I am in the process of looking for a new role. Yesterday, during an interview, I was asked the ever popular question, “Describe a time you failed.” Let me put this out there – I don’t do failure. What exactly does that mean? “I don’t do failure?” It’s a philosophy on life and on business […]
Insight + Expertise = Results
Insight + Expertise = Results
Category: blog
Audience Relationship Management Over CRM
About two years ago, I began exploring the difference between an Audience Relationship Management system and a Customer Relationship Management system. I was in the marketing for a new tool because the one we had wasn’t providing the metrics and analytics we needed. I was actually looking for a CRM, but this new term, ARM, […]
SiriusDecisions Demand Waterfall Models
I’m sure everyone reading this has looked at something in their home and said, “This could be better organized”. It might be your closet. It might be your kitchen. Regardless, a systematic approach brings order to chaos. This is where SiriusDecisions Demand Waterfall models come into play. The Demand Waterfall was designed in modules that […]
5 Strategies to Help You Master the Nonlinear Buyer’s Journey
Ah, the bygone days when a customer saw an ad, went to your store, and purchased your product. In today’s world, you might have searched for a product online or saw an influencer hawking it. It interested you enough to look into it and the next thing you know, Facebook is showing you ads for […]
Experiential Marketing: Upgrading to the 4Es
Like many of you, I was “raised” on the 4Ps of marketing: product, price, place and promotion. It’s a concept that has been around since Neil Borden introduced it in the 1950s – and it worked very well until the rise of the digital age when the consumer changed. Today’s consumer is more savvy. They […]
Account Based Marketing and Inbound Marketing: How They Work Together
For years, I’ve been advocating targeting a smaller, more highly qualified audience vs the “let’s see what sticks” approach. I call it the sniper vs shotgun approach. What can I say? I’m a redneck from way back. Anyway, over the past few years Account Based Marketing (ABM) has been making its way to the head […]
Closing the Loop With Mobile
Online to offline (O2O) shopping is ten times greater than e-commerce. Did you catch that? 10X greater than e-commerce. Surveys done by Opus Research, Forrester, Yahoo and others indicate between 60% to more than 90% of internet-enabled consumers conduct online research before buying offline. As many as 80% of consumers use smartphones in-store to do […]
4 Keys to Instagram Marketing
I have to admit, I was a little late in recognizing Instagram as an effective marketing tool. I kept hearing about it from the 20 and 30-somethings in my circles, but as far as I could tell it was nothing more than a picture sharing space. How wrong I was. Instagram is growing by leaps […]
NPS and Marketing
Too many people look at the Net Promoter Score (NPS) and think that it’s a metric that’s only useful to the customer service organization when, really, it’s a very useful tool for marketing as well. It goes a long way toward telling you if your customers are happy and loyal. What is NPS? NPS can […]
Influencer Marketing – Leveraging a New Target
The voice of the customer has always been critical to developing the marketing message and influencing the purchaser decision and word-of-mouth has always been the most trusted source for product and service referrals. If you want a new doctor, who do you ask? Family members, neighbors, co-workers. You may go online and do some research, […]