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Author: jeangianfagna

Gianfagna Strategic Marketing / Articles posted by jeangianfagna (Page 21)

How to Create a Sales Proposal that Wins the Business

Creating a sales proposal is an essential step in business-to-business (B2B) marketing. It’s also an often-overlooked opportunity to differentiate your company from competitors and make a powerful case for your business. If a request for proposal (RFP) requires you to submit only barebones information, it’s hard to be creative. But when you have the opportunity to develop something exciting, a sales proposal is your chance to shine. Here are 7 tips to make the sales proposal an effective tool in your smart marketing strategy. ...

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Turn Leads into Sales with a Smart Marketing Strategy

The phones are ringing, web traffic is up, and the sales manager is telling everyone you’re a marketing genius. Your business-to-business lead generation campaign is a success! But before you break out the bubbly, remember that getting prospects to express interest in a product or service can be the easy part of business-to-business marketing. Converting those leads to sales is often a lengthy and complex process. Here's how to build a smart marketing strategy that engages B-to-B prospects and gets them to say "yes." ...

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New Benchmarks for Direct Marketing Response Rates: How Do Yours Compare?

The 2010 Response Rate Trends Report is out from the Direct Marketing Association (DMA), and if direct marketing is part of your smart marketing strategy, this report provides valuable response and cost metrics you can use to benchmark the success of your direct marketing campaigns. Here are the key findings. ...

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An E-Z Lesson in Creating Customer Loyalty from E-Z Pass

EZ Pass, the electronic toll collection system, finally has come to the Ohio Turnpike. Since I often drive the turnpike from Cleveland to Toledo, I was eager for EZ Pass to arrive in Ohio, and it was worth the wait. Every time I zip past those poor folks paying tolls with paper tickets and fumbling in their pockets for cash, I feel great about the time I’m saving. E-Z Pass has added huge value to my busy life, and therein lies a lesson for marketers about creating the type of customer...

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Ready for Your Close-up? 7 Tips for Success in the Media Spotlight

It can happen out of the blue, through a lucky coincidence, or because you’ve done something noteworthy to capture the attention of a reporter or news editor. Without much time to prepare, you could find yourself in the media spotlight. Positive media coverage can be an important part of a smart marketing strategy. Here’s how to capitalize on your close-up and achieve success when a media opportunity comes your way. ...

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Old Trade Show Leads? Re-Qualify Them or Toss Them

If you’re a business-to-business marketer who uses trade shows to get leads for new business, you probably send direct mail and email marketing to prospects after the show to convert prospects to customers. Lead generation via trade shows can be an important part of a smart marketing strategy, but if leads aren’t well qualified at the outset – and frequently re-qualified if they stay on your prospect database over time – your post-show direct mail and email campaigns could be a waste of your marketing resources. Here’s a case study in...

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Branding in the Package: Lessons from Apple’s Master Marketers

My new Apple iPad is a technology dream, creating a web experience unlike anything I’ve ever seen. Like all Apple products, it’s driven by brilliant engineering and extraordinary user-friendliness. It’s also a case study in branding excellence. Here’s how Apple used its product packaging to deliver on its brand promise and support a smart marketing strategy, and four key branding lessons for marketers. ...

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