Category: Marketing

advisor value

Extreme Value-Based Pricing

Many of us that sell products have learned about value-based pricing and the benefits from pricing our product based on the value the customer actually receives.  But I’m still amazed...

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trade show hacks

Favorite Trade Show Hacks

Imagine this scenario.  You decide to pay $2,500 for the cheapest exhibit option at your industry’s big annual trade show.  You know you’ll spend another $2,500 on cheap travel, lodging…

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Artificial Intelligence

A.I. Will Revolutionize the Marketing Function

The field of marketing has dramatically changed over the past 15 years due to the advent and dramatic proliferation of the Internet.  Roles like social media marketing, activities like search…

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4P's marketing

The New 4 P’s of Marketing

Anyone that took a marketing class in college was taught about the 4 P’s of marketing (product, price, place, promotion).  And although the fundamental concepts are still valid, they just seem…

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demand generation campaign portfolio optimization

Optimizing Demand Generation Using Portfolio Theory

There is one question that haunts every experienced marketing executive as it relates to spending money on demand generation: what is the optimal mix of demand gen marketing campaigns and…

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website conversion rates

10 Ways to Improve Website Conversion Rates

Regardless of your ideal mix of demand generation programs, I’m willing to bet that most of them are designed to bring prospects to your website in the hopes of later…

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comparing to market leader

Comparing Yourself Publicly to the Market Leader

Market leaders almost never compare themselves to competitors publicly because it gives their competitors legitimacy and potentially shows nervousness about them.  But what if you’re #2, #3 or worse in your market…

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Evolution of Marketing Roles in the New Era

Wow has the world of marketing changed with the introduction of social media, marketing automation and other digital capabilities.  Not only is the way we “do” marketing different but the…

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improving webinar attendance

Increasing Webinar Attendance

Business prospects are now accustomed to taking themselves through 60% of the sales journey (see related article titled “Prospects Take Themselves Through 60% of the Sales Journey“) but at some point…

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Co-Marketing Explained

Thanks to HubSpot for this valuable explanation of what co-marketing is and what some of the common forms are (article here).  One of my blog categories is devoted to business development (BD).  BD…

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startup marketing

Why Isn’t a Marketing Professional One of Your First 10 Employees?

If you’ve seen my bio or LinkedIn profile, you’ll know I’ve served three stints as a CMO and roughly half of my professional career has been spent in a marketing…

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pr is dead

PR is Dead – Or Is It?

The PR industry that is focused on high tech has been going through a continual transformation since the early 2000’s when the Internet started taking center stage for publicity.  I find a…

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Considerations with Promotional Items

Every company needs giveaway promo items but how much should you spend and on what type of items?  It’s a real bummer to order 1,000 of something only to find…

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Improving the Quality of Your Marketing Content

I’ve written about how prospects take themselves through 60% of the sales journey (see related article titled “Prospects Take Themselves Through 60% of the Sales Journey“) and have challenged readers…

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Inbound Marketing Explained (Infographic)

You’ll hear phrases like inbound marketing, digital marketing and Internet marketing used somewhat interchangeably.  What is all this newfangled stuff?  Prospects commonly take themselves through 60% or more of the…

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Prospects Take Themselves Through 60% of the Sales Journey

Customers of all types have an unbelievable amount of information with which to use to decide if they want to buy your product – and all without ever having to…

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Is Your Website Enabling Sales?

Regardless of your sales model, your website should be the #1 asset when it comes to enabling sales.  It is commonly reported that prospects these days take themselves through 60%…

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vitamin versus aspirin

Vitamin or Aspirin – Which are You Offering?

I don’t know who came up with this analogy but I’d love to thank him/her because it’s a perfect way to think about your offering and its value proposition.  Is…

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The Half-Life of a Tweet

The textbook definition of Half Life is “the time required for something to fall to half of its initial value.  The term is mostly commonly associated with the behavior of atoms in…

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business development

Disguising PR as Strategic Business Development

I have a lot of pet peeves with business development, having run the function for multiple companies.  This one in particular relates to how, too often, a PR-related effort is…

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