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Marketing

Eight Drivers of Market Disruption

Where does disruption come from? Here are eight specific places: Clients who decide to bring it in-house… Clients who decide to productize their process… Suppliers who go Direct-to-Consumer (eg "Disintermediation") Software service providers... Out-of-geography provider… Lower cost substitute products... New intellectual property (obsolescence or new innovation)... LinkedIn and Social Media [More]
Landing Page Optimization: A more sophisticated A/B testing plan

The real question is how can you be sure that your landing page converts as best as it can. And the answer is a staple of every digital marketer – the A/B test. Yet what does this really mean? And are there aspects of a simple A/B test that we [More]
Nine Creative Lead Magnet Ideas

Even from the early days of the web – think 1994 – marketers knew that a brochure website was not helpful. When I put KPMG online in that year, I came up with "Tax Tip of the Day": give us your email address, and we'll send you a tax tip [More]
Journey Mapping for Marketers

Is this you? Is your marketing boat "leaking"? Is there a mechanism, or type of analysis that can improve your marketing effectiveness even further? Enter Journey Mapping. The concept of Journey Mapping can fundamentally change your view on marketing. Journey Mapping is defined as the documentation of all touchpoints that [More]
Webinar Marketing Blueprint

While you may be doing many of these ideas already, it always makes sense to look at this question anew. Each of them probably deserves its own tipsheet, but for now, consider this one a checklist. Marketing (Bums in seats) Partners (put together a partner kit): Either share downstream revenue [More]
Transparency and Risks with Segment-of-One Marketing

The conventional wisdom is that segment-of-one marketing is the logical outcome of big data, and that the gains (more relevant targeting, more effective ad buys, lower costs, higher sales, etc.) far outweigh the risks. But have they? As organizations move to more sophisticated data-oriented marketing, it is all too easy [More]
Nine Privacy Action Points

Many organizations have taken initial steps on this path, but most have taken a "risk minimization" approach, rather than seeing the effort being one of investment into their brand. Here are nine different ways that you can improve privacy within your organization — and build a higher level of trust [More]
Derived Personas and Lead Profiles

That your personas are accurate? And that you are focussing your efforts (and budget) on the priority personas? Up to a few short years ago, you couldn't. You could guess, you could do some market research, but you couldn't actually know. But today, there is a way to tell. Enter [More]
Targeting: From Gut to Segmentation to Individual Targeting

The answer lies in segmenting, and how your organization has approached it. Consider these three levels of sophistication: Level I -- "Gut" segment strategy: Otherwise known as not having any segments at all, at this level the business may be doing relatively well, but all of its marketing and service [More]
LinkedIn Prospecting — A New Social Contract?

Without a doubt, LinkedIn is the premier business networking tool. It has come a long way as a repository for your contacts and an online version of your resume: It has a complete suite of recruitment tools, sales tools (e.g. LinkedIn Sales Navigator), advertising tools, and more. But strangely, not [More]

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