Minimizing B2B Buyer Fears

Caveat emptor

We’ve been busy looking at the hot topics in marketing to see where new marketing approaches can have the greatest impact. The answer: Minimizing B2B buyer fears. There’s been a lot of talk about the similarities between B2B and B2C buyers –especially since we’re all B2C buyers outside work. Even though it would certainly make […]

Buyer Journey or the Buyer Cycle?

Life Cycle on the Mechanism of Metal Gears.

According to many marketing posts and newsletters, one of marketing’s primary focal points is, or should be, the Buyer (or Customer) Journey. By focusing on the Buyer Journey, however, I think we may be making things much harder than they have to be. To be successful in following the Buyer Journey, marketers need to maximize […]

Customer Journey Mapping and How to Keep Customers on the Purchase Path

How the Customer’s Path to Purchase Has Become More of a Winding Road For years now, the customer journey has been discussed via the model of a funnel, through which customers would travel through various stages (awareness, consideration, evaluation, and purchase, generally). Using a funnel model meant that marketers accepted that customers traveled in a […]

Is a Picture Truly Worth a Thousand Words?

Antique typewriter and vintage photo camera

We all know, and for the most part believe, that attitudinal data is crucial to the process of understanding our customers (and prospects) and speaking to them in a language they can understand. Behavioral data is important to the picture, otherwise “Big Data” would be pointless, but there are almost always attitudes driving those behaviors. […]

How Much is That Dog in the Window?

Red chihuahua dog near window.

Pricing is as much psychological as it is economic. We are definitely not in the era where the low price leader wins the day. This was proven yet again by the research team at Marketing Experiments. They presented their work on optimal pricing in a webinar on December 10, 2014. Although their work was primarily […]

You’re Gonna Need a Bigger Marketing Boat!

bigger-boat

Most companies are perennially searching for new leads and lament both the dearth and the low quality of the ones they get.  Yet every now and then, there’s a company that has too many leads and struggles with keeping up with the flow of demand.  Clearly, the right place is somewhere in between, with a […]

Learning from GAEMS

Children playing on games console to play football

As an Advisor, Investor, and Board Member, I get to learn a great deal about a lot of companies, business models, and leaders.  In the course of discovery, I have found that most companies have stories of success, woe, and course corrections and that most leaders have steely determination to show the “market” that their […]

Bring Me Quality Prospects Not Just More Prospects

Time's Square - New Year's Eve

On April 7, 2015, the American Marketing Association took a shot at data-driven marketing. We all know the era in which live (big data anyone?), but are not always sure of the best path toward marketing Nirvana. The AMA turned the mike over to Robert Mattson and Svetla Yankova both from Telerik. The underlying theme […]

Moving from Static A/B Testing to Dynamic Testing

A/B testing

Last month Blue Conic stepped up to speak about their thoughts regarding campaign testing. Their approach for testing is to have it “always on”. To begin, the hypothesis that A/B testing no longer meets today’s marketing challenges was laid out. Three key problems with A/B testing were noted: First, the process relies on measuring the […]

Going the Distance: 4 Essential Plays in an Unpredictable Arena

Scoring the winning points at a basketball game

Whether it’s a nail-biting Super Bowl, the NHL Playoffs or March Madness, the game is full of unpredictability… and change can happen in the blink of an eye. The same can be said about our ever evolving market research industry. Times are changing rapidly and the market research industry is changing with it. Fewer one-off […]