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Mobile Innovation (Part 6): Innovating Value Propositions Through MobileChristina "CK" Kerley
Value propositions are the heart, soul, and epicenter of a business. They reflect its market positioning while communicating the core promises it makes to its customers. Let's look at three ...
B2C,
Brand Positioning,
Content,
Customer Experience,
Customer Relationships,
Digital Theory,
Inbound Marketing,
Marketing Strategy,
Mobile Marketing,
Positioning,
Smart Phones,
Value Propositions
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Four Tips for Building Fail-Proof Buyer PersonasJustin Gray
Whether you think it, believe it, or discard it... the truth is that buyer personas are the start of every successful campaign. Every marketer knows that understanding your buyer is ...
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Five Steps to Improve Your Marketing to Generation-YJoeri Van den Bergh
Millennials grew up with the Internet, and they are used to having everything at their fingertips. After interviews with 21 global marketing executives, we defined a five-step plan for improving ...
Advertising,
B2C,
Brand Loyalty,
Brand Positioning,
Community,
Customer Behavior,
Customer Engagement,
Customer Experience,
Customer Insight,
Customer Relationships,
Demographics,
Gamification,
Integrated Marketing,
Millennials,
Mobile Marketing,
Positioning,
Product Marketing,
Retail Marketing,
Social Media,
Social Networking
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Stop Saying 'Awesome': Five Best-Practices for Americans Marketing to EuropeBob Boehnlein
Globalization brings exciting opportunities and enormous challenges for all parts of a business, but nowhere is that more apparent than in the marketing department. Here's how to avoid five common ...
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B2Bs Struggling With Online Marketing Mix; Sales Cycle Gets LongerVahe Habeshian
US B2B marketers are struggling to optimize their online marketing mix, with many unable to segment and target the right decision-makers or measure program success across the entire marketing funnel, ...
B2B Marketing,
Brand Positioning,
Branding,
Channel Marketing,
Lead Generation,
Marketing Challenges,
Marketing Strategy,
Measurement,
Positioning,
Research Summaries,
Sales
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Four Ways to Create an Army of Fans for Your BrandMack Collier
Why do rock stars have fans but companies have customers? The short answer: that's what rock stars and companies want to have. But if you think like a rock star, ...
Brand Ambassadors,
Brand Loyalty,
Brand Positioning,
Community,
Customer Acquisition,
Customer Advisory Programs,
Customer Behavior,
Customer Engagement,
Customer Evangelists,
Customer Insight,
Customer Loyalty,
Customer Relationships,
Customer Retention,
Positioning
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Avoid an Emergency Career Crisis: 14 Tips for Planning Ahead for Your Next JobDebra Feldman
Anticipation and planning improve your ability to effectively cope with emergencies such as a storm—or a career crisis—even when its timing is uncertain. Those who are always prepared for an ...
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A Weight Watchers Case Study: How Smart Marketing Pays OffMatthew Denos
Weight Watchers is clearly the dominant company among weight-loss centers and programs. So what are the company's marketing secrets? Let's take a look at six savvy principles Weight Watchers has ...
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Elements of Great StorytellingAnn Handley, Tim Washer
For millennia, human beings have transmitted knowledge from generation to generation via storytelling. It remains a powerful medium that grabs and holds people's attention. Not surprisingly, then, it can be ...
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Avoid These Three Deadly Sins of Sales MessagingTim Riesterer
Salespeople's lips moving—that's how deals get done. The entire deal rides on what you have to say even more than what you have to sell. So here's how you'd better ...
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How to Tell a Visual Story (Even You, B2B): A Marketer's GuideAnn Handley, Nick Westergaard
As storytelling becomes more and more part of marketing, another trend is coming clearly into focus: Brands are becoming more visual. Businesses that aren't ready for this visual revolution will ...
B2B Marketing,
Brand Positioning,
Branding,
Community,
Content,
Content Marketing,
Digital Theory,
Facebook,
Google+,
Inbound Marketing,
Integrated Marketing,
Lead Generation,
Location-Based Marketing,
Marketing Strategy,
New Media,
Pinterest,
Positioning,
Social Business,
Trade Shows/Events,
Twitter
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Product Portfolio Management: Are You Working on the Right New Products?Rick Steinbrenner
Are you able to make sure you're properly resourcing your new-product portfolio? And do you have the tracking tools you need to make sure those products launch on time?
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Pavlov's Dog, or How to Develop and Deliver a Consistent Brand ExperienceMichael DiFrisco
When we hear a name, see a logo, whiff a particular scent, or encounter a sensation, we are conditioned—like Pavlov's dogs—to respond in a specific way.
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Lead Nurturing and Marketing Automation: 15 Key Questions Answered (Questions 2-4)Sid Smith
The second article in this series answers three questions: How do we get started with lead nurturing/marketing automation? What is lead nurturing and how does it work? How long till ...
B2B Marketing,
Brand Positioning,
Content,
Content Marketing,
Customer Acquisition,
Inbound Marketing,
Lead Generation,
Lead Nurturing,
Marketing Automation,
Positioning,
Sales,
Value Propositions
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How to Avoid 'False Choices' in Content MarketingJoe Chernov
Our penchant for snappy axioms—most of them a derivative of "set content free"—has put content marketing on a collision course with otherwise sensible business objectives.
B2B Marketing,
Brand Awareness,
Branding,
Content,
Content Marketing,
Customer Acquisition,
Inbound Marketing,
Lead Generation,
Marketing Strategy,
Mobile Marketing,
Positioning,
Technology,
Web Content
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Seven Rebranding Lessons Learned: A Road Map From a Newly Merged CompanyMark Durrett, Alicia Smith
Working through a six-month rebranding effort, we learned seven key lessons we deemed worthwhile to share in the hope they can help others who might face similar challenges.
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From Tampons to Tablets: The Best and Worst Product Names of 2012Laurel Sutton
We're astounded, amused, and occasionally awestruck by brand names that naming consultants and other marketers come up with over the course of a year. So here are the most inspired ...
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Achieve Visual Storytelling (and Sales) Success With WhiteboardsTim Riesterer
Whiteboards are an essential visual storytelling tool that you as a marketer can help create for salespeople to differentiate your company from the competition—and get customers and prospects to choose ...
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Customer Experiences and the Theory of RelativityHoward Lax, PhD
Your customers see the world through a lens of comparisons to meaningful reference points. That has repercussions for the design, measurement, and analysis of customer experiences—and, by extension, customer loyalty.
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Three Tips When Naming Your Company or Product
A note to our readers: MarketingProfs has decided to cease publication of the Get to the Po!nt (GTTP) newsletters, and this issue of the Small Business GTTP is the last ...
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