KEO Marketing is proud to have won the the Award Of Excellence from the International Business Marketing Association. The BMA B2 Awards are an international business-to-business marketing and communications contest that recognizes excellence among top agencies and corporate marketers. Our entry, “Repositioning a Company and an Industry: Expect More,” won in the Marketers, Agencies and Other Providers – B2C2B Marketing – Total B2C & B2B Prog, Under $1 Million division.
The 2013 B2 Awards ceremony will take place at the BMA Blaze Conference on Thursday, May 30, 2013 at the Sheraton Chicago Ballroom.
We are so honored to receive this amazing award. Just being selected as a finalist is truly an honor, but to win the ‘Award Of Excellence’ is a confirmation of our team’s hard work and our focus on achieving results for our client, Associated Asset Management (AAM).
Our work focused on re-branding, sales re-positioning and and inbound marketing. With the new campaign, leads, traffic and sales have increased significantly. What’s more AAM has not just transformed their brand and their own company results but they are transforming an industry by ‘Creating a Better America, One Neighborhood at a Time‘.
Getting sales and marketing on the same page isn’t always an easy task, but it’s a necessary goal for any company that wants to succeed and prosper in today’s customer-centric business world.
According to the recent Forbes article Sales and Marketing Alignment Begins with the Customer, the fact that B2B sales staff frequently miss their quotas isn’t the latest news. “The culprit, according to sales, is the quality and volume of leads from marketing,” the author stated. “The marketing department may be quick to snap back that sales is ignoring their leads or not trying hard enough to close them.”
The problem can then spiral out of control as companies rush to hire more and/or better sales staff, and as sales credits the marketing department for creating the issue in the first place. “Both departments view success through the prism of how to cover their derrières and stay employed. The company and its revenue pipeline drowns in politics, suffocating and becomes myopically focused on: If only the prospects would try it. They’d then see how badly they need our product.’”
Through all of the infighting one key issue is overlooked: how the customer is being treated. By building an organization and related processes around what the buyer wants and then surpassing those needs, companies can more effectively align their sales and marketing teams to focus on a common goal – instead of bickering and pointing fingers at one another.
Alignment – particularly when it centers on the customer – works. In fact, according to marketing software provider Marketo, achieving alignment between marketing and sales departments is the largest opportunity for improving business performance today. When marketing and sales teams align around a single revenue cycle, they can create dramatic improvements in marketing ROI, sales productivity, and most importantly, top-line growth.
When copywriting for a SEO landing page focused on conversions, it is important to focus on one type of content. There are many great types of content for different types of customers, but blending does not work.
Eugene Schwartz came up with a model to help how to focus the message we are trying to communicate
Instead of trying to blend types of content and in turn losing customers in the process, this model helps focus your message at the right audience. Schwartz created a scale with five levels of consumer awareness. On one end you have the group who knows who you are and already wants to buy your product or service. On the other end, you have consumers who have no idea who you are and what problem you solve. Blending these would annoy the consumer who just wants to know the new product and price and confuse the consumer who doesn’t know enough about your product to make a decision.
Once you know who the audience is you can create the content that is best suited for them. For example, we work for an Auction company in the southwest, which is not a well-known industry in this part of the country. We write content for the unaware audience like “Why and how to buy at Auction,” “Types of Auctions,” and “How to get the best deal.” This educates the consumer on auctions and helps them become aware consumers.
On the other hand, we have another client who is a international data center provider. Their clients know exactly what they are looking for so we create content that is focused on the product and why their product is better than other data centers. When writing content for an audience who knows you already, be direct.
Focus keywords around what type of content is being created. Broad keywords might need problem aware and unaware content where-as specific keywords will use more product aware content. Understanding the audience is key.