Archives


Customer-Inspired Marketing

Your best marketing ideas may come from outside the marketing organization – even outside the company. In the case of Pley, a simple suggestion from a busy parent resulted in a business success and many happy children. Pley is a…

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A Marketing Manifesto for Value Nurturing

When you want to maintain a long-term relationship with the customer, avoid any marketing tactics that erode trust. The book Subscription Marketing includes a manifesto for marketers nurturing recurring customers. Of course, it applies well in nearly every marketing situation, but it’s particularly critical when,…

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The 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…

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Embedding Marketers on Customer Success Teams

How can marketing work effectively with the growing Customer Success teams on the customer-facing front lines of their businesses? The question has been on my mind since I attended the Totango Customer Success Summit recently. Businesses are staffing and expanding…

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Why Customer Success is Marketing’s New Best Friend (or Should Be)

Marketing and Customer Success are like two people in a canoe. Ideally, you’re both trying to get to the same place (a successful business with happy customers). The trip is much easier when you work together well. And in choppy…

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The Automatic Customer: A Book Review

Have you ever heard of the Blue Car Syndrome? It’s the non-scientific name for what happens when you buy a blue car, then start seeing blue cars everywhere. I’ve been experiencing the effect lately when it comes to subscription businesses….

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Stop Stealing My Attention!

If you believe that attention is valuable currency in today’s world, then advertisements that force themselves on our attention are like people stealing money from our pockets.    by  dullhunk    Interrupt-driven advertising or marketing is becoming less effective as we find…

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What’s your True Story? (Book review)

David Meerman Scott’s New Rules of Marketing and PR came out in 2007, which seems like a lifetime ago. Now it’s a “marketing classic.” As the world continues to evolve, marketers need to be lifelong learners to stay current. In…

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A must-read for marketers: To Sell is Human

Do you feel uncomfortable when someone ‘confuses’ marketing with sales? Reading Daniel Pink’s new book To Sell is Human might change your mind. According to Pink, teachers, physicians, entrepreneurs and others are all in the business of selling. My only…

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Are rogue emails sabotaging your marketing?

I was on the receiving end of a rogue email drip campaign recently.  The first email (which I ignored) offered a product demo.  Then came the second and third – and that’s when I was sure these were rogue emails….

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