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...
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 34% for the...
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 embrace three...
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 an answer...
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 as possible to...
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.
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 cafeteria to the...
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 cafeteria to the...