Balancing storytelling, culture, martech and AI for long-term profitability
Let’s flip a coin. It’s a marketing coin. One side is your business today and the other is tomorrow. As this is a coin, you might have guessed this is about money. I am always interested in improving today’s revenue but passionate about long-term profitability. Given...
This would be a great business if it weren’t for all those annoying customers
Honestly, I don’t believe most businesses care a whit about customer satisfaction. Maybe if it was an app. A whit is a small tiny part of something larger, e.g., he has not a whit of sense; he cared not a whit about money. I think they do care deeply about the...
How customer satisfaction fuels B2B profitability Learn what drives customer satisfaction, how to measure it and ways to boost your company’s long-term profitability.
Ah, customer satisfaction — the soft metric that bites hard, especially in B2B, where we are not blessed with oceans of prospects and customers. Long-term B2B success is inextricable from the human relationship. You might treat customer satisfaction as soft, but your...
AI’s Competitive Advantage is Not What You Think
Generative AI presents B2B marketers with a rather unique opportunity — to establish an unassailable competitive advantage. Here’s the catch: You need to have what it takes to seize this opportunity and make it yours. There are 3 critical success factors. You need to:...
You Say You’ve Got an Evolution
This is the third time in the last 20 years that I was certain that it was the end of the world, with a Cormac McCarthy novel waiting on the other side. We learn to cope, I suppose. We evolve. Emphasis is on the word learn. Here’s what I learned: Things are never the...
There’s no app for this
How do you keep your brand relevant during these tough times? Here’s clue #1 – this is not a selling opportunity. My advice is all in this one word – empathy. Be open and out there, engage with your customers as humans. Do more listening than talking. In this post, I...
A Crisis is a Terrible Thing to Waste
Interesting, this sitting here at home trying to stitch back your professional life, and perhaps your company. Who knows what the world will look like tomorrow? Given that we’re basically in the business of connecting you and your customers, we’d like to suggest one...
What I Learned about B2B Marketing from Ludwig Mies van der Rohe (with a nod to Gustav Flaubert)
For sure, you’ve heard the old saying, “the devil is in the details”. It has certainly been my experience that the smallest, most hidden detail that you overlook can come back and bite you in the ass. “God is in the details”, mostly attributed to the architect Mies...
How to dramatically increase qualified traffic to your website, without spending a dime
We’d like to suggest a minimal effort that can bring big traffic to your website. It’s called a Super Extraordinary Opportunity, or SEO. Most know this as Search Engine Optimization, but few understand what it does or how it works. Many don’t even bother with SEO...
Today’s Opportunity for Training Suppliers: Survive and Thrive
Now is a time of great opportunity for training suppliers that are willing to turn on a dime and focus their efforts on our new reality. Everyone has suddenly gone remote, ending traditional classroom training, at least for a while. As a training supplier, you now...