Lazy

by Fabrice Calando on June 25, 2015

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It’s easy to be a lazy marketer. It can be tempting to cut corners because no one is looking. It can be tempting because a lot of the tasks are mundane. And yes sometimes lazy can lead to an extra boost – in traffic, in sign-ups, in visits…

But really, lazy is a way to hide. It’s a way to avoid doing work that matters. It’s a way to avoid showing up and building something that can last.

The thing is that lazy begets lazy. The more you do it, the more you get unimpressive results, the less inclined you are to do something great. “Why try, it just won’t work.” Lazy has a way of shading the world and make you believe that it isn’t worth trying.

Better get started on the right foot. Do work that matters now.

(Photo credit: Hèctor Garcìa)

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On marketing and prospecting

by Fabrice Calando on June 17, 2015

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I don’t think you can do without a marketing/prospecting model in the B2B space. Others, like David Skok , have written about the topic in detail, better than I ever could. I’ll add this to the conversation through… There are corporate efforts that can benefit both the sales and marketing teams.

Content

Content is, by far, the biggest thing. I don’t know how far a company can go anymore simply on the brute force of cold calling and it’s marketing equivalent: advertising. Content is more sustainable, cheaper in the long run and builds trust with the audience. In the 1970s when Hare Krishnas walked around airports giving out roses which in turn increased donations, they demonstrated the power of gifts.

Articles, white papers, webinars, videos, infographics are all gifts prospective clients enjoy/seek.

Cold calling and advertising are still part of mix. Sometimes you need that boost; that short term influx of leads. But whether it’s marketing or prospecting, there’s more impact calling someone offering a gift than calling for a sale.

The content game has gotten tougher. There’s more out there than ever before. The content needs to resonate. That’s where definitions come in.

Definitions

At the core both the sales team and the marketing team need common definitions of what a lead is, what a warm lead is, what a hot lead is and what an opportunity is.

In my experience this is the toughest thing to accomplish. Some just want to execute, others love the theory a little too much. A great coach is the best person to lead this. I say a coach, because the best analogy I can think of is a sports one: the definitions, how you identify where a prospect lies and how you bring them closer to a sale is theory – it’s the game plan, the team’s system. A good execution only happens when the team members follow the system.

Automation

Whether they’ve been prospected or found by marketing, some leads go cold. Instead of dropping them, engaging them in an automated process of emails and other reach out points, can help convert them and reduce the strain on the sales team. That process is 100% scalable.

Team building

As Jeffrey Gitomer says,

“All things being equal, people want to do business with their friends. All things being not quite so equal, people STILL want to do business with their friends.”

Work on getting the two teams to be friends. They’ll buy more from each other. It’s better they both point fingers at the system and its flaws than each other.

Prospecting and marketing go hand in hand. Work on supporting both.

(Photo credit: Hilde Skjølberg)

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What if no one was watching?

by Fabrice Calando on June 10, 2015

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What if no one could see or hear? What if there was no way we’d ever find out? Would you cut corners? Would you cut corners? Would you spam? Would you embellish the click-through rates? Would you omit a detail?

One of Steve Jobs’ defining characteristics was his obsession with the way products were crafted. Something he picked up from his father, according to his biography. A mechanic who “loved doing things right. He even cared about the look of the (car) parts you couldn’t see.”

When working around the house his father would refuse to use poor wood for the back of cabinets. “For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.”

A marketer is often faced with the possibility to cut corners. No one will see the workflow you built or the campaign tracking you implemented. It would be so easy to plough through. Who would know?

Sure it’s easy to cut corners when nobody’s looking. But we owe it to ourselves to raise our game.

An expert doesn’t need to cut corners. She knows that the short term gain of a cut corner, will always pale compared to the long term gain of carrying the aesthetics all the way though, so to speak.

(Photo credit: Liv)

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Marketing’s (not so) secret weapon

June 3, 2015

All the talk of ROI, measurements, analytics, reach and more hides one element that makes an organization stand above the rest. That’s exceptional customer service. I signed up for a Wistia account. During my initial research, I asked which accounts allowed the integration with HubSpot. In the few weeks between the exchange with customer service […]

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What I know for sure (about marketing)

May 27, 2015

Marketing practitioners need to be able to clearly articulate their vision for how marketing will work at a company…

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A hiatus of sorts

April 10, 2015

Today marks the beginning of a brief hiatus in my writing here on fabricecalando.com. I decided a break was necessary because I’m not thrilled about the direction this site has taken. A writer publishes to be read and the readership has steadily gone down over the past few years. I have a few dedicated readers […]

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When small won’t work

April 7, 2015

Sometimes small is everything. You want your processors to be smaller and smaller to power your iPhone longer and better. The details matter because that’s where the devil is. You want to focus on small incremental steps to change a behavior because Little Bets work better. But other times small doesn’t cut it. When you’re […]

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Jumping the fence

April 6, 2015

For marketers, work that matters takes time. Work that’s done to make a difference – no matter how big or small – is not an overnight thing. It’s a slow, consistent process (only to be sometimes sprinkled with big bursts). The analogy often given is “how does water cut through rock? One drip at a […]

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Greener grass

April 1, 2015

There’s a saying you probably know well: “the grass is always greener on the other side.” Your neighbor’s lawn always looks better than yours. The same goes for anything really – marketing, business models, sales process, company culture: Of course Ariana Huffington can talk about work-life balance, meditation and taking time for yourself, she’s made […]

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Alignment

March 26, 2015

The issue with many consultants stems from alignment (or misalignment). Some come and demo big and fancy tools while others, small and cheap ones. Which is fine in and of itself. The thing is, these are presented regardless of the priorities, promises and business model set out by the client. Now of course big and […]

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