Good customer management practices to protect your customer relationships Just like my teenage son can be completely lovable one second and a horror the next, we as marketers and consultants need to steel ourselves for the inevitable “mood swings” among potential people we want to work with and customers we already serve. Good customer relationship […]
Here’s where my clients and I gained traction using B2B content tactical choices this year. I’m a trendspotter and I like to think, a trendsetter, too. What I mean by that is that my clients come to me for well-written content and impactful content strategy first; however, by always learning and growing in my field […]
The American Marketing Association recently wrote an article about the opportunities for podcasting. Some of their more riveting stats? “Each month, 4,000 podcasts are added to iTunes. Forty-two million Americans listen to an average of five episodes a week.” The article cited an underwriting frenzy by advertisers to gain access to this “affluent” community. It […]
When brand equity trumps your impulses These days the tweet is ruling the news cycle. But B2B businesses do not have the freedom to speak our minds without consequences on Twitter and other social platforms. Setting a businesslike tone that builds your brand; is not too “cutesy” or stridently salesy; and is consistently pleasant to […]
I have been writing for decades, including sales strategies, proposals for products, web content, multi-million-dollar, global PR budgets, and a few books along the way. And as a long- time marketing and sales writer and communicator, I work as a marketing consultant to help my clients achieve their business and personal objectives.
A professional services B2B company gets serious about revenue goals using new survey I love working for Fusion Marketing Partners as a consultant. Their combined expertise in marketing is amazing. I especially enjoy when they run research about their clients because I can use a lot of the insights they gain in growing my own […]
A simple checklist to produce impactful explainers that get the job done without breaking the bank One of my friends at a client company always says, “Just because you can do it doesn’t mean you should.” I feel that way about many explainer videos I come across. I try not to judge but…really? With all […]
Social media (SM) science is so squishy. Like me, many SM managers remain frustrated about the real, not imagined, impact of our efforts. And of course, the worst case is when the people funding our platform activities become so frustrated that they kibosh all or part of our programs. In my 25+ years in business, […]
Move your prospect up the pyramid, not through the funnel.
How to pull your processes out of those dreaded silos—and create a path forward for an integrated tool Last time, I talked about honing in on the sales, marketing and customer-centric processes you’ll need to make sure that your integrated software packs a profitable punch. This time, more directives from Marketo and Gartner create an even clearer […]