I recently saw a LinkedIn post claiming that the term conversion can mean different things at different points in the sales cycle. It doesn’t. What the author meant was that conversion has steps that can be measured before the conversion. These are called Objectives and Key Results (OKRs). They are interim measurements that help you to stay on track and…
If you are running a small business that’s making less than $15 million per year, chances are you don't have a formal marketing budget. That's okay – a lot of business leaders are in the same boat. But having one will help you figure out if your marketing strategy is working. It can also help you determine if the marketing…
Shakespeare famously wrote: "A rose by any other name would still smell as sweet." That may have been true for roses, but it is not typically true for the titles people are using to attract your business. Names conjure characteristics of the person. Titles are the same on some levels. They may not describe the person who holds the title,…
If you've been following my posts and reading my blogs, you know how often I talk about the ineffectiveness of focusing on Lead Generation. I’ve pointed out that a need for more leads is a symptom, not the underlying issue. And addressing the symptoms without fixing the issue is about as effective as putting a Band-Aid® on an amputated limb.…
There are two types of leads in business: Leads that result in new closed business, and bad leads that do not. Bad leads cost businesses in the US over $115 billion dollars in 2023. Read that again. That’s a lot of money. Most companies are following an ineffective “lead generation strategy.” Looking for leads results in Are you tired of…
Trust is a word that is being overused by many professionals these days. Maybe that's because it's a critical success factor for 2024. I don’t call myself a “Trusted Advisor” (connect with me on LinkedIn if you want to know my thoughts on that title). Trust is determined by the people who meet and know you. "Trusted Advisor" is, therefore,…
It’s the new year, and everybody is telling you how to improve something about your business in 2024. Marketing agencies are likely at the top of the list of organizations you’re hearing from, and you’ve undoubtedly seen dozens of improvement tips already. The tips you’re getting are probably not transformative. Well, not for your company anyway. And you may have…
In today's fast-paced business landscape, it's easy to get caught up in the whirlwind of marketing tactics. Websites, SEO, digital ads, and social media campaigns—these are all crucial components, but they're just pieces of a much larger puzzle. Picture this: You're investing time and resources into various marketing actions, yet the desired outcomes seem to elude you. Ever wondered why?…
Of all the inquiries I get from business leaders who have questions about their marketing, the most frequent is about how to generate more leads. Of course everyone wants to grow their income, and most people still believe that increasing the number of customers is the best way to grow their business. If you are looking for more customers, it's…
When you set a pricing strategy, you should first consider what your objective is relative to the market. Are you using this product to break into a new market or segment? Are you first to market? Are you trying to grab market share from a competitor? Is this a novel product or service that has no competition? These are just…