Content is what leads customers to the point of purchase.
— Peter Woolvett (@CustomerSpecs) November 19, 2013
The fact that the [...]
Outsourced marketing should feed from your expertise and reduce your cognitive bias.
Unless your company has the budget to assemble and support a full-time dream marketing team, you should probably concentrate your resources in those areas where you already outperform your competition.
Product development Social media Direct sales [...]
Niche marketing means making customers out of a sub segment where your company is stronger.
A niche market is a stronghold, a defensible position carved out of the general market, which focuses on selling points that are better than those of your competitors. [...]
Insights are actionable bits of information that lower your cost per customer.
An insight is a hypothesis. Not a scientist? No worries.
— Peter Woolvett (@CustomerSpecs) October 21, 2013
Your customers lead the way. Position your brands to become the better picks, from their point of view.
Is there demand for what you want to do? Is someone else doing this already? Please list and describe them Can I create additional demand or perhaps get my competitors’ customers? Please explain how you plan [...]
Cold calls are ads and they are dismissed by prospective customers, unless these ads become relevant to their situation. It isn’t much different than fast forwarding commercials on TV.
Lying to get past a gatekeeper will probably do more harm that good, especially if you insist and the gatekeeper controls the [...]
You can start by building relationships on social media to surround your brand with supporters of your ideas, who could endorse your know-how.
All companies, regardless of their size or expertise, have certain strengths that make them stand out. Being able to target the best prospects at each stage of the buying cycle is the [...]
The excess of decision makers and inclusion of the wrong people in your development team spikes up your marketing costs.
Many companies have employees that are, at most, sacred cows. They lack knowledge, talent or even authority, but management listens to them, because they have been there long enough.
Marketing campaigns, however, are always more [...]
Guerilla marketing is a set of principles that can generate alternative strategies and tactics that allow business with fewer resources to take on larger competitors. Image Credit: http://weburbanist.com
I had a professor in college who said that guerilla marketing depended on sympathy: your target customers need to identify with your brand in [...]
Sales and marketing are often silos for communicators, which is odd.
It is time for salespeople to be appreciated by marketers as points of purchase who customize value on the fly.
For marketing and sales, working together is generally a better way forward. However, I don’t know many marketers who go on calls with [...]
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