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Marketing Tips

Dirty lists car

Don’t Let a Dirty List Hurt Your Campaign Performance

By | Marketing Tips | No Comments

At North Star Marketing we have a process called “SalesAmp.” Short for “sales amplification,” it involves providing focused, customized support to an individual salesperson to help them sell more. Sales Amp delivers outstanding results, in part through the use of email marketing. However, an accurate list of prospect email addresses is critical to the strategy’s success. We have a saying around here: “Great list, great campaign. Bad list, bad campaign.” Unfortunately, it’s rare that we…

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3-Pronged Approach to Build Your Pipeline

By | Marketing Tips, Marketing & Sales Alignment | No Comments

Today’s marketing allows you to build your pipeline in ways we never could have five years ago.  There have been people over the years who have promoted a singular tactic to drive sales but where we are settling in is exactly where we should be – looking at integrated tactics that marketing and sales can tackle together.  It is called Account Based Marketing [ABM] and, if done right, it is a game-changer for companies.  It…

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inbound marketing one trick pony

Inbound Marketing: Riding a Prancing One-Trick Pony

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Inbound!  Inbound!  Inbound!!  For awhile there, it was all anyone was talking about. Far too many online marketing companies were making it sound like inbound was all any company needed, the proverbial “magic bullet” of marketing solutions. Now, it’s easy to see the appeal.  Inbound can be less expensive and fairly easy to implement. Combined with some decently researched SEO, and an inbound focus can help companies -especially smaller firms- gain some leads and overall visibility. But… that’s about it.   In…

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Redefining How Marketing Supports Sales – One Sales Rep at a Time

By | Marketing Tips, Marketing & Sales Alignment | No Comments

From the very beginning of my days at North Star Marketing, one thing that made me successful then and still today is my respect and love for sales people.  As a marketer, that is unfortunately unique.  It is with that spirit that we have developed marketing with an eye towards today’s marketing and sales landscape. Today’s marketing and sales landscape Sales people struggle with the limited amount of hours in a day and all they…

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Marketing’s Role Continues to Evolve, But Many Are Still Not Changing

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The Life of the Marketer in 2010 In 2010, I spoke with over 150 CMOs and heads of marketing. For many, it was not a fun time to be in that role. They were all feeling some degree of pressure in these four areas: 1. Due to budget cuts and decreasing staff they felt they were more reactive than proactive when it came to marketing. 2. They often felt like an outsider with no “seat at the…

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Reaching the Right Audience at the Right Time Starts with Content Strategy

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With 91% of B2B marketers using content marketing, it’s pretty clear that it’s more than just a fad. From blogs, white papers, videos, webinars, case studies, events and a whole lot more, B2B companies are generating staggering amounts of content. But how do you know that your content is reaching the right audience at the right time? Enter content strategy. Content strategy is the glue behind content marketing. While content marketing focuses on generating content…

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Your Brand Needs to Be a Key Differentiator

By | Marketing Tips, Marketing & Sales Alignment | No Comments

One of the things marketing and sales can agree on, is the need to differentiate themselves in an ever crowded marketplace. What they may be less likely to agree on, is just how to do that. I believe you have to go back to the beginning and the beginning of differentiation, has to be your brand.  Many sales folks don’t have a clear understanding of how important their company’s brand is to their success- and…

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The Overarching Rule of Exceptional Companies, Know Your Customer

By | Sales Tips, Marketing Tips | No Comments

While many factors can lead to sluggish sales, probably the most critical mistake we see is that a lot of marketers lose sight of who their customers are. We recently worked with a client to help them understand why sales were stagnant. They were doing the same things they always did and what they were doing stopped working. We did some digging and found some issues that created the problem: Sales weren’t using the support…

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Direct Mail (Done Right) Can Be Amazing

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That’s right, I said amazing. But not everyone would agree with me. In fact, there are several schools of thought out there that think direct mail is dead, old fashioned or that they’ve been there, done that—with little success. We proudly [and quite defiantly] don’t attend or subscribe to any of those schools and instead would like to tell you that it isn’t dead. In fact, when you combine a targeted, direct mail outbound strategy…

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