Is a $200,000 college choice an impulse purchase?

Posted on Jan 13, 2016

Yes. Buying decisions are to one degree or another emotional. All of them. This assertion deeply offends marketers who trust rationality, logic, evidence and ten-reasons-why facts. Because the evidence is stacked the other way. Customers buy from (vote for, believe in, trust) people they like, and by extension, from brands they like. Consider that college […]

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Should everyone deploy MA (marketing automation)?

Posted on Dec 29, 2015

Including the absolute value “everyone” in the above headline is a tip-off that the answer is a big fat No. (Another Pro Tip, mouseketeers: the wordiest answer of the four multiple choices is usually the right one … because test makers don’t spend energy to craft wrong answers carefully.) But we digress. Most marketers should […]

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Your perfect prospect persona? We killed him.

Posted on Dec 21, 2015

Marketers work hard to create a persona to picture their ideal future customer. We bumped him off. sorrynotsorry Sales-oriented strategists define age/gender/income/psychic traits and habits based on research, intuition and alchemy. They even give him a name, or give her hobbies, then pin pictures to a mood board showing Perfect Prospect’s clothing, shopping choices and […]

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Marketing automation step one: ID your new contacts

Posted on Nov 28, 2015

Implementing marketing automation can dramatically increase sales efficiency … and results. It begins with a unique number. When we set you up with marketing automation, you’ll track every new contact, automatically in the case of website visitors, even anonymous ones. Then record phone calls, cards picked up at trade shows, etc., with a contact ID […]

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Marketing automation reveals the ROI of every tactic.

Posted on Nov 27, 2015

Slang from the ’90s sounds silly. Clothes we wore a generation ago look ridiculous. Same-sex weddings don’t even raise an eyebrow today. Change is constant. Change is everywhere. Darwin taught us that adaptation is the key to survival. Charlie D. focused on species – but we see this kind of evolution happen in languages, social […]

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Coffee is for closers? Serve up lattes to Sales!

Posted on Nov 27, 2015

In theory, Marketing and Sales work together like clockwork. (Hey, stop giggling out there. I’m being serious.) Well, yes in fact, there’s usually some tension and mistrust there. Marketing and Sales both suspect the tactics used by the other camp are ineffective. Those suspicions are fueled by the difficulty of measuring the effectiveness of most […]

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Benefit #3 of MA: Up close and personal insight

Posted on Nov 26, 2015

Marketing used to be a sermon. Now it’s a dialog. Many if not most organizations have “a” marketing message, so they spray and pray. “Here’s everything you should know, everybody. Call us soon. Please?” Not surprisingly, this is a recipe for mediocrity. A one-size-fits-all marketing message is a desperate device of the clueless brand throwing […]

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Nurture prospects to become leads.

Posted on Nov 26, 2015

Bring them along the buyer’s journey. Nurture their value. Every considered purchase requires multiple touch points with multiple messages, in a sequence that can stretch out over a sales cycle to test your marketing patience. The higher the ticket, the more complex the sale. The more complex the sale, the more vital it is to […]

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Burying the lede

Posted on Nov 9, 2015

Bury the lede, kill the response. I was reading the About Us page of a website for a wholesaler, and I found a curious thing: the first paragraph could be summarized“We’re not just [the expected products], we’re also [product line #2], and [product line #3] that people love!” Okay. They diversified, now offering a wider selection. […]

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Fearless! Are you? Is your brand?

Posted on Nov 6, 2015

Should you be fearless? Can you? Draw a graph of risk tolerance. Put “totally terrified” on the left end, and ”bizarrely brave” on the right. Most of us live our lives in the big fat middle of the bell curve: we may ride a roller coaster but fear spiders. We’ll ski down the double-diamond slope […]

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