How To Select A Sales And Marketing Recruiting Firm

There are lots of staffing companies, executive search firms & headhunters in the marketplace. If your company is looking to hire sales or marketing talent, how can you distinguish between these different service providers to determine who will do the best job of finding you the top candidates that you need?

One of the key things to look for…probably the top thing to look for in fact, is a company that specializes only in sales and marketing engagements. Search firms that specialize in sales and marketing are few and far between.

There are a lot of staffing and recruiting firms out there that specialize in finance, accounting, IT, etc, but very few that actually have a focus in the sales and marketing arena. Why is this? Because sales and marketing searches are the most challenging recruiting assignments to do correctly. It’s much more difficult to measure the skills, experience and ability of a salesperson than it is to measure the experience of a programmer or an accounting professional. This is why a lot of companies that are in the staffing business shy away from doing sales & marketing search assignments.

Sales & marketing search specialists are staffed with VP’s of sales, and or sales and marketing executives who have lots of experience in hiring this kind of personnel…so what you’re really doing is hiring their expertise at having done the same thing over and over and over again. They have much more rigorous processes, sales profiling tools and proven techniques to get at the heart of whether or not sales and marketing candidates are really capable of producing the results you need for your company. Likewise they have large databases and pools of talent that they draw from, since they make it their business to track the top candidates and make them available for client searches.

So if you’re considering going outside or outsourcing your sales and marketing recruiting to a search firm, make sure that the one that you select is focused in sales and marketing only. If you do, you have a much better chance of attracting and retaining the kind of top talent that you’ll need in order to accelerate your company’s sales growth.

How to Boost Your B2B Sales and Marketing Newsletter Open Rate and CTR

Sigh. Guess what? It’s that time again. The day the dreaded company monthly newsletter is due to go out.

It’s OK – all you have to do is simply throw in a bunch of random content, slap a flowery subject line on there, clock out and head home. Besides, any way the Apprentice is on tonight!

But before you head out of the workplace to observe Lord Sugar demolish the ego of Britain’s next wonderful entrepreneur, take a second to rethink your strategy.

As each aspirant business tycoon is aware of, the key to a flourishing business, and an efficient marketing set up, is to convey your innovative concepts to your audience.

And what greater place to begin than the newsletter!

Far from a bit of disposable promoting content, 68% of marketers agree newsletters are the highest email messages which help to realize their business goals. Consider it similar to a business Twitter feed via email.

So in order to assist you, begin seeing your monthly (or weekly or quarterly) newsletter as a blessing, instead of a burden for your B2B sales and marketing groups, we’ve place together half dozen tips to realize better and more focus driven newsletters to help increase open rates and click-through-rates (CTRs).

1) Divide and conquer – section your newsletter for additional targeted messaging

First thing to consider – who is your newsletter speaking to? Is it for prospective or current customers? If you’re targeting each, you’ll wish to make a newsletter for every one that illustrates how you solve prospect challenges and one that talks about all the company developments and updates for current customers. Segmenting is simple to do and makes a large difference in terms of making certain you are focusing your communication to on the proper audience.

2) Get their attention then reel em’ in by using attention grabbing newsletter subject lines

How many emails do you get daily that you barely look at? Then again there’s always that one special offer, great deal or promise that persuades you to click through and see what’s within. That’s the golden ticket! Each marketing manager ought to be aiming for this magic touch with every newsletter they sent out. The secret is to research the most effective stat, quote or revealing truth and write a theme line around it for example.

1. Subject line: are you on the HR frontline?

2. Subject line: Harness the Cloud…

3. Subject line: cost or quality?

4. Subject line: the future of Outsourcing?

3) Give your readers what they need – showcase your strongest content

Many businesses are tempted to ‘throw in’ any old promotion they have into their newsletters. However your newsletter isn’t a merchandising ground for your latest product sheet. A newsletter has to showcase your strengths as a concept leader- and this can be where your journal posts can actually shine.

Newsletters ought to be recent and current – have you ever been writing regarding the most recent scandal or development in your industry? Embody recent posts that demonstrate your experience and understanding of difficult industry-related problems. B2B marketing companies have found that newsletters made of non-committal journal and blog posts perform far better than those jam-packed with promotional material. Bear in mind to incorporate CTA (Call to Action) buttons at the end of each of your journals and blogs to guides/whitepapers so your prospects will continue through the sales funnel.

4) However don’t give all your information away – tease with promising language

Brevity is the name of the game – therefore check that you’re writing catchy headers and summaries. And don’t offer everything away within the newsletter copy – bear in mind this short little bit of copy is supposed to tempt users to click through to your website, therefore you wish to convey to them just enough to tempt their hunger however not enough to satisfy their appetite! A 40-50 word copy per link is the right enough length to induce your purpose across, and encourage clicks.

5) Build it to stand out – build call to action buttons large and clear

Visually, your newsletter has to POP! Use bright colours, thumbnail pictures, actionable language and large call to action (CTA) buttons to indicate to users where to click. Rather like a landing page, the addition of clean, clear and interesting visuals, the higher probability you have got of somebody clicking a link and then downloading a chunk of content (and turning into a lead). Though it may be crammed with a collection of wonderful content, a bland, newsletter with neutral colours and extremely little mental imagery won’t perform well.

6) Keep the journey going – add actions at the top of the newsletter

Make sure there’s something for users to do at the top of the news report – subscribe to, call for a free assessment, sign on to your list. No matter what it is, you need to ensure you are encouraging your readers to engage with your prospects from start to finish and taking advantage of each and every chance to keep them reading.

The 15 Time Wasters of Inside Sales Departments – #1 – Poor Sales and Marketing Strategy

TIME WASTER SERIES #1 of 15: Poor Sales and Marketing Strategy

A poor marketing strategy will lead your company to make costly mistakes, select the wrong market, or fail to reach the right target audience. While executive management has the primary responsibility of defining the sales and marketing strategy, every VP Sales, Sales Manager and Salesperson should ask him or herself:

What battle should you be fighting? If your main competitors are well-established and several times larger than your company, you may find it impossible to gain a significant footing in the industry. You may be better served if you find a niche where your product excels and go after success in that area.

In which market segment or industry will you have the greatest chance of success? Your product may serve a large market well, but some segments will give you a greater return on investment than others. Define where you stand to make the greatest profit with the least amount of effort and focus on that segment.

What is the most effective way to target the correct market segment? Tailor your marketing to your target audience: while senior citizens watch a lot of daytime television but shy away from Internet search engines, small business owners are often the opposite.

What is your most successful and low-cost source of leads? Some businesses lend themselves well to the internet; probably more than is realized. Some businesses that are locally or regionally located who do not think the web will work for them should look closer at the new options in search engines and city directories to localize web search marketing.

Once you have defined these core issues, further define it by asking yourself:

What is your core message? If you are trying to do to many things, you will end up dissipating your energies and resources and will never hit critical mass. Keep your message simple. Focus. Boil your core message down to 30 seconds or less.

Who is the target decision maker? What title do they usually have? What department do they work in? List each possibility. Can you purchase lists of people like this with opt-in emails? Will you have to use telemarketing resources into these accounts?

What are the key features, benefits, and impact of your product? Ask yourself what pains or possibilities do you address in your target marketplace. List the top 5 of each. Survey your customer base to find out why they buy from you. It may be different than you think.

What is your advantage over the competition: price, quality, speed, or service? If you do not know these advantages take the time to compare yourself to your top five competitors. Ask your customers either informally or with a formal survey to have them rate you in these four categories.

What is unique about you: the single, coolest, most powerful (and profitable) stance you can take in the market? This is almost always the place you should focus your efforts. You should not be fighting the battle on many fronts. On the other hand, if you have cash-flow from many areas you can not immediately change your business, it has to be a slow but purposeful evolution to the areas where you have the most impact and profits.

Best Practice: Take the time to answer these questions and then make sure you and your people know the answers to these strategies and can discuss them and use them in making decisions. Review these strategies once per quarter to make sure your corporate direction is still in alignment with your strategy.