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Posts Tagged ‘marissa levin’


#GrowSmartBiz Video : Panel 1: Driving Small Business Performance w/ Marketing and Innovation

September 30th, 2009 ::

The first panel of the 2009 GrowSmartBiz Conference addressed how small businesses could increase their productivity and performance through sound marketing and innovation. The panelists included folks like:

- John Arnold (Contant Contact)
- Marissa Levin (Information Experts)
- Ramon Ray (SmallBizTechnology)
- Bob London (London, Ink)

To read more on the live blogging coverage, check out Ken’s post here. You can see the video of the session below?

Marissa Levin, Information Experts

As Founder and CEO of Information Experts, Marissa Levin leads IE’s efforts to create technology-based integrated communications solutions, human capital strategies, and learning strategies for government agencies and for organizations across a wide range of vertical markets. Marissa has led the organization’s entry into the federal market to achieve a sizeable presence in more than 14 agencies spanning all facets of government (civilian, defense, and intelligence), the capture of multiple GSA schedules, the award of the highly competitive OPM TMA Human Capital and Training Contracts, and many others.

Marissa has become known throughout the regional business community as a leader and visionary. She is also the Women’s Entrepreneurship columnist for the DC Examiner, and is a regular columnist for http://www.womengrowbusiness.com and Yahoo. Under her leadership, Information Experts was recently named as a small business success story for USAID, and was named to the Inc. 5000 List of America’s Fastest Growing Companies for 2009. She was also named as a 2008 BRAVO Award winner by SmartCEO Magazine, has been named as a 2009 SmartCEO Smart 100 participant, and also named as one of Washington’s Top 100 Technology Titans for 2009 by Washingtonian Magazine.

Additionally, Marissa has been featured in USA TodayThe Washington PostThe Washington Business Journal,Working Mother MagazineWashington Woman MagazineWashingtonian MagazineBisNow, and on CBS as a successful woman business owner and working mother.

Bob London, London, Ink

Bob London is president and founder of London, Ink, a marketing and communications consulting firm that helps organizations define and prioritize their products and services based on what the market wants — or doesn’t want — to buy. In pioneering the Virtual VP of Marketing concept, Bob works with established and early-stage companies who aren’t ready for the cost and commitment of a full-time marketing executive to assess their market opportunity, determine the strategic options and develop a practical go-to-market plan.

Bob has successfully managed marketing initiatives with annual budgets ranging from the $150 million network tv launch of MCI Friends & Family (back when network tv really meant something) to $75 (seriously!). His work and writing has been profiled or covered by the Wall Street JournalWashington PostMiami HeraldUSA Today and Marketing News, the AMA’s flagship magazine, and he recently spoke at Network Solutions’ Unintentional Entrepreneur series. While building London, Ink, Bob has also become known as a serious networker who continually leverages face to face and online networking channels to generate targeted awareness of his business — an approach he has dubbed, “Cloud Marketing.” He is also a published business humor writer — samples can be seen at Bob-servations.com.

John Arnold,

JA_color2_rotateJohn Arnold is a leading marketing speaker, author, and web marketing expert specializing in email marketing, web marketing, and mobile marketing strategies. John is the author of E-Mail Marketing for Dummies and co-author of the comprehensive desk reference Web Marketing All-In-One for Dummies.

Ramon Ray, SmallBiztechnology.com

Ramon Ray, technology evangelist, is an author, speaker and the editor ofSmallbiztechnology.com. Since 1986, Ramon has been using computers and was first “online” in 1995. He is the author of “Technology Solutions for Growing Businesses”, has written hundreds of technology articles and posted thousands of technology news items on Smallbiztechnology.com. His content is syndicated and read by thousands of readers. He has written technology articles for Entrepreneur, Allbusiness, Inc MagazineBlack Enterprise Magazine, New York Enterprise Report, CNet, Var Business, TechTarget and other media.

Ramon is not simply a technology writer, but as a former technology consultant, has years of hands on experience in building networks, installing software, upgrading computers, configuring mobile technology and supporting the technology small businesses use on a daily basis. He is often quoted in the media, including Entrepreneur MagazineInc Magazine, WCBS Radio, Crains New York, National Federal of Independent Business, Small Business Advocate Radio Show and has been invited to speak at events including the United States Small Business Administration Service Core of Retired Executives “Strategies for Succeeding in Business”, Inc 500, PC Expo, Internet World, American Woman’s Economic Development Corporation and Business Development Institute events.

Distinctions: Manhattan Chamber of Commerce, Member of the Board of Director’s and Technology Committee Chairperson, Jim Blasingame’s Small Business Advocate Radio Show, Brain Trust Member IBM, Small Business Expert Panel

Steve King, Emergent Research

Steve is a founding partner at Emergent Research where he leads ongoing research to identify, analyze and forecast the trends and shifts impacting the small business sector of the U.S. and global economies. He also researches the impact of the Internet and connective technologies on media and marketing.

Prior to founding Emergent Research, Steve held a number of executive, general management, and marketing positions with both large and small corporations. He is a Senior Fellow and board member at the Society for New Communications Research and an advisory board member at Pond Ventures.

Regularly quoted in the media and an active public speaker, Steve contributes to US News & World Report, the American Express Open Forum, Intuit’s Small Business United blog and other on and offline publications. Steve blogs on his research at www.smallbizlabs.com.

#GrowSmartBiz Conference Recap: Driving Small Business Performance with Marketing & Innovation

September 30th, 2009 ::

The first panel of the 2009 GrowSmartBiz Conference addressed how small businesses could increase their productivity and performance through sound marketing and innovation. The panelists included folks like:

- John Arnold (Contant Contact)
- Marissa Levin (Information Experts)
- Ramon Ray (SmallBizTechnology)
- Bob London (London, Ink)

What are some important steps needed for a brand? Some small businesses think they don’t need a brand.

According to Marissa Levin, there is a three-prong approach to branding: you can brand product & services, brand your organization and brand your leadership (including your  CEO & all other management). Branding is NOT about getting your product/service out there. You definitely don’t want to be the best kept secret in the industry. Levin goes on to talk about brand equity and says that everyday businesses are growing brand equity. Anytime anyone has a positive or negative experience, that is affecting your brand equity and constitutes a brand experience. It’s better to build a brand and market it within the industry/community while making sure you deliver on your brand promise.

Levin also states that it’s good for small businesses to reach out to their financial backers as well. It’s important to emphasize your brand to the banks and establish relationships when you’re on a good situation and doing well because when the time comes and you need money, banks will be cautious in providing financial capital to you. You need to emphasize that they are supporting a strong, solid brand in the marketplace and this can be done during the good times. Don’t wait for the bad times to talk to partners.

Bob London agrees with everything Levin states and has a theory called “inside-out” branding: your brand is your reputation and what people say about you when you’re not in the room. With “inside-out” branding, it’s all about how you execute on all the touchpoints with the community. Branding is how you execute as a small business.

Ramon Ray thinks that there are some key things to address with your brand: you should make sure you have a great product, understand the needs of your customers, have a relationship, take “no” gracefully or with a “but”, and listen – use your ears, not just your mouth.

John Arnold thinks that from an online perspective, you need to keep your brand simple. It needs to translate across a variety of digital mediums – your website, email, social media, mobile, etc. How does your brand translate across a one-to-many relationship? Don’t let your customers force you to compete with other companies by forcing it into a brand identity that it is not. Keep it simple so it translates easily.

How do you find your customers?

Arnold says that identifying customers and lead generation are totally different things. You can buy leads, but you don’t want leads…you want QUALIFIED leads. Small businesses needs sales today, not in the long-term. Acquiring customers is what it’s all about. Need to find a method that will result in you giving value but getting money from it. You need to make sure your marketing dollars spent online are less than what you’re making. You eed to have a communication strategy that is effectively and over the course of the business cycle. Work on your acquisition marketing/discovery marketing. Once you’ve acquired customers, spend less money during the buying life cycle.

Ray says that SEO and search engine marketing is very important because you build websites, but need someone to find you. Email marketing is also very important for finding new customers – may not be wanting to buy now, but will sign up for a newsletter for business later. Wants businesses to put their phone number on their website. Needs to have empowered websites that is a tool/asset that will help bring in new customers.

Levin says people are in the habit of hiding behind our Facebook profile. There is nothing more valuable than a face-to-face communication. Need to connect on a personal level and have conversation that won’t happen in a comment box in relation to a status update. Person-to-person relationship can’t happen digitally. Authenticity in real life is way better than experiencing it online – there is no replication.

London says we shouldn’t go nuts with social media. If you’re looking to base your entire business over social media, then that’s a different story. It’s not necessary. Panel is composed of four small businesses and no one is fully engaged in social media.

How do you convert?

Ray says that you need to be flexible & listen. You need to then follow-up on any leads – really important to say “how can I meet your needs?”. Be a true resource – don’t be fake.

Arnold thinks that email is not very good for acquisition – would be considered “spam”. If you send out 10,000 emails to people who don’t want them, customers hate them, but if you send out 10,000 postcards, they’re thrown away. Hate is not one of the buyer values. Understand that not everyone is ready to buy all the time – you can spend money to automate your communication (expensive for small businesses) or rely on on-going communication, which needs to be valuable – inherent (facts, tips, product information) and valuable offers that are applicable now.

London says that in marketing, we have a habit of collecting business cards at events – what happens to all these contacts? On average, to gather a contact and get people to know your company, it costs you between $200-500 and you just wind up sticking them in a drawer. Believes that if you’re spending all this money to get people to your website, to hear you speak or get on a sales call, you should spend your time and money on nuturing that relationship and get them further down the sales cycle. It costs nothing to nurture a customer by staying in touch all the time.

Meet the GrowSmartBiz Conference Panelists that Will Discuss Marketing & Innovation

August 25th, 2009 ::

Network Solutions® is pleased to announce Steve King of Emergent Research and SmallBizLabs, Ramon Ray of SmallBizTechnology, Bob London of London, Ink, Marissa Levin of Information Experts and John Arnold, Constant Contact as the panelists for the GrowSmartBiz Conference topic session: Driving Small Business Performance with Marketing & Innovation.

These panelists will share their marketing tips, tricks and secrets; and discuss how they have developed and executed successful marketing campaigns and strategies; and provide insight on overcoming obstacles by focusing on innovation.

In addition to this topic and to Wired Editor-in-Chief and author Chris Anderson’s keynote, the conference will also focus on the following topics:
•    Raising Capital with Effective Finance Strategies
•    Stay Ahead in the Current Economy
•    Integrating Traditional Marketing with Social Media

The GrowSmartBiz Conference will be held on September 29 at the Renaissance Hotel in Washington, D.C. The event was created as a result of the Small Business Success Index (SBSI) – an ongoing measurement of the overall health of small businesses commissioned by the University of Maryland’s Robert H. Smith School of Business and Network Solutions. The conference will focus on key areas of business that small businesses view as critical to their success.

For more information or to register for the event, visit the GrowSmartBiz Conference site.  Don’t forget to turn in your small business success story for the chance to have it posted on the GrowSmartBusiness Blog and to receive FREE admission to the GrowSmartBiz Conference. For more details visit: http://growsmartbusiness.com.