Big relevant change in the world


Is this news relevant to your company? Sure it just need to decide what part of the Whole Foods acquisition story is MOST relevant to your company and competitors. What part of the Amazon strategy can you clone today at reasonable cost? Winners today are companies that re-define good decision making and execution every day using facts found in their customer data. “What’s working? What’s not?" You can identify the companies losing profits and market share too. Are you satisfied with your results today? If this news doesn't inspire you about an action plan, then I'm not sure what will:

Amazon’s Whole Foods Buy is Just the Beginning: Ad Age, June 16, 2017 >>

Amazon Distribution Center to Open in Aurora, January 7 2017 >>

Amazon Prime Day 2017 could top $1 Billion in Revenue, July 11, 2017 >> 

There'll be winners and losers


Have we fully entered the “Engagement Economy?” Many leading companies have adopted a data-driven strategy to satisfy customers with higher levels of customer service that begin BEFORE a purchase is made.

Amazon, and many smaller companies with just 2 employees, have found this to be true. How does it play out in your customer's mind? What do your customers expect from your company and their purchasing experience? This is worth a look, to assess where you stand today. Want a trail guide? We're here to be just that:


EXAMPLES, to get you thinking...


The economy seems to be churning right along, but for a lot of retailers, these are the worst of times. More than 300 retailers have filed for bankruptcy so far this year. A lot of them are mom-and-pop stores, but there are a lot of big retail names -- like Payless ShoeSource, RadioShack and Gymboree -- on the list, too. So what's going on here? Many retailers are struggling because more and more customers are opting to shop online. It's the main reasons some economists predict 25% of all malls will be gone in five years and why department stores over the years have lost more jobs than coal mines.


- Kroger Co. was already in trouble last week — and then Amazon said it would buy Whole Foods. The biggest U.S. supermarket chain lost more than $7 billion in market value combined on Thursday and Friday, the biggest two-day loss for the company since December 1999. The 19 percent plummet on Thursday was thanks to a lousy earnings report. The 9 percent drop the next day was courtesy of Inc.’s announcement about acquiring Whole Foods Market Inc. If Amazon pulls that deal off, the competition will be even more cutthroat in an industry known for razor-thin profit margins.



As Aaron Agius notes this week on SearchEngine Journal, only 32% of B2B marketers have a content marketing strategy in place. And that may be why a mere 14% “think their content delivers impact — full business value,” according to Forrester. Considering that, this is an opportune time to review ScribbleLive’s new study, “The Content Marketing Maturity Map.” It outlines five levels of maturity, and you can read more about the report in a previous post.

All it takes is effort

We’re talking about making gains in Marketing Operations. In Sales Operations.

Great technology is practically free, but it takes accelerated adoption, with consistent execution, to win great sales results. Our customers recently tell us that a “go slow” strategy really hurts the ROI, for a number of reasons. If you would like to hear more about the justification for "do it now" this is the simple fact: It will cost more to produce a qualified lead next month, than it will cost to produce that qualified lead today.

I see smart recommendations in my inbox every day, here are some of my favorites. Experienced leaders say it’s simple…AND they will tell you it's not easy. So ask for some help, if only to push you to choose your growth strategy faster instead of slower:

"All it takes is an effort."

"All it takes is four simple things, done consistently, every week."

"All it takes is following a proven Blueprint."

Hint: Present evidence that you can make the story come true

Airways360 has been setting the pace in digital marketing for over 20 years. We were there in the beginning of digital, so we’ve learned through hard work and collaboration, what works and what doesn't. (We're happy to show you.)

We have the results and the case studies to prove what works, would you like to clone a strategy for your business model this year? We're happy to share success stories, evidence that it's possible to make a solid improvement, in less than 90 days, with a modest change in your marketing spend. Note I didn't say "increase" I said change.

Recently we launched a startup company  as a testing laboratory of our own, to prove if it was possible to use advanced marketing strategies with no dedicated marketing department. We've been at it over a year, and we see the potential success and the pitfalls more clearly than ever. Running this business week after week helps ensure that our team never loses our edge, and you too can learn from our experience.

For example:

There are limitless opportunities to create new purchase pathways at your company. Innovation like this helps your customer trust you faster, which creates revenue faster. To your customer, it looks like this, when you get it right.

The Conversion Funnel

To accomplish this at scale, with repeatable results every month, you need a great coach and catalyst effort to launch innovation like marketing automation, content marketing and other strategies that increase engagement and purchase rate.

What’s missing from your organization now? Probably someone to advise you objectively about clear priorities and order of execution?

With this step, you'll get it right. You’ll be more profitable, more quickly. If you get it wrong, you could waste hundreds of thousands of dollars launching “bright shiny objects” that are just disconnected tactics.

Is it time to get started?

Magic gifts for overcoming obstacles to the promised land

First, let’s make a simple, gut-level assessment of where your company is today regarding Marketing Operations Maturity. Let’s consider the five levels of Marketing Maturity. Which one has your company actually achieved?

1. Reactive — This includes “unplanned and spontaneous” content, usually sent in response to ad hoc requests from the sales team, or in a desperate attempt to keep up with a competitor. Often supervised by administrative personnel, it tends to vary in quality. There is a measurement of sorts, but it does not inform decision making.

2. Proactive — At this stage, content is produced by a small but dedicated team, and is guided by a strategy and an editorial calendar. The company understands that “content created in chaos inhibits its ability to enhance the customer experience on the path to purchase.” But most of the resulting content is top-of-funnel, and these firms tend to use “lightweight, top-of-funnel” metrics like page views and retweets. Finally, they’re still burdened with impromptu requests.

3. Correlative — These teams have achieved stability (and maturity). They are subjected to fewer ad hoc requests, and take a nuanced approach, creating products for different stages of the customer journey, and for different personas, in multiple formats. What’s more, they can tell if these efforts are bringing in new customers. And they’re working on integrating everything, from production to measurement.

4. Adoptive — We have reached the level on which results rule. The typical Adoptive team “focuses on many different formats, and has found ways to expand promotion and reach of content. They are able to optimize and adjust content based on robust performance metrics that can attribute parameters like headlines, images and promo copy to engagement.”

5. Predictive — Reach this plateau and you are a content master. But only 4% of B2B organizations ever get to it, according to Forrester. At this rarefied level, “everyone involved in the creation and distribution of content collaborates on one centralized platform, but decisions are only made based on data. Topics, formats and distribution methods need to perform well in order for the team to continue to utilize them as part of their strategy.”

What does this tell you? Are you barely at the beginning?

What next? Airways.360 has exceptional experience to coach you from your current state to the next performance level. We'll quickly demonstrate specifically HOW to execute. No fluff, no fuzz here. You can accelerate as fast as your budget permits, using Airways.360 support to act on program execution in one or more of these areas:

A. Content Marketing - Use Customer Persona Segmentation to drive Engagement Mastery. This is a profit play, to save wasted dollars.

B. Marketing Automation - Scale up with power tools that manage demanding staff workloads to reacting faster to daily opportunities. This is a profit play.

C. Predictive Customer Data Sources - It’s practical now, it’s effective, and you can expand your customer base today. This is a growth play, when A and B are nailed.

This three-step priority overcomes common growth barriers our customers cite to lack of progress due to lack of budget.

When you’ve achieved successful operational changes, you’ll make better decisions. Your new strategy can look like this: