Marketers need to better understand how the Finance department works – and thinks – in order to work together to deliver better decisions and outcomes for the business.
What Your Customer Wants – Spoiler Alert: It’s Not Your Product
Why should customers buy from you, rather than your competition? If you don’t have a compelling value proposition for them, customers will buy on price – meaning you’ve probably lost the sale.
Embracing Imperfection: Flaws Make Your Business More Likeable
Customers already assume brands are fallible. Admitting weakness is a tangible demonstration of honesty and, therefore, makes your other claims more believable.
The Business Myth Of First-Mover Advantage
Markets aren’t controlled by first-mover advantage. Market domination is determined by whoever is first to best meet the needs of the customer.
Effective Marketing Doesn’t Have To Mean Expensive Marketing
It’s impossible to express any sufficient level of credibility of the value promise, unless the extent to which you promote the promise is commensurate with the significance of the product or service concerned.
A Marketing Campaign Doesn’t Have To Be Digital
The notion of ‘digital’ and ‘traditional’ marketing being separate is outdated, since all marketing includes digital components.
A Question Of Customer Trust: The Secret To Building A Successful Business
Customers won’t buy from you if they don’t feel they can trust you. How does a business create that feeling of trust?
Does A Customer-Centric Business Exist?
Businesses may believe they are behaving in a customer-centric manner. However internal obstacles often prevent their actions supporting more than one or two stakeholder groups.
Thanks to Martech, Marketing Comes Back To Its Roots
The future of marketing is a diverse and modern combination of data analysis, technical and semantic SEO, social, and creative disciplines working together.
Stop Calling Your Small Business A ‘Startup’ – Because It’s Not
Your small business is struggling for the same reasons that any business struggles. Which is precisely why you’re not a startup.
“Millennials” Don’t Exist As A Marketing Segment
Being a millennial is not a ticket to a different kind of mindset. The myth of the “millennial segment” makes a mockery of just about every principle of marketing segmentation.
The Evolving Relationship Between Sales And Marketing
The traditional roles of sales and marketing have evolved, as technology has shaped and influenced customer buying behavior. Marketing now does more, but that doesn’t mean the role of sales is now irrelevant.
The Difference Between Strategy and Tactics
The marketing industry has been upended over the past decade from marketing technology. The result is many businesses focus on tactics and forget about strategy – with disastrous results.
Offering Fewer Product Features As A Marketing Strategy: The 80/20 Rule
How many of us wake up and ask ourselves how we can offer LESS than our competition? Probably no one – yet that may be the most important question you can ask yourself about your small business. Welcome to the 80/20 Rule.
Digital Disruption Isn’t Digital Adoption: Technology Isn’t Changing Society “Like Never Before”
Meaningful digital disruption is not about society adopting new tools or technologies. It’s about society implementing new behaviors.