Aug 08, 2019
What Daredevils can Teach us About Internal Marketing
By Christopher Wallace, President, InnerView GroupDid you see the guy who jumped his mountain bike over two sections of the Tour de France a few weeks ago? Maybe you didn’t, but millions of people across the world watched him make death-defying leap. It made international news and got several hundred thousand views on YouTube. Stunts like this one get attention. The daredevil takes a situation that is relatively normal to us and they disrupt our pattern of thinking. They introduce a new and strange variable...
Jul 25, 2019
Why Marketing Must Close the Gap Between Knowledge and Belief
By Christopher Wallace, President, InnerView GroupA customer-facing employee who knows nothing about the product he or she is selling can be found out within minutes. An employee who doesn’t believe in the product can continue in the same mode for years — but not without cost. This dangerous status quo is surprisingly common. While companies are anxiously noticing that they're failing to connect with customers, they find themselves repeating the same old processes. Marketing Has Moved Beyond Traditional Back in the day, a company's training...
Jul 11, 2019
Get to Know Your Audience for Internal Marketing: Inbound Sales
By Christopher Wallace, President, InnerView GroupIn a previous article, I talked about the benefits of internal marketing that connects your brand with all of your internal audiences. It’s not enough to focus on the customer alone. Without getting internal teams to participate in the brand, the gap between the story marketing intends to tell and the story customers hear from front-line employees grows. This affects your bottom line on sales, conversions, customer satisfaction, and more. That’s why marketers must make the effort to understand internal...
Jun 13, 2019
Got Your Story Straight? When Marketing is Telling a Different Story from the Rest of the Company
By Dawn Colossi, Chief Marketing Officer, FocusVisionAs Marketers, we spend weeks, months, years perfecting our company story and its messaging. We spend countless hours with our creative teams bringing that message to life through our website, advertising, content, tradeshows, emails, etc. We are on the hook for attracting new customers, getting them engaged and then of course, we want that to turn into revenue. But what happens when all of the messaging that we have orchestrated to attract and engage an audience is not what they...
May 30, 2019
Effective Internal Marketing: It Starts with Knowing Your Audience
By Christopher Wallace, President, InnerView GroupMarketers like to beat the drum of message clarity and consistency, but too often the word doesn’t get through. Our own research shows that 66 percent of marketing executives believe their brand message is lost by the time it reaches customers. And when customers don’t get your narrative, they’re not likely to buy into your value proposition. The problem is that marketing strategies tend to be myopic - that is, too focused on external audiences. Of course, marketers do communicate...
May 03, 2019
The Invisible Tax on Your Marketing Investments
By Christopher Wallace, President, InnerView GroupThe job of a marketing department is to produce results. Despite the fact that their budgets are growing, marketers are losing confidence. They are concerned about their ability to “penetrate” their markets and deliver on expectations. Our team at InnerView recently partnered with FocusVision to study some specific challenges marketers face. FocusVision, a leading customer insights technology company, helps companies understand their customers through research and tie the findings back to their brand/product messaging. At InnerView, we work with front-line...
