A successful land and expand GTM model significantly contributes to increasing shareholder value by driving revenue growth, enhancing customer lifetime value, and improving overall business performance. Here’s how a successful land and expand model can lead to increased shareholder value: Revenue Growth: The land and expand model focuses on acquiring new customers through an initial offering and then capitalizing on expansion opportunities within those accounts. This approach

Invest in Employee Advocacy:Encourage and empower your company’s employees to become advocates for your brand on digital platforms. This involves helping them establish and build their personal brands within their areas of expertise. When employees share valuable insights, industry knowledge, and engage with your company’s content, it can lead to increased brand visibility, trust, and ultimately drive more business.Here’s how to implement this strategy: Training and Resources

This article focuses on how I thought about PR and why the companies I worked for consistently achieved far better results than bigger better funded competitors. I never thought about PR is simply increasing awareness. I thought about PR as a strategy to: Further the customer journey by increasing conversions. Contribute to lead generation. Generate effective SEO. Increase awareness, primarily measured by share of voice. In my experience, most companies struggle with generati

Effectively marketing your videos starts with a coherent strategy and goals. Choose your target audience and find out where they spend their time. The popularity of video and user-generated video content means that you need to target a specific audience with each video. If you don’t already have strong buyer personas, start creating them. Set clear objectives it’s important to establish a clear set of goals. Is your video marketing to increase brand awareness? More pipeline/r

High-velocity digital marketing can transform the long-term sustainable value of your organization. By Mark L. Frigo, Ph.D., CMA, CPA, with Steven Mark Kahan In today’s digital world, businesses need to embrace a new way of thinking about marketing. Ongoing research in the Return Driven Strategy Initiative at the DePaul University Strategic Risk Management Lab has recently focused on how companies can increase the effectiveness and efficiency of marketing in today’s digital w

In order to establish a community that contributes to revenue growth, you must provide the systems to facilitate conversation (e.g., forums, Slack, Twitch, etc.) and create regular programs that seed relevant content to spark new ideas among participants. Here is a 4-step roadmap to help you get started. Define your community persona Clearly define the target end user segments and the unique value proposition to establish your community persona. The persona should be consiste

There are so many companies who have value propositions that fail to articulate the value of their differentiation, and this is a revenue killer. It’s important to realize that your value proposition isn’t written for you. It’s written for the people you want to do business with. Therefore, it’s crucial that it speaks to them and addresses what THEY value. The most common problem with weak value propositions is that they focus on what the seller cares about, instead of what t

Lead to opportunity conversion rate is the percentage of leads that convert into opportunities and enter the pipeline. Nearly every marketer struggles with how to sufficiently optimize it. This article provides actionable ideas for optimizing lead to opportunity rate, helping you grow revenue at reasonable cost. How to calculate lead to opportunity conversion rate To calculate lead to opportunity conversion rate, divide the number of leads converted to opportunities by the to

Top investors in start-ups often value the quality of the management team as the single most important nonfinancial factor when evaluating a business. It’s why there is an increased likelihood of above-average financial performance when the top team is working together toward a common vision. Reid Hoffman, LinkedIn cofounder sums it up well when he said, “No matter how brilliant your mind or strategy, if you’re playing a solo game, you’ll always lose out to a great team.” I’

Every marketer I know tracks multiple KPIs, but they struggle to answer the question, what is the return on our marketing investment? This article will help make sure that never happens to you. KPI stands for key performance indicator, a quantifiable measure of performance over time for a specific objective. KPIs provide targets for teams to shoot for, milestones to gauge progress, and insights that help people across the organization make better decisions. There are many mar

Provide more valuable content with expert insights. The first priority in lead nurturing is to make sure you have something valuable to teach your leads. Think of your lead nurturing emails as mini blog posts. For example, your first nurturing email might focus on the “top five considerations to make before purchasing IT Asset Mgmt solutions.” Continue teaching your leads something new, and they will value receiving your emails. Focus on one relevant topic per email. Each nur

Do you struggle to bringing people to your website at high enough volume to support the attainment of your company’s revenue objectives? When buyers do their research, they go to Google. While becoming great on Google takes time, if you’re in it to win it, you need to make the commitment to becoming great. Here are 6 ideas for becoming great on Google. It all starts with SEO Search engine optimization means taking a piece of online content and optimizing it so search engines

If you want to grow revenue and build awareness, you must continually grow website traffic. However, most companies struggle to consistently achieve this. This article provides you with actionable ideas you can use immediately to grow website traffic. 1 - Build a robust online community Start with those in your loyalty/brand ambassador program. Focus on recipes, eating right, jokes, games, what’s going on “on the Ranch”, video contests, picture contests, access to special off

Conversion Rate Optimization is a digital marketing strategy aimed at increasing the number of visitors who take a specific action on your website. It could be something as simple as clicking on a video, signing up to a webinar or making a sale. Your website conversion rate can is calculated using the following formula: Total website visitors/ total conversions (leads or sales). I always tried to keep grow web traffic every month and make sure overall website conversion rate

When we think of leaky pipes, we imagine the damage that can occur when water seeps through the floors or ceilings. But have you considered the risk of a leaky hidden pipe? One that damages your home without you knowing until it’s too late. In the customer acquisition journey, there are multiple hidden leaky pipelines that can cost you and negatively impact growth. Marketing plays a crucial role in moving leads through the funnel to close a sale. However, when marketing and s

A value proposition promises value to a customer. It tells customers exactly why they should buy from you instead of someone else. An excellent value proposition will provide a massive boost...

Everyone talks about finding their niche, but many SMB companies fail to understand just how much it matters. Often, the companies that find and target a narrow, underserved segment of customers experience....

Organizations typically understand the problems their products solve. It’s always clear to them. But rarely can they differentiate what problems their customers see....

Once you’ve been hired at a startup, you won’t just float to the top. It’s a battle, and it requires a lot of effort to swim to the surface. You’ll be competing against....

Culture has a lot to do with employee engagement and happiness. Even in the midst of long hours and hard work, I find that startups often know how to help creativity thrive....