Author Archive: Gerry Moran
MarketingThink > Articles by: Gerry Moran
Gerry Moran
09/07/2015
Lights! Camera! Conversion! My great-grandmother Michaelena always told me – ‘you ought to be pictures … you sweety, little boy’. Little did I know she was advising me about my future and the future of content marketing! More customers consume content as part of their buying journey – a likely mix of short attention span, content clutter and the evolution of the buyer. In fact, Microsoft reported in a 2015 study that humans have an 8-second attention span vs. a goldfish’s 9-second hold. So, if you are to hook and…
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Gerry Moran
05/12/2015
If a subject matter expert (SME) speaks and no one hears him, is he really a subject matter expert? Well, yes and no. He is an expert. However, the expertise is going to waste. There are many ways to unleash your subject matter expertise with social media. You just have to start building your reputational footprint by talking your insight-based talk in the social watering holes where your customers frequent! 2 Key Facts Supporting A Subject Matter Expert Strategy 92% of B2B decision makers want to engage with a thought…
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Gerry Moran
05/03/2015
The customer experience is your next competitive battleground. Are you prepared to win it? You can claim victory by way of this competitive differentiation war by offering the lowest prices or providing a superior, surprising and spectacular customer experience! You may win the price battle, but that is only a short-term solution. However, you will always win the customer experience war. Providing a spectacular experience is more sustainable! What Is Customer Experience And Why Is It So Important? Customer experience is your customer’s perceptions of his or her relationship with…
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Gerry Moran
03/07/2015
The key to social selling success is fishing where the fish are. You might be fishing where the fish are, but you do know what to do when you get a nibble on the line? Many sales meetings are full of fish tales about the one that got away. These fishing holes are filled with sellers, who did not use social selling techniques. There are customers willing to engage, or bite on an intelligent insight, but many sales professionals do not understand the social sellings signals. Their missed quotas, management…
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Gerry Moran
01/21/2015
Do you want to hear a social selling fairy tale? Mirror mirror on the wall, who’s the most important influencer of all? You are, or should be, if you want to control your selling destiny and bust your quota! Step in front of the social selling mirror today and ask yourself “Am I an influencer?” There’s no I in team, but there is one in influencer – and the “I” is you!. The quicker you become an influencer, then the quicker you will connect with decision makers and buying teams…
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Gerry Moran
01/20/2015
Is your gated content worth the relationship currency you’re asking your customers to pay? What you think is valuable content may be considered worthless to the customer on their buying journey! Like a toll road, gated content full of how-to insight and relevant research is likely the quickest way for your client to reach their decision destination. However, this swift and easy access comes at a price. Do your customers value your content marketing enough to provide their contact information, email address or social sign-in credentials? This CRM contribution is…
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Gerry Moran
01/19/2015
If you were a hitchhiker on the B2B highway, would customers pick you up? Or, would they stick their disapproving and down-turned thumb out? Many new prospects and consumers might consider you a traditional selling stranger – who will scare, bother and inundate them with unwelcome emails – and an unworthy candidate to help them solve their business challenges. Today’s sales reps need to be social selling and content marketing experts to help position them as a stop-over on their customer’s journey. The Social Selling Facts 92% of customers would…
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Gerry Moran
01/04/2015
The buyer’s journey and the selling process terms are often confused. However, the sales process focuses on how to push the customer to get them to buy from you. While the buyer’s journey presents the client’s questions and needs that need to be answered and met.They need content and contacts to help them through their journey – at their own pace. They need content and contacts to help them through their journey – at their own pace. So, are you creating your business strategy based on the selling process or…
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Gerry Moran
01/03/2015
Who’s ever been covered in confetti – like the aftermath of the New Year’s celebration? A ton of confetti dropped from the roof-top and spread over a block of people has a much different effect than unloading a pallet of paper in the middle of that one block. The same effect goes for thought leadership content. No one enjoys one big source of hard-to-consume content. One 18-page white paper placed on your company website can only be so effective. However, the same content chunked up into infographics, videos, Tweets, LinkedIn…
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Gerry Moran
01/01/2015
If LinkedIn was like Tinder, would your customers swipe left or swipe right? I know a few Millennials, and scarily a few Gen X friends, who use Tinder to, well, hook up. If you don’t have a great pic, then you are immediately ‘eliminated.’ Sort of voted off the relationship island before you ever washed ashore. Your picture is the first step to moving toward ‘hooking up’ with your customers and prospects. If they swipe left, then you’d be left in the dark and your chances to connect with…
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