Entries by Marc Lamoureux

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What Happens in the Field, Stays in the Field: Why head office marketing campaigns have limits

Enterprises are spending large budgets in attempts to build trust with consumers, but consumers interact with the field agents in which they have not built a relationship with. This model of trust building is wasted effort as customers care more about trusting the advisors with whom they interact with.  There are many benefits for financial […]

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How Budgeting Impacts Digital Transformation

Traditional budgeting in large enterprises interferes with digital transformation success. When projects are approved for a limited budget cycle (say 1 or 2 periods), the project’s value and potential to bring digital transformation begins to diminish as soon as funding stops. On the other hand, if the projects are funded with adequate sustained investment value […]

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Lower Your Lead Generation Costs by Rebalancing your Marketing Budget

To effectively engage customers in this digital age, you need to support their buyers’ journey. Supporting this journey will require content distribution and authoring strategies that help your field teams connect with customers in a more human way. As marketers, we are all trying to get leads. Except budgets and teams are not growing. So, […]

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Five Digital Marketing Trends for Organizations with Advisors To Take Advantage

What customers want, how customers think, and how customers interact is changing – constantly. Every year we see the rise and fall of certain platforms, trends and memes that explode, and changes in customer preferences that force the evolution of marketing channels, strategies, and tactics. These conditions and our new awareness of buyer journeys are […]

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Three Opportunities Enterprise Marketers Are Missing Out On

The problem with most organizations is that they spend too much of their marketing budget on head office programs. This means that micro-segments and customers in local markets don’t engage with content. I believe that a more effective strategy requires marketing teams to rebalance digital marketing investments appropriately between head office and the field. There […]

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Why Businesses Need to Think Like Sharks

Sharks are among the most famous creatures in the ocean. There are many different types of sharks, but they all think similarly. Sharks as a whole have a similar mindset. I often catch myself wondering, how can businesses think like sharks? I have always been a fan of Sharks. They are among my favorite aquatic […]

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How to leverage human interaction to improve digital experiences

In a survey about improving business processes, the improvement that customers requested most from businesses was better human service. Even in the digital age, consumers prefer human interaction and personal experiences.   A key challenge for brands moving forward is finding ways to offer personalized human service in the broader context of an omnichannel engagement […]

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The Irony of Social Selling in the Digital Area

Social selling in the digital area occurs when salespeople use social media to interact directly with prospects. It involves developing relationships by interacting with prospects on social platforms such as Facebook, Twitter or LinkedIn. Social selling and digital marketing are different things, although they work well in tandem. Digital marketing focuses on sending out messages […]

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Social Selling is Not the Same as Social Media

Social selling is defined by LinkedIn as: “leveraging your social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals.” Now, for many salespeople this seems intuitive, “How else are you going to make sales?” You need a way to meet potential buyers, and cold-calling is a waste of time […]