A data-dollar spent in assiduous customer retention can be well worth it. If you want to identify one of the most powerful tools for assuring long-term customer satisfaction, you'll find it in your database. It's capable of driving the most efficient and effective...
The Lure of the Easy Target
In his second "Smart Marketing" column for the respected print and online publication, Sales & Marketing Management, marketing consultant, lecturer and author Scott Hornstein cautions that successful marketing is based on customers' wants and needs, as articulated...
If I am to believe what I hear, jumping the corporate ranks and getting your message directly into the C-Suite is the manna that will feed a hungry sales force wandering in the wilderness.
YOU'D think that corporations would have already learned that customers want and expect swift responses to e-mail inquiries. Our research on the subject, conducted yearly since 2001, however, has shown just the opposite - a poor trend that is hurting brands.
Customers tell Golden Rule how Golden Rule should market the Medical Savings Account to them.
How and why PR made the difference in the successful launch of the PaperDirect catalog.
During a research interview on behalf of a highly innovative tech manufacturer, I asked a customer, what is this company's greatest strength. The answer – my sales rep. B2B is personal. It's a tenet of my marketing belief system, and a strong competitive...
Why marketing automation systems underperform and what to do about it.
We're in the middle of the big bang of media and message. What we knew is speeding away from us and coming together in new forms that we may not know. What I know is that looking at it from a marketer's point of view is self-congratulatory, and...