Nature VS Nurture
Ah, the age old question. Nature versus nurture are humans characteristics determined by how they were born, their genes, or by how they’re raised? What, what happens to them through their lives? Well, I’m not a biologist and I’m …
Breadcrumb Customer Journey
One of the challenges that I hear a lot about from CEOs is customer acquisition. The challenge in getting engagement and conversion with people that you don’t know and turning them into prospects and then into clients. One of the root causes of …
Customers Over Prospects
A lot of the CEOs I speak with have getting new leads or finding new prospects at the top of their priority list for their marketing. And yes, that’s absolutely really important. But sometimes that focus comes at the expense of nurturing, …
The Funnel Tourney
Let’s talk about your sales and marketing funnel. That’s the process that most businesses use to manage getting from prospects that might buy from you to prospects that do buy from you. And today, I want you to try on a different analogy …
Make Room for Meaning
The best, most effective marketing I found is the simplest marketing. So less is more, whether it’s the design of your website or the story you tell about your products or your business. So, I want to give you an example of this in real life …
Commit To Your Market
Targeting your marketing, targeting your company doesn’t work if it’s just an intellectual exercise. If you’re doing it so you can come up with something to put on your website or to make you sound good, it’s a waste of your …
The Care and Feeding of Advocates
Today I want to talk about customer advocates. Those champions of your business that go out of their way to talk about what a great product you have, or what a great company you are and recommend you to other potential clients. Those people are few …
The Marketing Moment of Truth
What is the single moment in your customer’s journey with you that is the most important in determining your success – your ability to have a positive, profitable relationship with them? If you were in B2C, I would say it’s probably …
Word of Mouth – Going Beyond Referrals
How do you generate word of mouth for your B2B business? There are a couple of ways. The first one and most important: satisfy your customers. Happy customers that believe in your product are going to tell other people about you. And that’s far …