Why Are Sales & Marketing So Often At Odds?
There is a long standing perception that marketing and sales are at odds with one another. Marketing departments often say “sales people don’t get what we do”. Sales people often say “If marketing would just give us some good leads and materials we could close more sales.”
I consult with and sell marketing technologies and services to marketing departments and agencies. These technologies are designed specifically to integrate marketing channels, track and measure results and deliver qualified leads to sales in real time.
Since this benefits both sales and marketing you’d think it would be the bridge to bring them together. It can be but often the divide between the two is deep and long lived. Both often blame the other when results don’t materialize.
So what’s the solution? Accountability. We should all be accountable for what we do. Accountability diffuses the argument and clearly shows where blame belongs. When all is working it really isn’t important for sales to understand all that marketing does or vice versa. A culture of mutual respect can be built when efforts and results are measured and transparent. This can get all oars moving in the same direction.
How is this done? The technology we have today gives marketing departments the ability to integrate all media channels. Direct mail, Email, Broadcast, Print, Web, Mobile and more can be combined, tracked and measured for accurate determination of ROI. Leads can be qualified and delivered to the sales force in real time as it happens. This empowers everyone and holds all accountable with real numbers and accurate result reporting. It is hard to improve what you don’t measure.
Emerging technologies that track and measure all our marketing and sales efforts are the bridge between sales and marketing. What are your experiences with this subject? What have you seen or done that has worked to bridge the gap between sales and marketing?
Until Next Time,
To Your Success!
Accuchris
Chris Daniels
Can You Really Print A Water Drop?
IT FEELS WET! Well not wet but you CAN feel it and it sure looks wet!
Yes you can! It’s not wet but it does bead up on the page and you can feel the bulges.
After the introduction of AccuLink’s 3dUV technology in my last post I have been bombarded by emails wanting to know more, Sooo… here is a Video that better illustrates the process and some of the most common questions I received:
1. Is it thermogrophy? No. It is a patented UV-curable clear polymer that produces raised print effects with variable densities and gradations that add tangible height, texture and dimension to the sheet. It is digitally applied post press using an OPA guided inkjet array. (whew, what a mouth full)
2. How do you achieve the textures and different layers? These effects are set up pre-press then applied all in one pass onto the post-press printed sheet. It can even be set up by your own graphic designer with a bit of knowledge.
3. Are there plates or dies required to create the texture? No. This is a totally digital process that is actually much “greener” and eliminates plates, molds, chemicals and solvents while significantly reducing overall energy usage. Each image can be unique and can include variable print, pURLs, QR Codes and more.
4. What are the max/min thickness it can be applied to? This sheet fed press accepts digital or offset printed sheets ranging from 4pt. to over 50pt. in thickness and can even be applied to lamination.
5. How high can the emboss effect go? This is the best part. It has print capabilities ranging from 20 microns to 70 microns in thickness and can apply a variety of clear polymer patterns in the same pass to easily achieve dual sided and multilevel embossing effects.
6. Where can I get this? Currently AccuLink is the only U.S. manufacturer with a Scodix 1200 UV press.
Check out this Video that better explains the process: Scodix Enhanced Greeting Card Example
These are not the only questions I have received but they were the most common. If you want to know more about 3dUV or would like a sample to see and feel for yourself Contact me.
To Your Success!
Accuchris
Chris Daniels
3D UV Makes Your Marketing Really Stand Out!
AccuLink's 3D UV technology lets you feel the print
There is some incredible new print enhancement technology that is so new it is available exclusively from one U.S. print manufacturer as of this post. The best way to describe it is “digital embossing”. Images and text almost jump off the page. Imagine being able to feel the scales of a lizard or the ridges of a basketball. Water droplets really look wet and come out at you. The possibilities are only limited by a designer’s imagination.
Check out this video http://youtu.be/J5xS_QYdNQs and feel free to contact me with any questions.
Until next time,
To Your Success!
Accuchris
Chris Daniels
800-948-4110
Online print ordering, the end of customer service?
With a multitude of online print companies to choose from, for ordering a variety of print items, through a desktop order interface, many have said the days of the print CSR (customer service rep) are numbered. Many of these online companies provide only email or IM support. The products they offer have become standardized and commoditized. After all, where is the value in paying for real person to person interaction. Wouldn’t we all be better off just choosing from what these companies offer us and accepting that we likely payed the lowest price possible for our business cards, brochures, postcards etc.? What do you think?
The company I represent builds and hosts web based print order storefronts. Clients appreciate the ease of ordering that they bring. The benefits are many and problems are few when used appropriately. Our storefront offering is actually fully customizable unlike the standard web printer which restricts you to set paper stocks, sizes and finishing options. When used for appropriate applications this automation can be the best way to order print. So what is the problem?
Technology will continue to create efficiencies but the needs of most clients will continue to fall outside the parameters of a fully automated workflow. Most will want to work with experienced knowledgeable people to help create the channels and products to communicate their message and stand out from their competition. I don’t know of many visionary business people that are happy to always settle for Choice A, B or C.
Automated online workflows are perfect for repetitive jobs with set variables and predefined spec options however most of my client’s jobs/projects introduce some new variable not accounted for in that pre-built workflow. I’m not talking about business cards, letterhead & envelopes. I’m referring to:
*Multi-component products that include multiple operations and involve a complex dance of scheduling to meet deadlines.
*Complex cross media marketing campaigns with many moving parts, schedules and components that can change while in progress.
*Clients that demand something different resulting in material or process changes that affect workflow and scheduling.
I believe that automated workflows will continue to create efficiencies but we are far off from eliminating the CSR from the equation. Our clients (even those with online order systems we created) count on our CSRs every day to masterfully handle the unanticipated changes caused by, changing needs, equipment, material availability and more. The CSR is able to somehow perform a dance that makes it all work out more often than not and make us shine as a company in the eyes of our clients. Until we can build that into an automated workflow we better keep in mind that businesses are made up of people. Technology is a tool. A tool without people is really just an obstacle to our goals.
Until next time…
To Your Success!
Chris Daniels
AccuChris
How Do PURLs Work in Marketing and Why Should I Care?!
You may be asking yourself “What is a PURL?” or saying “Who cares. I’m busy.” Well, if you are involved in marketing your business or someone elses you should care. Why? PURLs are a powerful new marketing technology that allow you to reach out to your prospect in a personal way and start a dialog to learn more about them. PURLs gain a higher response rate than traditional websites in marketing messages due to their personal way of addressing the responder by name. PURLs also can deliver qualified sales leads in real time for immediate response. Do you care now?
PURLs or personalized URLs are personal internet microsites that are unique to each individual in a database. An example is www.CharlieSmith.winsresults.com where a landing page on the internet is hosted just for Charlie Smith. This landing page can welcome Charlie by name and present messages and offerings that are personal and relevant to Charlie based on the information we have on him. It can also gather more information on him that we may want in the form of a survey. The answers can be delivered in real time to you and can be followed up on immediately.
Why would anyone give you more information? We are all willing to give a reasonable amount of information or take a brief survey in exchange for a discount on something we want or free gift that we value. Be creative in your marketing offering.
Why are PURLs such a powerful marketing tool? Studies show that personalized communication delivers much higher response rates than impersonal communication. Studies also show that most people today are more comfortable responding via the internet.
How do I use PURLs in marketing? They are merely a tool, though a powerful one, that can be included in direct mail and email advertising to greatly increase response rates and gain actionable information on your audience. You can even use a general URL in broadcast advertising (billboards, magazines, TV, radio, flyers, SMS text, email…) to capture an email or physical address then add that to your database for PURL marketing communications.
Want to test drive a PURL? Simply go to www.winsresults.com
Feel free to contact me to learn more and to discuss how you may be able to use PURLs in your marketing efforts to gain greater results and measurable marketing ROI.
Until next time…
To Your Success!
Chris Daniels
AccuChris
Automate your marketing efforts and watch the leads roll in
Automation is critical in today’s complex mix of marketing mediums. Cross media campaigns can be the most effective way to target prospects, qualify them, segment them then nurture them to become full fledged customers. These complex campaigns can contain a mixture of direct mail, broadcast media, email, text messages, web surveys and more. This complexity makes it imperative that we automate our touches to insure responders get the information they need in the way they want it as quickly as possible and no one falls through the cracks.
Tools like QR Codes, pURLs and micro-sites included in your marketing message connect your media to the web, allow the prospect to engage with you immediately and gain the information they are seeking instantly. Through these channels and response triggered automation the prospect can have a personalized engagement experience that could include social media sharing and other referral links. This can greatly improve the overall reach and success of a campaign while allowing for precise measurement of your results.
Marketing automation is good because it forces us to plan through the entire process of prospect engagement. This can seem daunting since a campaign can be made up of many touches designed to guide the prospect to their destination. The real beauty of this though is once it is done there is no need to micromanage each part of the campaign. You just sit back and watch the qualified leads roll in.
To download a free 8 page booklet that overviews tools and technology available today for building effective cross media marketing campaigns click here .
To learn more about how marketing automation can help you save time and deliver leads feel free to contact me.
Until next time…
To Your Success!
Chris Daniels
AccuChris
National Auto Part Franchise Turns Problems Into Profits:
Challenge: A nationwide auto parts retail franchisor identified wasteful inefficiencies in its attempts to supply franchisees with up to date business cards, stationery and promotional printed material from its in-house printing facility and business card vendor. The franchisor wanted to turn the money losing operation into a profit center where all expenses and revenues could be accounted for.
Solution: AccuLink designed a web based e-commerce system where business cards are created, proofed, ordered and paid for on-line by individual franchisees. Each order results in a commission payment back to the franchisor as well as an accounting trail of the charge card transaction. Other corporate identification items (stationery) and marketing materials (flyers, brochures and POP displays) are included on the ordering site in pre-approved templates so franchisees can customize according to their individual locations under the confines of the franchisor’s marketing guidelines. Again all pricing is predetermined by the home office and revenues are accounted for and managed by the e-commerce system designed by AccuLink.
Result: Problems with inconsistent quality have been eliminated. Delivery time on critical promotional materials has been reduced from weeks to next day service on most items. Unaccounted costs and wasteful overhead has been replaced by detailed monthly activity summaries, instant secure charge card payments and profitable royalty payments on every order.
Are you struggling with supply chain and distribution issues? Share your story here. I love a challenge!
Until next time…
To Your Success!
Chris Daniels
AccuChris
Technology in Marketing Friend or Foe?
As we venture into the new normal of doing business we find ourselves relying more on computers and the internet than one may have ever imagined 30 years ago. The way we communicate research and buy is forever changed from those days. The scary thing is it is only changing faster. So fast it can be really hard to keep up and can be extremely intimidating. It can also be a real time saver and this translates into money savings.
Embrace this change and reap its benefits. Ignore it and be passed by your competitors. I have been in the graphic communications industry for more than 20 years and a lot has changed. I find myself acting more as a consultant and educator than in the old days when I was a just a print salesman. With so many more tools and options available now it truly does take an expert to review your needs and goals then work with you to craft the most effective and economical solutions.
I recently had a client that utilized a QR CODE on a direct mail campaign after I introduced him to the technology. He did some research online and found a free site to generate the code then tested it on his iPhone with success. He printed and mailed one version without letting me know he was using a QR code. When I saw the QR code I was surprised since he had not mentioned it to me. I scanned one with my Blackberry and it would not read. Alarmed I had several others in our plant try their phones. No luck. I only had success with a Droid. Oh no I thought. I immediately contacted my client and told him the bad news. He was concerned and asked me why it wouldn’t scan consistently. In this case it was generated with his organizations identity colors. There just was not enough contrast for most readers to resolve the code. I reminded him that we are more than just a print and mail provider we are also a technology and marketing solutions provider. He agreed to consult with me on future uses of new technologies in his campaign at the creative stage.
I really enjoy discovering the possibilities brought about by new technology. I love learning about new tools and uses that are being created. My favorite part is when I am working with a client with a seemingly insurmountable problem and I am a part of crafting the solution.
Learn all you can and don’t be afraid to try new things but don’t forget to consult with those that may have already traveled that new road and can help you avoid the pitfalls that may lay in your path.
Until next time…
To Your Success!
Chris Daniels
AccuChris
Great Data and a Full Toolbox Gain Better ROI
In these times of tightening budgets it is more important than ever to target our marketing dollars. This is made even more challenging with the splintering of our society across so many mediums both old and new.
Campaigns that reach out to a highly targeted audience then invite a response via the web and gather more information on the prospect result in more personal engagement and in turn higher conversion. The information gathered in this type of outbound/inbound campaign allow for multiple touches across multiple media and result in better qualified prospects.
The marketing toolbox available to us is fuller than ever. When creating a campaign consider your goals and the data you have on your prospects then select the tools for the job accordingly to build the best campaign to reach those goals. Tightly define your ideal prospect then surgically target them with a relevant message and offer that elicits engagement.
We have produced cross media campaigns like this that incorporate direct mail, email, personalized web sites with survey pages, referral links and social media sharing that resulted in a ten fold or better return on investment. Many of the tools are familiar some are new. The key today is to leverage them all in the most appropriate way to build effective campaigns that engage your prospects across multiple media and discover the communication channel(s) preferred by each individual. Through this you will close a higher percentage of your target and can even gain new targets.
I would be glad to discuss specifics if you wish : chris@acculink.com
here is a video where I discuss this type of marketing: http://youtu.be/OgsQC7b-Wj4
How are you marketing your business?
Chris Daniels
AccuLink
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