Matthews on Marketing

Matthews on Marketing

Diagnostic Content: How to Boost Conversion and Increase Customer Trust with Problem Solving Content

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Last week, I had the pleasure of speaking at the 2015 MarketingProfs B2B Marketing Forum. Here's a condensed transcript with my slides of my talk, plus a link to the whole presentation at the bottom.  The Concept: Everyone here has had what I call a "diagnostic experience". You've gone to the doctor, brought your car to the shop, gone to a golf or tennis pro, you've sought out the advice of a professional to try and help you understand your problem and give you advice on how to fix it. You've … [Read more...]

Startup Marketing Essentials – The Whole Megillah

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There is never a shortage of urgent tasks in a startup’s marketing department. How to prioritize? Here are my ten startup marketing essentials to get you on your way. #1 – The Four P’s I was introduced to E. Jerome McCarthy’s four P’s later in my career. I wish I had known them earlier. There is no more perfect summation of marketing. Each of the P’s is a lever at your disposal. As a startup founder or CEO, understanding the four P’s will help you know which of the four levers to pull to … [Read more...]

Startup Marketing Essentials: #10 Creating a Sales Playbook

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You have released product and are selling it. You want to scale the sales team to really start taking off. How do you make sure all the new guys know how to sell your product. The answer is a sales playbook. A cookie-cutter approach to selling that will work every time. -- TM  If you ask heads of sales what they desire most in their job, the answer will likely be a repeatable, predictable sales process. The more one deal can look like another, the better a sales manager, director, or vice … [Read more...]

Startup Marketing Essentials: #9 Establishing a Testing Culture

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You can’t work in a startup these days without doing A/B testing. Multivariate if you are really good. There’s a reason why Optimizely is spreading like digital kudzu. But you can’t just buy software. You need to make testing part of your culture. Here’s how. – TM A/B testing is en vogue. Everyone’s doing it, or at least taking about it. Putting it into practice requires more than talk and tools, though. You need to create a testing culture to really make it work. For those who are unfamiliar … [Read more...]

Startup Essentials #8: Lead Nurturing and Progressive Profiling

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Leads are the lifeblood of a startup. One common mistake made by startup marketing teams is ignoring leads that are not ready to pass to sales. These leads need to be nurtured – helped along – until they are ready. If you ignore them, you have wasted the money you spent to acquire them in the first place, and paying yet again for brand new leads that may or may not be more qualified. And as you nurture your leads, you can learn more about them, using what’s known as progressive profiling. – … [Read more...]