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 is about empathy. To do it well, you need to care enough about your customers to know them and understand them.
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.
3 steps to make your content plan more engaging to your consumer I check out and consume a lot of … More
So many marketers and business leaders I meet define their strategy in terms of their product attributes. They rattle off … More
I’ve written before in this space about how, for so many organizations, marketing has become an overwhelming series of tactics, … More
Over the years I’ve been asked by clients, sales partners, and C-suite execs to create marketing campaigns for “turds”. A … More
It seems like every company I work with, every leader I speak to, all says the same thing – “we’re … More
The concept of brand purpose has lately been taking on a lot of water. After widespread growth of the practice … More
Regardless of what they’re called, every marketer needs to be driven by consumer understanding, data and insights about them, and a focus on addressing their needs.