by Elizabeth Hines | Feb 13, 2014 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
Despite the considerable amount of attention paid to demand generation, many companies (including some companies actively employing a demand generation strategy) do not have a clear understanding of what demand generation actually is.
When asked to define demand generation, a common response is: the generation of demand. Another common response: a marketing strategy. An honest response: I don’t know; what the heck is demand generation?
Demand generation is the creation of awareness and excitement about your company and your products and services. Demand generation is not a one-off; rather it is a continuous process of engaging and nurturing both current and future customers. Demand generation helps you attract new customers and engage (or re-engage) current customers. Demand generation grows your business.
Components of a demand generation strategy include: blogs, social media, podcasts, video, newsletters, email, white papers, and case studies. These components work together. They position your company as a thought leader, expert, and influencer in your industry. They build trust. Importantly, they drive engagement and communication. The foundation of demand generation is the creation and sustaining of relationships between your company and your customers – current and future.
According to DemandGen, 90 percent of business buyers say when they’re ready to buy, they’ll find you. How will they find you? When B2B buyers were asked to rank where they turn to find a new solution, 46 percent listed a “web search” as their first source for information. The leading choice for both the second and third ranked sources was vendor web sites.
With respect to social media, DemandGen found that blogs are considered to be the social media channel with the biggest impact on the researching process (46 percent). LinkedIn was also found to be a place where buyers turned to conduct research (41 percent).
The survey also found that content had a significant impact on the decision to buy. Nearly two-thirds of respondents said “a vendor’s content had a significant impact on their buying decision,” and 34 of respondents “strongly agreed that the winning vendors provided a better mix of content to guide them through each stage of the researching and decision-making process.”
What is the take away? The take away is that a company with a strong presence and a demand generation strategy is more likely to be successful than a company who does not have a strong presence or a demand generation strategy.
What is the different between a successful demand generation strategy and one that falls flat? A successful strategy incorporates communication, engagement, and quality content. Furthermore, a successful demand generation strategy is built upon an understanding of customer needs and interests –real, not perceived.
At Fronetics we work with our clients to design and implement a demand generation strategy that is right for them – for their company and for their customers. We know how to create awareness and excitement about our clients’ companies and their products and services. We also know how to help our clients engage with and nurture their customers.
Through our demand generation service, Engage, we help companies acquire new customers and grow their businesses by penetrating new markets and deepening their presence and impact in existing markets. If you are interested in learning more about Engage and about creating a successful demand generation strategy, we’d love to talk with you.
by Elizabeth Hines | Feb 4, 2014 | Blog, Logistics, Marketing, Social Media, Strategy
This article also appeared on DC Velocity.
Research conducted by Adrian Gonzalez, founder and president of Adelante SCM, found that 30 percent of respondents (supply chain professionals) reported that their companies block access to social media sites. One of the reasons for the lack of participation in social media by these companies is likely due to a lack of understanding of what social media is and the role it can play in business. As noted by Gonzalez: “many supply chain executives and companies are stuck on the starting line because they can’t get past the word ‘social’ and the perception it creates.”
In a 2013 article in MIT Sloan Management Review, Gerald C. Kane, Associate Professor at the Carroll School of Management at Boston College, wrote: “When asked to define social media, most people probably rely on something similar to Supreme Court Justice Potter Stewart’s definition of obscenity: ‘I know it when I see it.’” Unfortunately this approach to defining social media tends to perpetuate stereotypes and does not accurately reflect what social media is and how it can be utilized by business. What, then, is social media? Social media is defined by the Oxford English Dictionary as: “websites and applications that enable users to create and share content or to participate in social networking.” These websites and applications are inclusive of Twitter, Facebook, LinkedIn, and Google+. Social media is part of a larger framework called social technologies. The McKinsey Global Institute defines social technologies as: “IT products and services that enable the formation and operation of online communities, where participants have distributed access to content and distributed rights to create, add, and/or modify content.” Social technologies are inclusive of Yammer, Jive, Moxie, and Supply Chain Operating Networks such as Descartes, GT Nexus, Elemica, E2open, LeanLogistics, and One Network. Also included in social technologies are network-based business intelligence and analytics.
Clara Shih, CEO and Founder of Hearsay Social, and Lisa Shalett, Managing Director and Head of Brand Marketing and Digital Strategy at Goldman Sachs, call attention to the fact that when you get right down to it, social media encompasses “a set of new and innovative ways for businesses and customers to do what they have always done: build relationships, exchange information, read and write reviews, and leverage trusted networks of friends and experts.” Furthermore, engaging in social media and utilizing social technologies provides business with the tools to manage status, social networks, and established relationships—all drivers of firm performance. Social media and social networking also enable companies to be able to better manage risk, create demand, define their reputation, innovate, enhance business intelligence, and improve productivity.
To learn more about social media and the role it can play in business, see our white paper: Social Media and the Logistics and Supply Chain Industries: Why Not Participating is a Risk You Can’t Afford to Take.
by Elizabeth Hines | Jan 7, 2014 | Blog, Leadership, Strategy, Talent
how to hire a leader
Businesses don’t fail, leaders do – a lot. Studies have shown that the rate of failure of executives coming into new companies ranges from 30 to 40 percent after 18 months. The costs and implications of a poor leadership hire are enormous. Given the odds, how can you hire a leader – a true leader? Here are five tips:
Ask the right question
Just one interview question can give you enormous insight into the abilities and qualifications of the candidate. The question: “Tell me about the last person you fired.” According to Marc Barros, co-founder and former CEO of Contour, this question and the discussion that will follow will give you the “strongest indicator of the candidate’s leadership ability.” Specifically, the candidate’s response will shed light on their communication style and skills, their willingness and ability to admit mistakes, and the candidate’s level of empathy and emotion.
Conduct your own due diligence
When it comes to finding the next leader for your company, don’t leave due diligence in the hands of someone else. Take the time to learn about the candidate, talk to people who have worked with the candidate in the past, and gather as much information on the person as you can.
Go beyond the typical interview
Going beyond the typical interview is revealing in that enables you to see the candidate outside of the canned interview environment (an environment which many have mastered). Some ideas: have the candidate give a presentation, facilitate a meeting, or write up their thoughts on how to tackle a specific problem.
Opinions matter
Have the candidate meet with employees of various positions and levels within the company. After each person meets with the candidate get their feedback – and listen. It is amazing how often a candidate will let their guard down when they perceive they are meeting with someone that “doesn’t matter.” The truth is that these meetings do matter as they can provide you with some of the best insight into the candidate and their leadership style.
Hire from inside
When you hire from inside your company, you will get a leader who knows how to succeed in the company’s culture.
by Elizabeth Hines | Dec 24, 2013 | Blog, Leadership, Logistics, Strategy, Supply Chain
Thank you: Two Powerful Words
I have two young children. One of the values in which I am trying to instill is that of graciousness. A couple weeks ago I sat down with my daughter so that we could write thank you notes for the gifts she received for her third birthday. My five-year old sauntered by and made the comment that what we were doing was: “just plain silly because no one else ever writes thank you notes.” He got part of it right – very few people do write thank you notes. What he didn’t get right is the silly part. Taking the time to say thank you and show appreciation is not silly and is not passé. Rather, taking the time to say thank you is critical not only to your success, but also to your well-being. “Thank you;” two powerful words.
Research published in the Journal of Personality and Social Psychology found that a mere “thank you” more than doubled the likelihood that those providing help would provide assistance again. The research also found that a ‘thank you” yielded an increase of 50 percent in terms of productivity and an increase of 15 percent in the average amount of time a person spent providing assistance. The researchers also noted a spill-over effect. That is, gratitude begets gratitude.
Why is a simple “thank you” so powerful? The researchers found that expressions of gratitude increased feelings of both self-efficacy and social worth. They also found that it is the feeling of being socially valued more than the feeling of competence that encourages people to provide more help in the future. In short, people like being acknowledged and valued for our efforts.
While there is rationality at play here, Peter Bregman, CEO of Bregman Partners, Inc., believes “[S]aying ‘thank you’ is mostly an emotional act. It connects one person to another. Saying ‘thank you’ doesn’t just acknowledge someone’s effort, thoughtfulness, intent, or action. It acknowledges the person himself.” Why does this matter? Because, Bregman continues: “Acknowledging each other is our basic responsibility as human beings living in community with other human beings.” Mary Kay Ash, cosmetics entrepreneur, puts it another way: “There are two things people want more than sex and money: recognition and praise.”
Acknowledgement, recognition, praise, expressions of gratitude – what is incredible is that these don’t need to be achieved via an extravagant and expensive gift, rather they can be achieved, for free, with two words – “Thank you.”
In an article on the value of networking Kathryn Minshew, founder and CEO of The Muse and The Daily Muse, calls attention to the fact that people are more likely to give opportunities to those who are most in their recent memory. Given this, she offers the following advice: “Be the person they saw yesterday as often as possible.” What Minshew leaves out is that that last memory needs to be a positive one. A simple and effective way to leave a positive memory – say, write, or type “thank you.”
Robert Eckert, former chairman and CEO of Mattel, offers the following tips on expressing thanks within the workplace:
- Set aside time every week to acknowledge people’s good work.
- Handwrite thank-you notes whenever you can. The personal touch matters in the digital age.
- Punish in private; praise in public. Make the public praise timely and specific.
- Remember to cc people’s supervisors. “Don’t tell me. Tell my boss.”
- Foster a culture of gratitude. It’s a game changer for sustainably better performance
- Acknowledgement, recognition, praise, a simple “thank you.”
I offer up a challenge to you. Over the next week take the time to say thank you, to acknowledge others, to praise, and to show your appreciation. My guess is that you will be both surprised and impressed by what and where two little words will get you – so much so that you’ll make thank you second nature.
by Elizabeth Hines | Dec 16, 2013 | Blog, Logistics, Strategy, Supply Chain, Talent
Kathryn Minshew, founder and CEO of The Muse and The Daily Muse, began a piece for the Harvard Business Blog Network with this sage advice: “Network Your Face Off.” The truth and value of this statement cannot be underestimated. Here are 5 reasons why networking is essential and why connections matter.
1. The larger the network the larger the salary
A recent study of 6,000 executives in over 3,000 firms found that the more connections an employee has, the greater the salary. Specifically the study found that a 50 percent increase in network size accompanies a 3.8 percent increase in salary with respect to the average.
2. Networks beget jobs
A survey conducted by The Adler Group found that 46 percent of active candidates and 49 percent of passive candidates found employment thanks to networking. Similarly, a study conducted by Banque de France and the University of Toulouse noted that half of all jobs in the United States are filled through personal contacts. ABC News cites an even higher number – according to ABC News, 80 percent of jobs are landed through networking.
3. Networks bring opportunities
The opportunities networks can bring include: partnerships, invitations to events, introductions, and invitations to give talks and presentations. In short networks bring opportunities that benefit and feed your career, professional development, and personal interests.
4. Networks make you smarter
Knowing what is happening in your field and industry is vital. When you have a strong network you are more likely to be “in the know” than those who do not have a strong and active network.
5. Networks make you happy
Minshew writes: “Networks are powerful, and when done right leave you surrounded by a core of individuals who are all rooting for your success and happy to help you.” So true.
Networking is essential. Get out there and build your network.
