Formal account planning strategies arose in the 1980s to court large corporate buyers. These techniques involved intensive effort from marketers to learn about the individual customers who made the greatest impact on profits. They learned their customers’ preferences over time…
Building equity in a property means increasing its residual value. Brand equity increases the value of all your marketing efforts by improving visitors’ recall, establishing you as an authoritative source and setting you apart from the competition. Branding alone can…
Only an estimated 22 percent of companies report that they feel satisfied with their conversion rates. This dismal statistic suggests that most brands have extensive room for improvement with their online marketing effectiveness. The best place to begin making these…
Whether you invest a little in content or a lot, you only get full value from it if you’re repurposing your longer pieces for use across all channels. Once you own your content, it’s yours to reshape and bring to…
Your MARKETING AI® is up to the challenge of delivering email to the right recipients thanks to its data enhancement capabilities, but it can’t make them open and read. To do that, you need human ingenuity fused with machine intelligence.…
We touched on social listening as part of the fundamentals of social media lead gen, but it’s important enough to merit its own post. Learning to listen well on social media pays dividends across all channels by giving you deep…
Mingling with your audience means more than just tweeting out your @BusinessName and riding on the coattails of a few hashtags. It’s about amplifying the voices of those who inspire you, listening to customers who want to talk to you,…
A key part of communication is subtext, the subtle connotations and unspoken meanings that people pick up on in a conversation. Subtext is easy to see in face-to-face meetings; you only need to do a little discreet people-watching the next…
We all hope that 2018 will bring us more leads, but with an assist from the next generation in marketing automation, we can now also get better leads. That’s especially important now that quantity is harder to find; markets are…
