DATA RICH, BUT INSIGHTS POOR*

You don’t need me to tell you that Data is important to marketing. Any pundit, expert, and business strategist will…

START WITH ‘WHO’, RATHER THAN ‘WHY’*

We all know the famous marketing concept popularized by Simon Sinek to “start with your ‘why’”. This concept posits that…

DEFINE YOUR IDEAL CUSTOMER – OR BE MAGNETIC TO NO ONE*

It’s obvious that knowing your target customer is a critical part of operating and growing any business. Defining your ideal…

STOP THINKING TECHNOLOGY, START THINKING USE CASES

Technology is a huge part of business – especially marketing. Organizations are constantly building, adding, tweaking, and experimenting with technology…

CALLING YOUR CONTENT “THOUGHT LEADERSHIP” DOESN’T MAKE IT SO*

Marketers need to stop using the terms “Content Marketing” and “Thought Leadership” interchangeably. What’s the difference? Here are 4 key elements that differentiate them.

YOUR MARKETING PLAN IS A CHAPTER IN A LONGER STORY

Most companies start their annual marketing planning as if they’re starting from scratch. But your marketing plan should feel more like it’s a chapter in a longer story.

SELLING = EMPATHY

Selling is about empathy. To do it well, you need to care enough about your customers to know them and understand them.

YOUR CUSTOMER’S JOURNEY DOESN’T END AT CONVERSION

Understanding customer’s needs and how they shop your category is critical for every part of your business. However, if all you do is focus on conversion, you’ll end up with a leaky bucket.