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Articles by Michelle Voznyuk
Managing Shiny Object Syndrome in AI
Summary Shiny Object Syndrome can distract marketing teams with the constant influx of new AI tools, leading to inconsistent strategies and wasted resources. This blog post explores the impact of SOS in marketing and provides strategies for leaders to help their teams make better, more strategic decisions when adopting AI tools. By establishing clear objectives, prioritizing effectively, and maintaining human oversight, marketing leaders can harness the power of AI more effectively.
10 Simple Ways to Optimize Your Website on a Shoestring Budget
Summary It’s crucial to monitor and optimize your company website's performance, even without a dedicated team or budget. Key methods include enhancing and refreshing content, utilizing free SEO tools like Google Keyword Planner, and ensuring a mobile-friendly user experience. Employing free analytics tools such as Google Analytics and Microsoft Clarity provides insights into user behavior and site performance.
Using Social Selling to Enhance Your Digital Strategy
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Quick Wins: How to Optimize Ads Without A Formal Testing Strategy
Summary Discover actionable strategies and insights to streamline your A/B testing process and achieve faster results with a simplified and scalable approach. By Brittany Lieu, Marketing Consultant at Heinz Marketing “Test early, test often” and “test everything,” they say, but maybe you’re wondering “how?” For many marketers, A/B testing is no stranger. We all know and love the efficacy of proper split testing, but the challenge seems to always boil down to time.
Maximize Website Performance for Professional Services
Summary Understanding how your website performs is important to ensure it's working for you (not against you!) to achieve your business goals. But it goes beyond the top-level metrics you see in Google Analytics. There is more to performance than visitors and views. To really understand and optimize your site, you need to dig deeper and understand which metrics really help move the needle for your industry.
Using AI for Content Creation: From Research to Writing and Beyond
Summary Discover the transformative power of AI beyond average results in content creation. Unveil expert insights from Andy Crestodina in our webinar breakdown, and learn how to train AI effectively, brainstorm compelling topics, and craft strategic content missions for unparalleled engagement. By Brittany Lieu, Marketing Consultant at Heinz Marketing If you feel like ChatGPT is spitting out subpar results, I hate to say it, but you’re using AI the lazy way.
Using AI for Content Creation: From Research to Writing and Beyond
Summary Discover the transformative power of AI beyond average results in content creation. Unveil expert insights from Andy Crestodina in our webinar breakdown, and learn how to train AI effectively, brainstorm compelling topics, and craft strategic content missions for unparalleled engagement. By Brittany Lieu, Marketing Consultant at Heinz Marketing If you feel like ChatGPT is spitting out subpar results, I hate to say it, but you’re using AI the lazy way.
A Curious and Terrified Marketer’s Start to AI and Predictive Analytics
Summary One marketer's journey into machine learning and predictive analytics. This blog explores various techniques within predictive analytics highlighting their relevance in marketing. Follow a journey that demystifies the process of executing a propensity model with AI tools, discussing steps from choosing an AI platform to model deployment, emphasizing the accessibility of predictive analytics tools for marketers without extensive statistical knowledge.
Elevating Your B2B Game: Proactive Customer Marketing Strategies To Start Today
Summary Proactive B2B customer marketing involves anticipating client needs through various programs. Customer onboarding workshops, executive business reviews, customer satisfaction surveys, renewal programs, ongoing education and training, advocacy programs, referral programs, and strategic partnerships are essential tools for building and maintaining strong client relationships.
7 Ways to Keep Marketing Skills Fresh
Summary No matter where you are in your career you need to keep up to date with the latest trends. Here’s seven easy ways to do just that: Join a forum, listen to podcasts, attend an event, subscribe to a blog, take a class, watch demos and tutorials, and get help from AI. By Lisa Heay, Director of Business Operations at Heinz Marketing The marketing technology landscape is changing rapidly.
Navigating Market Saturation: How to Stand Out Through Differentiation
Summary Learn how to differentiate your products and brand by harnessing the power of storytelling. In this blog post, explore vertical, horizontal, and mixed differentiation strategies to meet customer preferences and craft compelling narratives that resonate with your audience. By Brittany Lieu, Marketing Consultant at Heinz Marketing “Classic product differentiation is about trying to meet customers’ prioritized preferences.
Mastering Reflection: A Roadmap to Success in Career Growth and Business Development
Summary Let's talk about the importance of effective reflection for personal and professional growth. We highlight benefits such as enhanced self-awareness, informed decision-making, continuous learning, goal clarity, improved relationships, and communication. Learn strategies for both individuals and businesses to master effective reflection.
How Can AI Drive Customer-Led Growth in B2B Marketing?
Summary Discover how AI is reshaping B2B marketing by prioritizing a customer-centric approach. Explore the power of AI in uncovering data-driven insights, refining marketing strategies, automating campaigns, and measuring success in real-time. By embracing AI, you can stay competitive and lead in this dynamic, data-driven era.
Maximizing Business Success: 5 Strategic Methods for Collecting Valuable Insights
Summary To form an effective strategy and stay competitive in today’s dynamic market landscape, one must have the ability to gather and leverage valuable insights that drive informed decision-making. In this blog post, learn about 5 sources you and your teams can use to harness valuable insights to build strategies with greater impact.
The Winning Formula of AI and Personalization in B2B
Summary Explore the transformative impact of AI and personalization in B2B—gain insights into boosting customer engagement, crafting tailored experiences, and strategically positioning your brand for success. By Michelle Voznyuk, Marketing Specialist at Heinz Marketing AI and personalization are making waves in B2B conversations today. We’ve had our eye on personalization for a while, and now AI is stepping into the spotlight as a game-changer.
Streamlining Content Development with Minimal Lift | Heinz Marketing
Summary This blog explores the use of a hierarchical content taxonomy as a practical strategy for organizations with limited resources looking to streamline content development. You will learn how to define a content taxonomy, the benefits of implementing a content taxonomy, and will be presented with an applied client example.
Challenger Sale Challenges According to Co-Author Brent Adamson
Summary Brent Adamson, Co-Author of The Challenger Sale spills some tea about the book, his personal book collection, recommendations, and the NEXT book. By Sheena McKinney, Business Operations & Marketing Assistant at Heinz Marketing Most marketers are familiar with the best-selling, industry changing The Challenger Sale and The Challenger Customer.
From Traditional to Trendsetting: The Digital Evolution of B2B GTM
Summary This blog explores the transformative impact of digital strategies on Go-To-Market (GTM) approaches in the B2B sector, highlighting how leveraging technologies like AI and data analytics can enhance market penetration and customer engagement. It addresses the challenges and strategies for successful implementation, underscoring the need for B2B companies to adapt and innovate continuously in the rapidly evolving digital landscape.
AI in B2B: Navigating 2024 with experts Matt Heinz and Nicole Leffer
Summary AI is not in the future. It's here. How will it affect our budgets in 2024? Matt Heinz and AI expert Nicole Leffer talk about this and a lot more. Read on for the TLDR version of our very first "HM Inner Circle" normally saved exclusively for past and current clients.
Michelle's App of the Week: StreamYard
Summary In this week's "App of the Week," we explore the advantages of StreamYard, with a particular focus on their latest offering—the "On-Air Webinar" feature. By Michelle Voznyuk, Marketing Specialist at Heinz Marketing Since the start of the pandemic, chances are you’re regularly hosting some sort of virtual event. Maybe you’ve kept it relatively simple with a Zoom meeting. Or maybe you’ve invested in a specific webinar tool.
4 Shifts to Improve Your Go-To-Market Execution
Summary This article emphasizes the importance of effective execution in a go-to-market strategy, highlighting common pitfalls and offering four key shifts to improve success. It addresses the misconception that strategy alone guarantees results and delves into the significance of effective execution of the strategy. By Maria Geokezas, Chief Operating Officer at Heinz Marketing After perfecting your product and redefining your brand and message, it’s time to go-to-market.
The Crucial Role of Leadership During Change Management
Summary Leadership plays a pivotal role in B2B marketing change management, determining the success or failure of change initiatives.
Orchestrating Success Through Change Implementation
Summary Explore strategies and best practices to thrive in the evolving B2B landscape while maintaining a commitment to continuous improvement in the face of change. By Michelle Voznyuk, Marketing Specialist at Heinz Marketing In the B2B world today, adaptability and resilience are keys to success. Organizations that thrive are those who can effectively navigate change, whether it’s in response to market trends, technological advancements, or shifts in customer preferences.
Carly's App of the Week: ClickUp
Summary This week's App of the Week features ClickUp, an all-in-one productivity platform where teams can come together to plan, organize, and collaborate on work using tasks, documents, chat, goals, whiteboards, and more. By Carly Bauer, Marketing Coordinator at Heinz Marketing Tired of your teams utilizing multiple apps and tools to track tasks, collaborate, monitor progress and performance, communicate internally, set goals, and save documents?
Michelle's App of the Week - PathFactory
Summary Discover how PathFactory can support your marketing and sales efforts by enhancing customer engagement through personalized content experiences and data-driven insights, leading to increased conversions and improved content strategy optimization. By Michelle Voznyuk, Marketing Specialist at Heinz Marketing As Q4 approaches, it’s a great time to pause and reflect on performance throughout the year. In doing so, you’re likely to find one of two things: A. you’re seeing great results, or B.
The Fusion of Tradition and Customer-Led Innovation
Summary Customer-Led Growth (CLG) stands out as a transformative strategy, emphasizing real-time feedback, thorough customer journey mapping, and data-driven insights to drive brand loyalty and revenue growth. Rather than replacing traditional marketing, CLG synergizes with it, creating a dynamic feedback loop that prioritizes the customer's voice, fostering deeper connections, and enabling businesses to stay agile in a rapidly changing market.
8 Lessons Learned from a Complete Website Overhaul
Summary A strong online presence is key to success in today's digital era. Discover insights from our recent website revamp to help guide you on your own journey towards digital transformation. By Michelle Voznyuk, Marketing Specialist at Heinz Marketing In today’s fast-changing digital landscape, a strong online presence has become more important than ever.
7 Tips for Staying On Top of Your B2B Game During the Summer: Balancing Work and Fun
Summary Discover practical tips to excel in B2B sales and marketing during summer while enjoying family time and leisure activities. Learn how to set achievable goals, embrace creativity, leverage technology, and prepare for upcoming events. Achieve work-life balance for a successful sales season and memorable summer experiences.
"MOVE: The 4-Question Go-to-Market Framework" - A Summary of Sections 1 and 2
Summary This blog post details some of the takeaways from the first two sections of Sangram Vajre and Bryan Brown's "MOVE Framework", teaching business leaders the questions they need to ask when reimagining scaling their go-to-market initiatives. This blog post will be followed by an additional blog next month, covering the latter three sections. The first two sections cover defining GTM, the truths of scaling GTM, and how to determine where your business may be on the GTM Maturity Curve.
Bridging the Gap: How Marketing Can Support Customer Success
Summary While customer success may own the post-sales customer experience, they don't have to bare the revenue responsibility of customers alone. Marketing can support customer success through implementing the strategies needed to drive their efforts forward. By Michelle Voznyuk, Marketing Specialist at Heinz Marketing Customer success leaders today face an increasingly challenging task of navigating post-sales efforts.
Putting the Human First: The Essential Role of Trust in Marketing
Summary In this blog post, we discuss the importance of being a human-first business in marketing. We emphasize the significance of building trust, both with customers and within our own teams, as a means to retain business and drive growth. By understanding the human connection, we can develop authentic relationships with our audience.
When One Buying Committee Just Isn’t Enough
Summary Discover the key to building a flexible buying committee that adapts to diverse customer profiles. Explore the challenges of selecting the right stakeholders and offers insights on including both technical and business decision makers. Learn how to customize the committee for specific verticals and use cases so you can enhance your sales efforts by refining and expanding your buying committee for increased success.
Riding the Waves of Customer Retention in a Bumpy B2B Market
By Cameron Katoozi, Marketing Consultant at Heinz Marketing Let’s face it, the B2B world can feel like a wild roller coaster ride sometimes, with market volatility throwing in twists and turns at every corner. In this bumpy landscape, holding onto your customers isn’t just a goal – it’s a survival tactic. From the rapid pace of technology to unexpected events like the pandemic, the challenge of customer retention is real and it’s tough.
The Power of Customer-Led Growth: 4 Strategies for Success
Summary As marketers, we must remain agile and willing to find new ways to succeed. Instead of putting all of our focus on attracting new customers, we should tap into the potential of our existing customers. Discover four customer-led growth strategies you can implement in your organization to build loyalty, drive sales, and thrive in today's market. By Michelle Voznyuk, Marketing Specialist at Heinz Marketing Let’s call it how we see it and acknowledge that it’s been an interesting year.
A CMO's Guide to Intent Data: How it Supports Your Go-To-Market Strategy
By Michelle Voznyuk, Marketing Specialist at Heinz Marketing As a CMO, it can be challenging to create an effective go-to-market (GTM) strategy that drives results. Not only is there more data circulating than ever before, but it’s changing in real time. This can make it difficult to keep up with the most relevant information to support your strategy and protect your investment. That’s where intent data comes into play. What is Intent Data?
A CMO’s Guide to Intent Data: How it Supports Your Go-To-Market Strategy
By Michelle Voznyuk, Marketing Specialist at Heinz Marketing As a CMO, it can be challenging to create an effective go-to-market (GTM) strategy that drives results. Not only is there more data circulating than ever before, but it’s changing in real time. This can make it difficult to keep up with the most relevant information to support your strategy and protect your investment. That’s where intent data comes into play. What is Intent Data?
"MOVE: The 4-Question Go-to-Market Framework" - A Summary of Sections 4-5
Summary This post details some of the takeaways from the third section of Sangram Vajre and Bryan Brown's "MOVE Framework", teaching business leaders the questions they need to ask when reimagining scaling their go-to-market initiatives. Section 3 of the book dives into the MOVE framework, the "how" and the following blog post (next month), will cover the remaining two sections.
"MOVE: The 4-Question Go-to-Market Framework" - A Summary of Section 3
Summary This post details some of the takeaways from the third section of Sangram Vajre and Bryan Brown's "MOVE Framework", teaching business leaders the questions they need to ask when reimagining scaling their go-to-market initiatives. Section 3 of the book dives into the MOVE framework, the "how" and the following blog post (next month), will cover the remaining two sections.
Mastering Strategic Planning for B2B SaaS Marketers
By Michelle Voznyuk, Marketing Specialist at Heinz Marketing B2B SaaS marketers face a unique set of challenges when it comes to strategic planning. The industry is constantly evolving, with new trends and technology emerging at a rapid pace. To succeed in this dynamic environment, marketers must create a strategic plan that is adaptable, focused, and goal-oriented. Failure to do so might result in being left behind.
7 Tips for Effective B2B SaaS Messaging That Drives Results
By Michelle Voznyuk, Marketing Specialist at Heinz Marketing As a B2B SaaS marketer, creating effective messaging is key to driving success for your business. It can be challenging to craft messaging that resonates with your target audience, but with the right approach, you can create messaging that converts leads into customers. Here are some tips for creating effective messaging for the SaaS Industry.
5 Tips to Modernize Your Healthcare Marketing
By Michelle Voznyuk, Marketing Specialist at Heinz Marketing The healthcare industry is constantly evolving, with new technologies and medicines being developed every day. As a result, healthcare marketers must be agile and adapt quickly to keep up with the changes. In this post, we’ll explore the importance of modernizing healthcare marketing and five techniques organizations can use to stay ahead of the game and generate predictable results. Why Modernize Healthcare Marketing?
Using Industry Research to Fuel Category Leadership
By Michelle Voznyuk, Marketing Specialist at Heinz Marketing In today’s digital age, it’s harder than ever to stand out. While you might be marketing a product or service yourself, you’re also getting marketed to countless times throughout the day. Whether it’s a cold call/email from a sales rep or a promotional email from a brand you follow, there’s so much digital noise to sift through. So, that begs the question: “how do you stand out from the crowd?”. Well, there’s no one right answer.
Ten B2B Marketing Trends to Watch for in 2023
By Matt Heinz, President of Heinz Marketing Here are the ten B2B marketing trends I’m already seeing and expect we’ll see more of as we hit our stride into 2023: 1. Bottoms-up Budgeting Not just because of economic head-winds, and not only about pipeline. I expect we’ll see more disciplined and justified budgets that make a case for a more advanced and well-rounded marketing strategy – including and well beyond demand generation programs. 2.
Using Social Selling to Enhance Your Digital Strategy
By Michelle Voznyuk, Senior Marketing Consultant at Heinz Marketing Is your digital strategy lacking? If so, it might be time to evaluate your current methods. If your strategy involves slapping together some generic social posts for all to see, you’re probably not going to gain a substantial amount of traction. On the flip side, developing strategies built on creating meaningful relationships can move the needle.
Investing in Kaizen (aka Continuous Improvement)
By Michelle Voznyuk, Senior Marketing Consultant at Heinz Marketing As the end of the year quickly approaches, you’re probably deep in planning for 2023. But equally important as looking forward to and preparing for next year is reflecting on the year behind us. There’s a lot that can be learned in retrospect. Identifying what went well, what didn’t go well, and what could be improved are all essential to preventing roadblocks and achieving future success.
Why and How to Conduct a Competitive Content Analysis
By Michelle Voznyuk, Senior Marketing Consultant at Heinz Marketing For years, B2B organizations have focused on developing content to support their demand generation efforts. But more recently, buyers have changed the way they consume information and interact with businesses. Today, buyers no longer wait for organizations to reach out to them to make decisions. They are now proactive and independent in researching technology and services when a need arises.
Five Demand Generation Tips to Drive Your Marketing Efforts Forward
By Michelle Voznyuk, Senior Marketing Consultant at Heinz Marketing By now, I’m sure you’ve heard of account-based marketing (also referred to as ABM). While the concept has quickly gained traction over the past few years, ABM has actually been around for quite a while. According to ITSMA, account-based marketing started taking shape as early as 2003. Today, it’s widely recognized by B2B organizations as an effective tool for reaching targeted accounts.
4 Ways to Add Value as a Resource for Your Team
By Michelle Voznyuk, Senior Marketing Consultant at Heinz Marketing If I’ve learned anything from working remotely over the past two and a half years, it’s that collaborating as a team always leads to the best results. While you can accomplish quite a bit individually, it’s the process of brainstorming, providing feedback, and regularly communicating with others that takes work to the next level. After all, teamwork makes the dream work, right?
Case Study: When Healthcare Marketing Needs a Booster
By Michelle Vozynuk, Senior Marketing Consultant at Heinz Marketing How a consultative approach Account-Based Model positioned Vera Whole Health for long-term success. It is a challenge to engage with a complex buying committee in the crowded healthcare industry—even when your offering is the category leader. That was the case for Vera Whole Health, a Seattle-based organization leading the critical shift to value-based care across the United States.
Why You Should Invest in Partner Marketing
By: Michelle Voznyuk, Senior Marketing Consultant at Heinz Marketing You probably know the saying “work smarter, not harder”. It might sound silly, or even come off as lazy, however, the saying is really focused on the concept of efficiency. By optimizing the way we work, we can actually cut down the effort required to achieve the same (or better) results. This idea can be applied to many different scenarios in the business.
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