These days, it seems like everyone and their best friend are hard at work at their start-up. It’s become a nationwide trend, as coders, designers, and entrepreneurs join forces to bring their dreams to life. Many will fail, some will succeed, but along the way, they’ll learn some important lessons about leading teams, managing investors, […]
Marketing using “content”—be it blogs, storytelling, visuals, or audio—is quickly becoming an industry-wide trend: roughly 70% of marketers surveyed in 2015 by the Content Marketing Institute reported having produced more content last year than the year before. Nearly 90% of the marketers surveyed said they were doing some type of content marketing overall, the Institute […]
Quid pro quo. I’ll scratch your back, you scratch mine. Pay it forward. Whatever you call it, reciprocity is alive and well online today, especially in marketing. But that doesn’t mean that every referral program out there works equally well. It takes a careful approach to ensure that a good referral program doesn’t alienate your […]
Just as it has in nearly all aspects of our personal and professional lives, technology has made a splash in the marketing world, too. Firms increasingly look to so-called “marketing technology” services to automate campaigns, increase conversion rates, and glean valuable data from analytics across platforms. So what will marketing technology look like in the […]
Sometimes it pays to change. That’s what CMOs at companies from entertainment to personal finance are finding as they grapple with the digital revolution, where customers flock to online (and often mobile) alternatives to the traditional stalwart services that made up the 20th century economy. But with the right rebranding strategy, three companies have found […]
As 2016 dawns, it’s a good time to revisit the perennial head scratcher of the marketing world: brands. Are they overrated, over-thought examples of tepid consensus thinking? Or are they essential, pick-poorly-at-your-peril keys to marketing success? We’ve reviewed some recent thinking on brands (and the pursuit of the perfect brand) for insights into the age-old […]
We continue our discussion about the differences between the Australian and American markets as Jenna Barrott, Australian native and Cardwell Beach account executive, and I explore everything from beach attire to slang words for brands looking to enter the Australian market.
As the year comes to a close, prognosticators of all stripes have taken to their keyboards to write up their predictions for 2016. We’ve sifted through the analyses and selected the most intriguing, well-reasoned ideas for trends to watch in the coming year, from emails that look good on every device to personal digital assistants […]
Kim Ann King serves as the VP of Marketing for EiQ Networks, where she oversees the company’s global marketing efforts. King was previously the Chief Marketing Officer of SiteSpect. An award-winning marketer, King is also the author of The Complete Guide to B2B Marketing. She tweets @kimannking. She spoke with us about best practices for […]
For many marketing professionals, it’s easy to focus on one target audience above all: the customer. After all, it’s customers that buy products and services, drive sales and revenue growth, and form the target audience for most marketing, right? New research from a team of American business schools indicates that a marketing professional may actually […]
After a distinguished career as a sales leader, Bob Heiss now trains executives across industries on business development fundamentals with Sandler Training. This week he sits down with us to talk about the intractable debate between sales and marketing teams within organizations and how that traditional divide is slowly fading with advances in data-driven and […]
Randy Drawas is the Chief Marketing Officer at Samanage, a cloud-based Software-as-a-Service company that helps firms manage their internal processes, with a special focus on IT. Drawas sat down with us to talk about the way cloud computing is changing our work lives, why technology has to directly solve customers’ problems, and the three questions […]
When selling a product or a service, companies often focus on finding an existing niche or demographic that is underserved and tailoring their offering to meet that need. Pick the right niche and a business is likely to succeed. But pick the wrong niche—too small, too specific, or too difficult to reach—and success suddenly becomes […]
Download our customizable org chart template here. So far on the Cardwell Beach blog, we’ve covered key questions to ask when putting together a new marketing team and ways to visualize and structure that team. Today, we’ll look at another aspect of a high-performing team: the roles and responsibilities of each team member that […]
With the multitude of marketing technology resources available moving toward 2016, a well-conceived roadmap has never been more crucial. Building a marketing technology stack from the growing number of options available—from 100 software choices back in 2011 to 1,876 and counting in 2015—means navigating a crowded landscape and harnessing ever-increasing amounts of data. What should […]
When I think of the word Marketing it often reminds me of the sea. The three most important letters of the word are unassumingly tacked onto the end: ING. When many people speak (and I would assume, think) about marketing, they speak like it happens at a moment in time. It is viewed as something […]
This post isn’t for companies trying to survive maybe one more year—it’s for innovators looking to shake up markets and dominate industries. As we head into 2015, you’re likely hearing about the importance of content marketing, social listening, marketing automation, etc. Those status-quo tactics are all great and should be done, but they won’t put […]
“The worst sin in sales is not to lose a deal, but to lose a deal slowly.” – John Barrows. There is a lot of wisdom in these words, both from a sales and marketing perspective. It is obvious in sales that time is literally money, and more time spent chasing bad deals means less time for […]
I’ve talked with a number of marketing-focused tech startups about whether or not they feel ad agencies are a useful path to customers. In these conversations there’s strong consensus among freshly-funded companies that they can go it alone, and strong consensus from companies that have burned through their funding that they need help. I have […]
Why isn’t more sales enablement happening? I see groups on LinkedIn with 10,000+ members devoted to talking about it. Every client, technology vendor and consultant agrees that sales enablement is a great idea. Over 1800 people attended Forrester’s Sales Enablement Forum and sat through Scott Santucci’s “State of the Union” style address on sales enablement. But literally not […]
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