ContentMartketing

via Marketing https://ift.tt/Aa6ISkM If you’ve seen the award-winning HBO show “Succession,” you know how dramatic and challenging it can be to adequately succession plan for the next generation of business leaders. I’ve personally worked at companies that took succession planning seriously, and those that didn’t, and the difference was stark. According to this 2023 report , “three years is the critical tipping point when valuable leaders consider whether they should look for their next opportunity internally or externally.” I’ve felt this in my own professional experience. If there’s no plan for me to move up internally at a company after working for three years, I’m left feeling undervalued and looking for other opportunities. Developing a succession plan can set your company up for smooth transitions when leaders resign or accept a promotion. A well-thought-out plan can significantly impact employee morale and position your team to skillfully handle future business challenges....

via Marketing https://ift.tt/qkHEm82 I cringe whenever I look at how many unopened emails live in my work inbox. I’m lucky if I open maybe ten percent of them — including anything promotional. But, of those ten percent, what convinced me to open and respond to them? Those companies did below the line (BTL) marketing right. Email marketing, direct mail, events — below the line marketing includes these and similar targeted tactics to convince and convert buyers. What goes into running a successful BTL campaign? And where do you begin? To help you start, I dug into BTL marketing: the history, its relationship with other marketing tactics, and best practices from experts. Here’s what I found. Table of Contents What is below the line marketing? Above the Line vs. Below the Line Marketing How to Make Below the Line Marketing Work for You Below the Line Marketing Examples Below the Line Marketing Best Practices What is below the line marketing? Great question! Answering “What...

via Marketing https://ift.tt/07lVU1z As a marketer, I often find myself sitting down at my desk with a calculator to do some basic math. And most of the time, I’m in a kerfuffle with three acronyms: TAM SAM SOM. Calculating your total addressable market (TAM), serviceable addressable market (SAM), and serviceable obtainable market (SOM) can be helpful beyond the realm of just marketing. Business owners can use these calculations to determine the viability of a business. Product teams can validate new product offerings. But that’s just the tip of the iceberg when it comes to the potential of the TAM, SAM and SOM trio. Ignoring these numbers can be detrimental. You could enter a market that doesn’t have a large enough market size to convince investors to back you, or you could set an unrealistic revenue goal for your business and burn your employees out. To help you avoid these issues, I’ve put together a guide that’ll teach you exactly how to calculate your industry’s total addres...

via Marketing https://ift.tt/UmNZzc7 At the start of my marketing career, I managed two small email lists — one for my beauty blog and another for a literary magazine — and this experience was my first ample glimpse into growing a business. This email marketing guide stems from those early days, when I quickly discovered why marketers are so passionate about email marketing. Unlike social media platforms, these email lists were entirely mine (as I managed them), and this allowed me to build close, meaningful relationships with my subscribers. Over time, I realized that most of the magazine’s ardent readers and the people who frequently bought the affiliate products on my blog were my email subscribers. If email marketing was so effective for these two small ventures, just imagine its potential for larger businesses. In this guide, I’ll show you what email marketing is, from its benefits and types to getting started and some drawbacks you may experience. You’re in for a ride, so bu...