Author: Franz Malten Buemann

  • Guide: Key Principles For Marketing Automation

    On top of running their businesses, small business owners are often pulled in so many different directions, so much that developing a marketing plan can be a bit overwhelming. That’s why, as a Hubspot Gold partner, my approach is these 3 quick tips:

    Find Ways to Re-Engage- Sometimes, for whatever reason, deals fall through. That’s why I recommend reaching back out to your “cold” leads, by adding them to a different list or campaign, so you can catch them again when they’re ready. Think about what subject line or personalization can get them to click that link or reach out to your team.
    Always Check in- You never need an excuse to reach out to your contacts to remind them of both who you are and what you do. Checking in with personalized, automated messages not only keeps you top of mind, but expresses that you care about connecting with them and the value of your work.
    Incentivise Action- It’s called “Call to Action” for a reason. You want to give everyone you email a reason to click that link. Whether it’s blogs, downloadables, discounts, or anything in between— make doing that action so much more tempting
    I’ve found that applying all of these concepts together, by focusing on nurturing your leads, checking in, and finding ways to incentivise, you can really flesh out your automation strategy. Of course, this is just a starting point. I take a deeper dive into some of these tips and using Hubspot in particular in my guide 5 Handy Tips for Hubspot Marketing Automation I’m always excited to learn new tips though! What are some of your favorite ways to approach small business marketing?
    submitted by /u/matthew_deal [link] [comments]

  • The first Turkey CX Awards: winners announced

    Yesterday was a truly exciting day for the Turkey CX community and the Awards International team. The first-ever Turkey CX awards were hosted by amazing CX Professionals Ian Golding and Sinem Yüksel, followed by Greg Melia who gave a fantastic opening speech. We should not miss mentioning Gökhan Kara, who headed the steering council and…
    The post The first Turkey CX Awards: winners announced appeared first on Customer Experience Magazine.

  • Your Brief Guide to Using Goal Seek in Excel

    Successful marketers make informed decisions quickly using a combination of gut instincts and data analysis. They know the end goal, and figure out what it takes to get there.
    One way to fill in those gaps is by using Goal Seek in Excel. The function is helpful when you know your desired result, but you’re not sure how to reach it.

    Maybe you want to improve your conversion rate to get more qualified leads but don’t know how many people you need to attract. Or let’s say your marketing team is aiming for an audacious revenue goal and you want to know how many customers you have to bring in with an upcoming campaign. If you’re running a promotion, you likely need to figure out what discount to apply so you don’t wind up with a loss.

    Goal Seek is the answer. Understanding how to apply it to your marketing or sales efforts can inform your strategy by letting you calculate the numbers required to achieve your goals.
    This post will explain how to use Goal Seek so you can start planning for your next campaign or making projections for the upcoming quarter.
    What is Goal Seek in Excel?
    Goal Seek is a powerful Excel function for conducting a what-if analysis. Also known as a sensitivity analysis, it helps you understand what can happen when you change one or more variables. Essentially, it’s a way to conduct a reverse calculation within an Excel spreadsheet.
    Imagine you’re creating a marketing strategy for the next six months. You can use the Goal Seek Excel function to figure out the following unknowns.

    What percentage of month-over-month growth do you need to double your reach by the end of the year?
    How much can you spend on freelance design work without exceeding your outsourcing budget?
    How much revenue do you need to bring in to break even on (and profit from) your upcoming email marketing campaign?

    Finding answers to these questions can prevent unexpected outcomes and missed goals. Instead of wondering “what-if” when building a strategy, you can cut out uncertainty and give yourself a roadmap for success.
    Before you finalize any plans, let’s walk through the steps to conduct an analysis.
    How To Use Goal Seek In Excel
    Setting up a Goal Seek calculation is simple once your data is organized.
    In the following example, I want to evaluate the percentage of customers coming in through various marketing channels. The goal is to bring in 50% of customers through marketing efforts by the end of the year.
    I first populate the table using the average month-over-month (MoM) growth to see the projections for June to December. I know I have an email campaign planned for the beginning of December, and I want to see how many customers I’d have to bring in to reach my 50% goal.
    Step 1: Select the cell with the output you want to change (i.e., % of customers from marketing).
    Step 2: Under the Data tab, select What-If Analysis, then Goal Seek.
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    Step 3: A pop-up window will appear. Make sure the cell from Step 1 appears in Set cell.
    Step 4: Write your desired value in To value.
    Step 5: In the By changing cell box, select the cell you want to change to reach your desired outcome.
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    Step 6: Click OK to see the Goal Seek calculation. The new number will appear in the cell from Step 5, not in the pop-up box.
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    Step 7: If all looks good and you want to keep the calculation, click OK again.
    Using Goal Seek, I can tell that if my MoM growth stays the same, I need to attract at least 16 customers through my December email campaign. Yes, this is a simple example. But you can expand it to much more complicated efforts, like projecting sales needed to meet revenue goals or calculating how much net income you’ll earn from a campaign.
    Goal Seek Analysis In Excel
    Let’s look at another example of Goal Seek analysis. I want to bring in 130 new customers, but I don’t know how many visits I’ll need to reach my goal. Before doing the Goal Seek analysis, I organize my data to find the average MoM visit-to-customer percentage.
    Step 1: Select the cell with the output you want to change (In this case, the customer goal).
    Step 2: Under the Data tab, select What-If Analysis, then Goal Seek.
    Step 3: In the pop-up window, make sure the cell from Step 1 appears in Set cell.
    Image source
    Step 4: Type the number you want to hit into To value (My goal is 130 customers).
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    Step 5: Select the cell you want to change in the By changing cell box (Mine is for Projected Visits).
    Step 6: Click OK to see the Goal Seek analysis. (Now, I know that in order to get 130 customers, I need to attract 5055 visits).
    Image source
    Once you fill in the missing variable using Goal Seek, you can figure out other variables. For instance, I found that with 5055 visits, I would need 910 leads to reach my desired number of customers. Having these numbers can also help me judge if the marketing and sales efforts for the month are on track to meet the goal.
    Goal Seek Function In Excel
    In business, uncertainty can spell the downfall of even the most thoughtful strategy. But you can take control of the variables that seem out of your control with the Goal Seek function.
    Being proactive and judging the business impact of a marketing campaign or new sales effort can not only gain you respect within your company, but it can help you meet, and even exceed your goals. You’ll be ready when the unexpected happens. And you’ll know how to make informed decisions or tweak the strategy with your new what-if analysis skills.

  • Salesforce Nonprofit Cloud Consultant Certification

    Mid-level 2-5 years Administrator 200 Table of Contents Nonprofit Cloud Consultant Certification Introduction The Nonprofit Cloud Consultant Certification has been created for consultants (and in my opinion administrators) who have experience, or wish to gain experience, in implementing the Salesforce Nonprofit Cloud solutions.  Much of… Read More

  • Hy.page – A new alternative to Linktree

    Hey Marketers I have a link-sharing tool https://hy.page/ that is similar to Linktree. This tool is ideal for influencers that want to make the most of the single link you get on platforms like Instagram and TikTok (Link in bio). Please have a look and let me know what you think. I really appreciate your help. Cheers!
    submitted by /u/Jamzhouse [link] [comments]

  • “No problem” is a problem

    The right response to feedback is, “thank you.” Or perhaps, “that’s a great point.” Even if it’s not your job to change the system, or not your fault that things didn’t work as expected, both of these responses are valid and useful.

    Feedback is a gift. It lets you know precisely what the other person wants or needs. After you receive the gift, it’s up to you to accept it or not. But shutting down feedback with an argument or by appearing ungrateful makes it less likely you’ll be offered it again. And if you’re getting feedback from a customer or a prospect, shutting it down makes it likely that they’ll walk away and take their attention and their trust somewhere else.

    When you say, “no problem,” you’re letting yourself off the hook, refusing to acknowledge what was said and closing the door for a useful interaction. Because there is a problem. Exploring what the problem is is far better than denying it.

  • Always Be Coached: How Becoming a Life-long Learner Helped Grow My Salesforce Expertise

    We embark on self-improvement to reach a goal: a promotion, a new skill, or something personal (like speaking Hindi). While self-study and experience are important to reach goals, being coached can’t be ignored. I’m convinced that it’s only when I leverage all three of these,… Read More

  • How can you harness personalisation in CX to drive increased loyalty?

    It’s long been established that personalisation is key to a well-rounded customer experience strategy. So, what is personalisation in CX, and how can you achieve it for your brand in a way that turns customers into loyal advocates? Well, personalisation in CX isn’t just about using a customer’s name at the top of an email…
    The post How can you harness personalisation in CX to drive increased loyalty? appeared first on Customer Experience Magazine.

  • AVANT Announces Strategic Partnership with UJET

    The post AVANT Announces Strategic Partnership with UJET appeared first on UJET.

  • How Employers Abuse Minorities in White Spaces

    This article is part of a larger series that focuses on diversity and equity in marketing. As a company, we are committed to identifying actions we can take in the fight against racism and injustice, and elevating BBIPOC voices is paramount to inspiring change. Follow along and read other posts in this series here.

    This post is authored by Gabrielle Lawrence (she/they), Writer, Editor, & Designer. 
    Perhaps abuse is a strong word. The poet in me is overly conscious of that choice. I’m also fighting against my conditioning here. I know from lived experience, history, the media, education, and so on, that a facet of white fragility is it’s sensitivity and aversion to the language of violence—especially when it is responsible for said violence. It reminds me of gaslighting.
    However, language is power and it gives us space to demand accountability. Abuse does refer to the mistreatment of another living being, and we know that violence is not only or always physical. This argument, that employers abuse minorities in white spaces, is geared toward companies without an evolving Diversity, Equity, and Inclusion core, or companies that practice performative inclusivity. 
    This can manifest as:

    Going through the inception and growth of a business without so much as developing a mission or acknowledgment of diversity, equity, or inclusion, let alone structures that back up the mission. 
    Companies that say they “value” DEI but don’t have cultures or employees that reflect those values.
    “Doing diversity” in a performative way that is patchy, only in reaction to complaints to quell unrest, not rooted in research or calls to action, not created by or in collaboration with the populations it serves, or is a “value” on the surface but always internally backlogged, never implemented. 

    How white spaces lead to burnout and resentment 
    Having to “fit” into a culture that doesn’t take your experience into account creates the perfect conditions for burnout and resentment. In response to these arguments, I often hear people rebuttal:

     “It’s just a job” 
    “That’s the way it always is”
     “Your place of work is not your identity or political home” 
    “Sometimes you just have to show up and be quiet”
    And even, “Just let it go. HR is not your friend.” 

     
    Sometimes it feels like they’re right; maybe I should resolve to keep my head down and my mouth shut when I experience bias and oppression at my job. I should accept and actively engage in double consciousness as I navigate predominately white workplaces. 
    Maybe I should allow my self-image, mental health, growth opportunities, and happiness to suffer—for a paycheck—from people who, upon hearing of my sudden death or departure, wouldn’t even blink before trying to fill my vacancy. 
    The effects of white spaces don’t begin on day one
    Furthermore, consider every part of the process: having access to the “right” education and communities, the job search itself, the hoops of the recruiting process, salary negotiation, the onboarding and socialization process, and the list goes on. 
    The workplace isn’t a walk in the park for anyone, especially during major transitions and crises like the pandemic, but I find it harder to stay docile when I realize that my fellow white employees have the luxury of a completely different experience. Especially those without intersecting identities. 
    For white colleagues, going to work does not mean confronting the same roadblocks, mental stressors, or disrespect. At minimum, the culture of the environment and the market are most often catered to their experiences. This also makes it easier for white colleagues who notice and acknowledge these inequities to stay complicit because they are not as severely impacted. 
    Consider the harmful ways these disparities can manifest for minorities on the job:

    Being pressured to create or be the representation where there is none. (Though this evolves the organization and strengthens the company’s relevance, these employees may not be compensated for their additional work.)
    Finding themselves educating their employees or managing others’ feelings and projections, especially when workplace sensitivity training is often insufficient. 
    A white coworker can show up without being the butt of microaggressions or the token, can feel that they have ownership and belonging in the space, may not feel taxed with over-performing for the same respect as their coworkers, and a host of other interpersonal inequities. However, minorities are expected to live with this day to day which can have long-term and negative effects on a person’s health. 
    Advocating or boundary setting can often make employees feel alienated, unsupported, or targeted when white environments are hostile (covertly or subtly) to underrepresented minorities.

    Wrap up
    If a job description were to be tailored to a person of color truthfully, it would look quite different. Responsibilities would include things like experience collaborating with people who aren’t conscious of their privilege or prejudice, must be extremely familiar with white culture and have a similarly crafted personality, must be comfortable sharing insight into your culture when it suits us best or makes us money, have a willingness to work harder to combat our prejudice and earn our respect, etc. 
    Of course, these could look differently at every job depending on the nature of the work, styles of communication, and structure of the company. Nevertheless, the disproportionate asks of employees whose identities are at the intersection of BIPOC, LGBTQ, and disabled communities is shameful, especially considering the impact of the pandemic outside of work on these populations. 
    This should not be normal or sufficient. In the wake of everything we’ve seen the past four years, we should also be taking radical action towards building safer workspaces. Not just because companies know sustainable DEI has a positive impact on profit, but because we matter. 

    Gabrielle Lawrence (she/they) is a freelance writer, editor, and designer from Southern California. They are well-rounded with experiences in marketing, software development, publishing, higher education, and more. She is a contributing editor for The Tenth Magazine and Harpoon Books. Their poetry has been nominated for Best of the Net and Best New Poets. They are an interview correspondent for TERSE. Journal and they had the honor of being the former EIC of Linden Avenue Literary Journal. Gabrielle loves music and yoga. Learn more about their work and services at gabrielle-l.com.

    Visit this page to see more in the series, or check back in a week for our next guest post. 
    CM Group is a family of global marketing technology brands including Campaign Monitor, CM Commerce, Delivra, Emma, Liveclicker, Sailthru and Vuture. By joining together these leading brands, CM Group offers a variety of world-class solutions that can be used by marketers at any level. Headquartered in Nashville, TN, CM Group has United States offices in Indianapolis, Los Angeles, New York City, Pittsburgh and San Francisco, and global offices in Australia, London, New Zealand and Uruguay.
    The post How Employers Abuse Minorities in White Spaces appeared first on Campaign Monitor.