Good database managers understand data; great database managers understand people. Every data point represents a small piece of knowledge about a real person, but it’s sometimes challenging to see the people those data sets represent instead of just collections of…
In the hotel sector, higher revenue per available room and in restaurants, significant shifts in dining habits, have made the hospitality market a growth industry. With growth comes competition, and leaders in the hospitality sector rely on expert knowledge to…
How do you choose a direction for your marketing strategy? What do you use to navigate past unforeseen obstacles such as market shifts, increased competition, or disruptive new technology? To steer and stabilize a ship, it needs a rudder; marketing…
From simple tasks such as storing transaction histories or firmographic data to more sophisticated jobs like putting together buyer personas and building comprehensive account-based marketing files from customer data across multiple platforms, database-driven marketing is changing the way B2B companies…
Your house list is a key element of your marketing program, but building it takes time, and it isn’t always possible to complete it on your own. It can take some time to earn returns on your business list, but…
Literature, both ancient and modern, is full of epic journeys. Jason and his Argonauts spent years seeking the Golden Fleece. Odysseus was away from home for decades. Frodo faced terrible struggles to bring the One Ring to Mordor. It shouldn’t…
In an information-rich age, buyers don’t want to wait to learn. They actively seek out insight before making buying decisions, and they’ll range far afield to find it. From initial forays on search engines to expeditions into crowd-sourced reviews to…
You’ve maintained immaculate data hygiene, segmented your list with ultrafine accuracy, and created content compelling enough to share – and you’ll still inevitably part with a few prospects. The typical house list’s data degrades at a rate of 3 percent…
Emotional appeals in marketing have historically been associated with consumer-oriented sales. It’s easy to see why the emotional approach makes sense for selling luxury cars or perfumes, but emotion also plays a part in B2B marketing, albeit not in quite…