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8 lessons about marketing effectiveness from two of the world’s richest men

Staying ahead of the competition means constantly seeking ways to improve the effectiveness of your marketing strategy. And while there's always plenty to learn from marketing experts, looking beyond marketing literature and experience gives you a broader perspective and fresh insights from other disciplines that you can apply to marketing problems. According to strategist Shaun O'Leary, "investing is the sector that unknowingly has the most to say about marketing." With that in mind, he shares ...
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How to successfully market a startup with a team of one

Growing your brand can be a challenge when you're running a business single-handed. Unless you have a budget for outsourcing, you'll need to carve out some time to focus on enhancing your brand reputation, building customer loyalty, and attracting new customers. Developing a good digital marketing strategy requires careful consideration of your business goals and a carefully formulated plan to maximise your limited resources. Here, Jennifer Rogina shares some top tips that will help you set achi...
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Why do change programs fail?

For businesses across a wide range of industries, being able to adapt to change is crucial for their survival. Yet, despite the imperative to keep pace with a constantly evolving and increasingly competitive business environment, many organizations struggle to transform themselves successfully. "Change creates an identity crisis," says Lior Arussy, CEO and president of a global transformation consultancy. Here, he shares with Sally Percy the reasons why change programs often fail and what l...
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Getting over your fear of cold calling customers

While inbound marketing is an essential part of your overall marketing strategy, cold calling is still an effective, efficient way of reaching customers. Yet even the most seasoned sales professionals can find it intimidating and resist incorporating it into their weekly schedule. At some point however you need to embrace cold calling if you're going to generate sufficient leads for your business. "Cold calling, if done right, is the fastest path to cash, says Weldon Long, who shares here s...
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Power up social media strategy with these 4 tech tools

While the increasing complexity of the social media landscape can be daunting for entrepreneurs and small business owners, there are plenty of tools to help you monitor, measure, and manage your performance across all social channels. To reach and grow your audience you need the right tools to sift through all the data, extract the relevant information, and convert it into valuable insights, writes Alice Oh. To help you decide which is the best solution for your business, she explores ...
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What it takes to successfully scale your startup

The transition from startup to scaleup can be challenging and it's important to have an effective strategy in place to prepare your business for successful growth. The key is to lay a solid foundation that will help you achieve a healthy growth rate. If you scale too rapidly you risk making mistakes that may be difficult to remedy later and if you scale too slowly you could miss out on valuable opportunities, says Bill Clark. Here, he shares a few things to keep in mind when planning your scalin...
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Raising money for your startup? Here are 6 things you absolutely must do

 When it comes to fundraising for your startup, there's no perfect formula that guarantees success. However, you do need a strategy that will maximize your chances of attracting attention, building relationships and getting your business in front of the right investor at the right time. The key is to do your research and put the necessary time and effort into planning your approach "before you hit the fundraising trail." In this article, seasoned venture capitalist Mark Suster breaks d...
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The best ways to connect with B2B buyers

The main difference between selling to consumers and selling to other businesses is that in B2B sales you'll be dealing with professional buyers whose job it is to get the best possible deal. The relationship between suppliers and buyers can be a complex one. And while buyers may say what they care about most is product and price, the overall sales experience can be a deciding factor. So no matter how great your product or service, you need a solid sales strategy to build a successful relationsh...
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30 experts identify biggest mistakes in content marketing

Content marketing is transforming the way businesses interact with consumers and with so many businesses vying for the attention of potential customers, you need to work hard to earn their interest. An effective content marketing strategy helps you learn more about your target audience so you can deliver useful, relevant and engaging content that enhances your reputation and helps you build a loyal following. To help you consistently hit the mark, Ann Gynn shares here some of the bigge...
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Strategy is useless without execution

The best-laid plans go awry when there's a big gap between strategy and execution. While your business plan may already include the tactics you're going to use—and the specifics for measuring progress and performance—if they're not accurately aligned with your strategy, they're not going to lead to effective execution, says Palo Alto Software founder and business planning expert Tim Berry. Here, he shares how to close the gap between strategy and execution—and what effective execution looks like...
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