Planning for the new year… focus!

Thomas Krol — Mon, 30 Nov 2020 15:00:15 +0000

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Sometimes I wonder where November went. With year-end rushing toward us, it feels like we’ve got to ride like hell to finish strong. So, buckle up and listen to this cool tune from Big Sugar, one of Canada’s best live bands ever!

Here is what the experts are saying, and some takeaways from the past week:

Doubling Down on Accounts and Research

This unpredictable year has been about Stabilizing, Reinventing, and Growing wherever you can. I like TOPO’s three-phase strategic framework that integrates these concepts:

Stabilize
Renivent
Grow

Many of our clients successfully adapted and focused on re-examining their USP and their prospects’ current needs while taking a deeper look into their target buyer group. Our market research clients have found opportunities through investigating spending patterns and the impact on buying behaviour. And we have regular conversations with clients about piloting ABM programs for them to test – it’s all about directing marketing resources toward more likely targets. Focus, focus, focus!

What are you planning to keep moving forward?

Speaking of Planning…

After the 2020 chaos I’m tempted to simply say I have absolutely no idea and good luck to everyone! But Sagefrog’s 2021 B2B Marketing Mix Report details trends and emerging tactics B2B marketers might find useful for the upcoming year. Top areas of marketing spend in 2021 budgets:

Website Development – 51%
Digital Marketing (SEO and SEM) – 44%
Content Marketing – 33%
Branding – 27%
Social Media – 22%

It’s no surprise that companies are investing heavily in website development and digital marketing. Content marketing offers companies the best method to differentiate themselves in the marketplace. Branding becomes ever more important in the virtual world to re-think gaining and retaining attention. The role of social media has taken a step forward for B2B – particularly the use of LinkedIn. Where are you investing in your 2021 plan?

When Music Does Good

There are so many challenges around us, but this story moved me by the power of music and the kindness of people. The Manchester Camerata Orchestra has been bringing music, improvisation, and joy into the lives of care home residents, including those with dementia, via its award-winning Music in Mind project for eight years. As a result of COVID, they are now piloting a remote resource offering backing tracks, Zoom feedback and mentoring – so care staff can continue the vital, interactive work.

This story resonates with me due to both the music connection and my own family connection to dementia and Alzheimer’s. I hope we can all find a way to encourage and inspire others.

For Your Entertainment – if you’re interested…

We’re in the giving season, so if you want to see me playing “Ride Like Hell” with Big Sugar back in 2011, click here… no hecklers, please!

Remember, be thankful and ride hard! As always, don’t hesitate to call me to brainstorm or ask how I can help.

Looking forward,
Rick

Rick Endrulat | President | Virtual Causeway | 519.866.1600 x622

The post Planning for the new year… focus! appeared first on Virtual Causeway.

Where is the Money Tree?

Thomas Krol — Mon, 19 Oct 2020 13:42:56 +0000

“Money don’t grow on trees,” says the song lyric. That means there is plenty of work for us marketing and sales types! It’s Q4 so we can’t slow down. Have a listen to this as we push forward.

Here is what the experts are saying, and some takeaways from the past week:

HubSpot Data – Sales Activity Levels in September

I like to look at the HubSpot data every few weeks, and I noticed some more positive trends through the end of September:

Total Deals Created and Deals Closed continued their upward trend in September over summer numbers
Sales Emails continue to be above pre-COVID levels, while response rates are below
Sales Calls continue to trend above, as do active conversation interactions

This is why it’s so important to monitor your channel results. It’s easy, even tempting, to push everything over to digital and wait, but this HubSpot data suggests a role for the human touch. We continue to find that a mix of digital and human interactions yields the best B2B sales results. What are you finding?

2021 Budgeting – Seriously?

Ain’t no rest for the wicked! You’re trying to finish Q4 with strong sales and you have to create the marketing budget for 2021, all during global chaos. Sleep is overrated!

The Canadian Marketing Association’s research reveals a gap between CMO and CFO measures of ROI. The clash of perspectives is evident:

2/3 of CFOs (65%) adjust their marketing budgets to protect cash flow
Only 27% of marketers consider cash flow when making budget adjustments!

The research goes on to say that marketers tend to focus on expense control and brand value when determining marketing budget. So how do you get your budget approved with that kind of disconnect between CFO and CMO?

There seems to be an opportunity to find common ground – the role of research and insight while also stressing marketing performance metrics, tracking and engagement. What do you do to get your budget approved?

Musicians Get Weird with Merch

Necessity is the mother of invention. And with the shut-down of live music, musicians have seen a significant income stream dry-up. Since there “ain’t nothing in this world for free,” they’ve had to get busy to come up with some creative ideas.

Just some of the fun and weird band-branded swag now available includes: jigsaw puzzles, tea, scented candles, deodorant, and (my favourite) chocolate milk… from Alice Cooper!

Have you been thinking about new income streams at your company? Or are you considering updates to your offerings to better respond to current market demands? I bet sending Alice Cooper chocolate milk to your prospects will get their attention! It’s Q4 and you can’t hold back – go get ’em!

As always, don’t hesitate to call me to brainstorm or ask how I can help.