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Randall's Resources
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Nurture Marketing: No or “Not Yet”

Have you ever put in a proposal, or answered an enquiry about your products or services, and then waited patiently for their answer about the next step? While images of pulling petals off a daisy might come to mind ("He loves me, he loves me not") the words that ultimate come back are either yes we want you, or no we don't. But are these words really what is being transmitted to you? If they found you via referral, or through your content, then they likely value your expertise, but perhaps the timing may not be right: when they say no, they may really mean not yet.

They may answer in [...]


Unpacking Relationship Marketing

Have you ever felt that each year, there is yet another set of marketing buzzwords that you need to learn? Service marketing, value marketing, values-based marketing, content marketing, Social Media marketing, and the list goes on. What these terms all have in common is the connection between your organization and its target prospects: the relationship. While much has already been written about relationship marketing, sometimes unpacking the term in a different way will yield some different (and valuable) insights. Consider, the four Rs of Growth:  Recruitment, Retention, Referral, and Rec [...]

Spam Rescue and Type I Errors

Consider this scenario: you get a phone call from a key client or a distraught family member: "didn't you get my email?"  They are clearly upset that you "ignored" them: they see evidence that they are not your priority. You are not unresponsive.  You don't care.   Or maybe, your spam filter was doing just a bit too good a job.  Welcome to the world of Type I errors.

A Type I error is generally called a false positive:  your good email is flagged as spam, and gets filtered into your junk mail folder.  A Type II error is generally called a false negative: spam is not detected as [...]



Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and