Anne Janzer
Author, Writer, Content Marketing Consultant
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Using Customer Data: Don’t Be Creepy
Businesses have all kinds of data about customers. You can use that data in ways that demonstrate value to your customers, or that erode customer trust or creep people out. You decide. As a previous blog described, campaigns that use customer data can help you reinforce…
Read MoreThe Customer Retention Marketing Opportunity
It’s time for marketers to give customer retention a little love. According to the State of B2B Product Marketing 2015 report by Regalix Research, customer retention marketing comes in dead last in the list of B2B marketing activities. Only about one…
Read MoreAn Insider’s Guide to the Membership Economy (Book Review)
Question of the day: Are memberships one variation of the Subscription Economy (as suggested in John Warrillow’s The Automatic Customer, which I reviewed here)? Or are we really experiencing the growth of a Membership Economy, for which subscriptions are merely…
Read MoreMarketing for the Perpetual Sale
What do socks, industrial chemicals, and Emmy-award winning television programming have in common? They’re all available by subscription. Foot Cardigan (among several subscription sock contenders), Dow Chemical, and Netflix are all rocking the subscription model. Subscriptions are working their way…
Read MoreMarketing and the Subscription Customer
Subscriptions aren’t just for magazines anymore. Technology companies, retail businesses, industrial services and suppliers, and countless other companies rely on subscriptions to sell goods and services to customers. Think about it: Amazon AWS is a technology subscription, while Amazon Prime…
Read More9 Marketing Books That Would Make Great Gifts
Books make great gifts. They’re easy to wrap. You don’t have to worry about peanut allergies or gluten intolerance. And the best of them can have a long-lasting impact – the gift that does, in fact, keep on giving. …
Read MoreMinimum Viable Messaging for Startups
Few things make a content developer (aka writer) happier than a complete product messaging roadmap. For details, see What the Writer Wants from a Product Messaging Document. We know that content development and review cycles will be smooth sailing if there’s a…
Read MoreContent Marketing: Past, present and future
Want an illustration of how far content marketing has come as a practice? I was at a wedding a few weeks back, speaking with someone who does video for brands. Just to try it out, I described myself as a…
Read MoreMeasuring content marketing effectiveness
How do you measure the performance of your content marketing? LinkedIn recently introduced a Content Marketing Score to track and benchmark the performance of content on the LinkedIn network. This effort highlights a larger issue – it’s tough to track the effectiveness of…
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Anne Janzer 