“There’s room for improvement when it comes to sales and marketing alignment. Communication here is key, and marketers need to step up and better communicate with sales on ideal customer profiles and buyer’s journey pain points. Schedule more frequent check-ins so that your content is timely to prospects, even anticipating their upcoming hurdles.”
That’s from the 2019 Content Fitness Report from Heinz Marketing and PAN Communications. Their study of content marketing departments found that less than 50% of marketing and sales teams communicate regularly, with only 33% truly aligning their efforts.
Ryan Vincent, director of media sales, EHS, Simplify Compliance, also hit on this in his session at SIPA 2019. “Sales working with your marketing and editorial teams should be an integral part of our success. You have to bring the teams together so you're all on the same page. You must collaborate and then develop solutions."
He listed 5 ways t ...
Amanda McCarthy, director of marketing for Bates Creative—an agency in the Washington, D.C. area that is soon changing its name to Beyond Definition—wanted to get across the importance of personas so she gave us an example.
She came up with the American Association of Carnivals, whose members would be amusement companies and providers, carnival staff, ride safety officials, food vendors and performers. The industry challenge is a decline in popularity. The organizational challenge is a decline in membership.
The lesson came during a recent conference here called AM&P 360 and the session was titled They Get Me: How to Sharpen Your Publishing Strategy. Bates has a 5-step Persona Development Plan.
Here is Bates' 5-step persona plan:
1. Define your purpose. This will help determine if you’re profiling current or prospective members.
2. Conduct audience research.
3. Extract themes from data.
4. Build out the persona profiles.
5. Put your perso ...
Simone Bunsen, marketing and events manager, Chief Executive Group, was honored recently at SIPA Annual 2019 as a finalist for our Andy McLaughlin Rising Star Award. In this Q&A, she reveals the challenges of serving CEOs and how a slight oops can lead to a big victory.
SIPA: Can you tell us about Chief Executive Group?
Simone Bunsen: We’re a small company that makes a big impact by bringing CEOs and public company board members together to share ideas and case studies that ultimately drive good governance, innovation and prosperity for American businesses. We accomplish this by providing real-world best practices, insightful analysis and meaningful peer interactions at our events. CEOs and board members trust us to tell their stories, share their experiences and inspire other business leaders.
What is your role at Chief Executive Group?
Chief Executive magazine and Corporate Board Member ma ...
The Boomtown Rats once sang (Tell Me Why) I Don’t Like Mondays. But I don’t think they were speaking about it from a publisher promotional point of view.
Apparently, they could have been.
According to The Best Time to Send Emails (for Better Sales) a new study by Omnisend, Monday is the worst day to send promotional emails, even worse than Saturday. Their examination of over 2 billion promotional campaigns confirmed that the best day to send promotional email is Thursday, followed by Tuesday.
Here are some other data points from the study:
Send Thursday morning. The optimal time for sending email newsletters—those that contain retail offers—is at 8 a.m., just before the workday starts. Those earned an average open rate of 20.32% and a click-through rate of 7.79%—and even more importantly, an average of eight orders per campaign. Thursday is the best day followed by Tuesday and Wednesday.
If not early in day, ...
Focus on customers and not ourselves, Arno Langbehn, CEO, B. Behr's Verlag GmbH & Co. KG, told us in a Pre-Conference Workshop titled Extraordinary Examples for Marketing, Product Development and Sales and How to Implement Them Successfully Into Your Publishing House at SIPA 2019 last month. That video is now posted here—it also includes Kiplinger President Denise Elliott and marketing director Chris Moffa talking about emails and renewals.
Welcome New Members
"What are you doing to create an experience that makes them feel a part of something bigger than themselves?" Brian Cuthbert, group vice president, Diversified Communications, asked during his session at SIPA 2019 titled Launching a New Event and Reinvigorating Existing Ones.
The Washington Post has started a new travel initiative called By the Way and it's getting a lot of buzz. Of course, none of us have the resources of the Amazon-owned Post, but there are some lessons to be learned on innovation and starting a new initiative from their story. The quotes are from an interview on Medium.com
"Who do you want to be listening?" asked Kate Super, founder and executive producer, Sidford House Media, during a session on Creating Successful Podcasts this morning at Association Media & Publishing's annual conference here in Washington, D.C. "That will tell you a lot about what your content should be."
Your audience is attending an event or busy in their workday. How do you connect with them? According to Jean Ellen Cowgill, global head of digital strategy and business development for Bloomberg Media and general manager of TicToc by Bloomberg, you give them “key frames” and “side frames” that humanize their news and play on their Fear of Missing Out.