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
Communications
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...
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
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
8-Second Pitch: What Snapchat, Twitter and Your Marketing Approach Should Have in Common
In today’s sensory-overload, instant-access, omnichannel world of consumer marketing, the fight for exposure and attention has never been harder. As we’ll detail below, you’ve got roughly eight seconds to make enough of an impression on someone that they’ll continue interacting with you. If you’re spending a significant amount of brand marketing budget on social media … Continue reading 8-Second Pitch: What Snapchat, Twitter and Your Marketing Approach Should Have in Common
Beyond Preferences: How to Appeal to the Inherent Nature of Your Customers
"Which image should I place in this email to maximize the odds that the recipient will click through and complete the call to action?" Ever since companies started placing product images in emails, this question has been on the forefront of marketers’ minds. A new study from the Journal of Consumer Psychology, “Show me the … Continue reading Beyond Preferences: How to Appeal to the Inherent Nature of Your Customers
2 Ideas for Customizing Email Content: Weather and Language Personalization
Recently, I delivered a Webinar for Retail Online Integration on personalization strategies for email campaigns. The discussion revolved around how to develop an approach for reaching customers in an individualized fashion, including the use of dynamic content for interest-relevant images, relational table content for abandonment programs, and send time optimization for delivery at the right … Continue reading 2 Ideas for Customizing Email Content: Weather and Language Personalization
Post-Holiday Marketing Strategies: 2 Outside-the-Box Campaigns for After Christmas
Campaigns are launched, emails are queued, and your revenue attribution model is already starting to give you insight into your holiday marketing performance. As a marketer and consultant, I’m always fascinated with the seasonality of retail marketing and retail marketing advice. It’s a brilliant, red-ocean ecosystem that captivates me year in and year out. The … Continue reading Post-Holiday Marketing Strategies: 2 Outside-the-Box Campaigns for After Christmas
Marketing Context: How to Get It Right
I’m a devout believer in targeted, individualized marketing. Behavioral or demographic, they both have their place. As a marketing consultant, I advised my clients to send the right message to the right person at the right time. That message can be sent in an email, an SMS, a social post or an advertisement. Marketers are … Continue reading Marketing Context: How to Get It Right
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