Just like an insurance policy, investing in good ongoing marketing helps to ensure your business will thrive, even if the market around you doesn't. Many small businesses and even startups look at marketing as another line item expense, a drag on their P&L, something they’ll invest in when they get ...
Customer Growth &
There comes a time in every business, whether you’re a small mom and pop business or a Fortune 500 company when you need help with marketing. You may look for a marketing agency or consultant because you don’t know where to go to help your business grow or your company ...
Most marketing directors running a voice of customer program believe they have a handle on what customers think. They're collecting feedback. Something is going out, something is coming back. The box is checked. And yet decisions are still running on assumptions. Messaging is still getting built in conference rooms. The ...
“The customer is always right.” It may be a common, dare I say trite, saying, but it's flat-out wrong. The customer is not always right, and not all customers are right for your company, some of them are downright bad for business. You know your business needs customers. You ...
Your customers are in the driver’s seat today, of that there is no doubt. There is more choice more access than at any time in our economic history. This customer choice and control presents new and herculean challenges to marketers. Understanding who your customers are and how you speak ...
Your customers are faced with a mind-numbingly wide array of purchase options, making it tough for your company to cut through the noise and convert anyone, let alone the customer segment who helps you reach your goals, faster. Time & Available Resources are Always Your Enemies. You’re always challenged to do ...
Isn't it awesome, when everybody knows your name? You're getting the word out, creating some buzz, and everybody's talking about you—but your company still has serious cash flow issues. You’re getting the attention you want, but no one is buying (anyone remember Pets.com and their sassy sock puppet spokesperson?). ...
Some companies rely solely on demographic data for customer segmentation. Women 30-45 go in this bucket, men 25-40 go in this other bucket. Some companies lean heavily on generic personas based on who your marketing or operations team *think* would use your product. It seems logical but relying on ...
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