WELCOME


We hope you enjoy this issue of Inspired Momentum! elcome to 2021!


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We’ve got an exciting issue of Inspired Momentum ready for your


consumption as you embark on your 2021 marketing plans. For openers, we’ve highlighted the 2021 USPS mailing promotions that are available for Marketing Mail, First-Class Mail, BRM, CRM, and Share Mail. You’ll find the 2021 calendar and detailed descriptions of the six promotions on pages 2 and 3. We’re happy to walk you through each promotion to determine how your campaigns could leverage the postage discounts offered. For the second time in history, Pantone


announced not one but two Colors of the Year. Ultimate Gray and Illuminating were chosen as partner colors to symbolize strength and hopefulness for 2021. “It was critical to have two independent colors that could come together. Not only to subliminally convey the message that we can’t do this alone—that we all need each other—but because it is the combination of the qualities of these colors that tells the story,” explains Laurie Pressman, Vice President of the Pantone Color Institute. Register for our quarterly giveaways and you could win Pantone products showcasing this inspirational duo. For our cover story, Viveka von Rosen, accomplished


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speaker and coach on the digital transformation of selling, joined us for a virtual sit-down and dropped some wisdom on us that we couldn’t wait to share with you. The pandemic has changed B2B sales forever. We can only guess as to whether old ways of site visits and field sales will return or if we are staring down the new normal that will demand better digital selling skills and heightened personal branding. With this transformation, marketing is facing its own set of new challenges: how to create silos of content that lend themselves to individualized conversational opportunities, how to keep this content updated, and how to make the content readily accessible to sales teams. Online and virtual learning have skyrocketed, and some of the biggest-name schools are tossing their hats in the ring for your higher-ed dollars. To say we are flush with options and opportunities for marketers to sharpen their skills or earn certifications and degrees is an understatement. Check out the feature story on page 12: “The Shift to Virtual Learning and What It Could Mean for Marketers.” As a reminder, every issue


Darrell Moore President


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of Inspired Momentum has giveaways and digital resources that coordinate with the stories. Look for the QR codes and URLs throughout the pub to access these and register for the giveaways.


@modernlitho


Q1 • 2021 EXPERT OPINION


Read insights from the following contributors in this issue:


01


Viveka von Rosen


Cofounder and Chief Visibility Officer at Vengreso Viveka shares tips and insight on the changing


environment for sales teams as they continue in a virtual selling environment. (Page 6)


Logan Trautman Inspire PR Group


Logan educates us on Facebook ad types and how they tie back to campaign objectives. (Page 16)


Kate Harrison


Communications Expert, Author, Entrepreneur, and Business Owner


Kate writes our feature article on the opportunities that virtual learning now offers to marketers. (Page 12)


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Inspired Momentum is printed on 65 lb. Cover and 100 lb. Text.


01 Welcome Letter from the President, plus a selection


of the key contributors writing in this issue. 02 Insights


Ideas, opinions, news, and trends.


06 Cover Story Interview with Viveka von Rosen on sales enablement.


10 Brands We Love Good Karmal is featured as a brand


we love.


12 Feature How virtual and remote learning opportunities are benefiting marketers.


16 Spotlight Logan Trautman on Facebook ad types and


campaign objectives.


Executive Editor Cindy Woods, cmoteam.com


Contributing Writers Kate L. Harrison


Tim Sweeney Trish Witkowski


Design: Diann Durham ©2021 All Rights Reserved


Printed and distributed by Modern Litho www.modernlitho.com

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