market research for b2b | lure agency

Why Research is So Dang Sexy

Profitability is a sexy word for anyone in business.

When it comes to understanding your customers, market research is essential to the success of any business, no matter if it's market research for B2B or B2C. After all, retaining existing customers is less costly than acquiring new ones.

But market research isn’t just about understanding your target market; it also provides valuable insights that can help you fine-tune your product or service offering, marketing strategy, and business model.

"The problem many companies have is 'any customer is a good customer policy,'" says Tom Herman, CEO at Veda Intell. "And you're going to bring in many people who aren't an ideal fit, increasing churn after a short time."

To understand your target customer, you must understand market and customer research.

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digital marketing assessment

How to Conduct a Digital Marketing Assessment for Your Hospitality Business with Ease

How do you know if your hospitality marketing strategy drives the most revenue possible?

From wasteful media campaigns to underperforming landing pages, there’s a lot to consider.

As a hospitality business, it’s important to understand your digital marketing ecosystem and how it all translates to the bottom line. By conducting a digital marketing assessment, you can gain valuable insights into your guests’ journey, your competition, and what digital marketing channels will work best for your business. Additionally, you’ll uncover how you can find the heart and soul of your brand.

Keep reading to learn more about conducting a digital marketing assessment for your hospitality business to ensure you’re not leaving money on the table.

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How to Use Your Consumers as Your Best Marketing Channel

It is no secret that social media has drastically changed how hotels are marketing their properties.

In the past, it was typical for the hospitality industry to use traditional channels like television, print, and radio to promote their products or services. These days relationship building in marketing is essential. 

While these channels are still used today, they are not nearly as effective as they once were. Thanks to social media, hoteliers not only have direct communication with their customers, customers now have more access to one another to share their experiences.

As a result, the hospitality industry has had to adapt its marketing strategies to focus on word-of-mouth and online reviews. Why? Because social media has made it possible for your customers to be your best marketing channel. Remember, you're not here to sell furniture; you're here to sell experiences. Let your customers do it for you.

We're sharing some insights and tips from a recent conversation on the InnSync Show between Cory Falter and Ed St. Onge of Flip.to on how to utilize your customers as your marketing channel best.

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hotel sales

Hotel Sales Demystified

Uncovering misconceptions and unlocking opportunities.

Sales representatives are the lifeblood of hotels. They are responsible for bringing in new business and keeping existing customers satisfied. The hotel sales process can be complex, but it doesn't have to be mysterious.

The InnSync Show’s Cory Falter recently chatted with Tammy Gillis, sales performance expert from Gillis Consulting and Training, Inc., and we're demystifying the hotel sales process so you can close more business deals and grow the bottom line.

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b2b hospitality marketing - lure agency

Hospitality B2B Marketing - Debunking Myths and Revealing Truths

It's no secret that there are a lot of misconceptions about hospitality B2B marketing. From FOMO to skewed attribution, marketers are missing the point on how to move the needle effectively. 

We're here to debunk some myths (and reveal some truths) about B2B hospitality marketing and high in a recent conversation between Cory Falter, principal here at Lure Agency, and Susan Barry, president (aka "Queen Bee") of Hive Marketing, on the InnSync Show.

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conversion copywriting | lure agency

Words that Sell: Conversion Copywriting for B2B

Imagine crafting content so compelling that it easily convinces your prospects to become buyers. That's the power of conversion copywriting.

Conversion copywriting is the art and science of writing persuasive content that helps convince your readers to take a desired action; this could be anything from subscribing to a newsletter to making a purchase.

While it may seem daunting, crafting effective conversion copy doesn't have to be complicated. In fact, by following a few simple tips, you can start writing copy that boosts conversions and helps drive results for your business.

Here are some ideas, with a little help from our friend and B2B Copywriter and Marketing Strategist, Linda Melone.

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How to Make Your Digital Marketing Less Digital

Humanization of Hotel Marketing - What it Is & Why It's Important

What is humanization? In a digital world, humanization is the act of making your brand relatable, approachable, and friendly. It's about creating connections with your customers and making them feel like they're part of a community.

Humanizing your hotel marketing is important because humans are social creatures. We crave connection and belonging. And when we feel connected to something, we're more likely to be loyal to it.

In a world where endless choices and companies are vying for our attention, humanization can be the deciding factor in whether or not someone chooses your brand.

Let's explore some ways to humanize your digital marketing with some tips from the director of field marketing support with Pyramid Global Hospitality, Evan Crawford.

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Short-Form Videos for B2B: Something to Dance About?

Are you ready to embrace the hottest trend in content marketing?

Short-form videos - yes, even short-form videos for B2B - are a great way to engage with your audience and promote your business. They're quick, easy to produce, and can be used in various ways to reach your target market.

Some may argue there is no space for the B2B industry to utilize short-form videos, while others have learned to embrace them. However, there’s no doubt that more and more customers and clients are consuming short-form videos on nearly every social media platform. It’s the fastest-growing form of media consumption. 

In this blog post, we'll discuss what short-form videos are, how to use them, and why they should be at least considered for your B2B marketing. 

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Want to Hit Your Sales Target? Here's Why You Should Partner with a Sharpspring Agency

Is your sales team still in "spray and pray" mode?

Spray-and-pray marketing is the practice of sending marketing communications to as many individuals as possible (spray), with the hope that it will entice some of them to buy products or show interest in services (pray) – without using measures like conversion tracking to assess campaign success and ROI.

Not only does this method of prospecting burn out your team, but it’s also ineffective and costly.

Modern sales teams are finding success through a thoughtful, personalized approach; by delivering the right message at the right time. This approach is how the best sales teams achieve their quotas, build relationships, and crush their bottom lines.

It’s all about using the right tools and partnering with the right agency.

If you’re looking to modernize your sales team’s approach, you need to partner with a Sharpspring agency.

What is Sharpspring?

what is sharpspring

SharpSpring is an affordable, yet powerful all-in-one sales and marketing platform that helps businesses generate leads, improve conversions to sales, and drive higher returns on marketing investment.

With Sharpspring, there is a seamless integration of marketing automation, email, CRM, sales engagement, social media, and digital advertising all work together to optimize the funnel and drive more revenue.

We believe in Sharpspring’s mission of empowering businesses to succeed.

What is Marketing Automation?

Marketing automation is the use of software and technology to automate marketing processes, including but not limited to email marketing, social media campaigns, lead generation, and customer segmentation.

It allows sales and marketing teams to work together more efficiently by automating repetitive tasks, like sending out mass emails or creating targeted lists of leads.

Sharpspring Account Manager Scott Earnest, says, “It’s multiple tools in your tool belt. It automates your sales process, from interactions with customers to the entire sales process.”

He goes on to say, “you’re constantly dripping content to your customers and your prospects to let them know bout the services that you have to offer and how you can help them out going forward.”

In other words, delivering the right message at the right time automatically.

How Does Marketing Automation Work?

Marketing automation platforms like Sharpspring are built on a foundation of customer data.

This data is collected through various means, including website activity tracking, forms and surveys, email interactions, and CRM integration.

Once this data is collected, it’s stored in a central location (the marketing automation platform) where it can be segmented and used to create targeted lists of leads.

From there, sales teams can use the marketing automation platform to automate repetitive tasks, like sending out mass emails or creating targeted lists of leads.

The result is a more efficient sales process and higher conversion rates.

Why Partner with a Sharpspring Agency?

When you partner with a Sharpspring agency, you’re getting more than just a marketing automation platform.

You’re getting a team of experts who know how to use the Sharpspring platform to its fullest potential.

The right Sharpspring agency will work with you to create a personalized sales and marketing strategy that will help you achieve your business goals, while also providing ongoing support and training to ensure that you’re getting the most out of the Sharpspring platform.

When you partner with a Sharpspring agency, you’re investing in your business’s future.

What to Look for in a Sharpspring Agency

Photo by Marten Newhall on Unsplash

Not all Sharpspring agencies are created equal.

When you’re looking for a Sharpspring agency to partner with, you should look for an agency that:

– Has a proven track record of success

– Offers a comprehensive suite of services

– Provides ongoing support and training

– Is invested in your business’s success

What is Included in the Sharpspring Marketing Suite?

Sharpspring is a fully-featured marketing automation platform that includes everything you need to generate leads, improve conversions, and drive higher returns on your marketing investment.

Marketing Automation and CRM

Marketing Automation

  • Email marketing
  • Automation & Workflows
  • Forms
  • Landing Pages
  • Social listening & Engagement
  • Retargeting Ads
  • Blogs
  • Chatbots

Sales Automation & CRM

  • Customizable CRM
  • Lead Scoring
  • Pipeline Management
  • Sales Optimizer
  • Smart Mail
  • Meetings
  • Video Calls

Tracking & Analytics

  • Life-of-the-Lead
  • Custom Reports
  • Cloud Dashboards
  • Campaign Tracking
  • Asset Tracking
  • Multitouch Attribution
  • Monthly Usage Report

All at a fraction of the cost of other sales and marketing platforms!

What to Expect from a Sharpspring Platinum Agency

What should you expect from a Sharpspring Platinum Agency? In addition to more leads and higher-value relationships, you can also expect to fuel your business growth.

Pricing – Plans Designed to Scale

Here at Lure Agency, we offer these flexible options:

Software license Only

A software license gives you full access to the SharpSpring Sales & Marketing platform. Signing up through an agency offers sales and marketing teams more perks than signing up directly.

Self-Managed Plan

The self-managed plan is for robust in-house sales & marketing teams. You’ll get full access to the platform plus support from us that includes: onboarding, training, strategy sessions, and ongoing support.

Co-op Managed Plan

The Co-op Managed Plan is for small sales & marketing teams with limited resources, we will support you with everything from the Self-Managed plan plus creative direction and content creation.

Fully Managed Plan

A Fully-Managed plan is for businesses with sales, but no marketing support. You can expect everything from the Co-op Managed plan plus creative execution, email deployment, funnel optimization, and keyword research. You’ll be armed with all the resources your team needs to fuel your growth.

What Results Can I Expect from Working with a Sharpspring Agency?

When you partner with a Sharpspring agency like Lure, you can expect to see results like:

– More leads

– Higher-value relationships

– Increased sales

– Improved conversions

– Higher returns on your marketing investment

Are you looking for a full-service marketing agency?

If you’re looking for a full-service marketing agency that can help you generate more leads and drive higher returns on your marketing investment, then you need to partner with a Sharpspring agency.

At Lure Agency, we offer a comprehensive suite of services that includes everything from lead generation to conversion optimization. We also provide ongoing support and training to ensure that you’re getting the most out of your Sharpspring investment.


an effective marketing strategy

How to Know Your Digital Marketing is Set Up for Success

Are you leaving money on the table? 

It's a tough question, but one that needs to be asked when it comes to your digital marketing. Do you have an effective marketing strategy in place? If not, you could be leaving money on the table. 

Consider your website to be your hardest-working salesperson; one who works 24/7 without asking for a raise or time off. It is the face of your business online - it's where prospects go to learn about what you do and reach out to start a relationship. It's your storefront, your home base, your lead magnet. It's a one-stop shop for growing your business. 

So how can you tell if your site is set up for success? We like to look at both the Science and Soul of your brand.

Here are a few factors to think about to determine whether or not you have an effective marketing strategy.

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