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.…
A Chief Marketing Officer is someone who has deep marketing knowledge and is an experienced leader who knows how to get things done. The CMO is responsible for developing the strategy for product development, pricing, advertising and branding, customer outreach, and establishing key performance indicators (KPIs) that drive business decisions for revenue and growth. How would you know if you…
Business Storytelling is using a story structure for the purpose of internal and external communication, collaboration and marketing. It can be used to persuade peers, to sell to clients, to develop new marketing narratives, and even to reposition your company relative to the competition. When you use a business story, you can communicate your value in a way that makes…
In larger organizations, a Chief Marketing Officer (CMO) plays a crucial role in helping the company scale and grow intelligently. The CMO is an executive level leader who contributes to the strategic planning and implementation of programs designed to help your company grow. Why does your company need a Chief Marketing Officer? Most smaller companies work with a marketing agency…
You’ve heard about the importance of having a clear value proposition and compelling message for your marketing to work. And maybe you’ve tried several – or many – versions of these messages but seen little or no difference. Good news! I’m not going to repeat the same advice. I’m going to help it work better for you. Why have your…