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News and Business Posts
Attracting new customers takes time and money. And possibly blood, sweat and tears, too. Why else would the marketing automation business have grown to over $3 billion dollars last year? Many, however, work tirelessly to get those customers, yet forget about keeping them delighted after the deal is done, purchase is made or stay is...
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Attracting new customers takes time and money. And possibly blood, sweat and tears, too. Why else would the marketing automation business have grown to over $3 billion dollars last year? Many, however, work tirelessly to get those customers, yet forget about keeping them delighted after the deal is done, purchase is made or stay is...
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Homes and cars tend to be two of the most expensive items we purchase for our own consumption and enjoyment. Have you ever bought a house or car without knowing how much it cost? Have you ever bantered back and forth with the seller to bring that cost down? Do you evaluate different loan packages,...
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When Jim Cross, CEO of Mercedes-Benz of Boise, called to ask if I’d be interested in doing some research for his car dealer, I responded: “I’m not really a luxury car gal, so you might prefer someone else do the work.” Cross responded, “And that’s exactly why I want you to do it.” The project...
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Since I started working in marketing (far more years than I’d like to admit), content has been in high demand. Press releases, brochure copy, ad copy, case studies, packaging copy and annual reports – these are a few examples of must-have content. In today’s information age, you need web copy, blog posts, thought leadership articles,...
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Most, if not all, companies would like to connect with their customers in hopes of creating more leads and building a loyal customer base. The more you know about them, the better you can better serve them, at least in theory. But sometimes this task can feel daunting. Like asking someone out on a date....
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Late last year, a client prospect asked me to provide a proposal for a marketing plan and lead generation campaign (using their automation software). Two months, three conversations and two proposals later, the prospect says, “What I really need is more visibility on LinkedIn.” I don’t share this story to disparage the business owner; rather,...
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Despite the proliferation of digital marketing, big data and new ways to measure the effectiveness of just about everything, marketing is still as much an art as a science. If you’re trying to reach healthcare decision makers, it takes a little of both – added together and multiplied by 10. Why is healthcare so daunting?...
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Early in my career, I worked in Consumer Packaged Goods (CPG) marketing. A “classically trained marketer” was the term to describe these brand or product managers. Though times have changed considerably since those days, this business structure put the customer at the center of all decisions. As a product’s general manager, we viewed all engineering,...
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