Articles & Reports

These 3 Questions Will Help You Close

Column by VerticalResponse CEO/Founder Janine Popick, Inc.com "Basement to Boardroom"
July 27, 2012

Understanding the needs of your prospects is paramount to closing a deal. Ask these three simple questions to get those critical insights.

If you're marketing to a business, you know how hard it can be to close a new sale. It's like pulling teeth trying to get five minutes on the phone. And if you're lucky enough to get an in-person meeting, even better!

Why is it so tough?

It might be time constraints, since everyone is so busy. It could be budgets, because the person you're selling to probably has to be careful about how much he's spending, and on what.

5 Tips for Creating a Winning Presentation

Column by VerticalResponse CEO/Founder Janine Popick, Inc.com "Basement to Boardroom" July 23, 2012

From no projector to awful audio, it's not uncommon to be faced with unexpected "gotchas" when giving a presentation. Here's how to make your presentation gotcha proof.

Earlier this year, I had a presentation to do about the wonders of combining email marketing and social media to grow your business. I put together what I thought was a

Don't Let Meetings Suck Your Time

Column by VerticalResponse CEO/Founder Janine Popick, Inc.com "Basement to Boardroom"
July 20, 2012

Six reasons why I hate meetings, and what you can do to make them more efficient.

I was recently out to lunch with a few colleagues who work at a very cool company. The CEO of their company had left, and the second in command had taken over. They like her, but they said the number of meetings they're required to go to now has doubled.

They were describing my hell.

4 Business Tools That Make Life Easier

Column by VerticalResponse CEO/Founder Janine Popick, Inc.com "Basement to Boardroom"July 16, 2012

These apps are worthy of your attention because they will free up more time in your day.

One awesome advantage about running a tech company in the San Francisco Bay Area is that I hear about--and get to try out--many of the apps and software that are just entering the market. If the tool makes me more efficient or has real potential to help a small or midsize business, I'm all ears.

Entice Mobile Users to Open Your Emails: 3 Tips

Column by VerticalResponse CEO/Founder Janine Popick, Inc.com "Basement to Boardroom"July 9, 2012

Here's a little-known secret to get more people to open your email marketing campaigns.

If you're using email marketing to keep in touch with customers and prospects, you probably spend a lot of time coming up with that perfect subject line to get as many people as possible to open your emails.

You probably also spend a lot of time trying to whittle the subject line down to around 50 characters, which is typically all that can fit in an email client's window before it gets cut off.

4 Ways to Combat Digital ADD

Column by VerticalResponse CEO/Founder Janine Popick, Inc.com "Basement to Boardroom"
July 2, 2012

We've all been there. Here's how to curb online workplace distractions and reclaim your productivity.

Everyone does it.

You start off with an email, maybe it's a newsletter. It takes you to an article to read and you read it. You get some good ideas and like what the author wrote, so you check her out.

5 Cs Every Start-up Needs to Succeed

Column by VerticalResponse CEO/Founder Janine Popick, Inc.com "Basement to Boardroom" June 18, 2012

Whether you're in software or skincare, you can't succeed in business without these five essentials.

There's nothing more exhilarating than having a great idea for a business and running with it. But before you start sprinting, there are a few essential things that need to be in place. Here are five-coincidentally, they all start with the letter "c"-that every start-up needs in order to succeed, whether you're in software or skincare.

Not Producing Content? You Should Be

Column by VerticalResponse CEO/Founder Janine Popick, Inc.com "Basement to Boardroom" May 21, 2012

To distinguish yourself from your competitors, you must have content, and you must have a unique voice.

Content is a huge driver for acquiring and keeping customers these days, especially in the B2B world. The ability to be a thought leader, write or shoot a video and get it out to the shareable world is all businesses are thinking about. The more content you publish, the more you help your customers, the more the search engines will pick you up and in the end, hopefully the more business you'll get.

Are Your Employees Waving Away Customers?

Column by VerticalResponse CEO/Founder Janine Popick, Inc.com "Basement to Boardroom" May 14, 2012

As a business owner, you go above and beyond to keep customers happy. But your employees might not feel the same.

I recently visited a local small business (a pet food store) because I wanted to get my doggie, Dwight, some kibble. It wasn't a highly trafficked joint and in a remote area, and I only wanted a small bag of food. So I got out of the car and went up to the door only to find they had just closed.

Trade Shows: Get Bang for Your Buck

Column by VerticalResponse CEO/Founder Janine Popick, Inc.com "Basement to Boardroom" May 8, 2012

Trade shows and conferences cost money and time. Ask these four questions to determine if a show is right for your business.

Trade shows can be totally worth it-if you know how to work them. I'm anal retentive so I try to make sure that my e-mail marketing company, VerticalResponse, chooses the trade show that will get us the coverage we need, does signage right, has the proper location and enables us to effectively follow up.

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