The Island of Forgotten Leads
What happens to your ad sales leads when it’s clear they are not ready for your services at this time? Are they banished to the island of forgotten leads? Or are they cultivated and returned to the sales pipeline for follow-up somewhere in the future? B2B sales cycles can be notoriously long, research firm SiriusDecisions found over the past 5 years sales cycles have become 22% longer and typically include three more decision makers. Adjust your prospecting time accordingly. Invest time in nurturing quality leads. Don’t assume a prospect who does not want to advertise right …
Here’s a challenge for you.
Can you describe your advertising and its most important benefits in 60 seconds or less? In sales, this is called the elevator pitch. In the spirit of Valentine's Day we call it a KISS – Keeping It Short and Simple. Theoretically the elevator pitch, or KISS method, is only beneficial when you have a really short time to persuade a prospect on how fantastic advertising with you will be for them. Actually though, there are quite a few other good sales lessons you can learn:
it teaches you to narrowly focus on the most important benefits of your …
During an early season episode of Mad Men, John Slattery’s character, Roger Sterling, offered up this pearl of wisdom about business:
“I don’t know if anybody’s ever told you that half the time this business comes down to “I don’t like that guy.”
The same can be said about ad sales, or any sales for that matter. This is a competitive space and in many instance there aren’t huge differences in the actual product or service that will be delivered. What differentiates a company or a salesperson and is often the deciding factor is likability. Top performing, and typically likable, salespeople understand …
Artist Pablo Picasso was widely quoted as saying, “Good artists copy. Great artists steal.” You can apply the same theory to your ad sales marketing.
Once tactics yield results for B2C companies, it’s not unusual for associations and B2B organizations to begin using the same measures. Digital marketing is a good example. Banner ads and e-newsletters are now common ways that associations and B2Bs promote their ad inventory to advertisers. Both ad sales techniques started out in consumer marketing.
Content marketing, digital video, and native advertising are newer digital tactics that B2C marketers are employing. Reports estimate that 86% of B2C marketers …
Is it better to rely on an outsourced advertising sales team or sell ads in-house? If advertising sales are a part of your association’s non-dues revenue or your business strategy, the decision you make can have a significant impact on its financial future.
When associations and businesses approach AdBoom Advertising, they typically ask these three questions in one form or another:
Will outsourcing earn us more than it will cost us?
Will an outsourced advertising sales team understand our business the way we do?
Is there additional value in working with a provider?
Here is how we address them…
Will Outsourcing Earn Us More Than It …
Conferences: they are a considerable time and large financial investment for associations and B2B organizations. Last year conferences and trade shows were the largest single marketing expense for B2B organizations, according to Forrester research. Ideally, this huge commitment comes with a profitable return for the organization but unfortunately not always.
Organizations that hold conferences typically earn revenue in three ways:
The sale of exhibits
The sale of sponsorships
For this article we’d like to offer up a few tips for growing your conference revenue through sponsorships.
Let’s start with the good news. The latest IEG Sponsorship report found sponsorship spending for associations is continuing …
Some see the growth of digital as a killer of traditional ads. Much to the contrary, they actually offer yet another way for association and B2B publishers to promote their organizations and earn non-dues revenue. It also offers a great way to promote your offline marketing events and publications with cross-media integration
What Is Cross-Media Integration?
Consumers are surrounded with marketing messages. The number ranges anywhere from 5,000 to 13,000 messages per day depending on your source. With so many messages, marketers have gotten pretty adept at tuning them out. For a marketer to stand out, it is necessary for them to …