Retention marketing efforts don’t receive nearly the attention that customer acquisition efforts do. For many companies, that’s a big mistake that results in a lot of missed opportunities. Why? For starters, here are a few stats: According to Bain & Company, it costs 6-7 times more to acquire a new customer than retain an existing [...]
A few weeks ago I read an interesting article by Barry Feldman about whether content curation is news or noise. He made some good points. As he notes, "In the end, the acid test is to ascertain whether or not people like what you’re doing." That provides some of the backdrop of this article. When [...]
I write a lot about customer experience, and that customers are smarter now and are in control of the conversation. I was happy to read a similar opinion from Brett Adamson, co-author of The Challenger Sale, who gave the opening keynote at Content2Conversion Conference last week. A recap of his talk is nicely presented in [...]
With the availability of data for analytics plus an aggressive push for thought-provoking and relevant content to help buyers, there is a dynamic change going on in marketing organizations causing a shift from a traditional marketing engine to a customer one. There are significant strides being made that sales and marketing lines are blurring for [...]
I recently asked a marketing director about customer testimonials on his company website. He openly said, "The testimonials aren't real, I made them up. Everybody else does it, so why can't we?" My second thought, after "Two wrongs don't make a right," was "Aren't you in the business of building trust? What does that say [...]
Will Content Marketing earn you business?To this, I say it depends. To this, I say it depends. Let me give you some background to frame this post. I participate in a variety of Twitter chats. Not only do I enjoy the engagement, but I can learn and disseminate information, and give my creativity a workout. [...]
