I’m regularly regaled with stories of pricing games played in large organizations, many are Fortune 1000 companies, that cost them business. Yet the games persist. Here are a few examples to help you avoid these pitfalls. Marketshare game A marketing professional in a Fortune 500 company is also a member of the sales team. She... More »Expensive Pricing ‘Games’
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Earlier this year, Universal Analytics (UA) was released to the public and is now available to all Google Analytics customers. This immediately conjures up several questions – what exactly is UA bringing to the table? Can I migrate my existing Analytics properties over to UA? What is involved in implementation? Let’s start with this –... More »The Case for Google’s Universal Analytics
David Ogilvy is among the most legendary heroes of traditional advertising. When he spoke, people listened. Even now, especially now, his words and advice can still guide people within the industry of inbound marketing. Here are some of the best lessons we’ve learned from the famous words of marketing genius David Ogilvy. 1. “Our business... More »6 Inbound Marketing Lessons from David Ogilvy
How would you define community management? It’s difficult to find a working definition of the role, since it’s slightly different in each organization. I like this one from The Community Roundtable -“Community management is the discipline of managing your constituent community – wherever they happen to be hanging out.” Bottom line is they seem to... More »5 Tenets For A Stellar Social Customer Advocate
Sources for Inbound Marketing Strategy In the world of inbound marketing, there is a huge focus on the creation of new and unique content for your blog. However, that doesn’t mean that you shouldn’t be reading on what others are writing. The old PSA “The more you know, the more you grow” may sound trite... More »101 Inbound Marketing Blogs You Should Be Reading
Webinars are dynamite lead generation machines. People who sign up and show up are motivated to solve a problem or fill a need, and they already trust you to some degree. You want to make sure that the webinar you produce meets their expectations – while maximizing your opportunities for conversion. Producing a webinar provides... More »Plan the Perfect Webinar
It’s not news that digital is becoming a way of life. Social networks, smart phones, apps, tweets, Facebook posts, Instagram photos, and text messages are becoming embedded in our digital life. 90% of mobile users keep their device within arms reach 100% of the time. “Turning off digital” really isn’t possible as the social web... More »Your Digital Lifestyle – Is it Time to Redefine Value?
We have all seen them. They show up in the conference room, board room and client meetings. They wind up smack dab in the middle of projects. Teams get side tracked by them. We see them eat our time, ROI, budget and free time. Some people even get addicted to them. Unfortunately they like the... More »9 Tips to Stomp Random Acts of Marketing & Social Media!
So you have more than one target audience for your company? We applaud your ambition, but having multiple targets and reaching multiple targets are two different things. We encourage big dreams, but not without an equally big strategy. To actually reach these multiple targets you have in mind, you need to have a step-by-step, or... More »Form A Solid B2B Strategy for Multiple Targets
I tried to avoid picking on customer service in the airline industry. Believe me, I tried pretty hard. But there are so many problems with the industry (with some exceptions) that it is impossible to ignore (incidentally, airlines ranked in the bottom 3rd in Forrester recent Customer Experience Index survey). For example, in my recent... More »Winning the Heart of the 21st Century Customer
If people talk bad about your business on their website, blog posts, etc., what can you do about it? Are there services that will help you remove bad posts about your company? How do you get negative information about your company removed from the Internet? Reputation is everything. That truth resonates with small businesses across... More »What to Do When People Talk Bad About Your Business Online
Decades ago, a major cigarette brand won a lot of attention with the tagline “I’d rather fight than switch.” Today, U.S. consumers are switching brands to the tune of $1.3 trillion, and marketers appear to be swinging back with empty gloves. According to the recently released Accenture Global Consumer Pulse Survey, 51 percent of U.S.... More »Why Consumers Change Brands
Today’s B2B CMO is facing a watershed moment – find a way to drive repeatable, predictable and scalable revenue or move on to another career. The evidence is mounting on how smart B2B marketing executives are connecting to revenue, transforming marketing from a cost to a revenue center, and in the process, helping their organizations... More »Revenue Marketing Fall-Out: The CMO/CFO Relationship
In October 2011, April, a customer service advocate for a large cell phone provider, took a call that seemed like any other call. The customer wanted to make a payment to his cell phone bill. As the advocate began processing the payment, the customer’s demeanor suddenly starts to shift, becoming confused and disoriented. April quickly... More »Creating the Remarkable: 4 Rules to Upgrade Customer Experience