Salesforce Canada

There are three primary ways to move a prospect through the pipeline. This infographic shows you how—and why.

The core of every great pitch is arguably about supporting customers with products and services that not only help them keep standing, but grow even larger. That may make the notion of “tripwire” sales and marketing sound a little mean-spirited, but it’s not.

Creating videos for B2B customers doesn’t have to have Hollywood-style production values (not that this could be within budget for most Canadian small and medium-sized businesses anyway). Just keep in mind the following before you hit “record” – and especially as you prepare to hit “play.”

You know your headline is important. But how do you write it? This infographic shares best practices and tips on how to create a great headline.

There’s a lot less risk in being a “fast follower” of tech trends versus being an early adopter. Yet the chance that those tools will become commonplace in your industry — and possibly become part of your customer’s standard expectation — means lagging tech trends can pose the greatest risk of all.

The role of marketing is very clear: generate awareness and demand for a company’s products and service. The role of customer service is equally clear: ensure customers are happy with what they’ve bought and resolve any questions or problems.

Hey Whipple, Squeeze This! is required reading for some marketing students. Read on to learn how a few of its principles can be applied to sales, too.

A pie chart will not close many deals. Bar graphs may elicit a yawn from customers and prospects. Handfuls of stats sprinkled through a pitch deck may simply look tacked-on. This is not the way you tell a compelling story with data.

Marketing experts tout the merits of “channel orchestration” - an approach to marketing that focuses not on delivering standalone campaigns but instead on optimizing a set of related cross-channel interactions, that when added together make up an individualized customer experience."

Now before anyone gets offended, no one is saying the way Canadian small and medium-sized businesses do email marketing today is “dumb.” It’s just that the strategy, execution and results involved in what experts describe as intelligent email can help separate industry leaders from the laggards.