Walker Sands' Erin Jordan Spanski outlines three ways business-to-business marketers can maximize budgets this year. She recommends investing in brand-building, optimizing martech to boost personalization, and identifying and prioritizing the highest-performing channels.
The best way to improve sales effectiveness is often to get a clearer picture of your client's needs or viewing things from a new lens, writes Anthony Iannarino. "The more you improve your vantage point, the better you are able to create value for your contacts, resulting in a greater ability to create and win opportunities," Iannarino writes.
The new year doesn't wipe away ongoing challenges, so leaders must continue to be resilient, compassionate, consistent and encouraging to help employees be inspired and motivated, writes Julie Winkle Giulioni. "Leaders who train their eyes to find and celebrate the positive inspire the same in those around them," she writes.
Companies could save about $11,000 a year per worker if they adopt a hybrid remote work model, according to Global Workplace Analytics. Employees who partially telecommute could save about $3,000 a year in expenses, the report shows.
Delta Air Lines' Global Cleanliness division is deploying a team of "clean ambassadors" who will audit cleaning processes and procedures across US airports. "This team will serve as dedicated eyes and ears at our airports, advising employees and partners, answering questions from customers and bringing a focus and a rigor to cleanliness that will give customers even more confidence in their choice to fly with Delta," said Mike Medeiros, vice president of global cleanliness.
This infographic from LinkedIn displays how to implement five business-to-business customer engagement strategies recommended by LinkedIn's Tusar Barik and Edelman's Joe Kingsbury. The visual covers long-term brand positioning, understanding your customer's customers, aligning marketing and sales, centering efforts around the customer journey, and fostering trust through thought leadership.
Twitter has launched a 108-page strategic guide to help marketers plan their 2021 tweets. The document includes advice on getting the most out of crucial tools, as well as monthly planning worksheets, tweet prompts and templates.