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Over the last year, I’ve had conversations with numerous sales and marketing executives about one of the world’s oldest — and most effective — customer acquisition channels: Referrals. Most of those executives have gone on to help their organization implement successful referral marketing programs, but some have flat-out failed to generate the results they expected.
In most cases, those failures were easily preventable.
According to the Pew Research Center, the millennial generation is on pace to become the nation’s largest living generation with a population projection of 75.3 million people. The dominance that this sacred demographic, ranging from ages 18 to 34, has had on marketing conversations over the last few years is no surprise.
Your company makes wonderful products that are expertly researched and developed to fill a gap in the market. You have a success team equipped with technology that ensures reliable and accountable customer service. Your marketing team is churning out resonant content that builds buzz among interested buyers and repeat customers. But, for some reason, you still don’t have a good grasp on your loyal customers and they aren’t responding well to the perks that you offer.
Social media and referral marketing play really well together and as most marketers are well aware of: Facebook is making significant changes to what users will see on their News Feed. Before your ad team erupts in chaos about how terrible this announcement is for brands, publishers and other third-party players, let’s take a look at how your company’s referral program can actually use this new algorithm to its advantage.
In an age where marketing is increasingly driven by technology, most CMOs know that one of their most important responsibilities has little to do with marketing. Instead, it’s all about procurement — specifically, the process of assessing and buying the right marketing technology to support their business.
Do you want to build buzz around your product or service to a segmented audience? Do you want to discover influencers in your customer base? Do you always look for fresh ways to spark a conversation with your customers? Of course you do! It’s 2016 and brands have to find unforgettable ways to stand out from the crowd and engage with an audience that makes sense for them (all while meeting the bottom line).
While affiliate marketing has been around since the early nineties, we are now seeing more and more companies getting smart about their affiliate program management.
What exactly does this mean?
Brands are taking affiliate marketing seriously as a means of customer acquisition. They are investing more in this strategy; they are spending more time and resources to understand best practices; and most importantly, they are shifting how they manage their campaigns.
If you’ve checked out our recent on-page SEO blog post, then you’re no doubt incorporating what you learned to help your content rank higher – things like ideal content length, optimizing your h2 tags and the importance of targeting the right keywords.
Great product, winning team and strong revenue growth. Your B2B company is crushing it, so you don’t need a referral strategy, right? Wrong.
Of all the trends that continuously ripple through the industry and dictate the future of innovative marketing, nothing is poised to replace the integral business strategy and influence that disruptive CMOs can offer. Disruptive CMOs are a must for any company looking to build an agile innovative marketing strategy that moves as swiftly as audience demands, consumption behavior, and industry-wide technology. Ambassador spoke with former HubSpot CMO Mike Volpe, to get an inside take on what companies can do to attract more business and think like successful marketers.