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Just like your sister's wedding, product launches are special events. They’re a cause for celebration. There’s nothing like the feeling of a well-planned mission, executed to perfection, generating results that will make everybody smile. Product launches are also...
A marketing automation system enables a marketing team to amplify their efforts and easily reach targeted audiences with relevant messages. Automation will allow you to create messages and send them out on a timely basis for pre-sale and post-sale communications. Any...
CRM Is Really ARM At its essence, a CRM system is a software platform for managing customer relationships — ideally on a global, enterprise-wide basis. But CRM is really a misnomer because a customer relationship management system merely implies a database of...
The Roads Are Paved with Indecisive Squirrels Marketers must be objective, but decisive — and as emotionally devoid as Jack Reacher. There are no rights and no wrongs in marketing. It’s all shades of gray, and there are at least 49 shades of gray in the...
Plans Change This was supposed to be a fairly straightforward post about how to approach the budgeting process for marketing programs. I came up with a clever title, and then COVID-19 came along, and the topic seemed irrelevant. But in reality, it’s not, because the...
Love Your Competitors Wait — Do we need competition to thrive? I think we do. So when we say we are going to “crush the competition,” we are acting honestly and with complete transparency. Besides providing a reference for comparison, competition provides an...
UQL, MQL, SQL: Take Me to Your LEADer Sales leads are contact information from people interested in a specific product or service. Fragile as an egg and perishable as a yogurt smoothie on a hot summer day, leads are generated through a variety of activities. They can...
Engagement One of the many advantages of digital or inbound marketing is the capability to attract customers who specifically need or want your product or service. The best way to achieve this is to use content to help customers identify themselves this way. This...
Time: Your Most Valuable Resource Downtime creates opportunities for reflection, and it allows for change. If digital marketing has been a low priority because of demands in other areas of the business, now may be a good time to review your plans and progress. It...
Defining the Purchase Process Everything starts with a plan — even this blog. Though a lot has been written about the process of how people purchase products and services, and the webscape is littered with images of journeys and funnels, let’s take a fresh look and...