It's a question that every business owner or manager faces when they consider hiring outside consultants for help: “Am I better off working with someone who knows my business or better off working with someone who knows marketing and knows what’s going on?”
To put it bluntly, that’s the wrong question. Here’s why.Read More
So, I just did something I never thought I’d do again – I signed up and PAID FOR a newspaper subscription.
I canceled my last subscription 3 years ago. The paper was getting awfully thin, and I didn’t see the point of paying for the paper just to read the comics. So I canceled, subscribed to gocomics.com instead, and started reading my news online.Read More
Topics: media outlets
Editor's Note: This post was originally published in April 2009 and has been updated for freshness, accuracy, and comprehensiveness.
Do you sell business-related products or services through a channel? And by “channel,” I mean another party between you and the end customer/consumer/user. Channels could include retailers or dealers or be multi-level with distributors involved.Read More
About a year ago, John Jantsch, author of Duct Tape Marketing and other business books, sent an email out to business owners (and posted the content as a blog as well). With his permission, I am borrowing parts of it and paraphrasing others, as his thoughts match our experiences.
John starts his email with this:Read More
Question: What is one thing you can do to improve your sales effectiveness and the impact of marketing for your technology company?
Answer: Improve your customer delight.
But that’s easier said than done, and if you think that customer satisfaction is the same as customer delight, you’re missing the point. Look at it this way: as consumers, we are frequently satisfied with our purchases – but we are rarely delighted. Satisfaction is best defined as “your expectations have been met.” “Delighted” indicates that your expectations were exceeded.Read More
Topics: customer delight
“Sales is a lagging indicator of success” – I heard someone utter that phrase the other day and thought, “Huh. I never thought of it that way, but it’s true.” A sales person will disagree (they always disagree when you try to take credit away from their efforts), saying that sales is a (or the) measure of success. But when you truly dissect it, new customer acquisition or gaining a larger share of your customer’s wallet doesn’t happen unless everything else is tuned correctly – so your sales revenue really is the downstream measure of how successful everything else is.Read More
Your tech business is busy. You have product release cycles to manage. Customer support to provide. Training videos to record and publish. FAQ documents to write and verify. And, of course, new sales to make. Marketing is always on the to-do list, but never seems to get done because you don’t have the time to create the content to support it.Read More
Lately, I have taken to asking businesses if their website is a picture, a potted plant, or a pet. And with a bit of explanation, most people quickly get it, can answer, and can think about what they want their site to be versus what it is.Read More
Topics: web design
The 4 Ps of Marketing – Product, Price, Place, and Promotion – really aren’t applicable to a professional services firm (actually, they probably aren’t applicable to most businesses in our knowledge/experience economy – but I digress).Read More
If you are a services firm, especially a professional services firm, where the primary product you sell is your knowledge (and the results of your client applying your knowledge to their situation), creating differentiation can be difficult.Read More