Your Most Important Asset What constitutes a high-performance marketing team? When you have the right mix of people, skills, motivation, and leadership, organized in the right way, amazing things are possible. So, to ensure strategy success, you need to invest time in...

More and More People Are Going Mobile As of this writing, 5.24 billion people in the world have mobile devices (or 67% of the total global population), and 80% are on a smartphone. That’s a communications and marketing channel that cannot be ignored. Marketing on...

Sales and Support Whenever a product is sold, customer support has to be factored in as a cost, but that product’s support can also be an opportunity to create a sustainable revenue stream. Not that long ago, the term service referred to repairing physical things. Now...

Sounds Serious, Feels Creepy, Works Anyway Behavioral retargeting (or simply retargeting), is the mechanism whereby internet ads follow you around the internet. Creepy, scary, and irritating are three descriptions that are typically shared by individuals who fall...

Deal With, Overcome, Address... Why are they called sales objections? Why do we object to objections? What makes them so objectionable? Literally, they are a reason for disagreement. And in reality, they are the customer’s objections, not necessarily objections to the...

VoC: Voice of the Customer An important step in the product development or product marketing process involves obtaining Voice of the Customer (VoC), either by survey, interview, or observation. Irrespective of the format, your goal is to understand the reason your...

American Gothic Do you watch home improvement or house-hunting shows? My wife and I have been watching them for years. We’re always interested in the latest trends in interior styles and remodeling. Lately though, we’ve become bored with the whole lot, with the...

Spread the Word The term broadcasting evolved from the agricultural method of sowing seeds in a field by casting them broadly. (This also explains why some fertilizer spreaders are called broadcast spreaders!) Applied to communications, broadcasting is a one-to-many...

Why Retain Customers? If ever there was a “no-brainer” blog, it would be about customer retention. Who doesn’t want to retain customers? They are our best source of revenue, they are our advocates, they pay the bills, and they enable growth. Conventional wisdom...

Communicating Marketing Humans tend to remember things in groups of three, so we use this theory as the explanation of the proliferation of three-letter acronyms (TLAs) in marketing. An important consideration in your conversations with mere mortals (people outside of...