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B2B Prospecting is Not What You Think. It’s Personal

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 …

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The Single Biggest Obstacle to Improving Your Prospecting

Why marketing automation systems underperform and what to do about it.

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The Network of Me, and What It Can Do For You

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, …

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Anti-Social Behavior, Again. The results of our 2013 email responsiveness research

Here's an easy question – if you send an email to a corporation do you expect a response?  I do.  In 2002 86% of the corporations on my database replied to my email and gave me an answer (not the same).  This year it's 31%, actually …

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Long-Term Social Media Success

I am a believer in social media, in its potential to create conversations, which create happier customers that stay longer, buy more and bring all their friends. I am also a realist, and I know that social media will not achieve its potential unless we em …

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Ensuring Unflinching Quality in Social, Email and Mobile Correspondence – 3 strategies, 3 tactics

By Scott Hornstein We need immediate triage when it comes to the written word, specifically the messages we receive from companies via email social media, chat and mobile in response to our questions. It appears to be a perfect storm, where our need for a …

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7-Step Process for Maximizing Webinar Registration, Attendance and Yield

Webinars serve a dual purpose:  to educate or impart specific value; to further the customer conversation, and, as a by-product, generate high-quality leads.  To achieve all this, we’ve got to generate high-quality registrants, convert as many a …

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Closing the Marketplace to Open Opportunity

To dramatically increase your marketing results and ROI, I suggest a change of scenery:  move from an open market to a closed market.  The climate is very different.

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The Wise Trolls Under the Bridge, Part 1

I don’t get it, but there seems to be a line of thinking that customer care is just about the call center. You know, the trolls who sit under the bridge – the lowest paid employees who spend the most time with customers. I think that everyone from the caf …

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Continued Decline in Email Responsiveness Creates Enormous Opportunity

I don’t get it, but there seems to be a line of thinking that customer care is just about the call center. You know, the trolls who sit under the bridge – the lowest paid employees who spend the most time with customers. I think that everyone from the caf …

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LATEST FROM THE BLOG


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 aread more

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