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4 Key Components of a Go-to-Market Strategy

4 Key Components of a Go-to-Market Strategy

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...

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How to Market Service and Support

How to Market Service and Support

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...

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Behavioral Retargeting

Behavioral Retargeting

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...

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Understanding Sales Objections

Understanding Sales Objections

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...

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Listening to Voice of the Customer (VoC)

Listening to Voice of the Customer (VoC)

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...

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The Pandemic: Time to Remodel Your Marketing Space?

The Pandemic: Time to Remodel Your Marketing Space?

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...

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Digital Marketing Broadcast Tactics

Digital Marketing Broadcast Tactics

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...

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Customer Retention Strategies

Customer Retention Strategies

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...

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