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Alex Berman Of Experiment 27 Generates Over $6.5 Million In B2B Sales

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Few entrepreneurs can say they have cold called their way into the offices of six fortune 500 companies. Alex Berman is one of them. Alex Berman is the co-founder and CEO of Experiment 27, a business that builds marketing teams for agencies to increase their leads and ultimately increase revenue. He decided to build his own team entirely focused on agency marketing – marketing for mobile app companies, branding, UX/UI and advertising, after becoming frustrated with vendors who promised results but did not deliver. He met his cofounder 2 years ago in 2015. Robert Indries originally worked for Alex, but 6 months in Alex approached him to be a cofounder.

Experiment 27 brands itself as a company that uses data driven marketing and search engine optimization to increase a client’s leads. Initially, they worked with smaller companies and issued 3 to 6 month marketing contracts. These companies were generating approximately ten thousand dollars a month in revenue, and Experiment 27 charged them around two to three thousand dollars to handle their marketing. As their business grew, so did their clients. Now they handle larger clients and issue one to three year contracts. Alex enjoys working with these clients more because they are very engaged in the process and understand that an effective long term strategy works better than a short term one designed for quick cash.

Experiment 27 grew from 14 to 150 leads per month within 6 months, resulting in 1 million dollars in closed business. Agencies seek boutique agencies to do marketing because they understand how to market better and create more value than a Chief Marketing Officer that a business would have to pay 150k a year for.

Alex Berman takes corporate culture seriously in his startup. He emphasizes that corporate culture is not just, “having ping pong table and going out to pizza”. He defines culture as the way employees interact. Experiment 27 has a culture based on individuality. Employees are encouraged to be the best they can in their job. He describes the culture as ‘digital nomad style’. People everywhere work toward the same goal, but in some cases never have even met.

The physical distance between employees does not indicate a lack of communication, however. 30 minute weekly meetings keep everyone on track, daily updates inform employees on progress on projects, and apps like Basecamp and Slack coordinate communication company wide.

Alex Berman comes from an entrepreneurial family; his parents sold colored medical gloves to make a living. He gives credit to Tim Ferris’ book “The 4 Hour Workweek” to launching his own dreams of entrepreneurship. After trying his hand at rewriting menus for restaurants, he eventually got a job at a mobile app development company and pivoted over to starting Experiment 27.

Alex’s team wins his clients customers by first reviewing the client’s web language, directories, agency positioning, and current lead generation channels. Using this information, he creates a marketing plan that will best suit their current situation. Alex uses his blog and his Youtube channel to bring more leads to his business. He started his Youtube channel four and a half years ago and it has built him a strong personal brand, a loyal following, and many hits to his website. He mostly posts videos helping entrepreneurs grow their business. Viewers are greeted with a futuristic intro and Alex speaking plainly into a camera dressed in a t- shirt. A master of marketing, Alex connects with his audience on a more personal level as he gives them advice on how to become successful.

Aaditi Tamhankar is a student at the University of Pennsylvania Wharton School of Business. In her free time she can be found cooking healthy food, running, and watching too much Youtube.

Business

Salesforce Predicts Shoppers Moving To Mobile Shopping

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Analytics have confirmed the presence of shoppers to be on their own mobile smartphones. Jeff Barnett, CEO of Salesforce Commerce Cloud, shares his team’s vision on what’s to come for commerce in 2017. Shoppers are spotted to be taking their shopping online, strictly on mobile devices. Reports of a rate of 47% of orders from smartphones on U.S. sites grew in a span of a year alone, with costs of $2.08 worth of average spending on across U.S. E-commerce sites. In total, 4% of total traffic growth are summit to U.S. digital commerce sites. The data is looking at an uprise on mobile shopping, but in a downgrade on traditional brick and mortar retail. 

Discussion on stores making the ultimate decision on either changing their platform or to simply die off are being requested by retailers demanding flexibility in stores. The statics for mobile shopping means a decrease in retail profits. Customers have their attention on their mobile devices, neglecting traditional shopping. This forces retailers to upgrade and expand their business to newer areas.

Traditional brick and mortar retailers should shift themselves to mobile in order for their business to stay afloat. Selling online will keep the business staying competitive and consumer needs met. A majority of customers are already online, all retailers need to do is meet with them there. Distribution is made to be an easier process, with the supply being from one location. Already predicting the end of ATMs, shoppers are beginning to ditch cash with cards. With cards, customers are able to get more purchases to be conducted with extreme convenience. This is a win for both parties.

About 15% of U.S. malls will be disposed or will be converted into non-rental spaces within the next 10 years. Within 15 to 20 years, Howard Davidowitz, a retail consultant expects a near estimate of half of America’s shopping malls to fail. More and more retailers are moving their business online to secure their awareness.

“Three trends are upon us, AI, mobile, and chat, put them together, add water and shake, and what do you get, a long abated killer app for mobile commerce”. Rama Ramakrishnan, the Chief Data Scientist says. 2017 will be the year when AI chatbots for commas will soar and shift into mainstream across all stages of the shopping experience. “This time next year, we’ll look back and wonder how we ever shopped without them”.

With the promise in accelerated delivery, the mobile shopping experience is only improving. Prediction that our own voices will be the next user interface for shopping in 2017. Through services like Amazon Alexa, Google Home, and Siri, consumers can do more than web searches, but can also purchase products and services online as well. Customer centricity is becoming everyone’s main task on the use of mobile shopping. Without predicting what consumers want, through online history and searches customers can get exactly what they want in their own time of need.

The new shopping method seems to be in favor of the consumers, with new features created to cater shoppers. The evolution of shopping has changed drastically due to technology advancements, their efficiency has allowed many opportunities to open. Although the benefits are in reach for most, traditional retailers much adapt well in order to catch up with the competition. Once the adjustment is complete, finding customers and companies will be much easier.

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Getting Recognition Builds Productivity

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Getting recognition is one of the top motivators and drivers among employees in the workplace. According to studies, 78% of employees work harder if they are better recognized. More recognition for a job well done translates to better productivity and happy employees. This sounds very simple, but is actually a bit more complicated to implement. This is because employees today don’t want just compensation as a form of getting recognition. They also want a close-knit office culture, volunteer opportunities, praises, rewards and genuine recognition for their efforts. Here’s how to do it:

Reward the Right Things

Rewarding employees for every achievement is counterproductive. Instead of singing their praises for everything they do well, reward the right things such as:

  • Actions that align with the company’s strategies and goals. Recognize behavior that aligns with the company’s overall mission. If you don’t have a mission statement, now is the time to define it.
  • Big wins and small wins should also be celebrated. Big projects usually have higher risks and setbacks. To keep your team from being frustrated, celebrate the small ones as well.
  • Being a team player is essential to the survival of your organization. As such this behavior is important because employees who work well together do not let their egos into the organization. Employees like this know how to put the team in front of their own personal interests.

Understand Why It Matters

According to a study by BambooHR, 82% of employees feel that they do not get recognition for their work and are considering leaving the company. Recognition seems like a small thing and not understanding why it is needed could hurt an organization’s profitability. Think about it, a few simple words of encouragement or gratitude can save your company thousands of dollars in recruitment and training new talent. Recognition helps revenue. When an employee gets the recognition they deserve they are happy and happy employees are more productive. Companies who recognize their employees have 2.5 times more revenue compared to companies that do not reward their employees. This means that high engagement translates to a third higher profitability.

Culture of Recognition

Create a culture of recognition within your organization. For example, you can ring a bell and call everybody’s attention whenever somebody does a good job. This way everybody knows whenever the bell is rung that something amazing has happened. This action also recognizes the achievement of an employee. Soon your office will associate bell rings for getting recognition and will aspire to have the bell rung in their honor.

Tailor Fit Your Recognition

Teams within organizations can have their own culture. For example, this team loves bowling or comic books. Aside from the usual phrases and accolades typically bestowed on them, go a bit further by tailoring recognition for their internal culture like going on a celebratory bowling game after a job well done or treating them to a couple of comic books. These small actions do not only show recognition but it shows that you respect the individuality of your members as a team.

Link Recognition with Performance

The key is to promote good behavior through recognition. In the long run, the goal is to achieve better attitude and improved performance. Therefore managers should know how to tie recognition, company objectives and individual performance. Connecting behavior with specific behavior helps to drive better performance. For example, your goal as a company is to implement zero accidents in the workplace. Be sure to reward employees for avoiding accidents or coming up with a new system to improve safety. To truly drive behavior and reinforce performance, recognition from superiors should be more than just a few nice words. Superiors, management, team leaders and even the CEO should connect saying thank you (gratitude) with behavior (the purpose). Influencing behavior can boost performance and productivity while boosting morale.

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How To Connect With Employees As A CEO

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Thirty years ago, a CEO’s focus was on customers and profit. Nowadays we know that CEOs have a bigger impact. A good CEO knows that a company is more than just their customers and profits. A good connection with employees is also important to keep productivity and motivation up. CEOs need to connect with employees on a regular basis not only to inspire but also to know what is going on at the company’s most basic level. Here are ways a CEO can connect with his employees.

Social Media

Many CEOs use social media to reach out to their clients and customers in an effort to humanize their company. Why not use the same social media to connect with employees too? Sending a congratulatory tweet to a team or following an employee on Facebook can be very flattering to employees.

To some of them, the boss is on the top floor only accessible to a select few VIPs. Being called to the CEOs office is very rare except maybe if they did something wrong. Social media brings everybody closer together because they are used by all kinds of people. Connect with employees on social media to make yourself more reachable, friendly and more human.

Take Mark Zuckerberg for example. Facebook’s CEO is very accessible to all people on his social media. He shares pictures of his kids and daily activities of their family life. This makes Mr. Zuckerberg seem more relatable, not only to employees but to many people as well.

Family Day

Family day is not only a great way for families to get together on company time (and expense), it is also a good time for the boss to connect with employees. Being called by your boss by your first name can be very gratifying for employees because the CEO remembers you. This simple act of remembering first names can be very inspiring and motivating to employees.

Employees also like to see their boss in casual clothing. To them it makes them look friendly and approachable. You can be surprised how many more employees approach their CEOs when they are seen wearing casual clothing. The friendly setting of family day is also a good way for CEOs and their employees to bond and get to know each other outside the workplace.

One-on-One

Having a one-on-one with the CEO can be very intimidating. What does he want with you anyway?

This is not necessarily true. A good way to get to know employees and make them feel important is to schedule a short one on one. It does not necessarily have to be about work. It can be about getting to know each other or catching up. This has to do with people wanting to feel that they are important. A CEO’s day is full of meeting with important people and spending time with ordinary employees will make them feel special. It is an easy motivational tool that does not cost anything but time

Open Door Policy

An open door policy makes CEOs more accessible to ordinary employees. They understand that a CEO’s time is important but an open door policy also makes them feel welcome. This is one of the reasons why many CEOs prefer to have meetings in a conference room rather than their private offices. This is to ensure that ordinary employees can walk in and talk to them if needed.

The door does not have to be literally open. Just make sure they understand that they can drop in anytime or arrange for an appointment to talk with you.

Share Meetings With Employees

Employees like to know what’s going on in the company. It makes them feel involved and valuable. One of the best ways to make them feel that their contribution is important is to record your meetings and share it with them. Sharing is a good idea because it’s a communication vehicle, it shows employees how decisions are made and it encourages precise thinking, communication that reduces politicking.

Leadership style differs from one CEO to the next. CEOs wear different hats all the time. The key is to remember that employees are the lifeblood of a company and finding ways to keep them motivated is one of the duties of a good CEO.

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