While 84% of frequent flyers have not boarded an aircraft since the coronavirus crisis hit, 60% plan to fly within the next six months, the Xenophon Analytics communications firm reported, using data from a poll of its own database of 200,000 frequent flyers. Of those getting ready to travel, 63% are planning personal travel, 10% business trips and 27% combined travel.
Forrester's Vicki Brown advises business-to-business marketers to focus on buying groups, not individual leads, which involves identifying the role of each person within the purchasing team and ensuring marketing and sales are aligned to maximize opportunities. "It has always been about buying groups associated with opportunities, because opportunities are how a B2B organization measures revenue," she writes.
More employers are performing "pre-hiring assessments" rather than relying only on candidates' degrees to make decisions during the coronavirus pandemic. Steve Yadzinski, who works on innovations in workforce technology for Jobs for the Future, says part of the push is aimed at ensuring the hiring process is equitable.
Sales conversations too often focus on product features and functions instead of how a product can specifically benefit a particular customer, writes David Brock. "It's not my job to figure out how I get the results I want from something a sales person is trying to sell me," Brock writes.
Nondesigners can use templates and tools to design marketing visuals quickly, and simplicity is the key, says content strategist Donna Moritz. She shares her favorite DIY design tools and advice on customizing them efficiently.
Unemployment benefits are taxed, and there are three ways to handle it, writes Robert Exley Jr. Taxpayers can set aside money to pay at tax time, pay estimated quarterly taxes, or fill out IRS form W-4V asking their state labor office to withhold taxes up front.
Starting a digital business can provide access to a potentially massive audience, but there are a few key pitfalls for entrepreneurs to avoid, writes columnist Sarah Austin. Set a clear definition of your target customer, reach out for assistance instead of operating by yourself, and leverage outsourcing and automation tools to free up your time for what matters most.
Inspired Capital founder Alexa von Tobel has learned the value of providing meaning for employees while working from home during the coronavirus pandemic and the importance of being an authentic leader. "Leading with a sense of purpose, flexibility, authenticity, and vulnerability will prepare you and your company for whatever the remainder of 2020 throws our way," von Tobel writes.
Michael Lofthouse, CEO of tech startup Solid8, has resigned after a video was posted on Instagram showing him directing racist comments toward a family at a restaurant. Lofthouse says he has joined an anti-racist program and that his comments were "deeply inappropriate."