Who Are You, And Why Should I Care?
Yes, that’s a pretty blunt way to start a new-client conversation. And yes, I have been roundly criticized over my career for opening discovery meetings with this rather direct, two-part question. But rest assured, there’s a method to my madness. First, a little background. As a creative director and marketing strategist for over thirty years, […]
Segmenting your market for business-to-business marketing success.
Market segmentation can be a deeply involved, often complex exercise for business-to-business marketing but offers tremendous rewards if pursued in detail. For some SMEs (small to medium enterprises), it is an often-overlooked aspect of successfully growing the business. As stakeholders start and ramp up their business, often with a necessary “take all comers” approach, dividing […]
Actionable marketing insights from customer journey mapping.
From the initial need of a product or service to researching the purchase to buying, your customer’s journey is more complicated than ever. Much of it takes place online, and more and more, on mobile devices. As a result, businesses that take the time to understand their customer journey complexities and map it out are more poised for marketing success.