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The Trailhead

Guidance for courageous entrepreneurs who want to take their business to new heights.

Marketing Technology — Your biggest headache or significant business driver?

Marketing Technology — Your biggest headache or significant business driver?

Choosing and implementing marketing technology can be an overwhelming process. There are thousands of martech solutions on the market, making it challenging to determine which ones your business should invest in (and perhaps more importantly, which it shouldn’t). Without a strategic marketing plan or experienced leader, marketing technology decisions can be daunting. Too often, businesses end up committing random acts of marketing in their technology decisions.

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How to Onboard Employees Remotely

How to Onboard Employees Remotely

While plenty of companies have successfully made the change from on-site workers to a team of remote employees, in many cases the processes for onboarding hasn’t adapted in a way that streamlines the process for virtual onboarding. Read on to learn more about recent changes in the U.S. workforce, plus helpful strategies to better onboard new hires.

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Mindset Lessons from Rock Climbing for Business and Life

Mindset Lessons from Rock Climbing for Business and Life

Running your own business or practice puts you face to face with yourself and your mindsets. By this I’m including your attitudes, tendencies, preferences, entitlements, and excuses. Business is a crucible through which you find out what you are made of and really believe about yourself, others, and your relationship to the world. Sometimes we take a look inside and we don’t find what we expect or want. When that happens, we can either face that reality and lean into our own transformation, or deny what the mirror is telling us and keep pedaling our own preferred, constructed version of reality.

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How remote collaboration in marketing has changed — and why it’s here to stay

How remote collaboration in marketing has changed — and why it’s here to stay

In a matter of days, the COVID-19 pandemic altered where marketing teams got their work done and how they collaborated with colleagues. Research suggests that the remote work environment is here to stay in some form, with less than one in five executives saying they want to return to the office as it was pre-pandemic. Employees are eager for hybrid office and remote options, but some executives express concern over the impacts these hybrid work environments could have on company culture.

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How to Pivot Your Marketing Strategy During COVID-19

How to Pivot Your Marketing Strategy During COVID-19

While consumers may be spending more time online and seeing more online ads, they are hesitant to make decisions about the future. If your product or service requires commitment or future planning, you can expect your conversion rate to be lower than normal during this period.

This can also be an opportunity to increase your brand awareness and engage with consumers before purchase. And then, after the outbreak lessens and restrictions are lifted, you can remarket to that audience and get the purchases. Read more.

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Coronavirus reshapes consumer habits

Coronavirus reshapes consumer habits

Forty-two percent of surveyed consumers believe the coronavirus pandemic will fundamentally alter their shopping habits, according to a new Future Consumer Index published by Ernst & Young. Around one-third (34%) said they will pay more for local products, while 25% will pay more for trusted brands and 23% will pay more for ethical brands. Learn more:

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