The Train Has Left the Station It doesn’t take a crystal ball to understand that the pandemic has changed the world forever — and impacted every part of society. Though vaccines are expected to ease some of the restrictions of 2020, in 2021, our world and the things...

Unpacking VOC What is VOC? Voice of the Customer (VOC) is a marketing research technique used to solicit feedback from customers to determine perceptions, needs, and expectations. When is VOC necessary? Product development project As a next step after completing an...

Why Include Your Customer Service Team? Customer service teams are more than product or service troubleshooting experts. They take orders, handle complaints, and solve any problem the customer encounters. Ultimately, customer service is more than customer support....

Frequency vs. Fatigue Having just lived through the election season, we all understand the principle of frequency as it relates to advertising. The more an ad is repeated, the more likely you are to remember it. Political advertising takes frequency to the extreme,...

Brands and Brand Equity B2B purchases are based on performance and differentiation from the competition. The challenge is to create and amplify differentiation so that your brand is preferred over competitor brands. According to a new marketing report from The CMO...

There can’t be more than 10 commandments in the 10 Commandments of Marketing, so let's call this the first amendment: “Thou shalt not covet thy competitors’ marketing.” It’s a real issue, because as a marketer, how often do you see a good idea, kick yourself, and...

The Importance of Key Opinion Leaders Life is all about connections. As much as we automate, standardize, and process our way into insularity and isolation in the name of efficiency, business still runs on people, relationships, and networking. Business is a matter of...

Digital Natives vs. Digital Immigrants There have always been gaps between generations where mutual understanding breaks down.  Generational marketing  attempts to segment the audience by generation to better communicate along generational lines. This begs several...

It’s a Jungle Out There Out in the world, things are fragmented. Modern marketers have to deal with multiple issues like omnichannel advertising, technical issues, social and economic issues, and now, a pandemic.  One of the most important segments a marketer has to...

GTM Defined A go-to-market (GTM) strategy is the plan a company uses to bring a product to market. GTM strategies are typically developed as a collaborative effort between marketing, product management, and sales. Marketing is commonly tasked with implementation and...