues to be one of the most successful strategies for retail marketers. In fact, email marketing is the 2nd most effective ecommerce marketing channel, second only to search. With the advancement in technology and the proliferation of so much data, never before have retailers had such an opportunity to take the effectiveness of their email marketing strategies to new heights.

In fact, in a survey by StrongView and Selligent, the area in which marketers plan to increase spend is email. 6 in 10 respondents reported planning to increase their email marketing spending this year, the broadest consensus of all of the channels measured.

marketing spend

How Retailers are Using Email Marketing Today

According to a recent report by Yesmail, 60% of retail marketers are using purchase behavior data to send more relevant emails, and 50% of those surveyed use demographics data such as age, gender, and location.

The most popular types of data used to increase email campaign effectiveness include:

  • 69% – Email activity such as opens and clicks
  • 60% – Purchase behavior
  • 50% – demographic data
  • 41% – browsing behavior from the retailer’s website

types of data

The tactics that are most frequently used include:

  • 56% – Customer behavior triggers (such as purchase, web browsing, email activity)
  • 44% – Responsive design
  • 38% – Life event triggers (such as birthdays and anniversaries)
  • 34% – Dynamic content (based on gender, location, age preference)

email marketing strategy

The survey also revealed that 61% of retail marketers personalize email subject lines based on a customer’s data while only 36% personalize the body copy of emails.

StrongView also recently surveyed email marketers about their email marketing plans for 2016. “More than a third cited ‘increasing subscriber engagement’ as their primary goal for 2016 and plan to use such tactics as mobile app push marketing and location-based mobile messaging to do so,” StrongView says. “In fact, nearly a quarter of marketers (24%) already use location data in their email programs.”

email marketing 2016

Click here to view a larger version of the above image.

Retail Email By the Numbers

There is no doubt, email marketing works in retail. You may have heard the tried and true statistic that email brings in an average of $40 for every $1 spent. Here are some additional email statistics that you may not be aware of:

  1. B2C marketers who leverage automation have seen conversion rates as high as 50%. – eMarketer
  2. Transactional emails have 8x more opens and clicks than any other type of email, and can generate 6x more revenue. – Experian
  3. Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns. Automated email campaigns account for 21% of email marketing revenue. – DMA
  4. For consumer products and services, personalizing email subject lines also increases transaction rates by 49%, and revenue per email by 73%. – MarketingSherpa
  5. Email is viewed as the most effective digital marketing tactic for customer retention purposes. But while 56% of marketers viewed email as an effective retention tactic, just 8% said the same for mobile advertising. – TNW News
  6. A large majority of U.S. adults — 72% — prefer communication with companies to happen through email. – MarketingSherpa
  7. A study of B2C (primarily retail) email campaigns found that in the first quarter of 2015, mobile opens (50.12%) have surpassed desktop opens (32.97%). What’s more, 36.6% of people make purchases on a desktop, while 49.3% of people make purchases on smartphones. – MarketingSherpa
  8. Marketers who use email in combination with social sharing can drive six times more revenue. Social sharing buttons have been shown to push click-through rates 158% higher. – MediaPost
  9. Email marketing typically represents about 20% of retail traffic, and often a higher share of orders (25-30% for some retailers). While phones represent about 18% of orders, over 50% of emails are opened on phones. – MarketingSherpa

Email marketing has the potential to deliver results, but be sure to follow these best practices to increase conversions and engagement:

personalized interaction email

Increase Open Rates with Targeting and Personalization

Consumers want and expect brands to deliver content that’s tailored to their individual interests. In research by Silverpop, more than 50% of people unsubscribe from email lists because they find the content irrelevant or emails too frequent.

If you are using email, you are probably using segmentation and personalization in some way. This may be sending messages to audiences based on demographics, location, age or purchasing behaviors. However, consumers today want more than emails based on name, location, or preferences. They are looking for hyper-targeted messages that show that a brand is listening and taking the time to cultivate a 1:1 relationship.

There is a wealth of data available to achieve this level of sophisticated personalization. Third-party data can be appended to prospect and customer lists. This may include anything from marital status, children in the household, income, homeowner status, hobbies, and interests. The types of data that are available today are larger and more diverse than ever so get creative and enhance your records with third-party sources that will add value to your personalization strategies.

Beyond third party data, be sure you are utilizing your internal first party behavioral data generated every time someone interacts with one of your campaigns, engages you through your website, or posts to your social media pages. For example, behavioral data may include the products or services customers purchase, what products they view, contents of abandoned carts, what time they opened your email, and did they click through. Also collect data on how consumers interact with your brand. What pages are prospects viewing on your website and do they follow you on social media?

Using rich data variables to continually enhance your consumer profiles, you can ensure that you are engaging consumers with the most targeted and relevant messaging. According to a recent survey by VentureBeat, 95% of email marketers see open-rate increase with personalization.

personalization email rates

The survey also revealed that many retailers could do better when it comes to segmentation. According to the research, “Over a quarter (28 percent) are only targeting between 2-5 segments, but many are segmenting to a much greater degree, with 7 percent personalizing to the individual level.”

How many segments do you personalize email for, on average?

Use Triggered Email and Marketing Automation to Boost Results

Using email campaign automation will streamline the process of engaging and converting customers. Emails triggered by customer behavior can increase retention, revenue per email, customer lifetime value, and program ROI.

Using dynamic content (content that automatically adapts to the interests of the subscriber), emails can be developed to feature specific products and customer information, such as names and birth dates, that allow retailers to connect with their customers on a personal level.

According to Cynthia Price, the Director of Marketing for email service provider Emma, “triggered email messages average 70.5 percent higher open rates and 152 percent higher click-through rates than traditional bulk messages.”

However, many brands are not implementing triggered email programs. Research by The Relevancy Group discovered that only about 50 percent of companies send a welcome message to new customers, 30% of enterprise brands and 16% of mid-market companies send a post-purchase offer, and less than one-quarter of all companies make any attempt to re-engage inactive subscribers.

Most retailers send newsletter types of updates, tactical promotions and product-based emails. However, triggered emails offer an opportunity to increase customer engagement and close more sales. For example, abandoned cart emails in which a series of emails are triggered to encourage the shopper to complete the purchase.

Another great triggered email campaign to implement is a “we miss you” or win-back campaigns. These emails can be automated to restart a relationship with shoppers who have stopped opening email marketing messages or have not made a purchase in a long time. An email is generally sent to encourage the recipient to open an email, using a subject line such as “We miss you.” If an email is opened, another triggered email is sent to encourage re-engagement, such as a special coupon or free shipping.

So if you aren’t already doing so, get “trigger-happy” in your retail campaigns. Move beyond the standard “thank you for joining our list” emails by implementing personalization, behavioral data, and dynamic content to increases engagement.

mobile email

A Mobile Email Strategy is No Longer an Option

Email is increasingly being viewed on mobile devices – we are now at the tipping point when mobile usage will exceed that of all other devices combined. And mobile users not only expect your emails to be optimized, but they demand a quality experience.

According to Global Web Index:

  • Roughly 50% of US consumers expect to find the information they want or need based on their context on their mobile device.
  • Only 14% of companies Forrester surveyed use mobile to transform their customer experiences. Examples include Apple Pay, Starbucks order-ahead, mobile boarding passes.

Other statsitics include:

  • 45% of email opens occured on mobile, 36% on desktop and 19% in a webmail client. – Adestra “Top 10 email clients” (March 2015)
  • 33% of emails are opened in a mobile application, 17% in a webmail client and 48% on desktop. – Freshmail “Best practices for email coding” (May 2015)
  • Webmail and desktop opens have steadily declined throughout 2015, each dropping 13% since January. Litmus –”Email Analytics” (Nov 2015)
  • 75% of Gmail users access their accounts on mobile devices. Gmail now has 900 million users. – Google / TechCrunch “I/O developers conference” (May 2015)

So beyond optimizing messages for mobile devices, here are some mobile email best practices you should be focusing on for 2016.

Create attention-grabbing headlines. Your subject headline needs to be short and to the point. The suggested length is around 60 characters.

Make sure your first line is compelling. Email clients often use the first line or so of text to display a message snippet. Users can scan this before deciding whether to open the message or simply hit delete.

Websites and landing pages must also be mobile-friendly. Don’t forget that usability doesn’t stop with getting a consumer to reacd your email. The ultimate goal is to get someone to engage ith your email campaign by clicking through to a landing page or website. Those click-throughs need to take customers to pages that are mobile optimized

Remember the goal of email marketing is not to send as many emails to as many people as possible – but to send the right message, to the right person, and at the right time. And with the right data and technology in place, you are on the road to ramping up your retail email marketing success.

To learn how to target the right prospect at the right time with data-driven marketing campaigns, download this free guide.

How Real-Time Marketing Drives Really BIG ROI

17 Mar 16:47

Inaccurate forecasting = inconsistent qualification

by bob@inflexion-point.com (Bob Apollo)

forecasting_blue_square_200-1.pngAccurate sales forecasting is a particular challenge in high-value complex sales environments with lengthy sales cycles. Given that we are trying to anticipate the collective decision of a group of decision makers, it’s safe to conclude that perfection is an impossible goal.

But it’s also clear that every complex sales organisation has significant room for improvement when it comes to forecast accuracy. Studies by CSO Insights and others have concluded that average forecast accuracy on a deal-by-deal basis has remained stubbornly stuck for years at below 50%.

This tends not to be an issue in high-volume, low-value transactional environments, where the inability to accurately predict the outcome of an individual deal gets washed away by the law of averages. But if you’re only working on a limited number of high-value opportunities, a few misjudgements can make the difference between having an excellent quarter or missing by a mile

QUALIFICATION SHOULD NEVER BE A ONE-TIME PROCESS

That’s why continuous requalification is such an important factor in the accurate management of high-value complex sales opportunities - and why thinking of qualification as a one-off event in these sorts of sales situations is such a bad idea.

It also explains why making “qualification” a defined stage in your sales process is likely to send out utterly misleading signals to your sales people. The truth of the matter is that - if it is to be effective - opportunity qualification needs to be conducted on a continuous basis.

But what you’re qualifying for must evolve throughout the sales process. To start with, you want to qualify whether there is a real need. Then you need to qualify whether you have a potential solution fit. And then you need to qualify whether the prospect is likely to do anything. And then you need to qualify whether the deal is worth winning. And then you need to qualify whether they are likely to choose you.

NOT JUST IF, BUT WHEN?

All the while, you need to be qualifying when the prospect is likely to act. Is there a truly compelling event? Has the decision team been identified? Has the decision process been agreed? Have the decision criteria been established? Where does the project sit against all the other priorities the prospect has established?

Of course, none of this is ever static. An apparently small change in either the internal or external environment can make a huge difference to the relative importance of the decision. It’s all too easy to discount such changes as being unlikely to affect the outcome.

In fact, your sponsor may be encouraging you to believe that the change won’t make any difference. That may be convenient and comforting to you both, but it’s all too often untrue. There is an almost inexhaustible list of things that could go wrong in a deal.

BEYOND BANT

And even if you conclude at some stage in the process that the overused BANT qualification criteria have been satisfied (here’s why I think BANT is a flawed basis for qualifying opportunities) then there’s absolutely no guarantee that this will still remain true at any point after your initial assessment.

That’s why I believe that in complex sales, qualification has to be a continuous process against increasingly demanding criteria, why I am convinced that sales people must regularly recheck their previous conclusions, and why sales managers must regularly re-inspect qualification rather than assume that it has been done well.

Here’s the thing: top performing sales people don’t need to be told to do this. They have too much respect for their own time to waste it on opportunities that they are never likely to close. They like qualifying out. They are glad to see the back of unlikely deals. But they are in the minority.

THE ROLE OF THE FRONT LINE SALES MANAGER

The majority of sales people often have - unfortunately - quite different instincts. They are inclined to hold on to opportunities until it is obvious to everyone else that they have probably already been lost. They are concerned that qualifying out an opportunity reduces the perceived value of their pipeline. So they hang on far beyond the realistic “sell by” date.

Put simply, the average sales person needs help. And that help is best provided by their first line sales manager. After all, it’s in the manager’s own enlightened self-interest that their sales forecasts are accurate - or it certainly ought to be.

The first line sales manager also brings a set of experiences accumulated from across their whole sales team as to which opportunities are real, and when they are most likely to close. And yet most pipeline reviews still work on the assumption that the sales person is in the best position to judge.

ACTING AS DEVIL'S ADVOCATE

That’s why I’ve long been an advocate of the role of the front line sales manager as “devil’s advocate”. Rather than the usual routine of asking the sales person (yet again) what the value is, when it’s likely to close, and whether they have changed the (often CRM-imposed) probability they assign to the deal, they should, instead, be asking the sales person to justify why the opportunity should still be in the pipeline or forecast at all.

Instead of the assumption of closing, they should instead adopt the assumption of loss, and require the sales person to justify why the deal is still winnable. They should test their salesperson’s critical thinking skills, and challenge their comfortable assumptions.

I’ve observed an interesting - and when you think about it - quite predictable difference in the reaction of sales people to this regime. The top performing sales people tend to relish it - they like being challenged because it helps them to stay on top of their game.

But the weaker sales people often resent it - the process challenges their sometimes weak critical thinking skills. It makes them feel uncomfortable, and they often switch to defensive mode. But that’s nowhere near how uncomfortable they ought to end up feeling if their unsupportable assumptions about an opportunity are (eventually) proved to be wrong.

GET ROBUST ABOUT QUALIFICATION

My advice? Get robust about qualification. Constructively challenge your sales people’s judgement. Make them justify their assumptions. It will show who the strong performers are. It will give you some clues as to how to improve the performance of middle-of-the road performers who have the right instincts. And it will help to accelerate your identification of the sales people that have no chance of “making it”.

A Simple Guide to Sales Process Design for the Complex Sale

17 Mar 16:47

Top tech banker on unicorns: 'It's lipstick on the pig'

by Oscar Williams-Grut

Piglets are seen at a farm on the outskirts of Baokang, in central China's Hubei province, September 12, 2007.The retail price of pork in China, the country's staple meat, soared 77.6 percent in August from the same month a year ago, though it began to decline in the middle of the month, according to the National Development and Reform Commission, Xinhua News Agency reported.

Ken Olisa, the founder of two technology merchant banks and a grandee of British tech, is not impressed by "unicorns" — tech startups with a valuation of more than $1 billion.

"I dismiss it all as hype," Olisa told Business Insider at the launch of VTC Group in London this week. VTC Group is a new startup chaired by Olisa that aims to bridge the gap between startups, academics, and big corporates.

"I'm so old I know that the only value is cash," Olisa says. "If a unicorn can demonstrate that in 3 to 5 years time it can generate enough cash to defend a $1 billion+ valuation, then bring it on. But that's the question, not these backroom deals that give a headline value of $1 billion but actually give investors a get out of jail free card."

2015 was the year of the unicorn, with a boom in startups hitting the valuation. Notable unicorns that joined the club last year include TransferWise, Lyft, Zenefits, SoFi, Hellofresh, Prosper, Oscar, and Farfetch, according to venture capital data tracker CB Insights. There were many more.

Hitting the unicorn mark became a badge of honour in the industry, with businesses clamouring to declare themselves the next unicorn, but Olisa says focusing on unicorn status has come at the expense of actually building strong businesses.

"We've suddenly decided that it's not about business and innovation and market and customers, it's about something else. It's lipstick on the pig. There's a unicorn industry and they can play around with each other but all it will do is end in tears, because it's not about the customer and it's not about adding value to anything."

Olisa has seen the tech industry evolve over almost 40 years, starting at IBM back in the 1970s. He told the crowd at the VTC Group launch: "When I was first in [the tech industry] you had to explain to people what computers were and what they did.

Restoration Partners Ken Olisa"I remember once being asked the difference between hardware and software, and I realised in a moment of panic I had no idea. I worked for IBM and we just sold them stuff and they were grateful or they lost their job. It was a very different time."

After leaving IBM, Olisa held various positions in the industry before going on to found technology merchant bank Interregnum in 1992 and leading it through the tech boom to float on London's AIM market in 2000 — just as the dotcom bubble was popping. Olisa set up another technology merchant bank in 2006, Restoration Partners, which he currently chairs.

Olisa continued: "The collapse of Powa, tragic though it is, making things seem like they're worth $1 billion — that's financial engineering. Two floors in the Heron Tower says it all."

London-headquartered payments business Powa Technologies was reportedly once valued at $2.7 billion but collapsed into administration last month after running out of cash. The Financial Times has since thrown doubt over whether the company was ever really worth that much.

Join the conversation about this story »

NOW WATCH: James Altucher makes an argument for not paying back your credit card debt

17 Mar 16:45

How Hiring a Journalist Can Help You Achieve Tremendous ROI

by Jess Ostroff

Adam New-Waterson - InstagramUsing Numbers Creatively

Adam New-Waterson is the data whisperer. Working at a company like LeanData, he focuses on ensuring that the marketing department’s efforts are actually helping the company and sales team meet their goals in real world applications.  Adam and his team don’t settle for just trusting the quality of their efforts; they are constantly measuring their relationship to the rest of the company in a very conscious way.

To many, data conjures up images of boring spreadsheets and high school math class, but Adam is putting a new twist on it by using data as inspiration for out-of-the-box content creation. One of the first things Adam did at LeanData was hire a journalist with 35 years of experience as his head content writer. Advocating for the power of educating over selling, he has found incredible measured value by hiring someone who understands both the structure of storytelling and the power of teaching and informing.

In This Episode:

  • Why marketers are still struggling to get ROI right
  • How synonyms and a fancy dress had a tremendous ROI
  • How to harness the power of visual content
  • How using data points can fuel creative content strategies
  • Why creating content that educates is important
  • What a successful ABM strategy looks like
  • What makes a piece of content effective at the top and bottom of the funnel

 

Quotes From This Episode:

“We’re using content at the heart of driving the conversation for people to choose LeanData.” —@RevTechCMO (Highlight to tweet)

“One of the first things I did when I was hired to be the CMO is I hired a journalist with 35 years of experience working at newspapers and I gave him full reign to just come in and write things that were interesting, well-written, and not intended to be sales-y at all. That’s one thing I harp on a lot. I don’t want to be sold to; I want to be educated. Out of that process, I will naturally want to learn more about products and services, but first, help me learn something more.” —@RevTechCMO

“We are highlighting the success of our most successful customers. We’re not talking about a product. We’re not talking about how they use our product. All we’re doing is talking about their life story. Where do they come from? How did they arrive at this particular moment in their life?” —@RevTechCMO

“For me, ABM is the union of the revenue team. That’s the way I like to think about all the people who are responsible for making sure our company is hitting their revenue targets. I absolutely believe they are two separate entities that are interwoven like two hands clasping each other. They cannot happen without the other. The yin and the yang.” —@RevTechCMO

“You need to get all of these people on the same page and pointed in the same direction in order to be able to choose your product or service at the end of it. That is a pretty complicated thing, because each person wants to be spoken to in a different way. Different content works for different roles, etc. So, we’re using ABM, thinking about, ‘How do we drive the conversation?’ not just, ‘How do we target accounts?'” —@RevTechCMO

Resources:

 

What did you want to be when you grew up?

When Adam was younger, he wanted to be a veterinarian. “I really enjoyed animals and I really wanted to help people. So… helping people with their animals.”

Chris points out that Adam could still tie these two passions together into a single career: “Now that’s the best content. It’s the highest performing, right? Puppies and kittens.”

And with Adam’s favorite animal being a goat, there are some who have already made their mark on the social media sphere. “There are some famous goats, too. There’s one singing a Taylor Swift song on YouTube.”

Christ Moody, everyone. Making childhood dreams come true, one podcast at a time.

       
17 Mar 16:45

How Well Do You Understand Your Customer Journey? 6 Questions to Help You Find Out

by Matt Greener

A well-managed customer journey can lead to reduced churn, increased revenue and greater employee satisfaction, according to research by McKinsey published in the Harvard Business Review. Companies with highly functioning customer journeys also discover more effective ways to collaborate across functions and levels. Sounds like sales and marketing alignment!

While creating a well-managed customer journey is extremely important for the benefits it yields, unfortunately, other, more demanding daily tasks often get in the way.  It’s critical, however, to take the time to analyze your knowledge of and influence on your customer journey. Here are six key questions to help you get started.

1. Have you done your research?

Nothing sabotages a powerfully positive customer experience as much as failing to understand your customer in the first place. This may seem elementary, but many marketers jump into campaigns and salespeople launch into pitches based on their thoughts, giving little regard to what the customer truly needs. It’s monumentally crucial to study current clients, how they engage, their pain points and how they utilize your product or service. Surveys, feedback and consistent monitoring of the materials your customers digest and questions they ask all paint a picture of your customer that you can leverage to improve their journey.

2. Do you connect with your customers from their point of view?

“To be customer-centric, everyone inside a company should gain a thorough understanding of customer expectations, monitor customer data relevant to their role, and use it to make a difference on a continuous basis.”
– Lynn Hunsaker
, Founder of ClearAction and Customer Experience Expert

Being involved in and influencing the customer journey takes “walking a mile in the customer’s shoes.” Never lose sight of what your product or service accomplishes for them. Is it improved efficiency? Decreased cost? Increased revenue? Using the language that speaks to your customers’ pain points allows each team member a deeper connection with the customer, and maximizes your ability to influence their behaviors and decisions.

3. Have you identified every touch point?

Instead of only thinking of the sales process as a funnel, think of it as a constellation made up of stars, connecting to make a whole. Is your team strong at every point of contact, from top-of-funnel content to calls-to-action, to presentation, to close? How about follow up after the sale? Weakness at any of these points can cause a less than ideal experience. Pinpoint each area of communication and help each team member make active efforts to own the situation.

4. Does your branding hold up to scrutiny?

Review your mission statement, your branding claims, and make certain they hold water. Are you really the fastest, most accurate, best fill-in-the-blank service? If your branding is writing checks your processes can’t cash customers will feel deceived. Integrate your branding message into everyday actions from marketing, to sales, to customer service. Renew the focus on engaging prospects and clients within your branding perimeter to increase recognition and connection.

5. Are you requesting frequent feedback?

Asking for and adequately responding to feedback from your customers are essential steps to improving and strengthening the experience. Even when it’s not what you want to hear. According to Jay Reilly, “20% of the customers who reported their bad experiences said they did not receive a response from the company, which ultimately led to over 50% of them deciding to take their business elsewhere.” Uh, terrible.

Have a system to communicate with customers who provide feedback and resolve any issues that arise. Timely follow-up builds trust, giving you more control over the customer journey.

6. Do you maximize your automation processes to feed the experience?

The personal touch is a fantastic way to keep customer relationships positive and growing, but it doesn’t have to be every single point of contact. Automation can fill the gaps between one-on-one interactions. Utilizing automated processes can keep your company’s name, branding and purpose in front of the customer. Emails, alerts and behavioral triggers that offer high value, problem-solving information are small touches that can bring home big rewards.

Automation can also provide valuable metrics to measure your customer’s interaction or lack thereof. Do they read every piece of content and respond to every bit of communication? Low engagement levels can indicate larger potential problems while customers who are involved with your message are more likely to be satisfied and less inclined to drop you for one of your competitors.

Take the time to ponder these questions. Commit to answering them to gain awareness of the current state of affairs and use what you find as a roadmap to become a stronger influence on creating healthy, long-term relationships with prospects and customers through evolving communications.

The post How Well Do You Understand Your Customer Journey? 6 Questions to Help You Find Out appeared first on OpenView Labs.

17 Mar 16:44

7 Ways To Build Customer Loyalty That Lasts

by Brandon Gains

There are over 3.3 billion customer loyalty program memberships in the US. That’s an average of 29 per household. It’s also been discovered that it’s up to 10 times harder to obtain a new customer than it is to sell to a current one.

As we move towards a subscription-based economy, in which access is valued over ownership, the importance of consistently building trust with your customer-base can’t be understated. This is particularly the case with digital offerings like media (Netflix and Amazon Prime, for instance) and SaaS. A company’s “churn” – the rate at which subscribers are cancelling their membership – can be the difference between roaring success and bankruptcy.

This post explores seven ways you can build an effective customer loyalty program into your own customer retention strategy. The advice is drawn from some excellent examples and is completely actionable.

What is Customer Loyalty Marketing?

Customer loyalty marketing focuses on incentivizing your current customer base to make more purchases. It refers to any kind of interaction that builds trust or a desire to maintain a relationship with you.

The most common way that companies achieve this is through customer loyalty programs. Airlines initially led the way with their “frequent flyer” schemes – rewarding travelers with points whenever they made a journey. These could then be redeemed – for flights, hotel rooms, restaurant meals etc. – at a later date.

The reason that these schemes were a huge success is because they were built on an already-established customer desire: to give loyalty to a brand. Millennials in particular believe it to be important to find businesses that they can stick with.

1-milennials-customer-loyalty-research

Nowadays, customers are rewarded in all sorts of ways. KISSMetrics, for instance, provide exclusive webinars to their customers, Amazon offer free Kindle books for repeat purchases, Dropbox allow their users to earn rewards with a customer referral program, and eBay now include the option to donate a portion of any sale to charity.

7 Ways to Run A Successful Customer Loyalty Program

The important point to bear in mind is that your customer loyalty program is part of your overall value proposition but not your core offering. It is something that is offered in addition to it.

Take the example of Amazon Prime. It’s not a specific product in and of itself. Rather, it’s a bundle of various services – like streaming video, music, free delivery, early access to deals, access to a Kindle library – many of which reward frequent use. To get value from free delivery, for instance, repeat purchases need to be made. Free Kindle eBooks are only available on a monthly basis.

2-kindle-customer-loyalty-example

So loyalty rewards can be given either directly in exchange for purchases, in a form like points, or as add-ons to the normal service, as in the case of partner-offers. Let’s jump into the tips themselves.

1. Implement a Points-Based Reward System

A points-based system is one where buyers are rewarded with some kind of “currency” that can be exchanged for goods or services. It’s a simple methodology that’s used by many retailers, whether they operate online or from a physical location.

It’s a model that lends itself to businesses that generate short-term, repeat sales. The most likely candidates for this approach will be e-Commerce stores, like Muscle and Strength shown below. That said, digital retailers, like Kobo, are also effectively using this strategy.

3-muscle-and-strength-rewards-customer-loyalty-example

The key here is simplicity! It’ important that customers understand exactly what they can get with their points. Muscle and Strength explain that they can be used to apply a discount to goods in the normal buying process.

4-muscle-and-strength-customer-loyalty-program-explanation

Kobo is an example of an eBook retailer that has effectively implemented a customer loyalty program. In doing so, it’s been able to distinguish itself from major players like Amazon (who don’t offer a similar scheme). It also offers a VIP level that doubles the amount of points earned and includes a free yearly book.

5-kobo-super-points-customer-loyalty-program-explanation

2. Give Away Free Digital Products

This is an exceptionally easy way for any kind of online company to build loyalty. There’s also very little cost involved. Both Amazon and Starbucks have pioneered this strategy.

You can offer either a third-party product, such as a Kindle book or report, or your own in-house publication. Many publishers would bite your hand off at the opportunity to promote either themselves or a new author to your following.

Amazon, pictured below, allows their customers to download a free Kindle book as a reward for making a certain amount of purchases. They make sure that they include the normal price to highlight the fact that it’s a real reward (not just an empty trick).

6-kindle-super-points-customer-loyalty-program-introduction

Starbucks also offer a free weekly iTunes download. You have to go into the store where you can collect a coupon with a code on the reverse. You can then redeem this online and choose from a selection of virtual goods.

7-starbucks-customer-loyalty-program-pick-of-the-week-example

Finally, consider KissMetrics. They offer a host of regular content to their subscribers – webinars, reports, marketing guides – all of which, though free, are designed to help marketers get the most out of their product. This is a nice bonus for anybody who subscribes to their analytics software.

8-kissmetrics-customer-loyalty-program-webinars

3. Always Offer a Referral program

Being a referral software company, we had to include this one didn’t we? If you’re involved in selling any kind of repeat digital product, this one is absolutely essential.

If you’re not keen on giving away a portion of your revenue, you can always offer extra features. Dropbox has used this strategy to huge success. In fact, they’ve spent very little on advertising to grow the company to the point where it’s worth 4 billion. They’ve instead relied almost exclusively on customer loyalty programs like this one to grow their customer base.

9-dropbox-customer-loyalty-referral-marketing-example

4. Establish Partner Offers

This is a tactic any company offering a pay-monthly based service can utilize. By making strategic partnerships with other companies, you can offer discounted subscriptions and one-off promotions.

Done properly, it also has the potential to communicate to your customer-base that you fully understand their needs and are willing to “hustle” for great deals on their behalf. Hostgator, for instance, include the option to redeem free Adwords credit. American Express’ program Plenti, one of the biggest loyalty card services in the US, provides the opportunity to redeem points with a range of partners – everyone from Macy’s to Enterprise Rent-a-Car.

10-plenti-customer-loyalty-program-example

5. Run Discount Events and Giveaways

This tip follows on nicely from the previous one. Magazines have been offering exclusive giveaways for years and it’s a strategy that digital marketers are starting to see the benefits of. Grow Your Own, a fruit and veg growing magazine, offers big monthly giveaways for its readers.

This is something that digital marketers can incorporate into their loyalty marketing strategy almost straight away. When you couple it with a customer-centric approach, posting images of winners, allowing you subscribers to suggest prizes etc., you have the opportunity to build loyalty even further.

Grow Your Own cleverly post all of their giveaways publicly, but make sure only readers can enter by including a security question like, “Which vegetable is pictured on page 13?”

11-grow-your-own-media-customer-loyalty-program-example

6. Look at Sustainable Reward Structures

A definite trend in consumer behavior is the movement towards ethical brands. People are becoming increasingly concerned about the way that companies create and market their products, and the effect that their strategy has on broader society and the environment.

One way of taking advantage of this shift is to create an ethical initiative. By offering rewards for positive customer behavior you’re able to do two things. First, you can position yourself as a principled business, tying directly into your customers’ values as part of your value proposition. Second, as in the example below, because attaining rewards can require an action on the customer’s behalf, you’re also increasing their investment over the long-term.

12-office-depot-rewards-customer-loyalty-program-example

This is what OfficeDepot has done with their “Rewards for Recycling” program. If you recycle your ink cartridge in-store you’ll be given 200 points. They can be redeemed when making a purchase.

13-project-7-sustainable-charity-customer-loyalty-program-example

Project7 donates a portion of every sale to charity. In a sense, this acts as a “reward” for the ethical consumer who, alongside being given their chosen product, has the satisfaction of knowing that they have done something good.

7. Reward Active Community Members

Customers that are in communities associated with a business spend 19% more than those that aren’t. Building a community, whether it’s through a forum or a third-party group like Facebook, can yield significant dividends.

But there’s an issue, especially for small businesses. Effectively growing communities takes a lot of work and requires high engagement from the participants.

One way that Spotify has overcome this problem is by creating a customer loyalty program, the aptly-named “Rockstar Scheme”, exclusively for their forum users. They’re encouraged to be active, with the promise of free premium memberships, branded goods and even gig tickets. In one fell swoop, Spotify has solved the issue of community management.

14-spotify-rockstar-customer-loyalty-program-example

Wrapping Up

You shouldn’t ignore customer loyalty programs. They offer too much potential to increase customer retention. They speak directly to your user-base, telling them that you value them and don’t take them for granted. In an age of increased transparency, where more people are feeling the need to form real relationships with the companies they buy from, this is vitally important.

You might also be intrigued to hear that increasing customer retention by just 5% can lead to a doubling of profit. An effective program will also allow you to take advantage of other effective marketing methods like referrals, partnerships and community-building. All ways of effectively increasing your bottom line.

Download Our Free E-Book – 21 Ways to Improve Your Referral Marketing Strategy

17 Mar 16:33

Are You Maintaining Customer Confidentiality?

by PFPS

Discretion. Seller respects confidentiality. Seller gets permission, uses care before sharing information with others. Maintaining customer confidentiality is one of the 12 Dimensions of Trust every seller ought to remember.

These 12 Dimensions of Trust represent the 12 ways a seller can build or erode trust with buyers. Each associated action creates a connection or causes a disconnection. Knowing about all 12 Dimensions of Trust empowers a seller who wants strong connections founded in trust. Not knowing leads to buyer mistrust and seller confusion. In this post, part of a continuing CONNNECT2Sell series, our focus is on maintaining customer confidentiality.

Discretion

“Seller gets permission, uses care before sharing information with others” is a frequently missed dimension of trust. In an effort to close the deal, a seller sometimes divulges to a prospect what competitors are buying. This may be effective in getting a buyer’s attention and even in compelling a close. But it also leaves a residual feeling of mistrust. If the seller is sharing the competitor’s information, the buyer realizes his or her information might be shared, too.

Trust is built when questions are used to erect walls around what is confidential. Asking “Would you mind if I shared this?” is professional and courteous. Asking “How much can I share about you with your competitor?” is a fair response when a buyer asks a seller to share confidential information about someone else.

What are the land mines you’ve fallen into when it comes to violating customer confidentiality?

Next Steps:
  • To learn more about DISCOVER Questions® and how to get connected in meaningful ways with your buyers, order your copy of this bestseller from Amazon.com
  • For more tools, resources and content about connecting with your buyers and advancing the sale, visit our website. You’ll find lots of free webinars, infographics and podcasts.cover for site 2015
  • For individual sales coaching, group sales training, bulk book orders, or other services and products, call us today at 408-779-PFPS or e-mail deb.calvert@peoplefirstps.com

This blog post features an excerpt from the best-seller “DISCOVER Questions® Get You Connected.”  To learn more about how to connect with buyers and gain their trust, buy the full copy of this award-winning book from Amazon.com as a paperback or e-book. Author Deb Calvert is also available to speak at your next sales conference or to provide training for your sales team on how you can become the ONE seller that buyers actually WANT to talk to.

 

The post Are You Maintaining Customer Confidentiality? appeared first on People First.

17 Mar 16:32

Alberta appoints a coal phase out negotiator, picks a fight with power contract holders

by Geoffrey Morgan

CALGARY – The Alberta government is gearing up for a fight with the province’s power industry at the same time as it appointed a negotiator Wednesday to develop terms for a coal-fired power phase out.

Economic Development and Trade Minister Deron Bilous said at a press conference Wednesday that power companies in Alberta were exploiting “loopholes” in the power market. He said the government is reviewing whether not companies that have handed their money-losing contracts to purchase coal-fired power over to the provincially owned Balancing Pool had a legal right to do so.

“During the tenure of the former government, they negotiated power purchase agreements that, quite frankly, were not in the best interests of Albertans. There are loopholes in those agreements that allowed companies to reap the benefits when electricity prices are high and hand all the risk back to taxpayers when the market is low,” Bilous said.

“Some are doing that now and claiming it’s because of our climate leadership plan. The reality is that coal is not very profitable right now.”

On March 7, TransCanada Corp. and AltaGas Ltd. handed their contracts to purchase coal-fired electricity over to a provincial agency called the Balancing Pool, citing a change in the law as their legal reason for exiting the contracts.

“The rules are clear and were established back when these PPAs were first auctioned off and bought by TransCanada, over a decade ago,” TransCanada spokesman Mark Cooper said in an email.

Electricity prices have fallen sharply in Alberta and natural gas prices have fallen to levels where analysts say it is now cheaper to generate electricity from gas, especially when the government taxes carbon emissions.

Calgary’s city-owned utility company Enmax Corp. also handed its power purchase agreement (PPA) for coal power over to the Balancing Pool in December. The Balancing Pool subsequently sent Enmax a letter confirming the transfer of the agreement.

“Our decision to terminate the Battle River Power Purchase Arrangement was not taken lightly. It was based on a combination of lower forward market prices and the June 2015 increases in the carbon emissions costs under the Specified Gas Emitters Regulation,” wrote Enmax spokeswoman Doris Kaufmann Woodcock in an email. “After undertaking a review of the matter, as is required by the Balancing Pool Regulation, the Balancing Pool confirmed to us in late January that we were entitled to terminate the Battle River Power Purchase Arrangement in accordance with the terms of the PPA.”

Progressive Conservative energy critic Rick Fraser rejected Bilous’ assertion, saying, “These companies come in good faith and built the huge infrastructure projects it takes to provide power.” Fraser added that Albertans would see higher power bills as a result of the new climate change policies.

Despite low electricity prices in Alberta, many industry observers say the province’s climate change policies — including the requirement that carbon emissions be taxed at $30 per tonne beginning in 2017 — were interpreted as a change in law, giving power companies the legal ability to exit their contracts.

“That dealt the card to the PPA holders that they are now playing,” said Gary Reynolds, who was CEO of the Balancing Pool between 2003 and 2011.

“The people (who are) going to be picking up the losses on that are Albertans and not the PPA buyers,” Reynolds said. “The impact on consumers could be very significant.”

“We are in the process of reviewing the structure quite closely to ensure that we’re doing everything in our power to protect consumers and taxpayers,” Bilous said.

Bilous also announced the government had picked Terry Boston, the former president and CEO of Pennsylvania-based power giant PJM Interconnection, to negotiate a settlement with companies like TransAlta Corp. and Capital Power Corp. for the government’s plan to phase out coal-fired power generation by 2030.

“Alberta has an opportunity to demonstrate its leadership and provide an example to other jurisdictions as coal-fired electricity emissions are phased-out around North America,” Boston said in a release.

“We look forward to working with Mr. Boston as he develops a coal phase-out plan that maintains grid reliability, delivers stable electricity prices and is fair to affected companies, communities and workers,” Capital Power vice-president of external affairs Martin Kennedy said in an email.

gmorgan@nationalpost.com

Twitter.com/geoffreymorgan

17 Mar 16:31

20 Critical Customer Service Skills All Sales Reps Should Master [Infographic]

by mrenahan@hubspot.com (Mike Renahan)

customer_service_stock.jpg

“To keep a customer demands as much skill as to win one.” -American proverb

Customer service is essential to every business. Not only does keeping your buyers happy helps ensure they continue their relationship with your company, it also attracts new business.

But what does great customer service look like? For instance, did you know buyers value confidence, good body language, and creativity in their customer service reps? But that’s just a small piece of a much larger picture. The best salespeople combine hard skills like persuasive speaking and decision-making abilities with personality traits such as an understanding of human psychology and self-motivation to create a delightful experience for their buyers.

Check out this infographic from Provide Support to learn the 20 customer service skills every sales rep should master. If you're aiming to provide the best support to your prospects, start by perfecting these skills.

customer_service_skills.jpg

HubSpot CRM

17 Mar 16:31

Book Review & Interview: 3 Marketing Lessons From The Big Data-Driven Business

by Ashley Zeckman

Russell-Glass-and-Sean-Callahan-Book-Review

How many times have you made a purchase either online or in a store and found that you either received recommendations or coupons after your purchase that seemed to be exactly what you were looking for? That experience is one example of how companies are using big data to create a better experience and more effectively target buyers based on previous behaviors.

The sheer amount of trackable activity that exists today has begun to make data collection and analysis a much more manageable task, and the impact is in the numbers. Research has found that for a Fortune 1000 company, increasing data accessibility by just 10% has the potential to result in more than $65 million dollars in additional revenue.

To help companies understand how to use data more effectively, Russell Glass, Head of Marketing Products for LinkedIn and Sean Callahan, Senior Manager Content Marketing for LinkedIn Marketing Solutions (client) collaborated to write a book titled The Big Data-Driven Business. This book focuses on ways that brands can utilize big data to win more customers, outshine the competition and increase company profits.

As marketers, our ability to collect, synthesize and make decisions based on data is a necessity to compete in today’s marketplace. To make that transition easier, I’ve included some of the biggest data related marketing lessons I drew from this book as well as an interview with authors Russell and Sean on  the opportunities with big data.

#1 – Data & The New Buyer’s Journey

Customer relationships used to involve enthusiastic handshakes, and wining and dining prospects to make a sale. Today’s self-directed buyers often make it through a vast majority of the sales process before even speaking with a company representative. Therein lies the challenge and opportunity for marketers to use data informed marketing to be the best answer for customers, wherever they are searching.

“By the time a B2B buyer reaches out to the salesperson, there is often little to be learned. The salesperson is perhaps there to negotiate some terms and take the order.”

Customers are now armed with a great deal of information that helps them decide which company or product is the best fit for their needs. By analyzing how prospects interact with emails, move through the company website and interact on social channels are all signals of what they’re searching for.

#2 –  How to Use Data to Learn More About Your Customers

You can hire the most talented marketing team in the world, but if you have a crap product, your chances of developing a strong customer base goes out the window. Think of some of the products you use most as a consumer. Those could include things like Spotify streaming radio, Amazon or Netflix. One thing each of these companies have in common is that they “listen” to what it is that you like, and adjust recommendations accordingly.

“Data-driven, customer-focused companies use the data they amass as a matter of their daily business processes to understand their customers–both individually and en masse–better with every single transaction.”

Digital marketers can take a similar approach by finding opportunities to interact with customers and prospects to learn what their priorities are, what they care about and what their biggest problems are that your solution can solve.

#3 – Always Use Data Responsibly

Sometimes the lines can seem fuzzy in terms of how exactly marketers can use the data collected about their customers and prospects. While certain information can help you better target customers, you have to avoid creating a sense that you are being intrusive or manipulative for the end user.

“The best companies are embracing complete transparency when it comes to consumers’ privacy concerns.”

It is the responsibility of brands to  use the information gathered to improved customer experience while still respecting their privacy and security. Ensure that you’re fully aware of all the regulations that exist around privacy and understand how this may impact how you use data collected about your customers.

Author Interview With Russell Glass & Sean Callahan

Russell Glass
Russell Glass
Head of B2B Marketing Products, LinkedIn

Why should marketers be looking through a lens of big data to influence their marketing strategy?
Customers and prospects are online, and the buyer’s journey has moved online in so many ways. Forrester Research estimated that as much of 90 percent of the buyer’s journey has taken place before a prospect reaches out to a salesperson. These prospects are researching online, consulting their peers on social media, reading reviews, and (we hope) visiting our websites. Marketing, via the data that these prospects create when they surf the Web, has tremendous insight into who these prospects are and how they’re behaving. This data gives the marketing department the best picture of who their customers should be and what they want. This is the path to becoming what all businesses should strive to be: data-driven and customer focused.

What is the low hanging fruit of data collection that most marketers aren’t taking advantage of?
I would say there are two critical areas of low hanging fruit. One is the internal customer data that marketers have spread throughout the company in various departments: sales, accounts receivable, customer service. This internal data, when consolidated and analyzed properly, can reveal to marketers what characteristics their best customers share. Using this data, marketers should be able to create a picture of what kinds of prospects they should be going after and build an account-based marketing approach to going after prospects who match the characteristics of their best customers. The second area of low-hanging fruit for marketers is website visitors and email/blog subscribers. By analyzing these prospects, who have raised their hand to show their interest in your company, marketers should be able to use data to target very effective and efficient messages to prospects who are already poised to move through the funnel.  

In your experience, how has your journey using data informed marketing helped you in your current role at LinkedIn?
The biggest way data has helped is better understanding what our members are doing on our site and especially within our feed. Knowing what members are doing and the kinds of information they are consuming enables my team to build products that are going to deliver the best results for customers who are trying to reach those members at the right time with the right message.  So it becomes a win-win: members get more valuable and relevant content, and marketers get better results for their dollars spent.

Sean Callahan
Sean Callahan
Senior Manager Content Marketing, LinkedIn

Now that three martini lunches are a thing of the past, how can marketers use big data to take the same hands-on approach with customers that are self directed on their journey?
In the book, Russ and I write about what the three-martini lunch was really about. Salespeople took out their prospects to entertain them, to give them information about the industry as a whole, and ultimately to begin talking about selling them specific products and services. Now that the three-martini lunch is largely a thing of the past (even though martinis themselves have made a comeback), the relationship-building is now taking place online via content marketing and lead nurturing. Marketers use their content to entertain their prospects, to talk about industry trends and make their companies thought leaders, and finally talking specifically about products and services.

It says in the book that, “Speed delivers customer satisfaction and customer satisfaction delivers more searches.” How can companies use big data to create a better, speedier experience for customers?
When Google was analyzing data on how visitors used their search engine, they found that speed was essential to retaining the interest of these visitors. They discovered that even a few tenths of a seconds difference in delivering search results caused users to abandon their searches at a higher rate – which meant that fewer paid search advertisements were served. So Google focused on delivering their search results fast, because that’s what customers wanted. And it’s why there are 10 search results delivered on page 1, rather than, say, 20. I think the lesson of Google’s experience with the speed of search results isn’t about speed in and of itself; it’s about using data to give customers what they want and delivering an excellent customer experience. It’s all about becoming a data-driven, customer-focused business.

In your experience, why is it so important for marketers to embrace marketing technology?
It goes back to the buyer’s journey. So much of the buyer’s journey takes place online, and you need technology as night-vision goggles to have insight into how your customers and prospects are behaving online. With this insight (driven by data, which is in turn discovered by technology), you can understand your customer better and be a better marketer.

Are You Making Data Informed Marketing Decisions?

The need for data informed marketing decisions to become “the best answer” for your customers will become increasingly more important over the next few years. Get a leg up on your competition by committing to incorporating more data-driven insights about your customers into your digital marketing strategy.


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© Online Marketing Blog - TopRank®, 2016. | Book Review & Interview: 3 Marketing Lessons From The Big Data-Driven Business | http://www.toprankblog.com

The post Book Review & Interview: 3 Marketing Lessons From The Big Data-Driven Business appeared first on Online Marketing Blog - TopRank®.

17 Mar 16:31

We Need to Stop Ruining Sales: An Appeal to Salespeople From a Salesperson

by apowell@hubspot.com (Ali Powell)

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The one thing that has always rung true to me is that sales must be helpful. The predominant indicator of a good sales rep is one who is helpful for their prospects.

No one wants to be sold to. But decision makers do want helpful advice. So what is the right way to get in front of these people?

The world of sales and marketing has changed. People block your emails, ignore your InMails, throw away your direct mail, delete your voicemail, etc. Why has this happened? Buyers have blocked salespeople out of their lives thanks to the scores of unhelpful sales reps just in it for themselves. After years of the same old generic, selfish outreach, prospects have written us off.

I don't blame them.

Here's the sad truth. Even if you are a sales rep who does a ton of research on a company and has a plethora of relevant reasons to reach out, you can’t get in front of decision makers today. Have unprepared, non-helpful sales reps over the years killed sales for the reps who actually do a good job at researching and customizing the sales process? I think so.

So I ask you, sales reps out there: Do a better job. It will help all of us.

But what if you are a good, helpful sales rep? How are we supposed to get through to the decision makers with our good and helpful advice if the bad sales reps have ruined it for all of us? 

Your job as a sales rep is to help your prospects. Not to annoy them. Not to think about yourself and your number. Sales is not about you, contrary to what you might believe. It is about being helpful. We need to focus on identifying good fit buyers through careful research, offering help, and doing good, honest work (all the time!). If we all band together and do this, maybe we all will get through a bit more.

Sales reps could start to be seen as actually being helpful. Decision makers might actually open up to a call or an email from us. Instead of thinking, "Oh great, another stupid outreach from a sales rep, *hit spam*," maybe their first thought could be "Hmmm ... this sales rep is reaching out because they have reason to believe that they can help me. *open*"

I have seen far too many emails sent to the wrong person, who has nothing to do with what you sell, with no reason to care because it won’t help them. If sales reps actually reached out with helpful things to say I bet we would all do better as a whole.

So let’s all do a better job at prospecting good fit companies based on research at the right time for them. Your job as a sales rep is to help. Be genuinely helpful as a sales rep, and let's show our prospects why we are sales reps in the first place.

We are sales reps because we know we offer something that will help someone. And who knows? That someone just might be you. 

sign the petition to stop slimy sales tactics

Editor's note: Ali Powell is an inbound marketing specialist at HubSpot. She originally published this article on The Womenpreneurs, and it is reprinted here with permission. Join the Women in Sales Slack channel to connect with like-minded ladies in sales here.

17 Mar 16:31

8 Mistakes That Destroy Credibility With Prospects (& How to Avoid Them)

by lye@hubspot.com (Leslie Ye)

The average buyer in this day and age is shrewd — naturally skeptical of salespeople and having certain standards reps have to measure up to. That makes establishing credibility central to the success of any sales effort.

But maintaining that kind of trustworthiness and legitimacy over multiple sales conversations can be easier said than done — a lot of reps run into hitches, hiccups, and human errors that undermine their credibility with prospects.

To help you avoid those pitfalls, we've put together a list of eight of the main mistakes reps make that make them seem less credible to potential buyers. Let's dive in.

Free Download: Sales Plan Template

1. Fumbling Basic Information

Calling your prospect by the wrong name or flubbing facts you should have confirmed via Google is always unacceptable. It’s also an easy way to prematurely kill a deal.

Fumbling fundamentals like those can lead your buyers to believe you don't care about them — if they know you haven't even made an effort to get the basic information right, why would they believe that you have their best interests at heart?

How to Avoid This Mistake

Do your research — every productive sales conversation is backed by that. It informs your understanding of the appropriate tone to use, the relevant benefits to highlight, and the ultimate basis of an effective value proposition. At the very least, it prevents you from flubbing fundamental information and convincing your prospect you don't actually care.

2. Asking Prospects to Repeat Themselves

"I'm sorry — what did you say?"

Phrases like that — along with behaviors like asking prospects the same questions multiple times — can kill even the most promising sales conversation. You never want to make your prospect repeat themselves.

It’s one thing if you’re asking follow-up questions or digging deeper on a point you didn’t catch — but if you have to ask a buyer to tell you how many stakeholders are involved in a purchase more than once, it’ll be clear you aren’t dedicating your full attention to the conversation.

How to Avoid This Mistake

Admittedly, avoiding this mistake can be a little easier said than done. it can be tough to keep track of every detail about a prospect when you're juggling multiple deals simultaneously. Help yourself by making sure you take careful notes on your prospect's company, challenges, goals, and plans — ideally in a CRM or some other kind of central repository you can reference later.

3. Not Actively Listening

Not only do you have to listen to absorb information — you also have to listen in a way that facilitates a real back-and-forth. You can’t just listen, say “Uh-huh” in response, then move on to your next question.

Even if you’ve understood what your prospect said, that method of communication doesn’t demonstrate you’ve actually absorbed anything. You need to show your prospect that what they're saying is registering with you — that starts with you practicing active listening.

How to Avoid This Mistake

Pete Caputa, CEO of Databox and former sales VP at HubSpot, teaches his reps the following four-step process:

  • Truly listen to the prospect.
  • Feed back the content and feeling of the prospect’s words.
  • Confirm you heard the prospect correctly.
  • Ask a relevant follow-up question to further clarify your understanding of their situation.

Active listening shows the prospect you’re present and invested in what they have to say. If you can convey those elements in your communication, you're showing the prospect that they have a legitimate stake in the conversation — allowing you to further build rapport and establish credibility with them.

4. Talking Instead of Asking

A close cousin of #3, telling before you’ve asked your prospect anything is a cardinal sin. You can’t possibly make useful recommendations to your prospect if you’re not informed about the problems they’re trying to solve.

Don't be too presumptuous or arrogant — you need to have proper context if you're going to have a productive sales conversation. Be willing to ask the questions you need to have a fleshed-out enough picture to structure an effective, personalized value proposition.

How to Avoid This Mistake

It’s fine to make some assumptions when you’re in prospecting mode — after all, making educated guesses about what a buyer’s challenges might be is necessary to provide value. But once you’ve connected with a buyer, you should be in exploratory mode. Refrain from making sweeping statements or recommendations until you fully understand their situation.

5. Misstating Information

Having a thorough and correct understanding of your prospect's situation might be the most crucial aspect of any productive sales conversation — and misstating information is the easiest way to show your prospect that you haven't actually been listening.

If your prospect has already told you something, you need to be able to reiterate it accurately if the conversation calls for it. You never want to misrepresent any facts or insight they convey to you.

This isn't something you do on purpose — at least it definitely shouldn't be — but it calls into question how much weight you place on what your prospect says and wants. Saying things like, "In our last call, we talked about X," when you actually discussed something else demonstrates a fundamental disconnect between you and your prospect. That's enough to sow seeds of doubt in their mind and undermine your credibility.

How to Avoid This Mistake

You can avoid this misstep by practicing active listening and making a point of keeping up with the conversation — repeat information back to your prospect, and get their buy-in on your perspective and recommendations.

6. Overpromising

Oftentimes, your prospects will ask you about extremely specific use cases for your product, and you might not know the answer. It’s okay to not know everything, but you can’t anticipate every possible use case.

It’s only human to want to keep your prospect on the line and interested, so you might say, "Yes, we can do that," without thinking. But if you find out later that you were wrong and have to backtrack, you’ve just lost authority in your prospect’s eyes.

How to Avoid This Mistake

This one has a pretty simple fix — if you don't have an immediate answer, don't lie. Be upfront about it, but assure your prospect that you'll drill down what they're looking for and promptly follow up with them about it as soon as you do. Most prospects would rather wait a few hours for correct information than receive faulty insight right away.

7. Incorrectly Describing Your Product

A big part of being a successful sales professional is being an authority on what you're selling. So when you can’t demonstrate how your product will fit a prospect’s situation, or get basic facts about your product wrong, your reputation gets severely dinged.

There's no quicker way to undermine your credibility and expertise than demonstrating that you're not actually a credible expert on the offering that your entire career revolves around.

How to Avoid This Mistake

Practice makes perfect here. Run through demos with your manager, and study any areas of your product or service that you're not 100% clear on. You can also have your manager or a tenured rep sit in on your first few calls so they can step in when you're unsure of something — and if you go that road, make sure you take notes on anything you need work on.

8. Contradicting Yourself or Your Team Members

Never promise or say anything you don’t know to be true. Even if it’s an offhand answer, chances are if your prospect’s asking about it, they care about it. And if you give different answers on Monday than you do on Thursday — or if you and the other people involved in the sales process aren’t synced up on what you can and cannot promise — your prospect is getting an inconsistent, confusing sales experience.

And, just as importantly, they’ll feel misled and lied to — certainly not emotions you want to invoke in your buyers.

How to Avoid This Mistake

To avoid this, take notes on what you’ve said during calls, and ensure all stakeholders on your side are briefed and aligned before team calls. Get everyone involved from your end on the same page — cohesion lends itself to credibility.

As I mentioned at the top of this article, buyers nowadays are shrewd. They're not just going to take you at your word — so as a salesperson, it's on you to establish yourself as a legitimate resource for them. That starts with being credible, so do what you can to avoid the missteps we've detailed here.

sales plan

17 Mar 16:31

Generate Deeper Sales Dialogues with Strong Open-ended Questions

by Dennis Grieco

When it comes to planning a questioning strategy, this is my philosophy: It is OK to ask people questions; it is not OK to question them.

What’s the difference? If the police show up at your door, put you in handcuffs, guide you to the backseat of their patrol car, and take you to the station, they’re going to question you. More to the point, they’re going to interrogate you.

When people feel questioned, they feel interrogated. It doesn’t matter if it happens at the police station or in their own office by a sales professional.

If, instead, people are asked questions, a dialogue can begin.

One of the more effective ways to generate dialogue is through the use of open-ended questions. These are the type that allows the customer or prospect to participate, engage, and elaborate in a discussion. Open-ended questions get customers talking and sharing information vs. feeling like the sales professional is drilling and grilling them.

Remember, we are all human beings, and human beings look for two things in an interaction. We want to be listened to, and we want to be understood. If I am a buyer, and I feel listened to and understood, then I will repay the favor and listen to what you have to say about your product, your service, and how you think that you can help me. So, if you want to ask me questions, first, let me talk about my needs, my company, and the issues and challenges that I am facing.

The way to open the dialogue and get the buyer talking is through a series of thoughtful, open-ended questions. While this sounds fundamental, too many sales professionals trip up on the construction of their questions. They ask, “Have you thought about X?” That’s not open-ended, because the customer can answer “yes,” “no,” or in a limited number of words. This kind of question doesn’t get the customer talking and, as a result, the sales professional doesn’t get the chance to discover any depth of information.

Use strong questioning words.

The three strongest words to begin open-ended questions are what, why, and how.

  • What have you done in response to this market trend?
  • Why did you decide to restructure your organization in this way?
  • How will you counter this competitive move in your major market?

Those three words — what, why, and how — are the ones to focus on in constructing your questions. The old philosophy of the five Ws — who, what, where, when, and why — doesn’t really work anymore because “who,” “where,” and “when” lead to closed-ended questions that only solicit limited information. They don’t encourage buyers to elaborate. “When are you going to make a decision?” By the end of the week. “Where will you expand?” In Europe. “Who is going to help you with that decision?” The CEO and the CFO. None of this is bad information, but the questions are not open enough to get the buyer talking and engaged.

Instead, the buyer feels questioned, and the sales professional is just fact-finding. A better way to get to those facts is to have a discussion. By constructing questions in a more open way, sales professionals can get much more than facts. They can get to the depths of the buyer’s needs, issues, or challenges and, as a result, develop a solution that provides greater value.

During sales training sessions, we work on questioning strategy and scenarios. I will say, “I am the buyer. What questions would you ask me?” Invariably, the response will be closed-ended. They will ask, “Have you done X?” So, I rely, “Nope.” They just look at me. I challenge them to find a better way to ask open-ended questions. Then, they ask, “What have you done around X?” Now I give them an answer.

That is when the lightbulbs begin to go on in their heads, as they have an aha! moment. Every time they throw out a closed-ended question, I give them a one-word answer. Then, they look at me, smile, and reword the question to be more open-ended. That’s when I open up and answer.

All I need as a buyer is to be listened to and understood. All they need as sales professionals is to think about how they construct their questions to go beyond fact-finding and begin a dialogue.

open-ended questions

The post Generate Deeper Sales Dialogues with Strong Open-ended Questions appeared first on Richardson Sales Enablement Blog.

17 Mar 16:29

How to Discover Passion, Influence People and Increase Sales

by Don Purdum

How to Discover Passion, Influence People and Increase SalesAre you passionate about your business? I’m talking about the type of passion where you can’t wait for someone to ask you; “What do you do?”

Are you so passionate that people can feel it right through their computer screen when they look at your website, blog articles or social media posts?

How about through your videos or podcasts?

Does someone sense your passion so much and feel so inspired by your web presence that they are influenced to say,

“OMG, how did you know” and are looking at all the different ways they can buy from you because you connected with them personally?

If you’re like most businesses you are probably not experiencing that when it comes to your content marketing.

You may be blogging, sharing content on social media, optimizing your articles for Google or creating videos… and it’s all falling on blind eyes or deaf ears.

Technology and strategies are not your real problems yet that is what most businesses are chasing. The real problem is the disconnect between passion and communicating that passionate so that content is relevant, inspiring and compelling.

In fact, you can influence people through your passion and earn more business than ever before. The truth is that if you don’t connect with people emotionally it doesn’t matter how much traffic you drive to your website or how many people follow you on social media.

The results will be the same…

NO influence and few to NO sales.

What is Passion and Why Does It Matter To Your Business?

Passion is the essence of your business. It’s the window into the soul of your business.

It’s what people feel and sense. It’s the emotion behind your “why” and the feeling that inspires action.

Passion is about the results a business gets for their customers.

Passion focuses on the needs of the customer over the needs of the business.

Let’s be honest for a moment… why is that so many businesses struggle in their digital marketing?

It’s because they aren’t in touch with their passion.

Businesses are focusing on their needs and wants… more prospects, more business and a growing company.

But that isn’t what the prospect or customer cares about.

Every decision a person makes to spend money is an emotional decision. No one makes a buying decision based purely on logic.

Yet, the majority of businesses are creating information and facts that are completely detached from their passion and emotion only to discover that while people like the information they don’t do anything with it; namely give you their name and contact information or buy from you.

Is it any wonder so many businesses are struggling with Digital Marketing and have given up on it?

In a recent survey of 1,105 small businesses by Thrive Analytics in April 2015:

  • 55% of all small businesses said they don’t have a website
  • 40% of those who do have a website haven’t updated it in 6 months
  • 77% of small businesses feel they lack the time or knowledge to manage digital media effectively.
  • 70% stating they wish they could take advantage of digital media to help expand their businesses and reach new customers

If you’re passionate about your business you are going to make the priorities for what is important to the business.

If 70% of businesses “wish they could take advantage of digital media” what is holding them back?

The real problem is not time or knowledge, those are excuses.

The real problem is lack of focus and priorities due to a reality that many business owners have never discovered what their real passions are.

Recently in a mastermind I asked the six participants “what problems they are passionate about solving.”

Each one struggled with the answer and defaulted to sharing what they do.

Why?

Because its comfortable and easier to focus on logic than it is to connect with the passion and emotion behind what they do.

What About Those Businesses Who are Marketing Online?

I read dozens upon dozens of blog articles all week long and do know what they are missing?

Let me tell you what they are not missing?

They are not missing:

  • Logical or intellectual ideas
  • “How to” tips and strategies
  • Statistics

What are they missing?

They are missing:

  • Emotional connections that leave people inspired to do something other than leave
  • Comments that say “OMG, how did you know…?” in some form or fashion
  • Strong leads through downloads of your eBooks, reports, and more
  • People who sign-up for your email list because they feel your valuable to their lives and/or businesses
  • People who want to know more and high numbers of returning visitors
  • Lots of social media shares that result in more leads and shares

Passion is the emotional connection that is brought about through being relevant from the site visitor’s point of view.

When you understand “what problems you’re passionate about solving” you have a foundation for a dynamic business and a life altering message.

How Can You Discover Your Passion, Build Influence and Earn More Sales Than Ever Before?

I’m going to share a simple way you can identify your passions. Get ready because people pay me a lot of money to help them with this…

Simply answer the following question:

“What problems are you passionate about solving?”

My suspicion is you have never thought about this question. If you have, it will make your head spin for a while.

The temptation is that people love to answer this question by stating what they do. It’s the hardest part of my coaching or consulting.

Why?

I’m not asking what you do. In fact, I don’t care what you do for the purpose of this question. It makes no difference if you make airplanes, sell insurance, or have an online business.

It doesn’t matter what you do!

What you do is simply the means to fulfill your passion.

For example, one of the passions I’m deeply passionate about solving is the societal and political unrest that exists in the United States because over 94 million people are no longer participating in the workforce.

Most have been laid off from corporate jobs, can’t find work, aren’t qualified for work that is available, and have no hope for a bright future.

America was built on entrepreneurship. The hope for America’s future rests upon those who will start successful businesses and contribute positively to their communities by creating jobs and fulfilling their dreams.

Yet, 70% of all business will fail in the first 5 years and of those who fail 60% of them will do so within 24 months.

The reason: lack of a relevant message that contributes to declining cash flow.

There is nothing more exciting than a prosperous America with citizens who are participating in our Republic through entrepreneurship. It’s entrepreneurs who have and always will make America great!

What problems are you passionate about solving?

Entrepreneurs Cannot Pawn Their Business Off onto Their Employees

I want to bring up a serious and recent trend I’m experiencing because it’s that important!

I recently shared on Facebook that of late I’ve been talking with a number of successful business owners who had obviously lost their passion.

Their once thriving business is now struggling and they want their cash flow to return to previous levels. It’s affecting their business, employees, investors and maybe more importantly their family and lifestyle.

They know they have a serious messaging problem and that they are not communicating relevantly to their prospects and customers and it’s showing in the declining sales reports.

It’s an issue they need and want to get resolved.

However, they don’t want to do the work themselves to discover their passion which will deeply inform the message and the brand identity.

Instead, they want to give that responsibility to an employee.

When you bequeath control to others, you essentially become a hitchhiker with no seat belt. You take the passenger’s seat of your own car and entrust your safety to someone who has never driven a car before.

You cannot become a victim if you don’t relinquish power to someone capable of making you a victim.

The problem for business owners who turn their message over to someone in their business is that they risk making themselves a victim.

They become a victim of mistaken identity or losing control of their business because the world sees them differently than they really are. This happens because someone else’s vision, who has no stake in or equity sweat in it, for the company over-road their own.

If you own the business, you are the one that is responsible for your message and you are the one who is responsible for the growth and well being of your company.

I don’t want to see a business owner fall victim to the “why did I trust them with my business and it’s failing” syndrome.

What is the Result of communicating with Passion?

The result is a business that is excited every single day to share their message.

The result is a business that has developed a vision around their passion and it’s infectious.

The result is a business that is growing by leaps and bounds because they are no longer trying to reach everyone.

Passion elevates the message and communicates to one person, with one problem/need/desire and offers just one solution.

The result is a growing, thriving business that is full of opportunity and hope.

Is It Time To Discover Your Passion, Influence Your Prospects and Increase Your Sales?

Ultimately, people are influenced to buy not because of what we have to sell them. They can buy anywhere. Amazon alone is a treasure trove of opportunities to buy virtually anything you want.

But what your customers can’t buy anywhere is “me” or “you”.

What they can’t buy from anyone else is the connection that is made because they sense and feel the power of your message through your passion and they identify with it so strongly that they have to buy.

Are you feeling that your passion is missing?

Are you sensing that you communicate logically but are leaving the emotion out of your message?

Is your business not achieving the sales you want because you don’t fully understand your customers?

Are you ready to make the leap forward and learn how to discover your passion?

If so, click here and learn how creating a powerful message through your passion will change your business forever!

In addition, I want to offer you a free copy of my highly popular eBook titled “The Shift – Making the Fast Paced Transition from Mass Marketing to Context Marketing” which has been read by thousands of small business owners and entrepreneurs just like you.

In it you will learn how to identify the “business you are ‘really’ in” from your prospects point of view and how to be so relevant to them in their context that they say to themselves in some way; “OMG, how did he know?” and then buy from you.

Click here or on the image to get your free copy today.

get-your-copy-of-the-shift

17 Mar 16:29

GetAccept’s sales tool aims to increase businesses’ chances of closing deals

by Ken Yeung
GetAccept team at Y Combinator

Digital document signatures have really expedited sales. No longer do we have to print out the document, sign it, and either scan or fax it back to the original sender. But while this capability may be a godsend, there’s one problem a new startup called GetAccept wants to highlight: It still is not enough for actually closing the deal. The company has an offering it says will give firms more control over their sales document workflow.

Sixty percent of proposals never get signed, according to cofounder Mathias Thulin. He attributes it to a lack of structured workflow for salespeople: “They don’t know where to follow up or are lazy.” GetAccept aims to automate the process to convert more missed opportunities into signed deals. It incorporates different behavioral decisions you’ve made to push the deal forward, such as sending your sale an email or SMS reminder, along with retargeting display campaigns.

A messaging service is also included, giving salespeople another way to communicate with their leads. The idea is to continue building trust from the point between when a quote is sent over to when the deal is actually signed.

This Y Combinator-backed company also has a feature to help salespeople craft proposals — you can create a video presentation to supplement your standard sales proposal. The idea is to make the process more fun and engaging so it stands out, perhaps making the whole experience a bit more human. There’s also a dealboard that displays the status of all your potential deals, giving you a complete picture of what additional work may be needed.

GetAccept salesflow

GetAccept also features a digital signature component that puts it into direct competition with services like DocuSign, HelloSign, Adobe’s eSign service, and others. It currently integrates with Salesforce, Close.io, HubSpot, Google Display Network, and Stripe.

The free version of the service, which limits you to a single user and two signed documents per month, gives you access to analytics and a personal video intro. There’s also a Pro plan, which has varying monthly costs depending on whether you pay each month or annually. If the former, it’ll cost you $45 per user, while the latter breaks down to $35 per user. With the Pro plan, you’ll have team management tools, unlimited signed documents, branding, access to insights, and a mobile app. The company plans to eventually roll out an enterprise plan.

GetAccept dashboard

To date, GetAccept said that it has over 200 customers using the service, with 90 percent of them converting to annual subscription status. Its user base is growing 23 percent weekly, according to the company.

GetAccept is largely bootstrapped, but has received funding through Y Combinator.

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17 Mar 16:29

Ignore Design at Your Peril

by Kathryn Han

Some people assume that the Internet is just a place to read. Sure, there’s a lot of text, but today’s Internet is a visual medium. It’s quickly becoming a place to see and watch. Since 2007, visualized information online has increased 9,900 percent.

Those who operate under the misconception that high-quality content is all about writing are ignoring a significant part of the creative process. Without good design, your content marketing will fail.

On a daily basis, I come across content that simply isn’t well designed. Publishers use too many fonts and/or too many sizes, bland images, and pop-up ads that take away from the user experience. It doesn’t help that many content marketing departments are underfunded and understaffed. The result is a dearth of content that can’t succeed because of poor design.

At Contently, we think it’s time for that to change.

In early March, we released “150 Content Marketing Tips That Will Inspire You,” an interactive feature that shows how a cohesive creative project can look great and impact the bottom line. Rather than publishing the tips on a stale webpage, the design team worked closely with the content team to create a beautiful and easily shareable project that would stick out from the typical articles that promise content marketing tips. As a result, the feature has already proven to be a valuable asset to our sales team, generating over 300 leads in only two weeks.

When used effectively, design can even be the driving force that gets people to pay attention to a particular piece of content. Facebook, for example, has been drumming up some great press for its unusual 2016 marketing report. Instead of churning out the standard staid data report, Facebook converted the key takeaways and statistics into a deck of illustrated playing cards.

Rob Longworth, the creative director at Human After All—the agency behind the campaign—told Slate that “’using complex data to tell relevant stories is commonplace in marketing,’ but the design team’s challenge is ‘how to deliver those insights in a way that’s engaging and easy to understand.’”

It’s also worth noting that design matters not just for one-off campaigns, but for every part of a company’s marketing efforts. Great design, after all, is often what separates serious publishers from amateurs.

The New Yorker has a beautiful website that is designed for both form and function, while also maintaining the essence of the brand. As a result, it’s a pleasure to read and watch its digital content. The consistent branding reminds the reader who is behind the experience.

The New York Times, meanwhile, has a reputation for turning complex journalism into engaging and relevant visual experiences that complement a variety of topics, from real estate to poverty to gun ownership.

Medium is another example of how great design can elevate a publisher. The popular platform has made design a central aspect of its value proposition—making it easy for writers to create clean, beautiful stories that aren’t bogged down by busy distractions. As a result of this unique design, Medium has become more than just a place for personal blogging; it’s the home for serious publications like The Billfold, which is part of the Awl; The Cauldron, which falls under the Sports Illustrated umbrella; and The Ringer, Bill Simmons’s new media property.

As brands continue to publish more and more content, marketers need to embrace sophisticated design as a major part of the creative process. Otherwise, they risk losing their audiences to the people who do.

17 Mar 16:28

Scaling the Value-Add Sales Conversation

by Alina Poniewaz-Bolton

iStock_000076267145_Small.jpg

In our last post, we said the single most important variable in improving sales productivity is the quality – or lack thereof – of conversations salespeople are having with their prospects and customers. In fact, many people would argue that the sales conversation is the most important part of the job.

Yet having valuable conversations has become increasingly difficult. Forrester research tell us that the new buyer does 60% of their research and due diligence before engaging a salesperson. When the salesperson finally gets involved, they must be prepared to add fresh, valuable insights, positioning statements, and messaging. Plus, the salesperson must be intimately familiar with the goals, initiatives and obstacles of each persona they’re meeting.

Just how much information are salespeople expected to remember during their prospect conversations? Let’s do the math.

Alina__Infographic_updated_022916.jpg

In order to consistently add value, a salesperson would need to be able to address the unique needs of every prospect. That means making sure you know your prospect’s industry and vertical, the persona category they fit into, and which of your products or solutions best meets their business challenges. Then you’ll need to be able to recall the six conversational elements necessary to drive the sale forward. When you break it all down, there are approximately 3,456 different conversations the salesperson needs to keep straight, with details that are constantly changing.

Since keeping all of this information in your head and personalizing every conversation is impossible, most salespeople default to talking about their company, their product, their features, their prices. It’s a one-sided conversation. Or they resort to giving the same old product demos over and over and over – where’s the value in that?

The truth is, traditional conversations just aren’t working, and the numbers prove it: Based on the 2015 CSO Insights Sales Enablement Survey, only 54.6% of salespeople achieved their annual quota in 2015, down from 63% in 2012.

The content dilemma

Even if salespeople could remember everything they need to know to have a valuable conversation, where do they get the information they need to begin with?

Unfortunately, most traditional marketing departments are doing little to support the sales conversation or provide sales with purposeful content that they need for each buying persona, by industry, by product. When was the last time you were handed a breakdown of the messages, insights, goals, questions, objections, and competitive positioning for each of your buying personas (if you even have them)?

Instead, marketing teams are investing more and more on demand generation efforts in order to create leads for sales, only to have too many of those leads “closed-lost”. But are those leads being deleted because of “poor quality” or because of sales’ inability to have effective and value-add conversations and move the prospect to the next stage in the buying process?

Enter The Conversation Coach

So, how do you achieve more consistent, more productive sales conversations, regardless of salesperson experience level or personality? If “the key to being successful at sales is in understanding what needs drive your customer and how you can help them fulfill those needs,” then the key to having successful value-add sales conversations is having the right content with the right operations behind it.

You will need all six conversational elements for each prospect – in a place where you can easily access that information. (Because, let’s face it, notes scribbled on a notepad or your phone moments before picking up the phone or walking into a meeting aren’t an efficient use of your time, nor will they inspire the kind of confidence you need to have a knowledgeable, persuasive conversation with a potential customer.) Whether your team is struggling with sourcing the content, or producing it in a format that’s easy for salespeople to access and use on-the-go – or both – you are not alone.

Which is why we created The Conversation Coach, a mobile sales productivity applet that works on iOS, Android, and Windows devices and is fully integrated with Showpad, the industry leading sales enablement platform.

With The Conversation Coach you can prepare for the conversation, anytime, anywhere. Tap to select a persona and product, then flip through applicable messages, insights, questions, objections, and competitive positioning in a matter of minutes. You can also access Sales Tools, relevant content bundles for each unique persona for every stage of the sales process. You have options to view and share files, and even contact internal subject matter experts from your mobile device.

We designed The Conversation Coach knowing that there had to be a better way to align with marketing to create valuable content and put it directly in the hands of salespeople. Contact us to learn more about The Conversation Coach and how we can help you implement it in your organization.

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16 Mar 18:11

How Simon Fraser is training a generation of Aboriginal MBAs

by CB Staff

The Simon Fraser campus in Vancouver

Canada’s first MBA in Aboriginal business has an origin story that stretches back nearly 20 years.

The Executive MBA in Aboriginal Business and Leadership run through Simon Fraser University’s Beedie School of Business has today earned accolades for the school positioned Beedie as one of the most innovative business schools in the country. Now in the midst of recruiting its third cohort, it’s the only program of its kind outside New Zealand.

But its story begins in the late 1990s, when SFU’s Mark Selman visited the Cominco Ltd. mine in Trail, B.C. The company needed its managers—mainly engineers—to receive some formal business education. SFU started offering courses on topics like financial management and business law; eventually, the program became a full-fledged MBA that continues to this day (Cominco is now Teck Resources). Selman, who became a guru of specialized MBA programming, later implemented a similar program for aluminum company Alcan in Kitimat, B.C., located 1,600 kilometres to the north.

Then, in the early 2000s, university chancellor Milton Wong wandered into his office. Selman had never met Wong, but recognized he renowned businessman and philanthropist who died in 2011. Wong told him: “‘People in the business faculty might not realize this yet, but the biggest economic issue facing business in B.C. is working effectively with Aboriginal people,’” remembers Selman. “I didn’t know what he was talking about … I just didn’t understand how it could be the biggest economic issue.”

Wong, who also sat on Alcan’s board, wanted Selman’s help. The aluminum company was negotiating an agreement with the Haisla First Nation near Kitimat but it wasn’t going well. “Many of the issues that separated Alcan and the Haisla were educational in nature,” says Selman. The Haisla wanted more jobs; Alcan needed potential employees to have more qualifications.

Selman spent approximately eights years working with the Haisla on business education. “I realized that there were lots of Aboriginal leaders who had tons of experience; they had the same level of experience as the mining engineers and many other executives that I’ve dealt with,” says Selman. “They were extremely capable people, but they didn’t have the formal education.” At the same time, First Nations across the province were gaining unprecedented economic clout as the B.C. government began sharing resource revenues. Meanwhile, the courts backed their rights to consultation and accommodation in proposed projects. As Wong had predicted, First Nations were becoming key players in the provincial economy.

Many Aboriginal leaders couldn’t leave their communities to obtain a full-time MBA. Some also lacked the academic records required for admission and existing programs didn’t recognize the value of their life experience. Selman devised a solution: an EMBA designed for the needs and knowledge of Aboriginal leaders along with the companies, like Alcan, who worked with them.

Initially, there was skepticism that the program could draw enough applicants who were qualified.  “It took me about eight years or so to convince the faculty that this idea was actually feasible,” says Selman, who had seen candidates without formal education succeed in other programs.

But he did. The inaugural class began studies in September 2012, with courses delivered during short, intensive sessions in Vancouver followed by ongoing online interaction with professors and other students. In the spring of 2015, 17 of 23 students graduated; four more are nearly finished now. A second cohort is working its way through the program, with a third set to start this fall.

The program includes courses specifically focused on Aboriginal business issues. The rest of its curriculum looks like any other business program. But that’s not how it works in practice. “The course actually goes really differently because students bring so much experience and so much information,” says Selman. “Even the courses that look like marketing or accounting or strategy take on a very distinctive flavour.”

David Jimmie became chief of Squiala First Nation near Chilliwack, B.C., in 2010. At 32, he’d already run his own construction company for seven years but his new role meant new challenges. He sought the skills to participate in high-level business meetings. “I really wanted to further my education and be a little better equipped,” says Jimmie, who graduated in the first cohort in 2015.  The unique nature of the EMBA allowed students to focus on retaining First Nations culture and traditions within a business environment, says Jimmie, who also serves as CEO.

Fellow student Sheryl Fisher-Rivers says that intersection of culture and business was a major draw. She had just been accepted to Harvard Business School when she noticed an ad for Beedie’s program on public transit in Vancouver. It was a tough decision to drop Harvard — she’d spent three years working on the sky-high GMAT score that got her in — but the opportunity to take part in a new program with an Aboriginal focus was irresistible. “I have no regrets about it,” says Fisher-Rivers.

She says while professors taught students the nitty gritty of business — marketing, accounting, financial management — it was the students who schooled faculty on Aboriginal culture and history. “It was reciprocal with professors,” says Fisher-Rivers. Traditional values were recognized and “married in” with mainstream business practice. “We made it into a unique program.”

Since graduation, Fisher-Rivers says, her consulting business has taken off. And the program has helped raise awareness of First Nations’ roles in the economy. “Aboriginal business is not just selling arts and crafts,” says Fisher-Rivers. “There’s many successful First Nations communities that are now thriving in big ventures. We are participating in the industry.”


MORE ABOUT CANADA’S BEST MBAS:

The post How Simon Fraser is training a generation of Aboriginal MBAs appeared first on Canadian Business - Your Source For Business News.

16 Mar 18:11

6 of the Best Apps to Scan, Track, and Manage Receipts

by Mark O'Neill
scan-manage-receipts

Whether it’s for tax purposes, business expense management, or personal budget interest, holding onto physical receipts is a bit of a hassle and chore. But luckily, with advancements in image recognition and financial apps, you can now keep track of your receipts using your smartphone.

From general note-keeping apps with receipt scanning features to dedicated expense-tracking apps, here are six of the best apps to scan, track, and manage your receipts.

1. Expensify

Expensify is one of the most popular receipt management apps thanks to its financial report and expense submission features. You can capture receipts through the app, plus import your credit card and generate mileage reports. You can submit these reports through the app by simply entering the recipient’s email address.

One drawback of the app is how long it takes to extract information from images after they’ve been captured. These scans can sometimes take a few hours, which detracts from the convenience factor of doing the text-recognition scan in the first place. The company says that this is because it prioritizes accuracy over speed—but other apps can scan accurately and take much less time.

Elements that work in the app’s favor are its professional look and its ability to track expenses for specific trips.

While the base app is free, this plan is limited to five scans a month. You can upgrade to a paid plan through the app if you want unlimited scans and some extra features.

Download: Expensify for Android | iOS (Free, subscription available)

2. Zoho Expense

Zoho Expense is part of Zoho’s larger suite of expense-tracking apps and software, but it has receipt management and text recognition built-in. This makes it useful for managing receipts, plus allows you to track expenses like mileage.

The free plan gives you 100 free scans a month, which is a huge allowance compared to many other receipt apps that limit OCR scans. Its scanning is also accurate and fast, usually generating correct information from a receipt in less than a minute. While the report generation functionality is a bit finicky, overall this receipt scanner app is efficient and effective.

Download: Zoho Expense for Android | iOS (Free, subscription available)

3. Evernote

Evernote is a general note-taking app, but the fact that it can recognize images with text makes it a useful receipt storage app too. This is especially true if you want to keep receipts recorded but don’t need to generate expense reports.

The app not only lets you take images of receipts to store, but it can also scan your gallery for images with text. Once you enable this function, Evernote will even notify you when you take a photo of a receipt with your main camera app and ask if you want to store it. The best way to sort your receipts, so that you can easily filter through them at a later stage, is to add a label specially for them.

If you need more powerful receipt management tools, you can opt for a dedicated app instead. But if you simply want to keep a record of receipts that you can easily sort through, Evernote is a useful tool that has other organizational features you can use in your daily life. Read our guide to Evernote for lots more.

Download: Evernote for Android | iOS (Free, subscription available)

4. Google Lens/Google Photos

There are two ways to keep your receipts organized using Google Lens—either through its integration with Google Assistant or through the Google Photos app. You can also access it a standalone app on Android, but it’s already available through the other apps, which is more convenient.

When used with Assistant, you can use the command Show me my receipts to generate a list of your latest receipts. In Android Oreo, the feature is fairly simplistic. But Android Pie is better able to recognize and sort these receipts.

You can also sort through receipts with Google Photos. Simple type receipts in your search bar and Photos will pull up any pictures of receipts.

These apps cannot generate reports for you, but they are still useful if you need to keep photos of your receipts. A major convenience is that Google Assistant and Photos are already pre-installed on many Android devices. This means you don’t need to download extra apps and can instead integrate your receipts management into an app that also manages your photos.

Download: Google Lens for Android (Free)
Download: Google Photos for Android | iOS (Free)
Download: Google Assistant for Android | iOS (Free)

5. Smart Receipts

Smart Receipts is another dedicated receipt management app that has the ability to generate reports and visualizations. It also has a variety of specific customization settings to help you organize your receipts according to your preferences.

The major drawback is that the free plan requires you to buy OCR scans if you don’t want to manually input values. You only receive two free OCR scans, and must purchase the rest inside the app. This would be fine for those who are willing to pay for the scans, but the OCR scan is not completely accurate at detecting prices of receipts. This means that you end up having to edit the total value—which defeats the point of why you paid for OCR scans.

Nevertheless, the generation of graphs and reports is a useful feature of the app. The fact that graphs auto-generate is especially handy and means you can easily keep up-to-date with the latest expenses. You can also upgrade to the premium version of the app through an in-app purchase, which is less expensive than buying Smart Receipts Plus separately on the Play Store.

Download: Smart Receipts for Android | iOS (Free, premium version available)

6. Receipts by Wave For Business

As the app’s title indicates, Receipts by Wave is primarily a business expense tracking tool. However, its website syncing and ability to scan multiple receipts at once makes it a robust tool for anyone looking to scan and track receipts. The app also lets you search your phone’s gallery for receipts.

The app’s OCR capabilities are impressively accurate, meaning you don’t have to waste much time editing receipt information. It is also one of the few receipt scanning apps that is truly free and doesn’t put limits on the number of scans you can do each month.

The only downside is that if you want to manage your receipts after submitting them, you will have to log into the Wave website. Otherwise, it is great at getting the job done.

Download: Receipts by Wave for Android | iOS (Free)

More Apps to Organize Your Finances

Receipt management apps are just one subset of the many apps that can help you manage your finances. Nowadays, there’s no shortage of digital tools that can help you craft your budget, keep a detailed record of your transactions, or visualize how you spend your money. Then there’s the multitude of smartphone apps you can use to complete payments.

If you want to do more than just record your expenses, but also want find ways to actually lower your spending, take a look at these apps and tools that will help you save money.

Read the full article: 6 of the Best Apps to Scan, Track, and Manage Receipts

16 Mar 18:11

Incompatible Kidney Transplants May Offer Longer Life

by David Mendosa
Credit: Thinkstock   A new study has shown that a kidney transplant from an incompatible donor could be successful by desensitizing the immune system response. These findings could be revolutionary in prolonging the lives of people with compromised kidneys.   Kidney failure is one of the most devastating complications of uncontrolled diabetes. A kidney transplant is the best hope for long-term survival, but finding a...