Category: Marketing

advisor value

Extreme Value 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 for the A.I. Era

Discover the game-changing approach to marketing that’s modernizing demand generation. In this article, we unveil the new 4 Ps of marketing. Implementing them can supercharge your growth and prepare you…

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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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competitive positioning

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 #3, #5 or lower in…

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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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marketing content

Improving the Quality of Your Marketing Content

When it comes to marketing in the digital era, content is king. You need content for your website, inbound landing pages, social channels, advertising campaigns, email outreach campaigns, shows and…

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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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Is Your Website Enabling Sales?

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

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aspirin versus vitamin

Vitamin or Aspirin – Which are You Offering?

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

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business development

Disguising PR as Strategic Business Development

I love what a well-run business development function can do for a startup. But I also have a lot of pet peeves with it, having run the function for multiple…

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