Skip navigation

Marketing

  • Nine Privacy Action Points

    Nine Privacy Action Points

    Many organizations have taken initial steps on this path, but most have taken a "risk minimization" approach, rather than seeing the effort being one of investment into their brand. Here are nine different ways that you can improve privacy within your organization — and build a higher level of trust [More]

  • Derived Personas and Lead Profiles

    Derived Personas and Lead Profiles

    That your personas are accurate? And that you are focussing your efforts (and budget) on the priority personas? Up to a few short years ago, you couldn't. You could guess, you could do some market research, but you couldn't actually know. But today, there is a way to tell. Enter [More]

  • Targeting: From Gut to Segmentation to Individual Targeting

    Targeting: From Gut to Segmentation to Individual Targeting

    The answer lies in segmenting, and how your organization has approached it. Consider these three levels of sophistication: Level I -- "Gut" segment strategy: Otherwise known as not having any segments at all, at this level the business may be doing relatively well, but all of its marketing and service [More]

  • LinkedIn Prospecting — A New Social Contract?

    LinkedIn Prospecting — A New Social Contract?

    Without a doubt, LinkedIn is the premier business networking tool. It has come a long way as a repository for your contacts and an online version of your resume: It has a complete suite of recruitment tools, sales tools (e.g. LinkedIn Sales Navigator), advertising tools, and more. But strangely, not [More]

  • Trust is the Currency of Transactions

    Trust is the Currency of Transactions

    I would like to suggest another definition: Trust is the currency of transactions. Or said another way, at every touchpoint — for every transaction and for every interaction — trust either increases or decreases. Consider these scenarios: Scenario one: Someone you barely know asks you for a favor. When this [More]

  • Rebranding: Foiled by Human Nature

    Rebranding: Foiled by Human Nature

    While this is a perhaps too-basic question, and one that is clearly a set-up, there is one area of branding that is too often overlooked: human nature. On a recent cross-country road trip, I had the opportunity to stop in many small towns. And as I did, I felt I [More]

  • Using Personas to Understand Trust

    Using Personas to Understand Trust

    Personas are usually built to understand the details (and motivations) of a particular segment. Experienced marketers know the typical persona questions: Who are they -- demographically and psychographically? What service or product features are important to them? What challenges do they have? Where are they located? How do we reach [More]

  • Leaving a Market Behind?

    Leaving a Market Behind?

    Recently I had a stark reminder, in the most unlikely of places, that this is absolutely not the case.  For several hours, I spent sorting food at the local food bank. Instead of going through the front, where patrons were able to pick up their food, I went through the back, [More]

  • Transformational Thinking

    Transformational Thinking

    Remember what it felt like going back to school in September? You're completely energized, looking forward to a year when you do things, well, just that much better. If you are a  leader, you may often think of September - or your fiscal year - or the calendar year - [More]

  • Don’t tell me how to think: Trump, Trudeau, and the realpolitik of marketing today

    Don’t tell me how to think: Trump, Trudeau, and the realpolitik of marketing today

    Looking back, was there really a surprise that Donald Trump won the 2016 American election?  Or that Justin Trudeau won the Canadian one both in 2015 and 2019?  Or for that matter, that Brexit happened? These three results have much in common: Politicians and insiders who are perceived as privileged, and think that they [More]

CATEGORIES

Back to top