Advertising and Promotion: Localize

Thursday, September 11th, 2008 Posted in Marketing, Marketing Communications, Outbound Communications | No Comments »

One Wednesday, not long ago, I was golfing with a friend who owns a local contracting business, and we got talking about advertising and promotions.  As a marketer, I'm amazed ... Read more..

Strategy in Action: Segmentation on the Web

Thursday, August 7th, 2008 Posted in Market Segmentation, Marketing, Marketing Communications, Outbound Communications, Web | 2 Comments »

Last week, I wrote about some basics of marketing strategy, and how segmentation, positioning and differentiation can improve the sales effort.  The comment that followed that post, from Ardath Albee ... Read more..

Summer Reading: Marketing Strategy Lifts Sales

Thursday, July 31st, 2008 Posted in Differentiation, Market Positioning, Market Segmentation, Marketing, Messaging, Sales | 4 Comments »

OK, this may not be the kind of post that you print off and bring on vacation, but summer isn't just about the light reading we stuff into our beach ... Read more..

Reader Favorites: Our Ten Most Popular Posts

Thursday, June 26th, 2008 Posted in Blogging, Branding, Collateral, Differentiation, Internal Communications, Lead Generation, Market Positioning, Market Segmentation, Marketing, Marketing Communications, Messaging, Outbound Communications, Sales, Social Networking, Verbal Brand, Web | 2 Comments »

Every now and then, it's fun to take a walk down memory lane.  So today, I logged into Google Analytics and punched up the content page to find out what our ... Read more..

Differentiation: Separating from the Crowded Pack

Thursday, May 22nd, 2008 Posted in Differentiation, Market Positioning, Market Segmentation, Marketing, Verbal Brand | No Comments »

Once a company has segmented its target markets and positioned itself in context of the business issues and market requirements its customers care about, it is important to conduct a ... Read more..

Market Segmentation: How To Prioritize Targets

Tuesday, April 1st, 2008 Posted in Market Segmentation, Sales | 4 Comments »

In a recent post, Ardath Albee describes how to score leads based on activity (e.g., download a white paper, web activity). This is an important part of database marketing ... Read more..

Buying Cycle: In Their Shoes

Thursday, February 14th, 2008 Posted in Market Positioning, Marketing, Sales | No Comments »

In a recent post, Aaron Ross writes "stop obsessing over the decision maker, and start obsessing over the decision making process." These words are spot on, especially in the ... Read more..

Communications Part II: …To The Right People

Tuesday, January 1st, 2008 Posted in Branding, Market Positioning, Market Segmentation, Messaging, Verbal Brand | No Comments »

As a follow up to "Communications Part I", this blog entry extends "consistently saying the right things" to "consistently saying the right things to the right people". ... Read more..

Market Segmentation: Focus on the Hot Spots

Tuesday, December 11th, 2007 Posted in Market Segmentation | No Comments »

Aaron Ross of Build a Sales Machine blog fame, wrote an insightful post, "The Fatal Mistake Boards & VP Sales Will Make in 2008 Planning", a couple of days ago. ... Read more..