Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! This week’s Marketing Smarts podcast marks a special milestone: our 300th episode! To mark the occasion, I brought back our very first guest, Lou Imbriano. Formerly CMO of the New England Patriots, Lou is now a strategist and speaker, and […]
Customers vs. Prospects and B2B Buying: Lou Imbriano Read More »
Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! Subscription products present challenges different from those of other kinds of goods and services. Of course, all good businesspeople want customers to be happy with their purchase, but subscription-based companies can’t stay viable unless enough customers are sufficiently happy with
Subscription-Product Customer Acquisition and Retention Read More »
The allure of the “new” is unmistakable. In fact, a study shows that it’s part of our psychological makeup to believe that new must always equal improved. It is only natural to be continually on the lookout for ways to lure the next potential customer, but focusing too hard on acquisition may be to your
Why You Should Be Focusing on Customer Retention, Not Acquisition Read More »
New research launched last week by Marketo shows that marketers—both B2C and B2B—continue to be borderline delusional in terms of what customers actually expect, and how they are and are not delivering against those demands. The State of Engagement report surveyed 1,000-plus global marketers and 1,000-plus consumers in an effort to understand how (and whether)
Marketers Need to Stop Lying to Themselves (New Research) Read More »
Last week, a student in my Content Marketing Master Class (we’re currently taking email addresses for the next cohort) asked about the difference between personalization and humanization. An excellent and important question, as personalization and humanization are both foundational elements of modern marketing success. Both are valuable to companies and organizations, but for very different
Why You Need Both Personalization and Humanization Read More »
