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Gianfagna Strategic Marketing / Blog  / CRM (Page 3)

7 Misconceptions about Marketing that Can Hurt Your Business

A smart marketing strategy is critical to the success of your business. But many companies have misconceptions about marketing that can hamper their ability to successfully promote their products and services in a competitive marketplace. Here are seven marketing misconceptions I often see in my work as a marketing consultant that can limit the effectiveness of your marketing plan and cause you to miss sales opportunities....

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B-to-B Marketing: The Power of the Personal Note

There’s a simple business communication tactic that can have a huge impact on how your clients and prospects feel about you and your organization: The handwritten personal note. Here’s why personal notes are so effective in building strong client relationships and six tips for using personal notes in your smart marketing strategy. ...

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5 Lessons from My UPS Guy: How to Create Loyal Customers

One of the most difficult marketing challenges is differentiating a service business from its competitors. One strategy is to market the knowledge and experience of the firm’s employees. Another is to focus on how the firm's employees make customers feel. Case in point: Tom, my UPS delivery guy. Here are 5 lessons in how to create loyal customers from a UPS driver in Cleveland....

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Shut Up, Already: How Over-Marketing Kills Relationships

Permission-based marketing is now at the heart of relationships between companies and their customers and prospects. People opt-in to receive your emails, like your company on Facebook, subscribe to an RSS feed from your website or your channel on YouTube, or follow you on Twitter or LinkedIn. But having permission to market to someone isn’t a license to bombard them with marketing messages. In fact, not knowing when to shut up is a classic marketing mistake. Here’s how over-marketing can kill a customer or prospect relationship and 7 ways to avoid this...

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Marketing Insights: New Stats Profile Top Social Media Users

The 2011 Social Media Habit Report by Edison Research and Arbitron, reported on Hubspot last week, provides a wealth of statistics that prove the ubiquity and influence of social media. But what’s most fascinating about this new research is the window it opens on the habits of the 46 million Americans who check social sites several times a day. Who are these habitual social media users? And what can marketers learn from their extraordinary level of engagement with social networks? Here’s what this important study shows and three takeaways about social media for...

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

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

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

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

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How Great Direct Mail Helps a Retailer Win Back Customers

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

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The 7 Most Important Things to Do with a Sales Lead

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

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21 Tips for Power Networking: When the Product is You

If you break into a cold sweat at the thought of walking into a business networking event as a complete stranger, you’re not alone. Networking is essential to building and growing a business, especially for business-to-business (B2B) marketers who participate in professional associations and trade shows. But it takes skill and experience to feel confident in a networking situation, and it takes careful planning to capitalize on the value of networking for lead generation. Here’s what I’ve learned about personal marketing and successful networking at B2B events, and 21 tips you can use...

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