Marketing Profs, August 22, 2011
Customer service can make or break your brand: 8 steps for success
In this article, you'll learn about: (1) The importance of consistent messaging;
(2) Steps you can take, post-sales, to enhance your brand.
Marketing Profs, March 9, 2011
Find Your $1,000 a Minute Market: How Marketing Creates Product Value
How much is masterpiece music performed by an internationally acclaimed virtuoso worth to an audience of a thousand people?
MarketingProfs, November 30, 2010
Ten Steps You Can Take to Create Compelling Testimonials
Testimonials help accelerate sales. That's because the perspectives of peers are among the information sources that prospective customers value most.
MarketingProfs, September 21, 2010
Accelerate Your Referrals: Nine Steps to Success
If you're like many professional service providers, you get a lot of business from referrals. You get them because you're an expert at what you do and you provide excellent service.
Marketing Profs, June 29, 2010
Marketing at Cyberspeed: What Today’s Internet May Mean for Your Launch Strategy and Beyond
Launching a business may be as easy today as registering a website. But winning a share of the market will remain tricky as long as it is subject to customer preferences, channel demands, and competitive offerings.
Marketing Profs, May 25, 2010
Case Study: In a SaaS World, Customer Feedback Drives Competitive Advantage
Most executives would concur that gaining deep insights into customers' preferences at every stage of the buying process is a good idea.
Marketing Profs, February 23, 2010
The Secret to Success in a Down Economy: Market Intelligence
Especially in a down economy, it's important to understand where the opportunities are--and how to capitalize on them. Luckily, today's companies have many avenues for gathering this information.
Marketing Profs, December 15, 2009
Marketing Is So Much More Than Promotion: Just Visit My Hairdresser
Last Saturday, Mary Davis, co-owner of Davis Hairdressing in Newton, Mass., called to inquire about my recent visit. I asked her if she had a few minutes to talk because I wanted to let her know how impressed I've been with my experiences at her salon.
Marketing Profs, July 14, 2009
Creating Compelling Value Propositions Can be Fun
A few weeks back, I had the pleasure of watching 50 IEEE CNET consultants help one of their own develop a compelling value proposition. It was really fun. Here's what happened....
Marketing Profs, May 5, 2009
How can businesses use social media to shorten the sales cycle?
How can businesses use social media to shorten the sales cycle? And, how can marketers measure the ROI of their social media investments? These are questions that every business needs to ask and answer...
Rain Today, January 28, 2009
Cross-Selling for Small Business
Let us tell you a fable that we've heard in a number of group settings. It talks about heaven and hell. If the analogy to small businesses is not immediately clear, it should become so by the end of this article...
Rain Today, January 6, 2009
Customer Success Stories Speed the Sale
Marketing and Sales worked hard to find the opportunity and close the deal. The people in Operations knocked themselves out to deliver above expectations.
Salesopedia, June 10, 2008
Out in the cold: When is cold calling right for your business?
It was clear as day. We had a useful reasonably priced service to offer to an omnipresent and growing industry. We had happy customers eager to give us new projects if and when the projects got funded. All we needed were some new accounts. The more the better... ...
RainToday, January 9, 2008
What's Your Professional Service Firm's Marketing Strategy For Cultivating Referrals?
Savvy professional service firms leave nothing to chance. Instead, they develop a systematic process for identifying, training, and cultivating prospective referrers. By so doing, they reduce the "randomness" of new business development and sign up new clients more predictably...
Marketing Profs.com, October 2, 2007
Selling Professional Services? It's All
Marketing programs that Professional Service Firms can use to improve business development productivity and profitability...
RainToday, March 6, 2007
Why Marketing 101 Lessons Still Prevail:
A Case Study
With apologies to Robert Fulghum, author of the bestseller, Everything I Needed To Know I Learned In Kindergarten, a recent experience provided solid proof that much of what we need to know as marketers was covered in Marketing 101...
The Power Of Anecdote
And Agenda: Researching Your Prospects' Buying
marketing directors, we want to invest money
in marketing projects that demonstrate a
return on investment...
How Marketers Make an Impact
company aims to maximize profit. Yet, in
the frenzy of everyday work, it is not uncommon
for "urgent" issues...
Is It Time to Revamp Your Communications Plan?
If your sales cycles seem to be
dragging, it may be time to revamp your communications
June 28, 2005
Are White Papers Just for Technical
marketing professionals, it is our job to stimulate demand
for a company's goods and services with one of two...
Test Your Customer IQ
will come as no surprise that customers want it their
way (to paraphrase Burger King). Yet many companies don't...
High Tech, May 16, 2005
Seal the deal with the right
five companies that had seen his company’s “point
solution” at a health care industry trade show...
May 10, 2005
Secrets to Closing the Sale
There are many reasons for not closing
a sale. In today's climate of information and work overload,
Business Journal, November 6, 2004
To drive your sales, adopt
a major-accounts strategy
Did you know you can increase your company’s
revenues—without necessarily adding more resources?
The key is...
High Tech, August, 2004
Is outsourcing the marketing
function your key to rapid growth?
single most important driver of growth for emerging technology
firms is having the right people in place...
Business, Volume 6, Issue 9, June 2004
Know your customer, grow your
Did you know that while companies consider
market research to be expensive, they can’t afford
not to do it?...
High Tech, March, 2004
Getting the message out: Steps
to technology marketing
Tech startups have great ideas, boundless
energy and capped resources. Focus is key to exploiting
resources for the...
High Tech, September 15, 2003
Remove sales obstacles and accelerate
Marketing textbooks preach that pain sells.
The quickest way to make a sale is to identify customers'
Lawyers Weekly, July 14, 2003
Using Client Data To Grow Your
Many lawyers are spending more of their
time marketing, and as with any time-intensive endeavor,
it is important to..
Business Journal, April 18, 2003
Making it easy to buy
honing the small business edge
The ability to develop customer intimacy,
display a high level..
Business Journal, February 24, 2003
Even small businesses can benefit
from marketing systems
Small companies that implement marketing systems
to identify their best prospects can dramatically increase
Growing your business
Pssst. Let me let you in on a little secret.
Selling doesn't work. The customers are in control. They
decide what they..
Contact, September 2000
Eight Questions Every Small
Business Owner Should Ask Before Jumping On-Line
According to a recent report by Dun and Bradstreet
(May 25, 2000), 41% of women-owned businesses indicated
that they have Web pages, up from 22% in 1999. Yet the...
Health Care Marketing Matters,
Make it easy to use
Talk to any health care administrator about
clinical initiativespractice guidelines, disease
management, alternative medicineand you're likely
to hear familiar complaints...
Health Care Marketing Matters, Summer 1999
Mind over Matter
An ever-growing body of evidence demonstrates
that "alternative" medicinesuch as mind/body programs,
acupuncture, massage and chiropractic services...
Clinical Practice, January/February 1999
How Ready Are
Health Plans for Medicare?
The Medicare program is moving quickly to offer
its beneficiaries the option to enroll in capitated managed
Health Care Marketing Matters,
Who's doing what on the web
Health care organizations are turning to the
Internet, especially the world wide web, to market their
goods and services. While the movement to digital communication·
Care Marketing Matters,
Health care's new customers: For marketers
there's a whole new audience out there.
Marcus Welby is dead. In the not-too-distant
past, the health care industry enjoyed a goodwill and
stability other professions envied. During the last 15