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Three ways to enable your sales team (Part 3 of 3)

Part 3 of 3: Use technology to enable sales.   Gone are the days of, “Dear First Name Last Name.” In today’s world, people do not want a form letter. They want to feel like they are having a personalized experience with a brand, regardless if...

Three ways to enable your sales team (Part 2 of 3)

Part 2 of 3: Transform your team into champions.   Creating content that your salespeople believe in makes it easier to present. When they feel like their needs have been addressed by marketing, it builds trust, which builds loyalty to the brand, which builds enthusiasm.   Many salespeople are...

Three ways to enable your sales team (Part 1 of 3)

Note: In January, we introduced marketing trends to watch in 2020 (read the post here.) Here is an in-depth look at the first trend, sales enablement.     Part 1 of 3: Provide alignment with content strategy.   As someone who has spent much of my career in sales,...

Ask Hellman: Engaging the Sales Team for a Product Launch

Question: How do you engage your sales team and excite your customers about a new product?   Answer: An integrated launch campaign with audience-specific messaging. Materials to help educate the sales team included a brochure with a tagline of “Own the floor,” and talking points to...

Stand up for your brand (Part 3 of 3)

Brand building blocks.   It starts with your logo – which serves as your flag, your shield, your crest. It’s the visual identity that the rest of your branding will branch off of. On the surface, it tells your customers who you are, what you do...

Stand up for your brand (Part 2 of 3): Freedom of creativity

Branding guides are essentially rule books governing the use of you company’s identity, but that doesn’t mean they limit your creative team’s freedom. They’re foundational building blocks. It’s so interesting to see what happens when different craftsmen begin work with the same tools. Established brand standards...

Stand up for your brand (Part 1 of 3)

You’ve done your research. You’ve been through countless iterations and months of back-and-forth with your team, your designer, your agency. Finally, it’s done: your new logo, tagline and branding platform.   Now what?   You need a branding guide.   A branding guide is the only way to set standards...