In the forthcoming posts, there will be some novel explorations in commerce, marketing, business consulting, and client success. Click on the title "Welcome to the farm" to learn more.
How Leads Fit Into Account-Based Marketing
Are you trying to figure out how your leads or Marketing Qualified Leads (MQLs) fit into an account-based strategy? You’re not alone – it’s one of the questions I hear most often. Many marketers believe that making the switch to ABM means they have to sacrifice all of the traditional marketing metrics they’ve become accustomed … Continue reading How Leads Fit Into Account-Based Marketing
The New B2B Marketing Method & Measurement
When people hear the acronym “ABM” or the term “Account Based Marketing”, they are either instantly energized and excited by a business practice they wholly believe in, or they recoil from the prospect of disrupting their tried and true lead generation practice. On the other hand, industry pioneers, evangelists, and advocates preach that B2B businesses … Continue reading The New B2B Marketing Method & Measurement
3 Ways to Woo a Customer Who Bought from Your Competitor
So your product or service was passed over for a competitors. Good news; new research tells us that the fight's not over yet...
I’ll only eat blockchain cereal…
With the recent announcement of blockchain being used to improve consumer confidence in food safety, you may see another label join the growing list on your favorite box of cereal or carton of ice cream. Organic, Non GMO, Fair Trade, etc. Have you noticed that more and more food products have “USDA organic” or “Non-GMO … Continue reading I’ll only eat blockchain cereal…
The 7 Goals of Consulting
People need to be intrinsically self motivated to want to perform well.
Shopping decisions are painful: How marketers can help
My wife and I can never decide where to eat. First, we narrow the selections between full-service, casual, and takeout. Then, we whittle the options down based on type of cuisine or location. Finally, we take turns eliminating selections, and eventually we (usually) agree on a place. Once we’re there, we still wonder if we … Continue reading Shopping decisions are painful: How marketers can help
Textual paralanguage in marketing communications: tips for getting it right
Everyone knows it’s easier to connote emotion and context in a face-to-face conversation than through text. For example, saying “great idea” to someone with an eye roll and emphasis on the word “great” lets the listener know you’re being sarcastic. On the other hand, simply writing “great idea” in text leaves much more room for … Continue reading Textual paralanguage in marketing communications: tips for getting it right
The Power of IBM Watson (as a brand)
I’ve always had great admiration and respect for IBM as a company and brand. IBM has been a pillar of integrity and innovation; from being one of the first companies to offer health care in 1934 to helping put a man on the moon in 1969, their achievements are awe inspiring. When our company was … Continue reading The Power of IBM Watson (as a brand)
Customers who forget to buy: what marketers can do
“Ah, I forgot to buy that.” In today’s multitasking, multidevice world, forgetting to purchase something happens pretty regularly. In fact, consumers forget to buy about 30 percent of items they intend to purchase. Typically, this doesn’t occur with big-ticket transactions, like buying a new large-screen TV. Forgetting to purchase something occurs more often when buying … Continue reading Customers who forget to buy: what marketers can do