The futility of the vendor shuffle
We see this a lot. Smart marketer, moving right along, leads coming in, sales pretty respectable. And then, all of the sudden – and it’s really often quite sudden these days – sales slow down. Not just...
View ArticleAre we saying consultants are bad?
No not at all. We are saying the complete opposite. Marketing has become so complicated it can take a whole team of consultants to handle all the complicated processes. What we are saying is you know...
View ArticleMarketing best practices are still a mystery to smart employees
I’ve spent considerable time in hundreds of companies over the years. Never once did I think, “Man, these people are all stupid.” Not once. From the Moms and Pops to the Fortune 500 companies, from the...
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Making your website an effective part of your marketing and revenue stream
No one argues that, as the boss, you need to know where important assets fit in the revenue stream. What can you expect from the team in charge of your website assets, and how can you support them?...
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Where do you focus time and money on digital marketing?
Let’s take a look. What about social? Sure, social is powerful. Some would say it is taking over the world. But when someone sees you on a social site, and they are interested, where do they go to...
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Google: World’s biggest consumer research effort
Google has become the world’s longest-running, most comprehensive customer research project in the history of mankind. They track what customers actually do, every single day, in their quest to buy...
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So what the heck are they doing to be so successful?
This is the question we ask ourselves every day, and have for years now. We think about this one question – and the answer to it – all the time. This is the great mystery of digital marketing. There...
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New cloud-based tools bring new hope to company leaders
For years, I have been on a single-minded quest: To reduce the gap between how buyers want to buy and how sellers typically sell. You would think that technology, which I’ve also been immersed in for...
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What managers need to know about managing SEO
The battle for revenue online centers largely on search. Search is more than keywords. It is an entire environment that must be focused, balanced, and managed. Focus What do your customers want? What...
View ArticleThe Shocking Truth About Online Marketing
It’s just not possible. I can no longer stay silent on this whole subject. After reading this article and this article about how tech has ruined marketing and the old ways still matter, and after...
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Turning CRM into a revenue generator
By Jennifer Smith, Director of Global CRM and Global Digital Marketing, MasterCard One of the things that fascinates me about CRM is how the data you gather can be used to identify opportunities for...
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Building a marketing team to fuel triple-digit annual growth
Every company I have worked for in the last ten years has gone through almost triple-digit growth every single year. In those situations, being in charge of building a marketing team – and making sure...
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Marketing manager tip: How to check up on SEO vendors.
You don’t have to be a search engine geek to manage your search engine marketing team or SEO vendors. The same tools SEO companies use to optimize your site can be used to manage them. Search engine...
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What managers need to know about managing SEO
The battle for revenue online centers largely on search. Search is more than keywords. It is an entire environment that must be focused, balanced, and managed. Focus What do your customers want? What...
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Basics of SEO: Writing your blog for both Google and humans
As we analyze our clients’ current online marketing efforts, in terms of how well they are meeting the needs of customers and Google, we find a common problem: their blogs are written for readers but...
View ArticleWhere do you fit in their “Solution Scenario?”
Let’s just forget about selling for a moment. Or even that someone is buying something. What’s really happening is there are millions of “solution scenarios” playing out every minute of every day, all...
View ArticleThe new world of content marketing: how the earth shifted beneath our feet
Many times when I talk to a business about our content marketing services, they have a reasonable goal: They want their website to bring them new customers. That’s all they want. Of course!...
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How to avoid “marketing in the dark”
How do you make sure your content is relevant? How do you make sure your top executives support your marketing efforts? In this article I will show you how to solve these two problems – and more...
View Article“We need a new website” is killing business revenue
“We need a new website.” This decision always seems like the right one at the time. The website isn’t performing as it should be. Others in your industry seem to be doing better. Your site looks dated...
View ArticleDeath by 1000 marketing metrics
What you measure matters. Marketing metrics that give marketers an “atta boy” feeling (impressions, open rates, click rates, and downloads) are not the same as marketing metrics that tie directly to...
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