Marketing Eye Blog

Marketing Eye Blog

Blog Author Mellissah Smith - Page 2

Mellissah Smith

Mellissah Smith

Mellissah Smith is a marketing expert, author, writer, public speaker and technology innovator. Having worked with more than 300 companies across technology, health and medical, professional services, manufacturing, transport and logistics, finance and sustainability industries, Mellissah has a well-established reputation as an experienced marketing professional with more than 20 years experience. As the founder and managing director of Marketing Eye, she has taken the company from startup to a multi-million dollar enterprise with offices in Australia and the US. Mellissah is also the Editor in Chief of Marketing Eye Magazine, a quarterly magazine that cover marketing, entrepreneurship, travel, health and wellbeing. #mellissah #marketingeye

When I started out in marketing, I worried that I wasn’t extraverted enough, wasn’t fashionable and preferred a good book over a cocktail party.

Since then, marketing has changed and the ‘nerdier’ marketers are fast becoming the rock stars due to results they derive for their clients, and the ‘fashionable’ lot are seen more as events specialists or publicists. Now, that’s a stereotype, of course, but the gist of it is that things have changed over the past three decades and what was once considered to be ‘cool’ is no longer the case.

A few years back, we have inside sales executives with our marketing agency, and it worked like a treat. We acquired between 8 and 11 new retained clients on 12 month contracts every single month per inside sales executive.

One of the biggest conundrums entrepreneurs and business leaders have with their employees is helping them focus their efforts on ‘thinking outside the box’.

 There are stretches of time throughout your career where you might find yourself being significantly busier than you are used to. Sometimes these periods of time come and go in a natural rhythm, so much so that you could eventually get used to it, however that is not always the case. It can often be that once you land in an unexpectedly busy time, it remains that way for so long that you begin to wonder if this is the new normal, looking forward to when everything quietens down again so you can get back to doing whatever you like to do for fun.

For years, I kept my business strategy in my head. It was a reliable place to keep it, or at least I thought. My memory is fairly decent when it comes to things that matter and reaching my business goals – matters. 

With our marketing plan, that was another story. Writing it down is what we do, and we know that it is the only way to achieve marketing goals, aligning the sales function with marketing tactics that derive results.

It’s been one month since I’ve entered the marketing industry as a Marketing Graduate. Overwhelmed is the frequent feeling of the day, but excitement is what’s keeping me going.  I will be honest; my marketing degree was a breeze in comparison to my first few weeks as a Graduate. Yes, difficult in some respects (namely group projects and catching peak hour public transport), however, learning on paper the aspects of marketing and its cultural influence meant that completing the work was far more above the surface than I had realised.

The marketing strategy that worked well in 2018/2019, may not be the best course of action in 2021. For a start, the world has changed, buyer habits have become more savvy and the economy has a major influence. As a marketing professional, it is more important than ever to better read the market and all of its dynamics to ensure that previous marketing strategies are challenged and B2B businesses build-out marketing strategies that are going to better connect them with their target audience.
In December I was introduced to Clubhouse. The latest "hot" social media site that everyone is talking about that uses audio-only to connect you and your brand with others and build relationships. The Clubhouse social media platform mimics real-life interactions with no recording of conversations allowed, no option to "save" and once the conversation is done, it's literally gone forever.
The first question we get asked when a new prospect calls our marketing agency is "how do I get more leads?" The answer is simple: Have a B2B lead generation strategy in place and make sure you have the resources and budget to execute it.
The other day, it occurred to me that a newer member of the team was still not doing something very basic in their role. It was simply a way in which emails are written to clients, with specific details pre and post a consultation.
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