The importance of the Buyer’s Journey and the Customer Experience cannot be understated. It’s hard to believe so many companies are still allowing their prospects to wander around instead of guiding them. If you’re not providing an engineered Buyer’s Journey you really cannot ensure you’re creating a great Customer Experience from the start. First impressions last, and allowing a prospective…
Is this the year your marketing outperforms your expectations, or are you resigned to disappointing results? Is your program calculated to be effective and efficient? Were your primary selection criteria based on keeping the budget low, something a colleague suggested, or something new and exciting, but the excitement never materialized? Was your program reasonably calculated to deliver the results you…
Are you frustrated with the results of your marketing efforts? You’re not alone. Many businesses attempt to solve underwhelming outcomes by increasing tactics, budget, or effort. But does this really address the core issue—or just complicate the problem? Before adding more to your marketing program, it’s crucial to identify what isn’t working. In my experience, throwing resources at a failing…
Many companies offer lower, introductory pricing to grow their client base. But is this a good idea? That turns out to be a more difficult question than it may seem to be. What happens to your brand when you attract new customers by giving them a lower price as an incentive to sign-on? In marketing, we refer to this as…
The Power of Chain-Based Attribution: Unlocking Better Marketing Decisions Marketing attribution is often seen as complex and, at times, even impossible to get right. But while it's not easy, claiming it's impossible is simply wrong. And Attribution is crucial to any efforts to improve your marketing results. Attribution involves analyzing the journey of your buyers to understand which actions and…
So much attention is being paid to the importance of the Customer Journey and making sure you map it. Rightfully so. Customer Journey insights help you create and serve better content at every stage in the buying process. But are you overlooking a step? If you’re like most business owners I speak with, the answer is yes. In fact, in…
Will 2025 be a profitable year for your company? I know you want it to be, but will it? Unless you've been stranded in the desert (under a rock), you know we've just had an election here in the USA, and the outcome will shift the party in control. Expected economic policy changes will most likely impact your business -…
With the rise of Artificial Intelligence, you may be overlooking two things that have become very important in marketing considerations: Protection of your Intellectual Property (IP) rights and ensuring authenticity. Don’t get me wrong, these have always been important, but the level of importance is greater now than before AI became prevalent. And this can be a matter of success…
Is your marketing team doing any, or all, of the following things? More time is devoted to discussing how things look instead of what they convey. The metrics you track are not being used to learn more about customer perception and behavior. The sales process is more focused on explaining what you offer than on listening to what your customers…
The best way for a mature business to increase the sales of its products or services is to generate demand, not just leads. In the past, sales tactics would be used to generate numerous warm leads that demonstrate some level of interest, and then have the sales team follow up on them and try to convert as many as possible.…