The MarketStar Enabled Inside Sales Rep


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Every company needs to acquire new customers and strives to increase sales. For many years, sales reps have relied on their instincts and dedication to close sales, spending hours researching new prospects, making hundreds of cold calls every day trying to reach the right decision maker, devoting weeks working a potential client, and even driving for miles with hopes of scheduling an appointment. Although all these activities help generate sales, they can leave even the most dedicated employee overworked and frustrated.

Today’s technologies present huge opportunities to improve efficiency and productivity for sales teams by helping them be successful while keeping them motivated and more satisfied. Sales processes that once consumed hours of reps time, are now streamlined to deliver better results by targeting the right prospects, with the right message, at the right time.

This infographic shows how MarketStar enables inside sales reps with the technology necessary to increase your sales and maximize your ROI.

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The New World Order of Retail Staffing: Immediate and Measurable Sales Lift


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We’ve spoken at length about the revolution occurring within retail. The new world order of retail, relative to how manufacturers are wanting companies like MarketStar to go-to-market on their behalf, is starting to take shape. It’s an exciting future, one which MarketStar is well prepared to excel in based on our heritage as a sales performance and quota-driven organization.

First, here is a little backstory. When our founder, Alan Hall, first pioneered the vision of an outsourced sales and marketing company that filled the gap in the buyer’s journey between consumers and their technological knowledge, there wasn’t a huge tactical distinction between our efforts with B2C and B2B activities. Everyone was on the same playing field and trying to understand how technology might improve their home or business; thus, operationally we did very similar things regardless of the audience.

shutterstock_112900897As the years passed and business buyers became more educated, and competition became fiercer for enterprise dollars, manufacturers began to rely on channels for distribution. In order to continue serving our clients, our business evolved and we developed a more formal sales organization that could meet the needs of that evolved audience.
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When it comes to retail, we continue to focus fundamentally on the tactics we built our retail reputation on 25+ years ago, namely brand advocacy and store associate training. Until just a few years ago, the retail store was still the one-stop shop regardless of your stage in the buyer’s journey. A deliberate investment to influence the hearts and minds of store associates was still a dollar well spent for most manufacturers.

Today the retail store experience has evolved from being a holistic end-to-end buying experience. It’s no longer a linear process and there are multiple channels influencing consumer awareness, consideration, and research. Most consumer research and validation are being done right from their mobile devices. The shopping experience is no longer limited to an in-store experience. We’re relying more on the social influence of our personal networks to shape brand perception than ever before. This often changes the role and reputation of a store associate to “order taker” and “transaction specialist,” rather than a trusted advisor in the late stages of a buyer’s journey.

shutterstock_159873317What is required in today’s marketplace is a new perspective on sales tactics employed at the point of purchase. Savvy brands are shifting their focus from brand advocacy alone to assisted sales within the store. This is easier said than done because the individual, who is great at building relationships within a store and guiding a formal training, is not always the same individual who can stand in a store and provide assisted sales support to consumers.
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Am I saying traditional brand advocacy activities are going the way of the dinosaur? Absolutely not. There are very specific points in the product lifecycle where advocacy should be the focus of a brand’s retail engagement strategy and we still love building those relationships on behalf of our clients. What we are seeing is that for some companies, brand advocacy is becoming an ancillary benefit that comes from the success a store experiences when sales are high; the associates recommend what sells, creating a circular effect.

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There are four key imperatives to assisted sales success on this scale: Recruiting, Coverage, Sales Conversion, and Reporting. I invite you to contact me, or a member of our retail business development team, to learn how to leverage this information to increase your retail sell-through.
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As I mentioned above, the profile for a successful assisted sales professional is different than that of a proficient Brand Advocate. From a retention standpoint, we’ve also found that having one individual try to do the other doesn’t always translate. Programs that hire and staff specific to the activity see better results and have better retention overall.

Tools like Predictive Index we use to source candidates that not only match your brand’s persona but also show an aptitude and attitude in line with successful sales activities, ensures we ramp quickly and efficiently, and sales lift is realized sooner in the engagement.
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Keep in mind a 60% sales lift in a store that only average one sale per hour, will have nowhere near the impact of a 60% sales lift in a store that average 6 sales per hour.

We’ve championed the idea that the customer is king in today’s retail environment. If the customer is king, why not deploy your team in their kingdom through a dialed-in coverage model, showing where results are mostly like to be seen. With the data available today, it’s not impossible to have 3-4 tiers of coverage based on geography, peak shopping hours, sales, buyer personas, and demographic data.
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Converting the sale is ultimately what we are hired to do, and we work tirelessly to meet or exceed expectations. Our years of refining and optimizing B2B sales models and managing towards those objectives, has prepared us for this new world order of retail.

We’re not afraid of quotas or sales specific metrics and are working with our digital team, along with other Omnicom agencies, to integrate our in-store efforts with other omni-channel investments. The intent is to maximize awareness and brand engagement before a consumer even walks into the store. These integrated efforts are key to driving more of the right kinds of traffic into the right retailers to maximize sales.

As experience becomes more important to the last three feet of the sale, digital interactions that seamlessly bring the consumer’s online experiences together with their offline interactions and the brand are becoming the standard for dynamic and successful in-store activities. An in-store interaction is part of a broader brand experience and knitting those experiences together for brands so that the relationships don’t begin or end in the store is our vision for the future of retail.
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We believe the years of activity based metrics are gone. As much of a brand advocacy motion’s influence is indirect, we’ve been able to meet client expectations in the past with activity based reporting: numbers around stores visited, sales associated trained etc.

More and more clients are asking us to report on very specific, financially focused metrics like Sales per Hour, Sales per Store, Customers Engaged, Ratio of Sales to Interactions Converted to Sale, etc.

The new world order in retail doesn’t have to be a scary or bad thing for your company. By identifying the areas of true change, and how to align with them, MarketStar is prepared to help your company excel at retail and not get lost in the competition.

If you are interested in the case studies used to validate this post, please contact Matt Peterson at mapeterson@marketstar.com who can set up an appointment to share with you our findings in greater detail

MarketStar Receives Marketo’s 2015 Revvie Award


Utah-Based Company Gains National Recognition as Digital Agency Superstar

Ogden, Utah; April 23, 2015 – MarketStar, the industry leader in outsourced sales and marketing, today announced it was awarded Marketo’s 2015 Revvie Award in the Digital Agency Superstar category. The award ceremony took place Wednesday, April 15 during the Marketo Marketing NationTM Summit 2015 at the Moscone Center in San Francisco, California.

MarketStar Revvie Picture1From left: Jason Holmes (Marketo CCO), Adam Jackson, Kara Harrison, Trent Cross, and Jace Garside (MarketStar Team); and Sanjay Dholakia (Marketo CMO) 

 

“MarketStar is honored to receive this industry recognition from Marketo,” said Dave Treadway, MarketStar’s CEO and President. “Our MarketStar teams leverage innovative technologies to deploy fully integrated solutions on behalf of our clients. These solutions empower our employees to deliver revenue-accelerating results for our clients and great experiences for their customers.”

 

Marketo is the leading provider of marketing software and solutions designed to help marketers master the art and science of digital marketing. The Revvie Awards highlight the most innovative Marketo customers, partners, and individual marketers whose programs have significantly impacted their companies’ revenue and built engaging, long-lasting relationships with customers through their use of Marketo’s Engagement Marketing Platform.
Revvie Award-Marketo SummitVaughn Aust, EVP of Integrated Solutions at MarketStar, said, “By combining MarketStar’s dedicated channel account managers with Marketo’s platform, we are able increase engagement and ROI for our clients. Our “Partnermation” solution combines email and content to uncover active partners, and includes automated nurturing and lead scoring to determine the level of interest.”

 

MarketStar, a Utah-based company, ranks among a select few agencies qualified to provide consultation and ongoing services to Marketo users. The agency announced its partnership with Marketo in 2013 as part of the organization’s commitment to offer best-in-class lead nurturing and sales process outsourcing.

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MarketStar — Finalist and Winner in Digital Category of Marketo Revvie Award


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Every year the Marketo Revvie Award showcases Marketo customers, individual marketers, and partners who leverage Marketo to drive next generation marketing with unprecedented results. This year, Marketo received a record number of submissions in 16 categories of which MarketStar was awarded a finalist and overall winner in the “Digital Agency Superstar” category.

 

Marketo defines a Digital Agency Superstar as a Managed Service Provider (MSP) responsible for managing multiple client campaigns and millions of customer engagements. The category recognizes the partner who consistently delivers service excellence running Marketo for their clients. It also looks for submissions that share the value provided to clients and how organizations are empowering them to achieve their customer acquisition, retention, and loyalty goals.

 

MarketStar’s submission focused on the efforts and successes with our partner automation solution that: revitalizes partners, strengthens reseller relationships, and increases revenue.  Our solution combines email, content, marketing automation technology, and our channel Sales Specialists to cover partners that are typically ignored.

 

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“MarketStar knows that managing a large population of partners and resellers with personal channel account management can be arduous at best and chaotic at worst,” said Vaughn Aust, EVP Integrated Solutions at MarketStar. “We successfully utilize Marketo, plus our channel account managers, to solve this challenge with unmanaged partners for our clients while maximizing engagement and ROI. This allows them to reach partners with consistent and strategic messaging, effectively progressing them from unmanaged partner status to valued revenue generator. MarketStar is honored to be a Revvie Award Winner and we look forward to The Marketing Nation Summit.”

 

The Revvie Award Ceremony will take place next week during Marketo’s Marketing Nation Summit in San Francisco, California. Look for MarketStar’s blog post after the ceremony highlighting pictures and updates from the event.

The State of Partner Profitability


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Recently, I represented MarketStar in a Partner Path webinar in which we examined the solution provider’s prospective as it relates to profitability from their relationships with vendors. Our MarketStar Insight team worked with PartnerPath to gather and analyze input from both, solution providers and vendors, to identify ways each side can improve the profitability equation. You can download the full webinar recording here.

 

Based on my experience in supporting vendor-partner relationships, we’re really seeing a trend over the last several years, in which solution providers wield much more power than they used to. They are more emboldened to trim unprofitable vendors from their line cards. To increase channel loyalty, vendors should consider the following topics we discussed in our webinar:

 

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When working with the channel, front-end margin is easy to calculate for vendors, but it does not reflect true partner profitability. This is a much more complicated formula that takes into account commissions, overhead, capital investments, and other expenses. Solution providers will typically factor in how much opportunity the vendor offers through market demand, financial rewards, and program support, and then divide the opportunity by the amount of investment to be made through sales enablement, relationship, and the ease of doing business. If providers feel the relationship with a vendor takes more investment than the amount of opportunity they can experience, they will gravitate to other vendors.

 

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So how do vendors enhance the opportunity and incentivize their partners? We posed this question to each group in our study and found differences in the way solution providers and vendors weigh the elements that produce opportunity. Solution providers prioritize market demand above financial reward. Vendors, on the other hand, believe that financial rewards are more important than product/brand strength, which improves market demand. Too often, vendors think all their partners care about is how much money they make. In reality, vendors should be asking themselves if they are creating enough value for the partner. If this is not the case, then the partner has to create that value to drive demand and that’s an uphill proposition for the partner.

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In our study, we found another disconnect as it relates to solution provider investments. Providers rank unquantifiable relationship elements like resolution of channel conflict, experienced account managers, and trust in the vendor, as factors, which produce the greatest impact to their profitability. However, vendors rank these intangible relationship components as the lowest priority. Creating relationships and removing complexity from how business is conducted can be very expensive for vendors, but it is necessary for improving mindshare and loyalty.

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You can get more insight from downloading the complete study, “The What and the Why of Partner Profitability.”

Five Proven Ways to Keep Your Social Community Members Engaged


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In part 1 of this blog series, we talked about the importance of keeping retail store associates educated and passionate about your product. One way you can create an engaging and effective environment, particularly for Millennials, is through branded-social communities. For this generation, social media forums are part their daily lives.

Connect+, a MarketStar digital solution, has helped our clients acquire new customers and better engage with the customers they already have. The following are 5 proven ways to ensure your online social community is engaging, fun, and most importantly, successful.

 

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An online social community should be interactive, engaging, and fresh. Make sure you have plenty of discussion-worthy content that embodies your brand. Look at what you are doing daily, weekly, bi-weekly, and monthly to develop a calendar of fun, engaging activities that keep your community lively and chatty.

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Having a Community Manager is one way to get and keep people talking. Community Managers maintain and moderate the content flowing in and out of the online community – they are the name, face, and action behind your products. They need to fit your product and brand, but they need to fit the community as well.

 

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Millennials crave authenticity. An excellent social community drives authenticity by being real, personal, and encouraging interaction. Enable participants to have a voice.

Keep open communication across the board (executives, key staff members, etc.), continuing a relationship with the brand and individuals who work for it.

As hard as it may sound, another piece of being authentic is to allow dissent and respond to it. Allowing your target audience to post negative sentiment or feedback on your site, will give you the chance to respond and resolve the issue. This helps build rapport, and establish a relationship with influencers everywhere.

The community manager helps with this authenticity. This individual must be witty, fun, engaging, and have real passion. He or she uses the products, lives the brand, and allows people to express their opinions. This will build not just participation but trust in the community.

 

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Research shows 80% of Millennials wanting brands to entertain them. Entertainment to social communities means driving friendly competition, creating leaderboards to highlight top contributors, and allowing all of your activities to be point-driven. Don’t focus on marketing messages – focus on conversation. Making activities fun, engaging, and unique will continue to drive competition and create an exciting platform that people return to on a regular basis.

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Gamification is more than just a buzz-word; it’s an effective tool. Everything your RSAs do should be rewarded, from logging in to completing a certification. Make sure community members receive enough points that they can buy a small token from the company. It shows that success isn’t hard to reach in the community, as long as they continue to engage. Points lead to swag, and swag leads to more points, which lead to more swag.

Millennials think it’s fun to be social and learn, but it’s more fun to earn a currency from all this socializing. The games, points, and leaderboards get people started, and the social interaction hooks them. Just keep it active and filled with new competitions and missions to complete. Once engaged, they return to the community.

 

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When they know what they will get from it, 95% of Millennials are motivated to work harder. Community members want to know they are working towards something worthwhile and exciting–whether that’s a new phone, brand t-shirt, or Starbucks gift card. This motivates them to continue to engage and contribute to the platform on an ongoing basis.

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A gift card would win more often than not. Cash is a real incentive and driver of engagement – so the more often you can use cash, gift cards, and monetary prizes on your community: do it. It will only grow engagement.

 

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With content and the possibility of learning within arm’s reach, a brand’s version of education on their social community should be engaging, quick, and modular. The days of 30-minute trainings are gone, and short, interactive trainings are now in. A training methodology MarketStar abides by is The Fantastic Five:

  1. Know your audience
  2. Make the right first impression
  3. Make a bold promise
  4. Involve participants
  5. Be memorable

You want to create a vibrant, engaging community, but it’s also important that they understand the specs of a product. You need to educate, without creating a classroom, create a study hall. The objective is for them to love your brand, so make it fun to learn and fun to interact while they are learning.

In closing, retail is not easy but the in-store experience works time and time again. Buyers still want to touch and feel the products they want to buy—before they buy them. You can create all the great online content you want to enable the highly informed and highly engaged shopper, but never forget about the Store Associate. They are the front lines of your brand.

Keep store associates educated on your products. If done correctly, you will create sales and impact the bottom line. There are lots of platforms to train RSAs, lots of ways to socially connect, but you must combine the two and make it worth their while. The key is to make the connection real and legitimate.

 

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Motivating and Engaging Millennials – The New Retail Store Associate


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In the continuous changing retail environment, what do words such as social, mobile, gamification, showrooming, buyer journey, interactive, and Millennials mean and what do they mean for your business?

Today, shoppers stay informed, they are connected, and they have more choices than before. There has always been competition on the store shelves, but manufacturers now have to compete with reputations online and the errant bad review – “Two out of five stars – it didn’t arrive when they said it would, don’t buy this phone!”.

 

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Combine this with under-informed store associates who have a reputation of being nothing more than a living, breathing directional sign and you have a tricky situation for someone trying to sell their latest amazing product.

The retail store experience still works. Even the most informed and opinionated shopper can be turned at the moment of sale by a skilled and educated store associate. But with so many other brands to recommend and a lot of other informed shoppers to deal with, how do you encourage, engage, and motivate people that aren’t your own employees?

 

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People sell what they know, so how well do store associates know your product? Are you sending them a pamphlet or are you relying on the store’s Learning Management System? How about a social community?

Today, social communities continue to expand; they are becoming a great resource to create sharable, enjoyable, and educational environments for Retail Store Associates.
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Connect+ is MarketStar’s social learning and advocacy platform. It has proven to be successful, driving great results for clients. Through Connect+, we provide retail employees with the tools, knowledge, and training they need in order to sell your product and convey passion for your brand.

Microsoft PowerPoint - AMA MarketStar Lunch & Learn 2.18.15 FINABased on our experience in building and managing social communities, we’ve created the Game On! eBook. Game On! outlines tips on how to get retail store associates on your side, educated about your product, and passionate about the very thing you want them to sell.

First, it’s important to know your audience and key demographics. Millennials are a growing influencer in retail stores; they are the largest commercial demographic and one-third of the U.S. population today. Growing up with technology, Millennials have become the skeptical, involved technocrat. They know what marketers are doing online and are weary of advertisements and traditional media outlets.

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Research shows 64% of Millennials want brands to engage with them and hear their opinions. They are not just your customers; they are the same store associates selling your wares.

 

With this elusive, distracted, intelligent, and skeptical demo in mind, how do you create an engaging, fun, social, and effective community for them?

 

Part 2 of this blog series will cover distinct mechanisms we have identified to be successful. When all of them are integrated into Connect+, they have proven to not just increase activity and brand affinity, but increase sales.

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The Buck Stops With You, Manufacturers!

Beyond the Core: The Next Level of Bond and Q


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Click here to read Part 1 and Part 2 of this blog series.

Bond is suave. He leads with authority. Q guides Bond with his expert knowledge, although he can be a bit quirky. The two intertwined make a compatible, dynamic team that can’t be outdone. How would they continue their escapades against villains if they weren’t experts in their respective fields? They wouldn’t. As such, they have to continually develop their methods, adding in a dash of improvisation, in order to stay ahead. Even then, their victories are only marginal with Bond escaping by the skin of his teeth. But beyond London lies an entire world they need to explore. Bond and Q are always ready for what’s ahead, despite their ever-changing challenges. Are you?

With new technology and stats around sales, it’s important to stay on the forefront of the industry. Did you know the average salesperson only makes 2 attempts to reach a prospect, when it can take up to 8 cold calls alone to get on someone’s radar? By approaching sales differently, and trying new things, your sales team can be top of mind for prospects.

Once you have this lethal and dedicated sales force in place. Each new challenge you face is nothing more than a new mission to them… Some sales missions include:

–          Qualifying leads from a tradeshow or industry event

–          Focusing on a specific product

–          Testing a new approach or product positioning

–          Covering a specific geography

As the saying goes, there’s more than one way to skin a cat. Similarly, there’s more than one way to close a sale. The variety of methods out there to help you improve your sales practices is endless. Here are some of my favorites that I’ve seen our clients use in their sales programs:

  • Appointment setting. This is one of the most basic and yet most difficult parts of the sales process. Until you have an audience you will not have a chance at a sale. MarketStar has a proven appointment setting methodology that assures that your company’s reputation is in good hands. From our highly skilled sales representatives, to our business intelligence and technology tools, we schedule the right appointments, at the right time, with the right decision maker.

 

  • Lead qualification. Most enterprises are quickly learning to master early funnel MQL generation. The transition to sales doesn’t always flow so smoothly though. MarketStar has been qualifying leads for top technology companies for over 25 years. Our dedicated sales teams know how to quickly and efficiently consult with decision makers to BANT qualify leads and deliver highly qualified “sales-ready” leads to your internal sales teams and partners.

 

  • End to end sales. It’s expensive and difficult to launch new sales teams. The technology and infrastructure needed in today’s world alone can take months to vet out and millions of dollars to launch. MarketStar is a turnkey end-to-end sales solution, providing our clients with a mix of the people, technology tools, and business intelligence to have a highly-skilled and highly-productive sales team from day 1. Our dedicated teams accelerate our client’s time to market and give them the ability to scale on demand.

 

If James Bond taught us one thing it is that you should always have more than one weapon to carry out a mission. Our clients turn to MarketStar because we have all the weapons to extend their sales and marketing efforts. Our global reach, along with our scalability and flexibility, has made us the leader “and the favorite” in the sales as a service industry.

As this series comes to a close, and we’ve vicariously lived through Q and Bond as salespeople, we know that our jobs really do closely relate to some of the most renowned fictional characters out there. The reality is that, by adding the human element, using technology to advance our knowledge of prospects, and adding in other strategies to make sales programs excel, we truly are the Qs and Bonds of the world!

 

MarketStar to Present to Utah Marketing Professionals


AMA-invite-bannerMarketStar’s own Vaughn Aust will be speaking to the Utah Chapter of the American Marketing Association on Wednesday, February 18. With his presentation titled, “Transform Digital Communities Into Brand Advocates,” Vaughn will be sharing keys to optimizing partner performance with communities using advanced gamification and promotions. Attendees will learn how channel retail store associates for companies like Best Buy, Verizon, and Cricket are being engaged, trained, and motivated to turn community participation into actionable sales.

 

When: Wednesday February 18, 11:30 a.m. – 1:00 p.m.

Where: MarketStar’s South Jordan Office

Address: 10619 South Jordan Gateway, South Jordan, Utah

Price: $30 / Free for AMA members

Register and learn more: http://events.utahama.org/206/

 

Everyone is invited to register and attend! Also, feel free to post, share, and tweet this “Save the Date” invite with your social media friends, connections, and followers.

Internet of Things – A Glimpse at the Market


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Editor’s note: click here for Part 1, or here for Part 2.

As expected, the Internet of Things (IoT) was a hot topic at this year’s CES. From wearables, to connected homes, to connected cars; the focus was on the top trends for this market.

A lot of innovative products from great brands were highlighted during the show earlier this month, and our MarketStar team was there to gather some insights.

Brenda McQueary, MarketStar’s Business Development Manager, said: “Wearables and 3D printing seem to becoming more and more accepted – and adopted. With so many options, education and brand awareness are going to be critical in the competitive landscape.”

Even though there are still some hurdles facing this market, such as consumer privacy and storage management, analysts project Internet of Things will experience massive growth by 2020:

  • Gartner predicts the Internet of Things sector will include 26 billion units installed by 2020, representing a 30-fold increase from 2009. Gartner estimates that IoT product and service suppliers will generate incremental revenue exceeding $300 billion in 2020.
  • Business Insider reports that revenues from devices, services, and software will reach $600 billion and a massive $1.7 trillion of value will be added to the economy in the form of revenues and efficiency cost savings
  • IDC forecasts that the worldwide market for IoT solutions will grow from $1.9 trillion in 2013 to $7.1 trillion in 2020.
  • Cisco projects the number of connected devices at 50 billion by 2020.
  • ABI Research estimates that IoT will drive wireless connected devices to 40.9 billion in 2020

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Internet of Things Impact for the Retail Industry

Most analysts divide this market into five main categories: Smart Homes, Wearable Tech, Industrial Internet, Connected Cities, and Connected Cars, which means IoT will touch everyone in some way.

As for the retail industry, no matter how we analyze it, the Internet of Things represents huge opportunities for retailers, including new ways to interact with their customers.

By building a clear strategy and choosing the right technology partner, the Internet of Things will help retailers grow their business and:

  • Enhance customer experiences
  • Learn more about consumer behavior
  • Manage their inventory more efficiently
  • Expand their marketing initiatives and promotions
  • Increase efficiency – staff productivity

Upon his return from CES, our own CEO and President, Dave Treadway said, “creating great experiences to support the evolving consumer journey, using digital capabilities, and connecting with customers in new and more meaningful ways is key to capturing consumer sales in the Internet of Things”.

At MarketStar, we focus on solutions that create memorable experiences for your customers through the art of engagement and the science of sales.

Learn more about the Internet of Things, Smart Homes, and Wearable Tech in our latest infographics:

          Internet of Things     Smart Home     Wearable Tech