When I think of the word Marketing it often reminds me of the sea. The three most important letters of the word are unassumingly tacked onto the end: ING. When many people speak (and I would assume, think) about marketing, they speak like it happens at a moment in time. It is viewed as something […]
Business people in technology hear the term constantly… but what is disruptive innovation really? It’s easy to glorify the term innovation, and the term “disrupt” has clearly become a buzzword. But at the heart of the matter is some really great scientific theory that can help new companies and existing companies alike to capture market share […]
Here’s a teaser from our latest study, “The Financial Opportunity for Credit Unions with the Underbanked.” THE FULL 20-PAGE REPORT INCLUDES: • The 5 things credit unions don’t realize they’re doing wrong to make underbanked customers feel confused, marginalized and skeptical. • 7 specific behaviors of the underbanked, and how to leverage them to grow deposits, acquire […]
Isn’t it nice when someone in another time zone does the conversion for you? How about when someone gets you a really thoughtful gift? In both situations another person is empathizing with your situation. Despite being done infrequently, this is ALWAYS received well. Brands are even worse than we are as individuals at empathizing with others because […]
I constantly see this situation with our potential customers. They have a successful sales organization, their business comes from referrals, and they fear that if they take their eye off the ball for one moment, the whole thing will come crashing down. It’s a valid fear—one I empathize with deeply. At a certain point it […]
At this point, if you’ve been on Facebook, Twitter or Instagram in the past two weeks you’ve likely seen a friend or family member take the ice bucket challenge to support ALS (Lou Gehrig’s Disease). Viral marketing is still much more art than science, but some common threads run through most successful viral campaigns, whether […]
Here are 4 simple, powerful guidelines to spark disruptive ideas for your tech-service hybrid: increase speed, reduce price, increase access, and dumb it down. It’s easy to forget Disruptive Innovation isn’t just a buzzword, it’s a practice rooted in science. Harvard Business professor Dr. Clayton Christensen spent 15 years uncovering the patterns that led to […]
Why isn’t more sales enablement happening? I see groups on LinkedIn with 10,000+ members devoted to talking about it. Every client, technology vendor and consultant agrees that sales enablement is a great idea. Over 1800 people attended Forrester’s Sales Enablement Forum and sat through Scott Santucci’s “State of the Union” style address on sales enablement. But literally not […]
This is not an April Fools’ joke: B2B marketing executed entirely in-house almost always goes wrong. Even if your in-house marketing team already has the proper mix of marketing specialists (artists) vs marketing generalists (managers), it’s still risky to execute marketing initiatives solely in-house. Here’s why: Your clients don’t pay you to get emotional An agency’s clients explicitly […]
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