NAPEO
September 2023
THIS MONTH'S FOCUS: Sales & Marketing
ESI: THE COURAGE TO BE DIFFERENT
Successful entrepreneurs stay on the lookout for new ideas and new ventures. They seem to have a knack for recognizing a good idea. They embrace the inherent uncertainty of starting a new business. Such was the case for Terry Hookstra in the mid 1990’s.
BY Chris Chaney
September 2023CONTENTS
FEATURED
FROM BUZZ TO BUSINESS: HOW MEDIA RELATIONS DRIVES MARKETING SUCCESS
In the ever-evolving landscape of marketing, media relations has emerged as a key component of a comprehensive, successful marketing strategy. While the concept of "going viral" on social media certainly captures attention, it is just one aspect of the broader media relations puzzle. Modern media relations is about building strong connections with journalists, influencers, and media channels to effectively disseminate your brand’s stories and expertise.
BY Blair Mulzer
September 2023
THE DIFFERENCE BETWEEN DEPLOYING INBOUND MARKETING TACTICS AND HAVING A SUCCESSFUL INBOUND MARKETING STRATEGY
When a business leader identifies a problem that needs to be solved, a challenge to overcome, or a need to be fulfilled, their behavior and actions aren’t that different from the way we behave as consumers at home.
BY Dean Moothart
September 2023
CHAMPAGNE MARKETING ON A BEER BUDGET
PEOs have a finite pool of capital which they can invest to grow and improve. PEOs can invest in making acquisitions, taking risk in insurance, building out a technology platform. and growing organically via sales and marketing. I have found that most PEOs have enough financial and operational capacity to do only two of those initiatives really well.
BY Mark Sinatra
September 2023
THIS HEADLINE IS AI-GENERATED (AND THAT’S GOOD)
2023 was the year that Artificial Intelligence (AI) finally entered the mainstream, and — if James Cameron’s The Terminator is any indication — we have a few more years before things get really out of hand. All joking aside, AI tools are far away from any kind of true sentience, but in the short term still offer a variety of practical applications for users across many industries. The benefits are even more evident for marketing and communications teams — particularly small teams. These tools can significantly enhance the capabilities of your teams, allowing them to tackle complex tasks with greater efficiency and effectiveness.
BY Mike Aleo
September 2023SECRETS TO SUCCESS IN DIGITAL CONTENT MARKETING: ORGANIC SOCIAL MEDIA FOR YOUR PEO
The digital content landscape for small businesses these days is, in a word, confusing. Since the rise of social media, it has proven itself to be an effective tactic to increase brand awareness, create a sense of community, and generate leads at a relatively low cost. It’s almost a given now that social media will be part of a larger communications strategy, and with good reason — it’s one of the easiest ways to reach potential customers and directly communicate with them.
BY Rach Komatireddy
September 2023
PARTNERING WITH BENEFITS BROKERS IS GOOD FOR PEOS AND GOOD FOR BROKERS
Benefits broker partnerships can offer PEOs a unique vantage point to harness both growth opportunities and strategic collaboration, wherein both parties can leverage their specialized skill sets to provide comprehensive, value-added solutions to business clients. Understanding which broker partnerships will help you and your clients most is the first step when forming a partnership.
BY Heather Keefer Saulsbury
September 2023TRACKS
With a month away from our Annual Conference, I am eagerly anticipating our members being back together in Kissimmee, Florida, outside of O-Town. Orlando is where I was born and raised up until I joined the ADP team in April 2011 and moved to Atlanta. I look forward to seeing many of you and continuing to build our knowledge and connections. These connections matter!
BY Kristen J Appleman
September 2023PEOS IN THE COMMUNITY: InTANDEM HR FOUNDATION
When you start your own company, you make your own rules. In the case of InTandem HR, Monica Denler made sure that giving back to the Centennial State was one of those rules. Denler, InTANDEM HR’s president and CEO, began the Denver-based PEO in 2010. She founded the firm as one that would be entrenched in the community - both in the PEO services it provides as well as its volunteering efforts.
BY Evan Fallor
September 2023ILLUMINATING DREAMS: NAPEO GIVES BACK AT GIVE KIDS THE WORLD VILLAGE
In the heart of Florida, minutes away from NAPEO’s 2023 Annual Conference & Marketplace, a place of pure magic and wonder awaits those with dreams and hope to fulfill and embrace. Give Kids the World Village, a haven for children with critical illnesses and their families, stands as a beacon of light and joy. This year Give Kids the World Village is our NAPEO Gives Back partner.
BY Siana Hunt
September 2023I’m always amused when I hear people – typically athletes or entertainers – described as “overnight sensations.” In truth, most have been toiling in obscurity for years at their chosen sport or craft until they finally catch the public’s eye. They are an overnight sensation only to those who had no idea of their work ethic and their rise, but not to those who were with them every step of the way.
BY Pat Cleary
September 2023THE MOST OVERDUE ARTICLE EVER WRITTEN: ETHICS IN SELLING PEO
This article is 38 years and over 80 plus PEO Insider articles in the making. Before we get too far in, let’s get a few things straight. One, we’re going to get real. Two, I ain’t perfect, never claimed to be. Three, we do not have to overpromise or be in any way less than 100% honest to be successful in gaining new clients. Four, there are people in this business who need to be fired or need to get out of the business for their predatory sales practices.
BY Clay M. Kelley, SHRM-SCP
September 2023FOSTERING ENGAGEMENT AND INNOVATION IN REMOTE SALES & MARKETING TEAMS
Culture, engagement, collaboration, and innovation have all experienced drastic changes over the past several years. The move many companies made to a remote or hybrid work environment has created a need for new strategies to achieve the same level of production and employee engagement. This is especially true for marketing and sales teams, which traditionally relied heavily on in-person collaboration and innovation sessions.
BY Deborah Brousseau
September 2023AI IN CYBERSECURITY: THE GOOD, THE BAD AND BEING ON THE PRECIPICE OF A NEW ERA IN TECHNOLOGY
As you might expect with cybersecurity, battlelines are being drawn between the people creating AI solutions to help protect companies and the people making AI software that is designed to find vulnerabilities in areas designed to protect data; systems; financial and personal information; intellectual property (IP); and Industrial Internet of Things (IIoT) and other IoT devices.
BY Dwayne Smith
September 2023UTILIZING METRICS AS A PATH TO IMPROVING OPERATIONALLY OVER TIME
A company’s story is often written succinctly on its website, with details of the company’s history, its values, and its aspirations for the future. Internally, however, company leaders can capture a more telling story. Operational metrics, while often unique to each company, depict a different story.
BY Aaron Call
September 2023TIME ON YOUR SIDE: FIVE SCRAPPY WAYS YOUR PEO CAN USE AI TO SHRINK THE GROUP HEALTH SALES CYCLE
In your group health sales cycle, time is of the essence. Shorter sales cycles generally lead to larger volumes, higher revenues, more satisfied account execs, and repeat customers, especially for an annual purchase like group health insurance. You can shrink the time you turn a lead into a customer by adding a speedy new member to your sales team: artificial intelligence. AI can help you close deals faster than your competitors can get their boots on.
BY Kaitlyn Fischer
September 2023HELP YOUR CLIENTS HIRE GLOBALLY IN MINUTES WITH AN EMPLOYER OF RECORD (EOR)
In today's interconnected world, scaling globally and building an international workforce offers numerous advantages — from accessing new markets to tapping into diverse talent pools — however, many companies struggle to figure out how to hire global talent easily and compliantly.
BY Nicole Forbes
September 2023