Marketing Experience or Industry Experience?

General Posted on: Mar 03, 2015 By: soapboxmarketing | 0 Comments

I was speaking to the head of marketing for a healthcare IT company that is looking to fill a senior marketing position. They’ve been sifting through resumes for more months than he can recall, and I could tell he’s getting frustrated. He needs to hire someone already.

Is there really a shortage of talented, experienced marketing people in the Washington DC Metro area? Not exactly. But the company wants to hire someone with healthcare industry experience. And not just healthcare industry experience, highly specialized healthcare industry experience. And it’s been tough because their industry niche is fairly new, and fairly small.

So as the search continues, the position lays waiting for that elusive candidate.

My question is (and I’m not claiming to know the answer, I’d just like your opinion) which is more important when you hire a marketing candidate – marketing expertise or industry expertise?  My only request is that you don’t answer “both”, and you support your answer with your reasoning.





Read More

Making the Decision to Buy Easy… or Not

Blog Posted on: Oct 15, 2014 By: soapboxmarketing | 0 Comments

I had a very interesting experience today that I would like to share.

I was pricing two online email platforms for a client who has a large email list.  I’d used both platforms in the past with success, so it really came down to finding a compelling reason to go with one company or the other.

Neither company had pricing for my tier on their website, and both websites asked me to call for the cost.

Here’s where I found my product differentiator, and made my buying decision.

Company A provided a quick price for me when I called.  It was easy to get a live person and I received no high pressured sales pitch.

Company B’s website offered online chat, which I utilized to ask for the price. My agent told me that all upper tier solutions are custom, asked for my contact info and told me that someone would contact me via email (which someone did). No price in the email, but he said he would call at 1pm to discuss my needs. It’s now 3:47 and no call. No price. No service.

Guess which company is getting my business? You guessed it. The company that made it easy for me to make my buying decision.



Read More

Successful Marketing Strategies Take Proper Care and Feeding

Blog Posted on: Oct 01, 2014 By: soapboxmarketing | 0 Comments

If marketing your business is an afterthought, executed in fits and starts when you have the extra time and/or dollars, you need a marketing strategy.

The reason behind having a marketing strategy is to help you grow your business, increase brand awareness and customer confidence. By creating awareness and trust, you should be able to generate leads which, through education and repeated exposure (aka “lead nurturing”) you’ll add to your client base.

For any marketing strategy to be successful, it must be comprehensive, integrated, realistic (just because you want to increase sales by 30% doesn’t mean that marketing alone will accomplish this) and implemented consistently over time. That doesn’t mean you can’t tweak as you go-you should read campaign results and apply the learning to the rest of your plan- but you shouldn’t abandon the strategy for another midstream and expect the results to hit your original target. Be patient and give your strategy time to be successful.

Factor your resources into the plan and only plan what you can reasonably carry out. For example, if you have a quarter of one person delegated to social media, they can’t be monitoring conversations 8 hours a day and still perform their other duties. Do make sure that your staff understands who’s responsible for what; then hold them accountable.

Above all, identify how you will measure success. Marketing can be successful without immediately impacting your bottom line, you may measure it in improved client satisfaction surveys, higher brand recognition, more social media interaction, increased trade show traffic, etc. etc. All of which in time will translate to more revenue.

Read More