Sometimes, it’s just not that easy. Why do we dislike hearing that truth so much? “Too Simple,”
a recent blog post by best-selling author Seth Godin
, got me thinking about the impact that over-simplification currently has on many areas of B-to-B marketing. The desire to make everything simple is lulling us into believing that great marketing execution is easy. To put it simply, that’s just not reality. Here’s my proposal: Let’s make 2013 The Year of Realistic Thinking. Why? If I’ve learned one thing during the last few years at SiriusDecisions, it’s that there’s a burning desire among marketers to...
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Lifecycle Marketing: 5 Steps to Take Customers From 'Suspect' to 'Advocate'
June 27, 2012
From Today @ Target Marketing
Marketers have the opportunity to get closer to customers by focusing on the customer lifecycle. While transaction value is the most common measurement of a customer relationship, advocacy from a customer is marketing gold. Engagement deepens the customer relationship and creates opportunities to secure connections with new prospects in your customers’ networks. Here is a real-life example and five actionable steps that may inspire you to engage in deeper customer lifestyle analysis.