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]
You invest in events, send out emails, educate, and send invoices. But how well do you really know your target audience? Beyond the basic demographics, perhaps not as well as you might think. Test yourself: how do you think they would answer the following questions? If asked to describe [More]
Do you use email every day for marketing and outreach? Not every email is the same - there are a number of different types, each with a different goal. How many have you used? Great marketers know that using the right stimulus at the right time will yield the desired results. Using marketing emails [More]
Imagine yourself to be Henry Ford, watching the first batch of Model T cars leaving the assembly line. He might have been able to envision the impact of assembly lines on the economy, but not likely the societal impact of the interstate highway system, the international geopolitics of the oil and gas [More]
Have you ever had a problem - or a disastrous - project in your organization? When this happens, it is often "clear" that the problem is with the consultants hired to help, and sadly, this is often true. But is some of the fault also with your organization? While a previous [More]
What do you do if you have a spare $26 billion hanging around? If you are Microsoft, you buy professional social networking site LinkedIn.com. What do you do if you are an avid LinkedIn user, or if LinkedIn is central to your organization's engagement and marketing plans? Be happy, but [More]
Has your organization invested in a “game-changing” software project, only to discover that the promised benefits never really materialize? Or that the implementation was so flawed that the system is regarded as a financial and operating disaster? Sadly, this happens far more than it should… but must this always be [More]
CRM (Client Relationship Management) systems are known for two things: the promise of driving sales, and the almost inevitable disastrous implementation. And the same is often true of other big tech projects. But does this really have to be the case? Here are 12 key items that can make a difference between a [More]
How much does your organization invest in marketing? Beyond thought leadership and inbound marketing strategies, there is advertising, promotional items, trade shows, CRM, marketing automation, the web and social media. Any way you look at it, the investment is substantial. Yet despite this focus, and despite all of this strategy, why [More]
Marketing has progressed significantly from the days of direct mail addressed to "occupant". Or has it? I recently received a snail-mail letter from a major corporation, addressed to Rondo Greg - not Randall Craig. My wife recently received an email addressed to her work address, asking whether her company - a [More]
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