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Author Archive

Are You Selling To The Right People?

We’re big advocates of using research, especially primary customer research, to drive marketing and sales efforts. It’s much more difficult to miss the target when

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Make It All Consistent – -Brand Consistency Builds Strength, Awareness

There is a lot of talk and noise in the marketing interwebs regarding brand. At the base end of the spectrum, there are articles on

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Make Your Marketing Dollars Work As Hard As You Do

Marketers are typically asked to justify their expenditures, to craft a nearly inviolate budget often as much as two years ahead of time, and to

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You CAN Teach An Old Dog New Tricks . . . Sometimes You Don’t Have To

In the world of marketing, there are new things to learn, new innovations introduced, new techniques that surface, every day. It’s a fast-moving, wide-open world

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Persistence More Important Than Ever To Close The Sale

In the modern world, the practice of sales, whether it be called “Account-based Marketing” or Business Development, or some other euphemism, is as tough as

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Insight Versus Data – Don’t Mistake The Two

Contrary to popular belief, not only can’t “everyone do marketing”, but the myth that “the Marketing department dreams this stuff up every day . .

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When To Give The Customer A Quick In-And-Out

For those of you with less than pure thoughts, got ya! I don’t write on customer service issues very often, once or twice a year,

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Customer Engagement: Make Your Sponsorship Count

There are many forms of sponsorship businesses can use to their advantage: from the check written to the local Little League baseball team to help

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Attendee Acquisition Is A Long-Term Investment That Pays Off

With the recent rise in attention among marketers to customer engagement, and customer experience, customer journey, call it what you like, event marketing has risen

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Can A Computer Know Your Customers Better Than You Do?

The rise of the machines, and the fear associated with it among humankind has increasingly crept into popular culture, in some subtle and not-so-subtle ways.

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