The central ideas and much of the following are from Samantha Stone’s excellent book on marketing that works called, Unleash Possible. You could whitewash it and say that data is only misleading, but data by itself, can turn reality on its head. Data is not productively actionable without a human analyst. Here are four (of the many) ways that data lies: 1. It only tells us what, not why: Behavioral data doesn’t reveal the underlying reasons behind actions. To do this, you

Customer loyalty isn’t absolute—you can’t divide customers simply into the loyal and disloyal. Experts, such as Das Narayandas of the Harvard Business School, contend that there are degrees of customer loyalty. Why is this important to know? Because the tactics you take to increase loyalty depend on the degree of loyalty already present. For example, retaining a customer at the vulnerable new relationship level is different than retaining a customer who has become impervio

Going rogue isn’t necessarily a bad thing. In fact, the world could use a few more practical rogues. I use the word to separate those who have some basis for their actions from those who act impulsively---to be clear, rogue can be good, but impulsive is always bad. Following are 6 instances where taking bold initiative has merit: 1. When You Know More than Everyone Else The reason you know more is either because you’ve done your homework or you have more experience is that

Always bear in mind that the endgame for MDF (market development funds) is at least lead generation and, depending on the channel partner, maybe sales. In other words, think like the MDF provider. First of all, many people use the terms “MDF” and “Co-Op Funds” interchangeably, but this is incorrect. The primary difference between the two is when they are requested and disbursed. Co-op Marketing Funds Defined: Co-op funds are given after sales have taken place—th

Sales and marketing often view leads differently—i.e. what actually qualifies as a lead and what is worth follow up. To uncover the disconnect, Rollworks surveyed 527 salespeople and 323 marketers. The results show that salespeople are most likely to reject leads if: 1. They don't fit the target account criteria (industry, company size, revenue) 2. They don't fit the target individual criteria (role, seniority), or 3. The contact doesn’t fill out a content form.

It may seem like someone is asking for advice—and they may think they want advice—but in reality all they want to do is vent or dump their problem off on you. So you need to assess if the person is actually asking for advice before opening your mouth. 1. Has this person told you what the problem is and why it is important? 2. Have they presented a few possible solutions—given you an indication that they have done some research and aren’t planning to hand the problem over to y

It’s axiomatic that if you want to get ahead—no matter what field you’re in---you have to do more than everyone else is willing or able to do. The good news is that you don’t need to work 12-hour days—you only need to do a little more than everyone else. Right now, with the emphasis on impersonal mass marketing strategies, doing a little more has never paid bigger dividends. Doing a little more requires a lot more strategy and a little more effort (not necessarily time) than

Is your company well branded? Go through the following list to find out. My brand aligns with my short and long-term business goals. I’ve performed thorough research to test the effectiveness of my brand. My brand communicates and delivers on a clear promise My brand is distinctive within its segment. My brand message is consistent across all venues My brand’s graphic identity is included in everything that originates i

The psychological phenomenon of confirmation bias has significant implications for marketing and communications--especially as it relates to sales of high-end products--but most people don’t know what it is and---more importantly---how they can get prospects to move past it. Confirmation bias is the tendency to favor information that confirms what you already believe, regardless of whether or not the information is accurate; and ignore alternatives that may be bette

Melina Palmer, longtime host of “The Brainy Business” podcast, has a new book out called “What Your Customer Wants and Can’t Tell You”. The book, like the podcast, reveals some very useful insights regarding subconscious consumer behavior. Many, if not most, of these insights apply to technology companies that sell to other businesses. As a marketer focused on the technology industry, here are some takeaways that I found useful: · Determine what information buyers nee