I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.
Marketing is much more than generating attention. Every single interaction an organization has with an existing or potential customer is important. The way the telephone is answered (or routed into phone tree hell), the ease of making a payment (or not knowing what a bill is...
When a customer begins the buying journey for a complex sale, he or she usually wants to learn about their sales representative. This is true of both big-ticket consumer purchases as well as B2B products and services.
Marketers understand that content drives action and many organizations now create original content—websites, blogs, video channels, social feeds, podcasts, and the like—as an essential way to reach buyers. However, most B2B companies focus their content effort only to attrac...
Successful sales and marketing no longer follow the playbooks that worked even just a few years ago. The rules have changed, yet most organizations and the sales and marketing professionals they employ haven't made the transition.
The way people buy changed many years ago. All of us — you, me, and all our existing and potential customers — turn to the web to solve problems.
Last week, we received a letter from our home heating oil supplier, Cubby Oil & Energy. The letter was heartfelt, honest, and provided valuable information.
The biggest mistake I see with sales and marketing (and I see it all the time) is when companies focus too much on their own products and services.
When you can buy most anything you want online, the retailers who serve us seem interchangeable. But they don’t have to be. Recently I placed my first order with Sweetwater, a music instrument and pro audio retailer, and was amazed by how well they treated me.
Marketing and Sales Strategist, entrepreneur, advisor to emerging companies, and bestselling author of 10 books including "The New Rules of Marketing & PR".
