Every now again I become aware that I am being marketed to. I mean more than the usual assault of terrible pop-ups while I’m trying to play Scrabble. I mean I’m in someone’s funnel and the walls are closing in. Lately, I’ve been trying really, really hard to get out of the sales funnel of […]
B2B Marketers Need to Think Local Again
Big brands are looking for love in all the wrong places It was supposed to be the great enabler: we were supposed to be able to order our whiteboards from Bali, our server racks from Slovenia and outsource our executive coaching to a dude in Belize. How is that going for you? I thought so. […]
The Care and Feeding of Ideal Customers
Last week we talked about the importance of defining our Ideal Customers. Also there was a Venn Diagram. In case you are too lazy to go look, Ideal Customers are people or organizations that have a perfect blend of a compelling need for your product, a deep understanding of value, trade-offs and limitations and the […]
How to Define Your Ideal Customer
Here is a recent email exchange from my day job: Random Guy to me: (I’m paraphrasing) Hello, we are looking to acquire companies in Canada and would like to acquire your company. Please let me know when I can call you to discuss terms. Me: Is this a joke? Random Guy: Not a joke. I […]
Why You Need a Data Avenger Department
When I go to Starbucks, I rarely give them my real name to scribble on the cup. I prefer to test out spelling and general attention paying with names like Niamh or Zoltan. Sometimes I am Queen Magrethe of Denmark. The challenge, of course, is remembering what name I gave them while I’m standing around […]
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