• Informed Customer Understanding Should Guide Marketing

    At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six things that they must do to succeed in marketing. Each of these proclamations can come with dire...

  • To Make 100 Grand, You Must Learn to Understand

    Understand Your Product No matter how conversant you are with your products and/or services, you probably are not “selling” what you think you are. For example, if you are selling replacement windows, you are not selling a simple window...

  • Insightful Marketing: How To Use Data the Right Way

    When it comes to Big Data, not all is created equal. Different types of data help you in different ways. And yes, there is such thing as too much data. It’s all about knowing the types of data that...

  • 29 Ways to Use Your Personas

    You Built Personas, Now What? Creating buyer personas is only half the battle. If your personas are wasting away at the bottom of a desk drawer, gathering dust up on the wall of your office, or sitting ignored on...

  • 5 Ways To Show Your Advocate Marketing Program Some Love

    The same can sometimes be said about the love affair between an administrator and their advocate marketing program. All that hot and heavy talk of referrals, reviews and references that got you so much attention back in the early...