Avoid weak openings such as "I know you're busy, but..." and cliches like "pick your brain" when sending cold emails to executives and other busy professionals, writes Drew D'Agostino. It's also important to avoid the use of passive phrasing, opting to get straight to the point instead of writing, "I was hoping to discuss this with you," D'Agostino writes.
Kearney Global Chief Marketing Officer Abby Klanecky talks about rebranding, replacing stock imagery with more than 10,000 photos taken by employees around the world and using video storytelling to tell a more human brand story that can be easily shared by customers. She also discusses the importance of adopting more consumer-like marketing tactics to put the focus on customers, evoke emotions and showcase experiences.
A shift in the advertising landscape has led consumer packaged goods firms searching to form genuine connections with consumers, according to Monica Turner, senior vice president of sales in North America for P&G, and Craig Dubitsky, founder of Hello Products. Companies should work to delight customers while emphasizing transparency, accessibility and the humanity of their brands for best results, Dubitsky said.
The world economy grew 2.9% last year, the lowest rate since the financial crisis, and a variety of risks are creating uncertainty about the future, International Monetary Fund Managing Director Kristalina Georgieva says. "We have not reached a turning point yet," she says.
Meet with employees to determine their abilities, cater training to their needs and offer on-the-job opportunities to develop skills, writes Margaret Rogers, a vice president at Pariveda Solutions. "Feedback is perhaps the most valuable aspect of this process, and it starts with setting clear expectations," she writes.
Negative comments seem to stick with us more than praise, writes Michael McKinney, which means we must be able to see problems from different perspectives and be careful when giving negative feedback to team members. "Positive emotions broaden your perspective and enable you to build skills that help you flourish both personally and professionally," say authors John Tierney and Roy Baumeister.
Having the right gear can make your next flight a more comfortable and enjoyable experience, writes Boone Ashworth. He recommends five items, including the Yeti Rambler 12-ounce bottle, which keeps liquids hot for up to five hours; Sony WF-1000XM3 earbuds, with a noise-canceling system and eight hours of listening time; and Bombas compression socks, which may reduce the risk of blood clots.
This infographic from HelpSquad shares social marketing statistics for business-to-business marketers, including that 82% of prospects are active on social, so marketers should align content with trending topics relevant to their industry. Additional insights include nine out of 10 buyers have more trust in user-generated content than ads and social videos result in 1200% more shares than images and text combined.
Marketers are allocating more funds toward social media marketing and can boost their successes by developing "a fit between what your brand promises and delivers," write Deepa Prahalad and Ananthanarayanan V. They suggest asking four key questions regarding priorities, platforms, content strategy and creating two-way dialogue to "ensure that your social strategy aligns with your goals and adds values for your users."