Robyn Hatfield, Author at Follow Your Arrow Marketing

25Apr 2018 by Robyn Hatfield

What is Account Based Marketing (ABM)?

Account Based Marketing (ABM), Uncategorized

Account Based Marketing or ABM is a strategic approach to marketing based on account awareness in which an organization considers and communicates with individual prospects and customers as markets of one. New technology has allowed marketers the ability to identify target accounts and create personalized programs or campaigns in an automated way. ABM allows you to increase Return on Investment (ROI) by going after your identified highest margin/most profitable clients. ABM allows you to focus on prospects that will bring you the highest revenue long term. ABM allows you to target accounts that have real value for your business. Companies and teams decide on which accounts to target. This allows you to minimize resources on less important segments and increase overall conversion. Because you are creating a segment of buyers,…

17Apr 2018 by Robyn Hatfield

What is a CRM? Why Do YOU Need One?

Uncategorized

What is a CRM? As defined by Salesforce (a leading CRM company), a CRM or Customer Relationship Management tool is a technology for managing all your company's relationships and interactions with customers and potential customers. Why Should a Company Implement a CRM? We all know that business is about relationships. A CRM tool allows you to do a better job of keeping track of the customer relationship. This allows you to do a better job following up, providing value, and getting future sales and referrals. Types of CRM Tools Just as there are many different types of businesses, there are many different types of CRM systems. The larger the company, the larger the database capacity and complexity. The cost of the CRM is directly related to this. Below are a…

05Aug 2017 by Robyn Hatfield

What Is A/B Split Testing?

Marketing, Uncategorized

What is A/B Split Testing? A/B Split testing is a way to compare 2 different websites or ads to determine which will perform better. In this blog I will specifically be talking about testing ads. With A/B split testing you 'control' certain data and test 1 area at a time. A/B split testing can be used to test many different websites or ads with 1 control ad. What are the steps to A/B split testing? There are several steps in the AB split testing process. 1. Step 1 - Determine your goal. What do you really want the ad to do? 2. Step 2 - Create your different variations. This step is done again and again for each part of your ad (see below). You will test each part of the…

23Jun 2017 by Robyn Hatfield

18 Ideas to Help Promote Your Event

Event Marketing, Uncategorized

How can I promote my event? There are so many different ways to promote events. And you may choose to do some, none or all of these. Here are 18 ways to help promote your event: Share with your network - One of the easiest ways to increase attendance at events is to invite people that already know you and love you. Tell your friends, family, colleagues, networking groups, etc about your event. Encourage them to attend. Encourage them to invite people. Make flyers. This kind of goes with #1. You will want to make invitations/flyers so you can hand out to people. This is taking it back to old school. But for some people, it's the best way to get an interaction and commitment. Create an event on your…

23Jun 2017 by Robyn Hatfield

What is Lumpy Mail?

Uncategorized

People often ask me if they should use direct mail. If they should spend money on postage and printing. And (like I have said in a previous post), yes and no. I do not believe it makes sense to spend a lot of money on printing and postage to a long, cold list. But I am a big fan of using mail as part of the follow up system in various capacities. Why? Because these days mail stands out (vs. email). I love the image below (because it's so true). I am also a fan of creating a very targeted, small list and using various follow up steps to 'touch' that list. Let's use an example to illustrate this: You are an owner of an IT firm. And you have determined…