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Marketing Minute 60: Branding The Apple Way Part Five: Focus on the Long Term

Successful organisations like Apple aren't just doing things ad hoc. Everything is planned strategically for the long game.

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Topics: Branding, Marketing

Marketing Minute 59: Branding The Apple Way Part Four: Love Your Customers!

A key part to successful branding is, of course, getting your customers on board. Apple is well-known for the brand loyalty of its customers. So how do they do it?

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Topics: Branding, Marketing

Marketing Minute 58: Branding The Apple Way Part Three: Find your niche and stick to it!

Jack of all trades, master of none. We cannot be all things to all people, so identifying your niche is a key move for every brand. But that itself isn't sufficient – the most successful brands in the world go to great lengths to own their niches.

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Topics: Branding, Marketing

Marketing Minute 57: Branding The Apple Way Part Two: Don't Take Short Cuts

Simplicity may be a key part of Apple's success, but don't mistake this for minimal effort. A lot of hard work goes into distilling brands, concepts and products into their more effective simplicity.

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Topics: Branding, Marketing

Marketing Minute 56: Branding The Apple Way Part One: Engage Your Team

How do the most innovative organisations in the world ensure that they are consistently cultivating innovation? Step one is to engage the team.

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Topics: Branding, Marketing

How to Nurture a Business Culture that Aligns Sales and Marketing

It's all well and good to talk about the benefits of aligning sales and marketing, but it takes more than just a few statistics — however compelling they may be — to really create change in your company.

And even with actionable techniques, like data-sharing and SMART goal setting, getting these two teams to work together effectively often feels like an uphill climb. 

The missing element is company culture.

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Topics: Inbound Sales, Smarketing

The B2B Marketer’s Biggest Social Media Challenges for 2017

Marketing Managers are already beginning to take note of how 2016’s social media data will shape their strategy for 2017. Social media challenges faced in 2016 were more extrinsic, with things like reaching out to influencers (cold) and hosting live Q&A sessions, ranking high for many marketers.

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Topics: Strategy, Social Media

The Importance of Aligning Sales and Marketing KPIs

When sales are low or falling, the "shift-the-blame" game starts. Sales will complain Marketing isn't generating enough quality leads, and conversely, Marketing will complain that Sales aren't working hard enough to convert their provided leads into a sale. In most cases, the root cause comes down to a misalignment between Sales and Marketing.

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Beyond Demographics: Building a Buyer Persona To Understand Your Customer

An often-overlooked key to the success of any marketing strategy, from the content that you post on your blog to the email vouchers you send out from time to time, is your buyer persona. Most marketing teams look at the demographics of their target audience; few go any deeper than the age, marital status, and income level of that audience. But a well-developed buyer persona is essential to quality lead generation: without one, you could be marketing to the wrong people.

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Topics: Content Marketing

How to rediscover your business' Unique Selling Point

A fundamental understanding of your business' Unique Selling Point (USP) is key to the success of any marketing or sales effort. USPs are a core part of a business, not just some airy-fairy statements on a piece of paper that is locked in a dusty cabinet. If you don't have USPs, or feel that your existing USPs do not accurately describe your business, four simple questions can help you get started.

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Topics: Business