In today’s global market, consumers are purchasing from brands they view as authentic — companies that stand up for something the consumer believes in. However, this trend doesn’t apply just to customers; employees share this desire, too. More employees want to be part of an inclusive, positive culture that is just as much a living, growing family as it is a well-oiled company serving its clients. In the past, culture strategies have focused on how companies and management can build it for its employees, but this idea is inherently flawed. Catered parties and corporate perks will only go so far in building a positive environment. Employers today need to do so much more to create a strong culture — especially if they want to keep their employees. Focus On What Works: There’s a reason people want to come work for you. Find what that is and grow beyond that. If your company has always allowed for flexible family structures, build from that. What can you do to improve work-life balance for your employees? Create Opportunities: The status quo just doesn’t work anymore. (A certain event that began in March Company Culture Is Critical
Here’s How to Build It
2020 proved that.) As employees come and go, and as your business grows, your company’s culture has to adapt with it. And don’t mourn for what the culture was — accept that you have changed and create something that serves your employees today. Invite Input: Listen to your employees! While new hires should fit into company culture, you shouldn’t force people to fit into a culture that doesn’t serve them. Ask your employees what they need and what changes they would like to see. Their answers will offer insight into your next moves. Consider Diversity: Cultural, educational, and personal diversity can create a powerful culture. Consider the ways you can create a more diverse workforce to help your company culture grow. Don’t consider company culture a bygone relic of the in-office past. Regardless of how your team works today, improving and nurturing the way your people operate within your business is still valuable.
It Takes More Than a Dream and a Prayer
How ‘Full Funnel Marketing’ Can Help
their buying journey, then you’re not marketing to them enough and hurting your chance of a sale. That’s why you have to work with your sales team — not in a separate bubble from them. Heinz says in an interview with Marketing Insider Group, “The fundamental idea behind ‘full funnel marketing’ is for marketers to fully embrace revenue
Do you feel like your “old faithful” B2B marketing strategy has exhausted itself? Does your marketing team give your sales team nothing but a couple leads, dreams, and prayers? This might have worked in the past, but not anymore. Without Yelp or Google reviews, customers used to contact sellers early on in their buying journey. Now, customers research their purchases online — whether that means browsing reviews or various forms of educational content (hopefully, your content!), and they don’t contact a seller until the very last minute. That’s exactly why your B2B marketing needs to be full funnel marketing. In his book “Full Funnel Marketing,” Matt Heinz says, “There is no sale without marketing and no marketing without sales.” If you’re only marketing to your customers at one point in
responsibility, to proactively manage and measure their departments as a profit center for their organizations, and to actively support the sales team’s productivity and opportunity conversion efforts.” A full funnel approach isn’t an overnight transition, but it’s fundamental to changing the perception of a
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