Automate low-value tasks when possible, freeing up salespeople to focus on high-value activities such as prospecting, writing personalized emails and engaging with prospects on social media. "Implementing the right tools so they can spend their time on the right activities shifts the entire workplace dynamic from one dealing with tired and underperforming employees, to that of an enthusiastic team hitting its quotas and generating revenue," writes Ryan O'Hara.
Ramarketing founder Raman Sehgal outlines five classic mistakes made by business-to-business marketers and offers advice on how to fix them. Among the five are not prioritizing brand positioning, imitating others instead of forging a new creative path and focusing on the company, not the customer.
Although US retail sales of new cars this month are expected to grow 3.7% from a year before, the total of 1.2 million vehicles will be down from the expectations established by preceding months. That's according to LMC Automotive and J.D. Power, whose analysis also says that the supply squeeze points to record dealer profits from new cars, with Thomas King noting that "consumers will spend more money buying new vehicles than ever before in the month of July."
Small businesses that treat employees well find workers perform better and stick around, writes Mark Zweig, entrepreneur-in-residence at the University of Arkansas College of Business. Zweig shares six ways to cultivate employees, such as giving them freedom and responsibility, creating financial incentives, and leading by example.
Scarcity, social proof and shared identity underpin modern persuasion, says Robert Cialdini, author of "Influence, New and Expanded: The Psychology of Persuasion." Cialdini details ways to use these principles in marketing, including limited-time or limited-quantity offers, and community-sourced advice.
Gainesville Regional Airport in Florida celebrated the opening of a nearly $16 million terminal expansion, a project that was completed ahead of schedule and funded mostly with federal grants. "Once people are vaccinated a lot of them are taking trips to see family members they haven't seen for a long time, they're going to come to this beautiful, new, bright, sleek, convenient, gorgeous airport," said Erin Porter, the airport's public relations manager.
High-quality content is the most critical element of a successful email newsletter, and business-to-business marketers should focus on long-term strategy rather than tactics such as clickbait headlines that give quick wins but destroy trust, writes 1440 Media's Pierre Lipton. Lipton explains how to scale email newsletters and use them as a foundation for other content marketing, such as podcasts and YouTube videos.
The late bassist for ZZ Top, Dusty Hill, was often overshadowed musically by guitarist Billy Gibbons, not to mention mistaken for him, but he's being remembered for his bass playing and singing contributions to the band's iconic Texas sound. "Hill was the pacesetter, the man who, as many have already pointed out, created the heavy bottom for the Top," writes Chris Vognar.