How to Pivot Your Marketing without Abandoning Your Entire Strategy

a pair of black one way street signs pointing in a city

As the owner of a marketing agency, I’m constantly getting emails from frustrated business leaders asking for help. They’re discouraged because their marketing isn’t working. But, they also want to know what adjustments they could make to start gaining traction again. We also see this with our own clients—when certain tactics take time to pay off or other strategies don’t produce the results we thought would happen.

Most businesses can’t throw out their entire marketing strategy and start over from scratch. They’ve invested a lot of time, energy, and resources into their long-term plan. And, most of the time, I encourage them NOT to throw the baby out with the bath water. What they need involves finding a way to course-correct and stay on track to meet their goals.

How to Pivot Your Marketing Strategy

So, how do you balance the short-term course corrections without abandoning your long-term strategy and larger objectives? Here are a few principles I’ve seen work really well for our clients at Green Apple:

1. Build short-term adjustments into your long-term plan.

One reason course corrections can be so frustrating is because we don’t plan for them. But, if you’ve been in marketing for more than five minutes, you know things don’t always go according to plan. You can do all the due diligence, and a strategy might still fall flat.

One way to avoid the frustration of course-corrections is to proactively plan for them. Recognize there will be three to four course corrections you must make each year, and build margin into your strategy. Actually include them in part of your annual planning process. When you assume the worst and recognize there will be marketing campaigns that fall flat, you can be more proactive about building in short-term adjustments into your long-term plan.

2. Set aside a portion of your budget for testing new ideas and tactics.

Marketing is always evolving and changing. If you rely on the same strategies year after year, you’ll pay for it down the road. Therefore, it’s important to constantly test new ideas and tactics that help you reach potential customers.

A good rule of thumb is to reserve at least 5-10% of your budget for testing and learning. Whatever number you land on, it’s important to reserve funds for testing marketing tactics that could improve short-term results and provide insights for future campaigns.

3. Make it a priority to constantly measure performance and leverage data in your decision-making.

Creating a data-driven culture where everyone understands the value of data is a crucial aspect of marketing. Constantly measuring the performance of each campaign will help you know when to pivot before it’s too late. As you gather data over time, you should be able to develop a more effective long-term strategy. Ideating around strategy is fun, but measuring results leads to growth. With discipline, you can deliver both.

Bottom line: Long-term planning and short-term course corrections are both essential when it comes to effective marketing. If you are frustrated because your marketing isn’t working, make sure to evaluate which short-term methods can be executed quickly and are proven to have an immediate impact.

How Marketing Can Create Company-Wide Collaboration

a round wood table in a warm lit room with three men gathered sitting with white papers scattered
Creating a culture of teamwork and collaboration is one of the most important things you can do for your business. Here are a few reasons why…
  • 75% of employers rate teamwork and collaboration as “very important.” (Source)
  • 86% of employees and executives cite lack of collaboration or ineffective communication for workplace failure. (Source)
  • Collaborative teams are 5x higher-performing because they feel motivated towards a common goal. (Source)
And, while every leader agrees that collaboration is important—creating a culture of teamwork has gotten increasingly difficult in a world where employees can work from anywhere and open offices don’t seem to be working. How Marketing Can Create Collaboration Across Your Company Creating a collaborative team environment is no simple feat, but it’s possible. Here are a few ways in which marketing can play a unique role in supporting this effort:
  1. Constantly remind employees of your mission and vision.
Your mission and vision statements won’t sink in if you promote them once or leave them on your website for others to read. Employees need to be constantly reminded about why they show up to work every day in order to increase teamwork and collaboration. Marketing can support this by looking for creative and engaging ways to keep your mission and vision top of mind for employees.
  1. Encourage creative problem solving and brainstorming.
Collaboration and teamwork works best in environments where creative brainstorming is a regular part of the business. Because of where they sit in the organization, marketing can lead out in this by pulling together leaders from different areas of the company to address issues your company is facing.
  1. Share knowledge, insights, and resources across your organization.
Does your account services team know everything that’s happening in marketing? Does your sales team know all the impressive results you’re getting for clients? Marketing can help bridge the gap by collecting all this information and dissemination throughout your organization.
  1. Celebrate the impact your company is making.
When morale is low, productivity suffers and collaboration decreases. Marketing can play a role in improving morale by regularly celebrating the growth and success your company is experiencing. Celebrating the exciting things that are happening across your business on a regular basis is a great way to create a culture where people are on board and excited about the things that are happening. Whether you’re a large corporation or a small startup—these are a few simple ways your marketing team can play a role in creating a more collaborative culture. Collaborative companies are more productive companies. Leaders who know this invest time and resources in creating environments that are conducive to teamwork.

3 Ways to Improve Sales & Marketing Alignment

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Getting sales and marketing on the same page isn’t easy. It takes buy-in from both teams and a lot of work to get marketing and development leaders on the same page. It requires investment and direction from senior leadership.  

But, what happens after you’ve laid the initial groundwork to create that alignment? How do ensure that all the hard work you’ve done until this point isn’t completely abandoned a year from now?

How to Continually Improve Sales & Marketing Alignment

When it comes to maintaining sales and marketing alignment, the biggest factor is communication. Both teams must make sure they are communicating with and enabling the other to do their jobs.

What does this look like in real time? Here are a few tips:

  • Understand the communication preferences of the other person. This sounds really simple, but it’s one of the most important keys for effective communication. If marketing is going to equip sales with real-time updates of who is on your website, make sure the information is presented in ways that are easy to understand and act upon. If you’re going to share time-sensitive information with your sales team, make sure it’s through a channel they check frequently.
  • Have a one-stop shop for all marketing information and sales tools. Creating a single document or microsite that your sales team can use to access sales tools and stay informed about marketing campaigns is another key. You want to make sure you showcase the information in places where sales can easily access it in their cars before a meeting.
  • Determine the right cadence for regular updates. How often should your sales teams be informed with marketing insights? How often should sales teams download what they’re learning to marketing teams? Finding the right cadence to address these questions is important. It could be a weekly stand-up meeting or bi-weekly email that prioritizes what campaigns sales should focus on.

Alignment between sales and marketing is like a road trip caravan. Both teams should stay in their individual cars but constantly stay connected about the directions they’re heading. The two-way communication between marketing and sales teams ensures you’re doing everything that you can to make sure both teams reach the intended destination.

7 Steps to Develop Your Go-to-Market Strategy


You have an idea for a great new product or service. You might have already invested time and money developing the solution. But, how do you get the word out?

Whenever launching a new product or service, the last thing you want is to waste time and resources investing in marketing tactics that don’t work. To avoid this, it’s important to craft an intentional plan that will help you rise above the noise and reach potential customers.

7 Steps to Develop Your Go-to-Market Strategy

Here are seven steps you can take to develop your go-to-market strategy for a new product or service:

  1. Identify your specific decision-makers and buyers. First and foremost, it’s important to define who you’re trying to serve (and who you’re not) with this new product or service. Knowing your ideal customer is foundational for marketing in ways that resonate with them. Everyone on your sales and marketing teams should take time to identify as much information as you possibly can about your target audience.
  2. Determine the specific pain points and messages that resonate with buyers. Knowing your ideal customer and their pain points are essential for determining the messages that will resonate with them. Before you launch your product, your sales and marketing should know (and agree) on exactly who you’re trying to reach and how you are uniquely positioned to help them.
  3. Understand your buyer’s journey. Intentionally considering the experience you’re creating for potential customers during the buying process is one of the most valuable things you can do before launching a product or service and is one of the best ways to spend your time. Not only will this help you create a buyer’s journey that potential customers actually enjoy, but it will also help you define the processes and systems you’ll need to create it.
  4. Define the relationship between sales and marketing. Marketing and sales teams should work together to achieve your goal. Without absolute clarity on the business objectives or specific products/service lines you want to grow, both sales and marketing teams are left guessing what will actually move the needle. This is true for businesses at any point in time but is especially important when launching a new product or service.
  5. Generate interest and develop a plan to increase brand awareness. Once you’ve laid the initial groundwork, it’s time to start thinking about your specific marketing tactics. Whenever you’re thinking about brand awareness, don’t neglect the simple but often overlooked ways to reach customers. Take time to learn from the successful campaigns and mistakes other brands make when it comes to brand awareness.
  6. Create content that connects emotionally with potential customers. How do you create content that cuts through the noise and actually gets read? Consider how you can use content to create emotional connections with potential customers. Begin weaving these strategies into your marketing efforts to appeal to their emotions. Brands and products that evoke our emotions—such as Apple, Disney, and Google—are always effective when launching new products or services.
  7. Determine how you will leverage data to evaluate and optimize your efforts. Now that you have a plan in place, the final question is: How are you going to measure and optimize along the way? Creating a data-driven marketing culture is essential for the long-term success of your product. Without knowing what you will measure before you start, you won’t know how to improve your marketing efforts along the way.

Without taking the time to think through these seven steps, it’s impossible to know if you’re chasing the wrong audience, you’re too early or too late to the market, or the market is already too saturated with similar solutions.

How to Align Sales & Marketing in Just 30 Minutes a Week


Let’s face it: Aligning your sales and marketing teams isn’t easy. For many businesses, there are big obstacles to overcome—from breaking down the silos between the two departments to getting everyone to agree on the ideal customer for your business.

While business leaders understand the importance of marketing and sales alignment, most businesses can’t stop everything they’re doing to make sure marketing and sales are on the same page. Leaders are left asking, “How do we improve marketing and sales alignment as we go?”

How to Align Marketing & Sales in Just 30 Minutes a Week

One solution I often recommend is to establish a weekly 30-minute standing meeting between key stakeholders. These stand-up meetings don’t have to be complicated. In fact, each meeting agenda can be built by addressing three simple questions:

  • What progress have we made since the last meeting?
    • What insights can sales team members provide that are valuable for the marketing team?
    • What is the marketing team working on that would be helpful for sales team members to know?
  • What is the plan going forward?
    • Are you gaining traction on sales conversations? What can the marketing team do to support those conversations?
    • What parts of your strategy need to be tweaked? What new ideas should you consider implementing?
  • Blockages
    • What information do you need from the other team to do your job well?
    • Where are you getting stuck? What potential problems do you see?

The biggest piece of advice I can give is to spend time focusing on what matters the most for your business. If you have a major event coming up, you could focus the stand-up meeting on how you’ll set up meetings at the show. It’s OK to be flexible on the topics covered, as long as everyone has a clear sense of next steps.

Sales and marketing stand-up meetings are one of the most important things a company can do to create alignment and foster face-to-face collaboration between the two teams. Don’t let it become a simple review of the existing marketing programs and schedule. Instead, use the time to collaborate and problem-solve together.

3 Ways Marketing Can Enhance Your Company Culture

two office buildings with connecting walkway


Corporate culture has arguably always been important. But as many business leaders are beginning to recognize, it is actually becoming more important as the modern workplace continues to evolve.

  • 88% of employees believe a distinct workplace culture is important to business success. (Source: Deloitte).
  • Employees’ overall ratings of their company’s qualities are 20% higher at companies with strong cultures. (Source: CultureIQ).
  • 90% of employees at winning company cultures are confident in their company’s leadership team. (Source: CultureIQ)

And while culture has become an increasingly important factor for employees, it is also on the top of mind for business leaders as well.

  • Companies with strong cultures saw a 4x increase in revenue growth. (Source: Forbes)
  • Being named a Best Place to Work is associated with a .75% stock jump. (Source: Glassdoor)
  • 82% of business leaders believe that culture is a potential competitive advantage. (Source: Deloitte)

Everyone in your organization makes hundreds of decisions that affect the business every day. Culture determines the quality of those decisions.

So, what does this have to do with marketing?

3 Ways Marketing Can Enhance Your Company Culture

While marketing might not be responsible for many of the factors that impact culture —  it can have a direct impact on creating certain aspects and taking your current culture to the next level.

Because of the unique place it sits within your organization, here are three ways marketing can enhance your company culture:

  • Supporting and re-casting vision. Leadership is responsible for casting the vision, but it’s not something that should happen once. Companies with positive cultures are constantly reminding employees of the vision employees are working together to achieve. Marketing can support this effort by using your expertise to help identify which messages will stick with your audience, your employees, and developing creative ways of keeping that vision in front of employees.
  • Learning and development: Continual learning and personal development are two big factors in employee satisfaction. Because marketing is often at the forefront of changes in the industry or updates to a product, you can play a valuable role in keeping employees educated on the latest trends worth noting.
  • Connection and collaboration: Marketing can help people stay connected — especially as more and more employees start working remotely. Whether it’s something incredibly simple like managing an internal employee Facebook group to share updates or putting together a more formal employee engagement plan, your marketing team can lead out in enhancing communication and collaboration between employees.

3 Strategies to Take Your Trade Show Marketing to the Next Level

attendees of tradeshow sitting in a row taking notes
Marketers have a love-hate relationship with conferences and trade shows. On one hand, conferences and trade shows are a lot of work. There are logistical challenges that seem to happen at every single event. Determining the ROI of having a booth in the exhibit hall or advertising in the event guide can seem impossible. Despite the challenges, having a presence at trade shows and conferences is still one of the best ways to connect with your target accounts’ key decision-makers. According to a recent study, 82% of trade show attendees are directly involved in their teams’ purchasing decisions. The question becomes…how do you maximize the opportunity of each trade show or event to generate some truly meaningful traction for your sales and marketing efforts? 3 Strategies to Take Your Trade Show Marketing to the Next Level Here are three strategies and mentalities to consider as you prepare for the trade shows or conferences you’re attending this year:
  1. Promote an experience, not your product or service. The best way to stand out in a noisy exhibit hall is to create an experience that makes people want to stop and spend time at your booth. Creating an experience that surprises or delights attendees enables you to make much more of an emotional impact than selling them a product ever would. These experiences also make for a great word-of-mouth marketing opportunity since visitors will be more likely to tell other attendees to stop by.
  2. Treat everyone as if they’re already a customer. Your brand will make hundreds of new first impressions during a trade show or conference. One of the best ways to make sure it’s a positive one is to consider every person you meet as someone who’s already a customer of yours. This mindset will transform the way you interact with attendees and help create impressions that lead to connection. You never know when a seemingly unqualified prospect could get a new job and turn into a coveted lead. And, you’ll never get the chance to make another first impression with them.
  3. Find creative ways to grab the attention of companies in attendance. If you know a particular company or decision-maker will be at the trade show, consider how you can create intrigue with them. Whether it’s reaching out to them beforehand to stop by the booth to pick up an exclusive gift or grabbing their attention by mentioning how your service can help their specific brand, there are a lot of creative ways you can design your booth to attract specific target accounts in attendance.
If you’re looking to take your trade show or conference marketing strategies to the next level, we hope these ideas can spark some creative ideas.

Why Empathy is More Important Than Ever for Marketers

The rate at which technology has evolved over the past few years has impacted every industry — especially marketing. Today, businesses are trying to find ways to leverage technology to reach more customers. Marketing automation, search engine optimization, business intelligence, chatbots, and voice search have become important topics for many marketers. However, in a world where information is a commodity, you need to be more than a source of facts and figures. This is why it is more important than ever for marketers to understand, embrace, and incorporate empathy. 3 Ways to Gain & Incorporate Empathy Into Your Marketing The good news is that empathy is something that can be learned. Here are three exercises you can use to cultivate your empathetic skills and incorporate them into the ways they engage with potential customers:
  1. Get face-to-face with the prospective client. Most marketing teams don’t get a lot of face time with current or potential customers, but their entire job is to create messaging and campaigns that resonate with these people. Taking time to actually sit down with a potential customer can be extremely valuable for marketers. It helps them understand what a “typical day” looks like for them. It provides insights into what really motivates them to make decisions, rather than guessing. Face-to-face conversations allow for the fullest interaction, and the closer you can get to one, the more effective you’ll be.
  1. Don’t be afraid to find out why you didn’t win the business. When it comes to knowing why a prospect didn’t buy from you, most marketers have to rely on insights from the sales team. However, salespeople don’t always get the real reason. Being a little further removed from the sales process often provides an opportunity to gain valuable insights. This is a valuable way marketing can play an active role in truly understanding the real reasons and motivations of why a prospective client didn’t buy from you.
  1. Consider what their real problem is. Here’s the difference between great companies and good companies: Great companies solve the real problems facing the customer. Think about Chick-fil-A versus a typical fast food restaurant. One provides a transactional experience, the other does everything they can to go above and beyond to make life easier and more enjoyable for the customer. Chick-fil-A understands that they’re doing more than providing people lunch. The real problem they are solving is making the act of eating more enjoyable and a less stressful part of life—and everything they do is centered around this objective.
By taking the time to gain and incorporate empathy into your marketing efforts, you’ll be much more skillful at creating messaging that resonates with your audience. Once you can understand their emotional motivations, you’ll be able to market more effectively and efficiently.

How to Create a Data-Driven Culture for Growing Your Business

hands on devices
In today’s world of advanced analytics and dashboards, creating a data-driven, decision-making culture has become a popular topic of conversation for business leaders and marketing professionals. However, there can be a lot of challenges when trying to implement a culture where data is the diplomat when it comes to making strategic decisions. While there’s always a balance of quantitative data and qualitative experience, businesses that use data to drive their strategies and decisions see tremendous growth. Companies who adopt data-driven marketing are six times more likely to be profitable year-over-year. And yet, 87% of companies say data is the most underused asset in their marketing efforts. How to Create a Data-Driven Culture for Growing Your Business So, how do you change that reality and create a data-driven culture in order to grow your business? Here are a few keys:
  • Make sure key stakeholders are ready to embrace fact-based decision-making. It’s unlikely that everyone will naturally embrace the shift toward data-driven decision-making. For some, it won’t seem natural. While you don’t need everyone’s buy-in to start changing the culture, you do need the key stakeholders to get on board. It’s very important that the commitment to data-driven decision-making permeates from the top down.
  • Pick one objective or area to start improving first. Figuring out where to start can be the most overwhelming aspect of making the shift. Business leaders can often suffer from paralysis of analysis when trying to figure out where to start. If you’re trying to become a data-driven culture, it is important to think of things in stages. Start small with one area that might be a priority for the entire organization that has enough data.
  • Don’t forget to communicate “what’s in it for them.” People are more accepting of change when they understand how it makes their lives better. Whenever you’re trying to shift the culture in your organization, don’t forget to communicate how data-driven decision-making will specifically help each person. It could be that data helps them close more deals or prioritize their time more effectively. Answering “what’s in it for them” is essential for getting buy-in from people who might seem resistant.
Many business leaders still rely on their gut to make important decisions. Rather than leveraging the data they have a source for objective insights, they’d prefer to rely on their intuitions when developing their strategy. However, creating a culture where everyone understands the value of data is crucial as things become more competitive.

5 Questions Your Marketing Should Answer for Prospective Customers

The digital world has changed the way we make purchasing decisions, including B2B businesses. Consumers and potential clients are more in charge of the buying process than ever before. In fact, it’s been reported that “57% of the purchase decision is already complete before the customer even calls the supplier.”

If this is true, that means potential customers are expecting to be able to answer the questions which were formerly answered directly by a salesperson. This is where marketing comes in.

5 Questions Your Marketing Efforts Should Answer for Prospective Customers

Whether it’s through your website, email marketing, or advertising campaigns, here are five questions your marketing efforts should be answering for prospective customers:

  1. Why should we trust you? More than likely, your business is just one of a dozen or more options that customers can choose from. Why should they choose your business and trust you to solve their challenges? The best way to increase trust and help people understand why they should choose your business is to position yourself as an expert and share meaningful insights. Numerous studies have shown that when the brain recognizes that someone is an expert, it is far more likely to comply with that person’s suggestions.
  2. Why should we choose your specific product or service? There are two primary reasons people choose a particular product or service: cost and differentiation. To differentiate your product or service, potential customers must understand your unique value proposition. Your value proposition is a unique value that a buyer desires and will receive from your company, product, or service. Think of the word “only” and how you can apply it to your business, products, and services.
  3. Why now? Overcoming the lack of urgency is a challenge for many B2B marketing and sales professionals. While you don’t want to become an overbearing hustler (that doesn’t work), you need to help your customer realize that embracing change now rather than later is in their best interest.
  4. Is it worth the investment? When you are asking buyers to purchase something from you, you are also asking them not to do something else. The most effective way to answer this question is to appeal to the emotional reasons people buy. Knowing this, identify ways to start creating emotional connections with prospective customers to increase their likeness toward making a decision.
  5. Is it worth making a change? People have a natural aversion to change. The brain is wired to associate a high level of risk with accepting a new idea or purchasing a product or service. The most compelling ways to incite change is to find problems by challenging the status quo with insights that compel your buyers to think about how they can improve themselves or their business.