Create An Omnichannel Experience

An effective ominchannel provides your customers with a seamless experience. But executing that experience requires more than technology. Instead, it blends technology with a workflow that increases your:

Customers want to connect with you in the way that’s most convenient for them. In fact, the hands-on value a knowledgeable sales rep brings to an unsure customer is essential for some, just as others prefer an online do-it-yourself tool.

And, regardless of where the interaction takes place, they want you to remember when the conversation flips to another channel.

Developing an omnichannel strategy can help you deliver that experience.

Omnichannel Technology

Developing an effective experience requires the right combination of an effective staff and appropriate technology. In fact, given consumers’ purchasing habits today, reachability and purchase and service convenience are impossible without it. So, integrating the right technology into your workflows is the first step.

Online Ordering Tools

Regardless of whether you sell stock products or engage entirely in custom work, there are web tools that allow customers to leverage those capabilities online.

If you have a WordPress site, plugins such as Woocommerce, Cart66 and WP E-commerce are viable options. If you don’t use WordPress or need a more powerful tool, Shopify, Bigcommerce and Magento are all cost-effective alternatives. Plus, incorporating mobile-responsive shopping carts connects you to the 10-20% of users who engage through their mobile devices.

Live Chat

Live chat tools deliver multiple benefits. If you do employe an online ordering tool, it provides the consumer an easy way to get answers as they consider a purchase. In addition, when prospects are just learning about your capabilities, live chat allows you to engage with prospects that otherwise would remain anonymous. Furthermore, live chat applications typically drive higher sales conversion rates.

Podium, Zendesk Chat, Live Engage and more are options that work across multiple channels including websites, social media and text messaging. You can configure them so the app is only available when your staff is available. But, one word of caution: consumers are impatient, an immediate response is important to most customers.

Social Interactions

My sister-in-law spends a few hours a day on Facebook. It’s her source for national and local news. Plus, she uses it for learning about products and obtaining customer support. Perhaps your customers are LinkedIn power users instead of Facebook fanatics. Or, maybe they are old school and just like face-to-face interactions.

It’s true, not all of your customers use social media to interact with a company. But, some do. So determine which channels your customers participate in. Then develop a plan to provide support when they need it. For example, order confirmations, delivery schedules and troubleshooting guides are common requests of current customers. And, product and service information that educates, answers questions and helps formulate decisions are needs of prospects.

Serving your audience in their preferred channels, with the materials they need at their stage of the purchasing process, will help you deliver an effective omnichannel experience.

Digital Content

We brew a fresh pot of coffee almost every day. But, even though I’m 100% sure I measured the coffee-to-water ratio correctly this morning, the coffee tasted terrible. It turns out we had a “slime” build up on the filter. Fortunately, Cuisinart provided instructions on how to eliminate the problem. The ease of solving the problem, coupled with our good experience since our initial purchase, translates into a high probability that we will purchase a new Cuisinart model when this one stops working.

Today, products that elevate the customer experience are more than the physical item or service. It includes information that’s associated with the products and services. For example, an up-to-date knowledge base makes it convenient for a customer to help themselves without needing to reach out for help. Potential content might include specification guides, paper selection tools, design tips, freight calculators and more.

Plus, according to James Martin, Executive Vice President of the Specialty Graphic Imaging Association, "People don’t know how they want to access information until they need it. At that moment, they want it in the form that best fits their needs. That could be print, website information, e-commerce, a blog post, social media and more. And that means you need to make sure your message is available in various forms that allow a prospect to access it in the way they prefer."

Content complements the value of your physical products and services.

Personalization

Personalization is more than just using the customer’s first name in an email. Instead, it’s a collection of information obtained throughout the customer relationship that helps you provide the best possible customer experience. By doing so you are better positioned to provide relevant suggestions or more informed support.

Plus, in the eyes of the customer, personalization, done in the right way, can serve as a sign of respect for their loyalty and business. It also signals that your business is interested in strengthening the relationship by continuously working to provide better service, suggestions, support and more.

Furthermore, you benefit from taking this same approach towards prospects. Although your knowledge of their wants, needs and challenges isn’t as great, you can impact the relationship and bring them closer to purchasing from you.

There are many avenues for collecting and leveraging customer data such as customer relationship management or contact management software. Something as simple as a shared inbox for your customer service department and sales team serves as a great first step.

One Bite At A Time

Prospects and customers interact with you in various ways. The amount and type of interactions vary depending upon your business. So, chart the interactions. Define the steps you perform effectively today and the gaps that impact your reachability, purchase and service convenience, and ease of use. Then take the steps to fill in those gaps and create an omnichannel experience that attracts more prospects and strengthens relationships with current customers.

Understanding the customer experience is the starting point to effective omnichannel communications.

InterEdge Marketing

InterEdge Marketing specializes in developing strong customer relationships through an effective omnichannel experience that increase sales and revenue. Contact us for more information.

The post Create An Omnichannel Experience appeared first on InterEdge Marketing.

The numbers say you should expand your services.

But, where to make that investment isn't always obvious. Raise your hand if you thought Amazon would succeed when they expanded beyond selling books online over 20 years ago. Although few predicted success, their customer-focused platform and strategic addition of practical products and services catapulted them into the world’s leading retailer. And although your business may never resemble Amazon’s, the numbers say you, too, should expand your services.

Why Expand Your Services?

Because expanding your services impacts revenue. In fact, research shows that profit leaders:

The Numbers Behind Expanding Your Services

What is the most compelling reason to expand your business?

Revenue!

Research from various organizations finds strategic expansions improve top line sales, increase profits and provide better business health.

For example, the 2019 PIA State of the Industry Report states that,

“Financial performance typically correlates with specialization by a printed product or vertical market. Also, diversification into various ancillary services generally correlates with higher profits. This dual strategy works by lowering costs from specialization and increasing revenues from diversification.”

As for services, participants in the Idealliance “State of the Industry Report, 15th Edition” expect, on average, something other than printing, both traditional and digital services to provide 31.6% of their revenue in 2018, up from just 13.3% in 2012. That means many commercial printers are pursuing opportunities to get involved in their clients’ work earlier, stay involved longer and satisfy a broader range of their communication needs - print or otherwise.

Furthermore, in their book, What’s Your Digital Business Model, Peter Weill and Stephanie Woerner found that enterprises ranking in the top third of digital experience had an 8.5% higher profit margin and 7.8% higher revenue growth than their competitors.

But that’s not all, by expanding your platform you can grow your customer base and increase diversification. Both minimize your business risk. Plus, it has proven to help organizations better adapt to changes in the market and to consumer demand which increases long-term business success.

Convergence Is Upon Us

In a presentation to the Great Lakes Graphic Association, James Martin, SGIA Executive Vice President, detailed how convergence is occurring with virtually all segments of the industry.

NAPCO Research evaluated the degree that printers are expanding their offering across six different industry segments. They found that the vast majority of organizations, 95% of those surveyed, believe there’s an expansion opportunity within their own business.

So, if you are looking to expand your services you’re not alone. In fact, products including:

Where Do You Start?

There are numerous options but, expanding your capabilities to provide a service that current customers use and are willing to buy from you is a low-risk opportunity. And, outsourcing that capability until it is cost beneficial for you to build out, further lowers the risk.

But, when looking for expansion opportunities beyond the low hanging fruit, keep these points in mind.

Non Traditional Competition

The SGIA convergence study provides clear evidence that organizations specializing in a different product category may now compete against you. And, it’s not just companies in the print industry. For example, customer relationship management (CRM) and marketing automation companies provide a robust digital services offering. But, many now also provide direct mail and kitting and fulfillment options that integrate into their electronic communication platform.

Define Your Business Around Customers

In the CRM and marketing automation example, the critical customer need is delivering effective communications to the customers’ target audience. CRM and marketing automation organizations built their business centering on a digital platform that provides numerous functions including effective digital communication options. Initially, print wasn’t an alternative. But, when it became apparent that integrating print into the process helped them deliver effective communications, they built an API and partnered with print providers to satisfy that need.

The fact is, these organizations provide effective marketing services. But, they are no more effective than the marketing services successful commercial printers provided their customers for years. So, adding a complementary digital service offering is sound strategy.

Complement Printing

Furthermore, adding digital services reinforces a recent Idealliance statement, “the future is about complementing, not abandoning print, because communication is mutually reinforcing, not mutually exclusive.”

Next Steps

As you consider a service expansion, take these key steps:

No Guarantee

Growing revenue through a new product offering is no guarantee. But, given the ongoing market changes, it’s likely that doing nothing is a guarantee. A guarantee that you’ll face the ongoing threat of declining business.

InterEdge Marketing

Are you looking to expand your services? InterEdge Marketing works with organizations to analyze the market opportunities that best leverage your business strengths to identify new products and services that will grow your business. In addition, we specialize in developing and deploying effective marketing programs that will maximize the return on your investment. Contact us for more information.

The post The Numbers Say You Should Expand Your Services appeared first on InterEdge Marketing.

A recent McKinsey & Company study found that B2B digital leaders drive five times more revenue than their peers. And although companies have implemented digital workflows to improve efficiencies and reduce costs, they haven’t innovated around sales and the customer experience—and that’s where the real growth is. And, for many organizations, including Great Lakes Graphic Association members, that experience starts with their website.

We decided to find out by analyzing each member website using a seven step process which you can review in depth below.

In the most basic terms, your website is like the sign in front of your building. It directs customers to the entrance and welcomes them to learn more about you. And, just like a deteriorating sidewalk that connects to a dilapidated building with broken down equipment would give pause to any prospect, so does a poorly designed out of date website.

Website Assessment Analysis

But, just like a company is more than a beautifully landscaped building, an effective online presence is more than an effective web design. Consequently, we evaluated each website using a number of factors including:

Therefore, here’s the key takeaway from this analysis. You should honestly assess how your website fits with your business goals. Then, based on those goals, recognize your need areas and develop an improvement plan that elevates your position and revenue opportunities online.

So, let’s get started!

How Does Your Website Design Rate?

An updated website design increases the possibility that a prospect will explore your capabilities. And nearly 50% of Great Lakes Graphic Association members have recently updated their site providing a compelling first impression. 30% employ an older design but incorporate effective navigation making it easy for their audience to explore their site. Unfortunately, 20% still use an old outdated design, one that creates an unnecessary and potentially inaccurate impression.

If you’re not investing in an updated design, allocate the budget dollars to start that conversion.

Unique Selling Proposition (USP)

For prospects that don’t know your business, a USP quickly tells them what you do, how you are different and why it matters. In a world with hundreds of different printing and marketing options, a USP is especially important. Yet, only 15% of Great Lakes Graphic Association members have one.

Fortunately, this is an easy fix. Take the time to develop a USP that effectively represents your company and services. Then, add it to your website.

Site Optimization

Some organizations spend thousands of dollars optimizing their website to elevate their page rank. And, it can be well worth the investment. However, hefty investments aren’t necessary to execute basic optimization correctly. Yet, only 19% optimize their sites effectively and 44% are below average.

Basic site optimization means that a search for your company name results in multiple search listings for your company. If that search query doesn’t return obvious listings, it’s a virtual guarantee that a prospect will stop looking.

But implementing basic site optimization delivers significant value. Want proof? Here are the before and after results for one company.

Before Site Optimization

Before site optimization the company had no first page search results listings. And, their average search position was 21. This equates to the bottom of page three, a page only 1.1% of users even visit.

After Site Optimization

Six months later, improvements were significant.

Get A Free Website Assessment To Determine How Your Site Rates

User Experience

There are dozens of user experience definitions. But essentially, a good user experience is one that simply meets your user’s needs. And when your audience visits your website, two common needs are:

Samples Sell

Nearly 100% of Great Lakes Graphic Association members provide paper or printed samples upon request. And although 100% of the web sites have a contact us form, why not integrate a simple, highly visible sample ordering process on your website that attracts prospects and generate additional business opportunities?

Sample requests indicate interest. A prospect that requests samples is a qualified lead. And like any qualified lead, they often translate into sales. In fact, one company tracked prospect sample requests and found that 18% actually turned into a sale.

But don’t stop with samples. A gallery or portfolio page show prospects successful projects that can spur interest. And, testimonials are another valuable information source that enhance the user experience.

Testimonials

Plus, these resources, and testimonials in particular, influence the purchasing decision making process. Nearly 75% of prospects correlate testimonials with greater business trust. And when in the purchase consideration phase, higher trust often tips the scale on a sale.

Content

Studies suggest that a purchase decision is more than two thirds complete before a customer even calls a supplier. It’s one reason why website content is so essential. Today, prospects look online to self educate, build understanding and determine if you are a company they should work with. But, it’s not just your audience. Search engines value content as well. In fact, fresh content, such as new web pages, regular blog posts and resources like white papers and case studies can elevate your search ranking.

But when it comes to content, only 8% of Great Lakes Graphic Association members appear to update their site content regularly. And 12% have clearly outdated content.

Why not do this instead?

Blog Posts

A company started regular weekly blog posts. Each one covered information targeting the key industries they served. The posts were optimized with keywords that related to their brand and key service areas.

Search engines indexed this content and served it to prospects and customers as they queried similar information. In six months, impressions (the amount of times their listing was viewed on a search page) increased by five times and click throughs to their website grew by 350%. Lead contact form submissions increased by a factor of seven - often turning into qualified leads.

Today, only 12% of Great Lakes Graphic Association members publish a blog. A number of those don’t contain current information. Although it’s difficult to maintain a consistent content schedule, as you can see, it’s well worth the effort.

Newsletters

With over 2,000 subscribers, a label printer distributes a monthly newsletter highlighting common customer pain points and the solutions the company provides. Email open rates average 30% with approximately 50 contacts clicking through to their website each time. And typically, around 10 of those contacts request more information often turning into a qualified lead.

The fact is, newsletters are a great way to showcase new products, successes and remind customers of your broad product offering. However, only 18% of members promote a newsletter on their website. This is another effective communications vehicle you should implement.

White Papers

According to HubSpot, a white paper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.

A company with digital printing assets developed an extensive white paper that detailed the technology, design implications, material considerations, best fit jobs and more. They promoted the white paper on their website and in their newsletter. In addition, they required an email address in exchange for downloading the document which gave them the ability to stay in touch.

In three months, 60 people downloaded the white paper and 22 of those became qualified leads.

White papers are ideal for prospects as they look to self educate and narrow down purchasing options. 16% of members provide white papers on their website.

Lastly, case studies, with brief narratives and/or data showing specifically how you helped customers increase response rates, impact revenue or save money makes your products and services more valuable. Plus, like testimonials, they help increase trust and can tip the scale on purchasing decisions. 12% of member websites contain case studies.

Lead Generation

As detailed above, website content serves prospects through their spectrum of needs. It connects as they learn about the industry, your capabilities and as they narrow down their list of potential suppliers, when nearing a purchasing decision. And in addition to serving your target audience, effective content generates viable leads for your sales force.

But, viable leads are nothing without a defined follow up program. Equally important, there are a few common elements that increase the probability that a lead will turn into a sale.

1 - Collaborate with your sales force to define a Marketing Qualified Lead (MQL)

What’s the quickest way to discourage your sales force to follow up on leads? Provide them with poor quality opportunities. Although an MQL is not a guaranteed sale, defining leads based on an agreed upon criteria will ensure that your team follows up on viable opportunities.

Common MQL attributes include:

2 - Define MQL follow up KPIs

Even in a B2B setting, studies show that fast follow up generates more discussions and sales. If your sales team doesn’t engage a prospect quickly, the opportunity for further conversations, let alone sales, drop significantly. So, set the follow up time expectations and hold the sales team accountable.

3 - Collaborate with your sales force to define a Sales Qualified Lead (SQL)

Common SQL attributes include:

Although it seems intuitive that viable leads would get regular follow up, they often don’t get the attention they deserve. In fact, a HubSpot study found 44% of salespeople gave up after one try. Conversely, 80% of sales require five or more follow-ups. In addition, 63% of people requesting information on your company today will not purchase for at least three months – and 20% will take more than 12 months to buy.

Unfortunately, we don’t have data on the amount of manual lead generation processes employed today. However, less than 1% of Great Lakes Graphic Association members use automated lead generation programs, such as marketing automation.

Do you have a detailed process for following up on leads generated from your website?

In The Final Analysis

Great Lakes Graphic Association members website ratings are similar to other manufacturing sectors but rank below segments like technology, retail, financial services and healthcare.

As cited above, there are dozens of attributes that contribute to an effective digital strategy. If your website needs improvement, chart the course and start making those enhancements. Websites aren’t a new phenomena. In fact, they are about to turn age 30. So recognize the impact they can have on your business and take the necessary steps to generate the leads and capture the revenue you deserve.

Whether it's recommending digital strategy improvements or executing the right tactics for Great Lakes Graphic Association members or any printing company, InterEdge Marketing provides numerous services that elevate your position online including  website marketing strategies, content marketing and lead generation programs that help organizations drive revenue.

Subscribe to our newsletter to get bi-monthly tips on how to elevate your marketing programs.

The post Effective Customer Facing Digital Strategies  appeared first on InterEdge Marketing.

Return on investment. From the capital we allocate to the expenses we incur, a material ROI is our goal. For example, the new piece of equipment that reduces energy and consumable costs is easy to quantify. But, the brochure to promote your new product, not so much. Nevertheless, effective marketing programs can generate a return on investment.

1 Using Blog Posts To Increase Site Traffic And Leads

I was on a flight last week and decided to read an actual book instead of opting for the wifi. So, after a 90 minute hiatus, I took my phone off airplane mode, reconnected to wireless and...

27 new emails appeared.

In fact, website content is like your phone on and off airplane mode. No updated or new information is the airplane mode. Customers can't get your signal. But, when you post frequent updates that target audience needs, your service hits five bars.

Furthermore, prospects, customers and search engines all value fresh content. And, blog posts are an effective way to generate regular information the target audience needs. To illustrate, a LinkedIn study of 5470 professionals that had some part in the purchasing process identified blog posts as their preferred type of content. And for an organization that sells to hospitals, it served as the perfect vehicle to educate their audience, build brand equity and generate new business opportunities.

Blog Program Recap

2 Newsletters That Inform Current Customers And Attract Prospects

Many years ago I experienced my first “uh oh” moment as a new sales rep. My new sales manager was in town and we were making calls together for the first time. We met with a buyer and had a good conversation until…

Sales manager to customer, “Did John mention our new capabilities and the value they can provide you?”
Customer to sales manager, “Why no, I wasn’t aware of them.”
John muttering to himself, “I told you about them last month and we discussed how they might benefit you.”
Sales manager shoots John an icy glare.

It was my first lesson on customer information retention, or lack thereof.

The fact is you, me and our customers often don’t remember useful information. The large amount of data we consume daily compounds the "in one ear and out the other" syndrome. Siri and Alexa make it worse. We need information when we need it and that’s often on demand.

That’s why a thoughtful, informative, useful newsletter is so valuable. It keeps your brand top of mind, makes subscribers aware of your services and the value they provide. Plus, it can serve as a lead generation vehicle.

Here’s the impact a newsletter had for a company in the packaging business.

Newsletter Program

3 White Papers Educate, Inform And Attract Prospects

If you are a business applying for building permits in the city of Chicago, one politician might influence how you purchase legal services. But, your prospects typically conduct purchasing research in a different way. They frequently look online to self educate and formulate purchasing decisions.

So what type of information can you provide to help guide them through that process?

A Harvard Business Review study found that a proactive, prescriptive approach that guides customers through decision making increases the likeliness of purchase ease and decreases the likeliness of purchase regret.

Developing white papers that inform, educate and simplify the purchasing process have a direct impact on sales.

A company in the commercial printing industry used white papers to educate prospects on how to personalize printed materials and direct mail. It contained:

Plus, this white paper serves as evergreen content. Although it may require minor updates, the information will stay relevant and continue to attract their target prospects.

White Paper Program

4 Webinars

In third grade one of my classmates rubbed dirt in the face of a girl at recess which made all the boys laugh. And, it caused my teacher, Miss Likens, to end recess early and herd all the boys back into the classroom for a stern lecture, because, she insisted on telling all of us together to ensure we understood the severity of our actions.

There's something about delivering information to a group that impacts learning. Webinars aren't stern lectures but when your audience doesn't understand or even misunderstands the benefits of your services, a webinar can elevate their understanding and create new opportunities.

When the sales team discovered that customers didn't understand the value of their new mailing services, they used webinars to answer questions and convey their value proposition.

Webinar Program

5 Content Distribution Expands Your Audience

If you took a marketing class in college you learned about the four Ps. Selling a product successfully required an effective marketing mix that included the price, promotion and place (aka distribution). For example, if you have a great product at a fair price, that consumers are aware of and interested in, but they can’t get it easily, your sales will suffer.

Content incorporates similar attributes. Well written, useful information that addresses your audience needs, but is hard to find, has minimal impact. That’s why content distribution is so important. Whether it’s your blog, newsletter, social media or guest posts for other publishers, broader distribution means that more prospects will see and potentially act upon your content..

A digital printing company used a content distribution strategy to gain article placement in publications that covered retail, their target audience.

Content Distribution Program

InterEdge Marketing provides website marketing strategy, content marketing and lead generation programs that help organizations drive revenue.

The post 5 Examples Of Effective Marketing Programs appeared first on InterEdge Marketing.

When was the last time you got everything you asked for in you budget? If 2019 is another year of trying to figure out how to do more with less then these marketing productivity tools are for you. Not only will they allow you to do more with less, they fit any budget. Because, they are free!

Read through each one and then share the marketing productivity tools you use.

Boomerang

You can’t live with it and you can’t live without it. Email, that is. A marketing productivity tool on one end and simultaneously a chain around your ankle. So, here’s a way to spend less time on email and reduce your inbox clutter. Consider adding the Boomerang app. It is an extension for both the Gmail and Outlook email clients. And, it will reduce the time it takes for you to manage your emails.

There are many helpful features. For example, it allows you to set up a time to send an email at a later date. Instead of saving it in drafts and making a physical or mental note to hit send later, the app does it for you. This helps you avoid sending a message when you know the person isn’t available. And, for those hard to reach contacts, you can schedule your email to send at an off time when the odds of connecting might be greater.

Shrink Your Inbox

In addition, do you keep a message in your inbox until you answer the question or resolve the issue? If so, that usually results in an ongoing inbox expansion. And that means, it’s easy to lose track of that message and dozens of others. But, tracking the message is why you kept it there in the first place. Boomerang allows you to move the message to a folder or your archives and choose a follow up time. Only then does the message reappear in your inbox.

Lastly, Boomerang includes a read receipt type function. It tracks if the recipient opened, clicked on or responded to your email so you can determine an appropriate follow up.

The free version allows you to use the Boomerang option on as many as 10 messages a month. And, the paid option starts at $4.95 and includes unlimited emails.

G Suite

You probably have a gmail address already but, the G Suite is so much more than an email tool. In fact, it contains numerous marketing productivity tools. For example, Google Docs make it easy to share, collaborate, change and complete documents far easier than other methods. Do you originate documents or spreadsheets that need input or approval from others? If so, docs is far more effective than endlessly exchanging and updating files. Plus, it eliminates the error risk inherent with that process.

Another time and money saver is Google Hangouts. It provides free phone calls to many locations throughout the world. Plus it includes video and screen sharing capabilities. And, depending upon your needs, Hangouts might replace your paid conference call tools.

The G Suite is free for individual accounts while the professional version starts at $5.00 per month.

Hemingway

How do you make your writing more powerful and easier to understand? If you don’t write for a living or have a mother who was an English teacher, it’s a challenge. Ultimately, it takes practice. But, as John Wooden said, “perfect practice makes perfect. And, the Hemingway app allows you to write in a fashion that is closer to perfect. In fact, it provides insights into your writing and offers tips that make it better.

For example, sentence length often translates into complexity. The longer the sentence, the harder it is to understand. The Hemingway app highlights those lengthy, complex sentences making it easy to focus your improvement efforts. It also calls out complicated forms of words and offers simpler alternatives. Other shortcomings such as the passive voice and excessive adverb use are identified as well.

The browser version is completely free. The desktop version is a one time cost of $19.95 and includes export formats and direct publishing options not available in the free version. Plus, it works for both Windows and Mac.

You still have to write it, but after you do, the Hemingway app suggests changes that make your writing better.

Feedly

How do you stay up to date on your industry, important trends and customer related information without drowning in content? Feedly is a great option. It’s a news aggregator application that compiles news feeds from a variety of online sources. It allows you to pick and choose the ones that best fit your needs, delivering them to a news feed that you personalize. It’s available for various web browsers and mobile devices running iOS and Android. Furthermore, it’s available as a cloud-based service.

Unlike Google Alerts, Feedly better filters the content and delivers more relevant sources and topics. Plus, it allows you save articles to folders, that you create, making it simple to find past articles of interest.

Feedly Pro, the paid version, costs $5.00 per month and provides numerous benefits. You can share information with your staff, highlight and add notes to the articles you clipped and more. In addition, you can create team newsletters that contain the articles of your choice and then distribute it regularly.

Evernote

Have you ever had a moment of inspiration but were unable to record your idea? And then, you forgot the idea before you had a chance to write it down.

Note taking tools like Evernote allow you to capture ideas and inspiration in notes, voice, and pictures from any device. Plus, you can then sync it and access the information from your computer, smartphone or tablet.

It helps you capture and prioritize ideas, projects, and to-do lists.

Further, you can bookmark a webpage, clip the webpage, take a screenshot or copy a small section into an Evernote notebook for later follow up. And, Evernote Scannable allows you to scan paper documents, including business cards, and upload them into your folders.

The paid version provides greater team collaboration and integration with common applications.

IFTTT

When are marketing productivity tools not marketing productivity tools? When they create a task that cancels out the ones they eliminated!

It’s hard to get all your work done each day. Even though technology has never been better, it doesn’t always solve the problem. In fact, the applications and devices that are supposed to streamline our workflows, sometimes add extra steps. Especially when they don’t work seamlessly with each other. So, even though our productivity increases, there are still tasks that require us to repeat our steps. But, IFTTT is designed to minimize those issues.

IFTTT is short for “If This, Then That,” is a useful tool that automates tasks that might otherwise be repetitive. It also connects devices that are unable to talk to each other.

It works like this: users are guided through a process to make simple scripts, aka "recipes," where some type of event in one device or service automatically triggers an action in another. For example, I have an iPhone but use Google G Suite products for email. So, when I’m at an event or with a customer, and have new contact information, I add it to the contacts in my iPhone. But, that means when I send a follow up email, I need to retype the contact information into Google. It’s a few minutes of unnecessary work. However, the "Save New iOS Contacts To Google Contacts" recipe eliminates that duplicate step. When I upload a new contact on my iPhone, voila, it records that same contact information in Google.

Plus, if you use social media, there are dozens of recipes that save time. You can automatically share blog posts to your Facebook page or integrate photos from Instagram with Twitter.

The fact is, there are hundreds of applets for business and personal use. And, no matter which ones or how many you use, the price is always free.

InterEdge Marketing - Marketing Productivity Tools And More!

Whether it's recommending marketing productivity tools or suggesting digital strategy improvements, our goal is to be your source for marketing information that you can put to use. Subscribe to our newsletter to get bi-monthly tips on how to elevate your marketing programs.

InterEdge Marketing provides website marketing strategy, content marketing and lead generation programs that help organizations drive revenue.

The post Marketing Productivity Tools appeared first on InterEdge Marketing.

Blog content tops the list of cost effective ways to reach your target audience. In fact, thought leadership pieces, videos, educational content, authentic stories and more can all create stronger connections. But, what specific types of content are best at increasing your online visibility?

16 Best Types Of Content

To illustrate, here are the 16 best types of content you should use to forge stronger connections with your ideal buyers.

1) White Papers

A white paper is an authoritative report or guide that informs readers concisely about a complex issue and presents the issuing body's philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision.

2) Case Studies

A case study shares a story about the success a customer experienced when using your product or service. From a written document to formats like a video or podcast, they are a robust testimonial of your capabilities. And, they encourage prospective customers to consider your business as they look to resolve similar challenges.

3) Testimonials

Testimonial showcase how your products and services have a positive impact. Testimonials come directly from an experience a customer has with you. It may include quotes, photos, appear a short snippets on your website or an in-depth case study. Accordingly they can help establish trust and encourage further interactions as prospects formulate purchasing decisions.

4) Articles

Articles are long form content usually written for publication. They are educational in nature, not self promotional. They cover topics that are relevant to the publications’ readers and are representative of your company’s expertise. Organizations use articles to showcase their knowledge, increase brand awareness and provide valuable information to the publications’ audience.

5) Podcasts

A podcast is a digital audio series which a user can listen to by downloading or subscribing through iTunes, Stitcher and other distribution options. It allows you to inform and educate your audience in a more in depth manner than written content. Podcasts convenience and the ability to actively listen and learn while also doing something else, make them a popular content option.

6) Video

Companies use video marketing to communicate their brand, services and products and connect with their target audience. Common topics include company overviews, products or services overview, how-to or explainer videos and testimonials. In addition, you can use video marketing live-stream presentations and events.

7) E-books

E-books represent a longer form of content that can educate prospective buyers about topics important to buyers and your company. It’s a great way to demonstrate expertise in a creative way. An e-book and is more visually appealing than a white paper, yet more serious than an infographic. Furthermore, e-books are an excellent way to break up long-form content into more digestible segments. What's more, an easy way to start an e-book is to select existing blog posts that flow logically together to repurpose your existing content.

8) Email Marketing

In its simplest form, email marketing is using email to promote your products and services. But the purpose of email marketing is to use email to develop relationships with your target audience and expand your relationship with current customers. Welcome emails, newsletters, educational information, promotions, re engagement campaigns and more are common types of email marketing.

9) Newsletter Marketing

Companies use newsletter marketing to send informational and product-focused content via both email and print to a subscriber list that includes potential and existing customers. In fact, effective newsletters deepen relationships with current customers and inform prospects about how your capabilities can benefit them.

10) Infographics

The best types of content go beyond the written word. For example, information graphics or infographics are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly. Actually, the can improve cognition by utilizing graphics to enhance the human visual system’s ability to see patterns and trends. Plus, another compelling feature of infographics is that they are commonly shared with others. This further increases your reach and the opportunity to connect with viable prospects.

11) Images

Like infographics, images convey understanding in a way that written content can’t. In fact, companies use visual images of their products, customers, staff, facilities, events and more in blog posts and social media to grab the consumers attention and increase their understanding.

12) Presentations

Presentations are a good way to define a problem and outline the solution in a step-by-step manner. Companies develop presentations specifically for content purposes and also modify investor, customer and even employee versions to provide value to a segment of their target audience.

13) Product Announcements

Before the internet, companies used public relations agencies to make product announcements. Today, with the ease and low cost of distributing information through social media and the business wire, it’s much easier to use product announcements as a regular part of your content strategy. Companies use this tactic when they release a new or improved product to increase brand awareness and elevate interest in the new capability.

14) Lists

Numbered lists make content quicker to find, easier to remember, and actionable. List topics are typically formed around a question. Additionally, they typically include information such as useful tools, tips on how to do something better, important market trends and more.

15) Interviews

Interviews aren't just reserved for journalists or reporters. Rather, B2B organizations conduct interviews to provide readers industry and technical insights. Usually with industry-related influencers an interview is a content Q&A that elevates your perceived authority and connects you with a broader audience.

16) Original Research

Companies conduct original research to further their industry knowledge and get direct insights into customers’ needs. In addition to identifying emerging trends and crafting services that help the customer, research is often crafted into various forms of content including blogs, white papers, infographics and more. Additionally, original research allows companies to further educate, connect and build relationships with prospects and customers.

InterEdge Marketing works with B2B organizations to develop unique content that connects with their target audience and drives revenue. Subscribe to The Edge Newsletter to get bi-monthly tips on how to use content to elevate your marketing programs.

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How does your sales organization connect with buyers as they start formulating purchasing decisions? Many companies utilize content marketing. It allows you to reach your target audience as they self educate and build understanding about potential solutions. But, developing an effective program that impacts your target audience requires an investment in time and resources. Undoubtedly, your organization has experience developing sales budgets. But, if you were asked to develop a content marketing budget, where would you start?

Developing A Content Marketing Budget

What type of investments and expenditures connect you with your best prospects?

Research Generates Better Outcome

If you are in the market for almost any product or service, sources like Consumer Reports make it easy to compare and understand the pros and cons of various options.

But, determining the best content topics and distribution channels aren’t like buying a toaster.

So how do you know where to make your investments? Unquestionably, it depends upon your target audience.

In fact, whether you are starting a content marketing program or are ready to take one into overdrive, research is an essential step. It enables the development of buyer personas. A persona typically represents the unique buyers and influencers in your target audience.

Download the Content Tool Set To Learn More About Persona Development

For example, a commercial printer selling to a manufacturer will likely target marketing VPs and directors, marketing managers, product managers and purchasing. Each one has unique content interests, influences and preferences. Uncovering that information will help you better understand the type of topics your audience uses to self-educate, build understanding and start formulating a purchasing decision. In addition, you’ll determine the channels that are most likely to reach your prospects.

Persona Research

You can conduct persona research using your internal staff or engage a content marketing agency to handle the process. Either way, the research should target customer-facing employees, current customers in each unique buyer category and prospects. Furthermore, expanding your reach through an online survey broadens your reach and provides additional data points. Lastly, assessing website analytics data will further refine and add value to the research.

Content Research Budget Considerations

If you haven’t conducted persona research before, engage an expert to help you build a plan. It will elevate the outcome. Of course, available staff members can support the process, assisting with interviews, surveys, website analytics and more, to mitigate costs.

But, If you don’t have internal resources available, a content marketing agency can execute the entire process.

Depending upon your target audience and the complexity of the buying cycle, this cost varies widely. It can range from a few thousand to tens of thousands of dollars. But, this investment makes it far more likely that the content you develop will impact your target audience and generate new sales opportunities.

Content Cost Drivers

The content marketing research will quantify:

Content Strategy

Content can elevate your position with prospects and engage them as they formulate buying decisions. But creating content isn’t enough. It requires a well-defined strategy. And, a plan that demonstrates who you are and the expertise you bring to your audience.

That plan includes four key elements:

1) Content Types

Which content types connect best with your audience? Content comes in dozens of different shapes and sizes. And those differences influence the cost. For example, a product explainer video costs more than a webpage that explains the same product.

Topic complexity is another variable. A thoroughly researched in-depth white paper costs more than a 300-word blog post.

2) Graphic Design

Effective graphic design accentuates exceptional content. For example:

3) Content Frequency

Content compounds like your money.

To illustrate, a $10,000 investment at 5% interest turns into $33,000 in 30 years. But, taking the same $10,000, and investing an additional $80 each month over the same 30 year period, turns into $107,000 - more than three times the value!

Likewise, a regular content investment will increase your return. A well written, effectively optimized weekly blog post will return more page views, click-throughs to your site and potential leads than a monthly version.

$33,000 Beats $10,000

But remember, compounding delivers significant benefits even with less frequent contributions. And, the same is true for content. A regular monthly or quarterly post still provides value.

So, although it’s wise to develop a budget that creates more useful content, it’s not an all or nothing proposition.

4) Content Distribution

Distributing relevant content to the prospects defined in your research is crucial to content marketing success. In addition to your own channels, such as your website, blog or newsletter, there are other options to consider:

Earned Content Distribution

Earned content distribution involves a third party and includes guest blog posts, forums, comments, retweets, shares and more. The purpose is threefold:

Paid Content Distribution

As the name infers, paid content distribution is paying to distribute your content. This most commonly occurs through Google Adwords, social media ads and online sponsorships. It’s another way to expand the reach of your content investment.

The type of content, the length, amount of research and graphic design influence the cost and make it difficult to quantify. In ballpark numbers you can anticipate the following:

Cost Of Content

Fortunately, distribution costs are easier to quantify.

Cost Of Content Distribution

Content Marketing Budget Considerations

Regardless of the numbers you see attached to any content development, it’s possible to find less costly sources. However, the best returns come from a well developed and orchestrated plan.

Poorly researched articles and information bordering on generic don't connect with prospects. Well written but one-off articles don’t gain traction, especially when they aren’t part of an overall plan.

So, whatever you choose, make sure you spend the time to research your audience and develop an overall plan. It will maximize the value of your content marketing investments and connect you with more prospects that need what you sell.

InterEdge Marketing delivers content marketing programs that help organizations drive revenue. Subscribe to our newsletter to get bi-monthly tips on how to elevate your marketing programs.

The post Developing A Content Marketing Budget appeared first on InterEdge Marketing.

Can content marketing transform your company, elevate your brand and start new conversations that cause prospects to take notice? It did for a football team. And the recruiting process for high school football players or for customers that need your capabilities is more similar than you think. Here’s why.

Full disclosure. I’m a Boilermaker.

There are numerous reasons. Poor coaching hires and facilities that paled in comparison to more prominent programs. But, as with any sport at any level, it takes talent to elevate success. And their inability to attract talent was striking. Fortunately, in 2017, they hired a new coach and invested in additional resources.

But the real transformation wasn’t just the coaching staff and new facilities. Instead, it was a marketing makeover. One that created an image, generated a buzz that elevated fan interest and attracted potential recruits.

Did their marketing cause the program improvement? At the risk of drawing a flag for unsportsmanlike conduct, the answer is yes.

As a sales and marketing lifer and a longtime Boilermaker booster, the marketers tipped the scale. And, you don’t have to be a football fan or coach to follow similar steps that will elevate your business.

Effective Marketing Starts With Consistent Branding

Purdue had an established brand and logo. So, their investment centered on using it consistently in promotional materials, in high traffic locations within their facilities, on buildings and more. Plus, they used it in creative new ways to elevate it further.

Offer letters Purdue sends to prospective recruits

Purdue's offer letter shared by recruits via social media

For example, when extending a scholarship to a recruit, they sent out the actual offers as letters folded to look like paper footballs. As the recruit opens the letter, each panel features a different picture of the player, with a note from the Purdue coach.

They complemented the printed piece with companion digital communications using unique animations and videos. Plus, they included several elements linked to Purdue traditions including the campus bell tower, engineering fountain, and astronauts going to the Moon. Click here to see the animation.

Here’s what happened. The recruits shared it with their friends and because the images ranked high in the "coolness" factor, the shares multiplied. Suddenly, players that didn’t have Purdue on their radar were checking out West Lafayette, Indiana. You might say they started to crowdsource recruiting.

Here’s What You Can Do

Be aspirational. Is where you are today good enough? If not, embrace the impact effective branding creates for organizations that deploy it effectively.

If you haven’t considered a brand update recently, then breath life into your existing concept or revise it entirely. With websites and other digital channels, a logo that worked well in print might not work well online. So, make sure it works seamlessly on all materials.

Then, use it consistently on all materials. From email signatures, packaging and delivery vehicles and everything in between. In the face of relentless competition from traditional and non-traditional sources, your brand is more than a catchy design or tagline, it is an important differentiator. Make sure to integrate your traditions. Do you have a long history, connections to your community or other things you are known for?

Next, create a unique experience. When you have visitors, a plant tour or a press check, do something out of the ordinary. Develop a template that shows off your brand and design expertise. Send a printed piece that accentuates your printing and finishing capabilities. And follow up further in electronic form. It will reinforce your multichannel capabilities and make it easy for them to share their experience with associates.

Your Prospects Are Not High School Football Players But…

NCAA recruiting rules prohibit teams from publishing offers on social media, however, it’s acceptable for the athletes to do so. Because the unique and creative graphics stood out to the athletes, they rebroadcast them through their own social media channels thereby extending the reach of the Purdue brand. And, it brought attention to the program to others that weren’t aware or previously interested.

Your customers aren’t high school student-athletes, but using unique images, GIFs and other graphics will differentiate you to prospects and will likely result in the further distribution of the cool things you’re doing.

The Purdue football team’s target audience consists of a few hundred athletes sprinkled across the high school landscape. They recruit nationally but focus heavily within the Midwest. As they define their roster needs and position fit, the targets narrow to a few dozen with the ultimate goal to add 20, or so, total players.

Although your target prospects don’t attend high school, those numbers compare to how a B2B company might approach their target audience with the objective of closing new accounts each year.

The overall Purdue recruiting plan increased the interest of a broader range of players and led to visits from higher-ranked prospects.

It Can Impact Your Audience

Deploying this kind of program will impact your target audience as well. The creativity plays especially well with marketing contacts who are also more likely to share it with others. However, like any business development program, it’s not just creating an image. You still need a team to show the prospect how your capabilities truly fit their needs and why you are the best option. Coordinating sales and marketing is crucial to the success of any program.

The Outcome

After spending the last 10 years near the bottom of the B1G in recruiting rankings, Purdue jumped to third in the B1G and to the top 25 nationally. Their marketing opened more doors that allowed their coaching staff to sell their vision.

And just like football recruiting, positioning and promoting your company in creative ways will heighten interest in your capabilities, attract more prospects and showcase how you can bring creative solutions to their challenges.

InterEdge Marketing assists organizations with marketing and sales strategy and marketing communications that impact awareness, understanding and drive additional revenues. Contact us for more information.

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How do you create a memorable website? Take a lesson from your work commute.

How many times have you arrived at work after your morning commute and you don’t remember your drive? It’s normal. Your mind wanders to an upcoming meeting or the test your daughter has later that day. Indeed, you really were paying attention. You navigated your route and arrived safely.

But what happens when the norm is disrupted? For example, bridge construction forces you to change course, extending your trip and causing you to scramble for an alternative to your regular Starbucks.

The details come into focus, even without the caffeine.

Furthermore, a good surprise impacts you in a similar fashion. If you’ve battled construction and slow-moving traffic all summer and arrive at the same trouble spot to find that all lanes are open, it is also memorable.

Here’s why. Our brains operate with two different memory systems. The implicit or habitual system allows us to do things, like our normal drive to work, on automatic pilot. Our declarative memory is our conscience thought. It guides us around the detour and quest to find the next best Starbucks location and elevates our satisfaction knowing that we no longer have to leave 15 minutes early to arrive at work on time.

But, driving isn’t the only time our brain goes on cruise control. In fact, it occurs numerous times at work each day during routine actions.

Do You Have A Memorable Website Or Does It Cause Prospects To Go On Autopilot?

We all open emails, visit websites and conduct numerous other digital interactions at work every day. Not all require close attention. But, for those that do, how many are like that routine drive to work? We go through the motions but can’t recall the sender, the site or other details. And even worse, we remember some of the others, but in a negative way. Because just like the surprise detour, it creates an adverse reaction.

Develop a memorable website so prospects remember you in a positive way, by taking these steps to help them get the information they need.

1 Who Are You And What Do You Do?

For prospects that don’t know your business or don’t use your full suite of services, it’s essential to quickly convey who you are and what you do. When prospects reach your site, they spend approximately 5.59 seconds reviewing written content.

But, here’s what happens next. If they don’t quickly understand what you do, they look elsewhere.

Unfortunately, websites often fail to convey this information. It’s the digital equivalent of your normal commute. So instead, provide one sentence that details the end-benefit you’re offering so they can quickly understand, and remember, what you do.

2 How Can You Help Me?

In the early days of the Internet, websites were a curiosity. But today we visit a website with something specific in mind. Maybe it’s to place an order for a product or conduct research on a specific topic. But, the common thread for most visits is, how can you help me?

3 Does Your Website Provide That Definition?

As soon as a visitor arrives on your site, you need to show them the value of what you’re offering and how it connects to their needs.

When we’re immersed in our business, it’s easy to extrapolate how our capabilities translate into beneficial customer value. But, our customers often don’t speak the same language. So, spell that value out as clearly as possible.

If your business delivers the most cost-effective solution in the industry, say that.

If you help customers address a particular challenge or pain point, explain what that problem is and how you solve it.

Regardless of how you deliver value to your customers, highlight the information clearly on your homepage.

4 How Can I Trust You?

The Amazon electronic products category gets almost 14 reviews per hour. Most B2B companies don’t even have 14 reviews in total. Yet, prospects that are interested in your capabilities use this type of information to help them finalize a purchasing decision, So, in lieu of online reviews, how can you show prospects that you are a good company and one worth trusting?

In fact, testimonials, samples and case studies are effective trust-building vehicles. Supporting your marketing claims with evidence is much more likely to positively influence prospects than just making those claims. It's another component that creates a memorable website.

Testimonials are qualitative, heartfelt and invoke some level of emotion. Conversely, case studies and samples are quantitative, providing tangible details and specific data points. Combining the two on your website elevates your trust quotient making it more likely you’ll engage prospects when they are ready to make a purchasing decision.

5 Functional, Effective And Memorable

The average person visits nearly 100 websites and participates in hundreds of other digital interactions each day. Unfortunately, many aren’t what we hoped for and set our brain on autopilot.

Instead, create a memorable website and friction-free experience. When you answer user’s questions helping them understand who you are and what you do, how you can help and why you are trustworthy, it engages their declarative memory. And, it makes it far more likely that the prospect will return, learn more about you and become a paying customer.

InterEdge Marketing web strategy services help companies elevate their website to connect with more targeted prospects and drive revenue.

The post To Create A Memorable Website Include These 3 Topics appeared first on InterEdge Marketing.

How can you boost commercial print sales in 2018 and beyond?

As they say in the financial industry, the trend is your friend. It means that if the stock market is in a strong uptrend or downtrend, a high percentage of stocks will flow in that same direction. But, in the printing industry, it means as print trends away from traditional markets into new areas, you need to adjust your selling efforts to boost commercial print sales.

Recently, the Printing Industries of America (PIA) published 25 hot markets in the printing industry 2018 - 2019. It details how strong markets of yesteryear are declining and new, more lucrative opportunities, are emerging. In addition, refocusing your sales efforts on new growth markets will increase your opportunity to boost commercial print sales.

Succeeding in these markets requires skill sets you may not have today. It may require a specialized sales force.

Targeting Specific Verticals Alters Print Sales Job Requirements

In fact, Mark Michelson, Editor-in-Chief of Printing Impressions states, "This may require a re-evaluation of existing salesforces, and perhaps replacing - or at least supporting - generalists with more specialized sales reps who possess strong subject matter knowledge and experience, so they can 'walk the talk' when calling on specific verticals that are being targeted."

There's significant value in hiring business development specialists who have successfully sold into a new vertical market you are targeting. Their contacts and relationships bring you credibility that takes longer to develop otherwise. But, don't think that hiring an industry expert is the answer.

Targeting Specific Verticals Requires More Than An Effective Sales Team

Hiring an experienced rep to develop a target market segment is an expensive investment. And, other complementary expenses are essential if you want that investment to pay off.

Without a doubt, purchasing decisions have evolved:

Communications That Demonstrate You Know What You Are Doing

When you are curious about a company, what's the first thing you do? Conduct research. You visit their website and consume other online and offline information. And, if the data doesn't convey that their services might fit your needs, you move on.

If your printed materials, website and other online information don't convey the value you bring to the target market segment, you immediately handicap your business development team. Moreover, you threaten a positive return on your sales investment.

A business development rep may get you in the door but advancing to the consideration phase requires much more. Demonstrating that you understand your target audience's needs and how the value of your products can eliminate their pain points, are an essential part of the selling process.

Content That Educates, Builds Understanding And Demonstrates Fit

Regardless of the market segment, buyers look online for information as they formulate purchasing decisions. The relationships and industry contacts your business development rep established are helpful but not magical. A high percentage of their phone calls and emails will still go unanswered. Because of these normal selling challenges, they need effective content to educate, build understanding and demonstrate how your capabilities fit your target audience needs. Content resources are essential to connect them with more prospects.

Your audience consumes information online and offline. Websites, blogs, white papers and case studies are the online content preferred by enterprise buyers. But using direct mail and printed collateral to highlight key value differentiators are indispensable.

In addition, integrating content with the business development process has proven to increase sales effectiveness. Useful online white papers, blog posts and case studies can be used effectively online to attract prospects you don't know. And, directly by your sales team as they pursue specific contacts.

Event-Based Marketing And Webinars

Online presentations and events boost your brand's message. They align you with your target audience and are effective in reaching decision makers and influencers.

But, presentations and events require more than a webinar tool or a meeting room. Instead, they require research, preparation, development and execution. Although it requires a budget investment, they can have a big impact on sales success.

An event allows you to demonstrate your specific capabilities. It allows your audience to see how you solve problems and eliminate pain points. In addition, events connect with key decision makers in a way that online content can't.

Although it doesn't have the same personal touch, webinars covering important industry topics also have significant value. They position you as a knowledgeable resource and show how your capabilities can solve end-user problems.

Account Based Marketing

Account based marketing concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.

Using technology to target key accounts improves your ability to provide timely, personalized and relevant information. And, that increases the odds you'll engage with decision makers and influencers.

The average target account contains 17 influencers and five buyers. The influencers and buyers span the organizational chart. From C-level to frontline professionals charged with implementation, they have different needs and decision criteria. An effective account based marketing program provides precise, targeted and personalized information to each influencer and buyer.

That's why account based marketing can improve the outcome. It's ideal for companies that target:

Are The Investments Obvious?

Providing a key account sales team with resources that increase their productivity and chance to succeed may seem obvious. But, just like a missing ingredient can turn a delicious dish into a failed recipe, sales investments that are overlooked or deemed unnecessary can sour the best sales strategy.

So, as you develop strategies to target a key sector and boost commercial print sales, look beyond the sales hire and include investments that help empower the selling efforts.

The post Targeting Specific Verticals Requires More Than A Specialized Sales Force appeared first on InterEdge Marketing.