Empowering Employees with Data

Using Dashboards to Engage with Your Employees In today’s data-driven world, businesses are generating more data than ever before, as they capture information about everything from their customers to their own internal processes. Data-literate business owners and executives have adopted various forms of data dashboards to help organize and utilize data, but the real key …

Lead Nurturing Shouldn’t End With Conversions

Why the User Experience Deserves as much Focus as the Sales Funnel Generally speaking, most, if not all, industries can organize their particular sales process with a traditional sales funnel. This tried and true method has been illustrated in dozens of ways with various levels of specificity, but can be boiled down into four essential …

The Benefits of Comparative Funnel Analyses

Why You Should Be Looking Under the of Your Campaigns Marketing and sales funnels both give structure to the overall transactional business process, allowing marketers and sales professionals alike to organize their strategic efforts. They outline each step consumers need to work through in order to get from demand or lead generation to conversion. These …

Is FAST the Future of Television?

  Consumer Preferences & Consumption Patterns Chart a Course to a New TV Frontier The paid television industry is at an inflection point, mirroring the music industry around the birth of the Dot Com Era. In a previous article, we explored some of the factors that brought the industry to this point. We focused on …

Creative Development Should be like Baking a Cake

Why You Should Treat Your Marketing Communications like a Precise Recipe In the culinary world, while cooking is often regarded as an artform, baking is almost always seen through the lens of chemistry. Whereas in cooking you can be free to improvise as you work through a recipe, you must treat baking as a precise …

Why You Should Believe in Customer-Driven Marketing

Considering Real-World Variables by Listening to Your Customer Ten times out of ten, the first thing a marketer learns in their very first Introduction to Marketing class is the concept of the Four Ps of Marketing, namely Product, Place, Promotion, and Pricing. At the most basic and academic level, these four factors together constitute the …

Making Efficient Marketing Plans

Eliminating Waste by Focusing on Targeting Before creating a marketing plan, marketers must understand the meaning of their plans and efforts within the context of their wider organization. Principally this means acknowledging that marketing plans are more than anything else an investment. It is often said that marketing departments are the ones that spend money, …

Customer-First Communication for Small Businesses

Negotiating with Your Customer to Create a Connection First and foremost, in order to succeed, consumer-facing small businesses must make a connection with their customers. Beyond pure awareness, customers need to understand what the brand signifies, and more importantly, what it can do for them. Small business owners are no doubt aware of the challenges …

Lies, Damned Lies, & Statistics

Why Marketers Must Seek Context to Better Utilize Data Analytics At this point in the Digital Age, business organizations have by and large woken up to the importance of data, especially now that data collection and management have become easier than ever. Organizations have gotten smarter about collecting data at every stage of the consumer’s …