Outsourcing sales development might not be a good idea if your business model doesn't fit an outbound model or if you have a short sales cycle, writes Eric Quanstrom of CIENCE. However, don't assume that sales outsourcing is too expensive or that you have no control over an outsourced team, Quanstrom writes.
Improve marketing content by keeping documents to two to five pages, because most prospects don't spend more than a few minutes reading an article. Produce content such as case studies, which have high engagement and prove to potential buyers your products work.
Sales teams must remove as many barriers as possible from customers' paths to enable a sale, writes entrepreneur Andrew Griffiths. "Some businesses seem to be experts at making the buying process difficult, unintentionally I'm sure, but in a hugely competitive world, we need to be doing everything we can to remove any obstacle that would get in the way of a customer buying from us," Griffiths writes.
A potential trade war between the US and China could slow global economic expansion, which is on track for the highest level in eight years, according to polls of more than 500 economists. Worldwide economic growth of an average 3.8% has been forecast for 2018.
Many companies have decoupled content-management systems to share content quickly with a large number of potential customers, writes Richard Jones of Inviqa. "Decoupled CMSes allow content teams to write once, publish anywhere by storing content as structured data components that can be consumed by any device and presented in the right format for their destination using common APIs and repositories," Jones writes.
Customers may be more likely to see or engage with your ads at certain times of the day, so timing can be a key consideration when marketing on Facebook and Instagram. Ana Gotter explains how to use "dayparting" to deliver your ads when they're likely to yield the best results.
Unconscious bias in hiring practices can creep in and undermine your bid to achieve diversity in the workplace. However, technology can help, and Dawn Kuczwara explores several options for finding candidates and reviewing resumes.
Some HR departments make the application process onerous and fail to recognize that job candidates are potentially valuable team members. Companies should revamp their job ads and focus on inviting people into the company, writes Liz Ryan.
Smaller companies affected by internal occupational fraud suffer larger median losses than their larger counterparts, a report from the Association of Certified Fraud Examiners has found. Small businesses may have fewer internal controls and fewer mechanisms for reporting fraud, notes Gene Marks, owner of the Marks Group.
Keeping current customers engaged and coming back can be a valuable resource that provides stability as you seek to grow your enterprise. Choncé Maddox recommends ways to encourage repeat business, starting with delivering more than you promise and providing a pleasant experience.
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