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  • Defining Sales Qualified Leads and How Marketing Can Deliver More

    Defining Sales Qualified Leads and How Marketing Can Deliver More

    While the nuts and bolts of marketing differ by objectives and industries, every marketing initiative has a common goal: to generate as many qualified leads as possible for the sales team. However, there’s more to this equation than meets the eye. Once you capture a lead’s information, you’re tasked with converting that lead into a customer, which both marketing and sales see as a daunting task. How daunting? Fewer than 15 percent of leads are sales-ready when marketing hands them over to the sales team.

  • 5 Ways To Start Developing Customer-Focused Sales and Marketing Teams

    5 Ways To Start Developing Customer-Focused Sales and Marketing Teams

    According to a study done by the Corporate Executive Board, 87 percent of the terms used by sales and marketing departments to describe each other were negative. In other words, for every eight words sales said about marketing, seven were negative. That’s not good for your company’s morale, and that’s not good for the growth of your business. Most importantly, this discord spells disaster for your customers.

    If your sales and marketing departments are at odds, there’s a pretty good chance that the disconnect — and the bickering that ensues from this conflict — takes precedence over the customer experience. A customer who isn’t getting his or her needs met will very quickly become a former customer. And the truth is, sales and marketing need each other. Peace between sales and marketing is necessary, not just to meet their internal metrics, but to wow and delight customers to build loyalty in the long run.

    A world in which sales and marketing play nicely together might seem far-fetched, but it’s a lot closer to your grasp than you think. Here are five ways you can get your marketing and sales alignment set up so that both groups can focus on making your customers happy.

  • Steps to Recovering from Last Year's Failed Marketing Program

    Steps to Recovering from Last Year's Failed Marketing Program

    If you haven’t failed, you aren’t marketing. And while we’d all love to hit the jackpot with whatever marketing strategy we roll out, the reality is that certain tactics and campaigns just don’t yield the results we expect. The good news is that failure is a necessary step in building an effective marketing strategy, and if you can learn from your failures, you’ll be well-equipped to handle success in the future.

  • How to Plan Your Next Marketing Campaign Like a Pro

    How to Plan Your Next Marketing Campaign Like a Pro

    We’ve shared a lot of marketing strategy know-how in the first quarter of 2016. From a sales and marketing alignment how-to post, to a video we put together about the elements of an effective marketing strategy, we’ve got your back. But there’s one critical topic we haven’t covered yet: how to actually develop marketing campaigns that support your overall strategy.

    As we wrap up our Q1 campaigns at Cleriti, we’re bringing our topics full circle to make sure you’re equipped with all the tools, techniques and tactics needed to do inbound right. In this post, I’m going to fill you in on the specific elements that make up an inbound marketing campaign, as well as how to document a campaign’s progress to hold yourself and your team accountable for carrying it out.

    Here’s a step-by-step guide to the process we use at Cleriti to develop quarterly, content-based campaigns for our B2B clients, as well as for our own marketing efforts. Get ready to absorb some serious inbound knowledge.

  • The True Cost of Having No Marketing Strategy At All

    The True Cost of Having No Marketing Strategy At All

    The best marketing campaigns don’t simply happen by chance. They’re carefully crafted and executed, and they’re designed as just one part of an overall strategy. In other words, they don’t just catch lightning in a bottle. And that’s the thing that many marketers don’t realize. So many companies want to produce something that goes viral, but they don’t know how to link that viral content to their other marketing initiatives and use it to convert actual customers. Without taking that next step, the viral content is worthless.

    While the idea of sitting down and creating an entire marketing strategy may seem intimidating or not worth your while, the reality is that not having a thought-through plan can be highly damaging to your bottom line. An effective marketing strategy for a small business is an absolute must for any company that wants to make its mark in 2016 and beyond.

    Here’s what you’re really losing out on if you decide to execute tactics without a true marketing plan.

  • 7 Reasons Why Your Marketing Strategy Never Works Out

    7 Reasons Why Your Marketing Strategy Never Works Out

    On paper, your marketing strategy might look flawless — if you use XYZ tactics in ABC channels, your audience should be engaged. Unfortunately, your target audience might not respond exactly how you predict, and it’s not uncommon for companies to discover that broken processes or holes in their strategy are hindering success. Developing an effective marketing strategy isn’t as simple as it seems — it takes hard work and lots of management to carry it out. But more than that, it takes a total commitment to giving your ideal customers exactly what they need, when they need it.

    There are many ways a company can get off track as it leverages marketing to drum up new business. Here are seven reasons your marketing strategy might not be working out as you’ve planned, and a few tactics to overcome these common challenges marketers face every day.

  • The Effective Marketer's Survival Guide to Choosing a Marketing Strategy That Works

    The Effective Marketer's Survival Guide to Choosing a Marketing Strategy That Works

    In many ways, there’s never been a better time for developing an effective marketing strategy. With modern marketing tools, campaigns can be launched quickly and tracked effectively so you can measure results and calculate your ROI. And if you lack direction in where to take your strategy, there are tons of online resources that can point you in the right direction.

    But the number of options and helpful tools out there can also be overwhelming. It’s like signing into Netflix — you can watch virtually anything you want, but where do you start? 

  • What Success Looks Like for Technology Companies with an Effective Marketing Strategy

    What Success Looks Like for Technology Companies with an Effective Marketing Strategy

    Many modern technology companies don’t necessarily sell us any thing — at least not a tangible product that consumers can hold in their hands. They’re selling us on the solution they’ve created. Uber, for example, doesn’t actually own a single car. Instead, it markets a technology that combines an army of able drivers with people who need rides in real-time. But marketing, the force that combines the solution with those people who need it, is the key element. If that force isn’t there to bring the technology to its audience, the technology is useless. 

    What elements make up a successful marketing strategy for technology companies? It’s a little different for each tech-based organization, but there’s something to learn from every marketing success story. To that end, we’ve selected seven technology companies with awesome marketing strategies to analyze what makes their brand resonate with their target audiences and the tactics that have helped fuel their brand growth.

  • What Are Elements of an Effective Marketing Strategy? Team Cleriti Weighs In.

    What Are Elements of an Effective Marketing Strategy? Team Cleriti Weighs In.

    What are the elements of an effective marketing strategy? Do I need to buy LinkedIn advertising? Should I invest in a new CRM? Does my company need to get a SnapChat? Should I start using marketing jargon like “thought leadership” and “disruption?”


    HOLD THE PHONE.


    At Cleriti, we’ve been asking ourselves about the root of an effective marketing strategy for a few months. Why? We want to hone in on how we can help our clients get better results — and we want better results for ourselves, too! The problem is, it’s not exactly an easy question to answer. So we’ve been doing some serious reflecting, and now we want to share our findings with you.

  • Infographic: The 5 Most Important Steps to an Effective Marketing Strategy for Small Business

    Infographic: The 5 Most Important Steps to an Effective Marketing Strategy for Small Business

    Implementing an effective marketing plan is key to moving the needle for your organization. However, when many marketers go looking for answers to improve their current strategy, they realize the development process isn’t as transparent as they thought. It’s not easy to know exactly how to get started, let alone create and carry out a plan that works.

    We frequently write about the need to align marketing and sales efforts by using a CRM to help inform both teams of lead activity and messages/tactics that help move those leads through the funnel. However, before smarketing can work for your small business, you need to know how to develop a marketing strategy that actually works with all of its moving parts.

    We created a 5-step infographic to help you develop an effective marketing strategy for your small business so you can align sales and marketing efforts to grow your company. Plus, we provided more in-depth descriptions of each step a little further down the page.

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