Please don’t say I didn’t warn you. School started up this week and with it, of course, the fundraisers. My children will be on your doorstep within the month; their tiny noses pressed against your screen door selling you a magazine subscription. Like the cookie dough, cowboy steaks (which aren’t actually made of cowboy – […]
A Manifesto for Us Frogs
I like to think the story about frogs isn’t true but I sort of suspect it might be. It goes like this: if you put a frog in boiling water it will jump out, but if you put it in cool water which you slowly heat to boiling, the frog will keep adapting until it’s […]
Marketing to the F-Word Part II: Feel the Burn
Last time we talked about getting your inner Gordon Ramsay engaged as you target the people who both influence and, often, decide on large B2B purchases. This group, sandwiched between the relationship-driven C-Suite and the process-focused P-Cube, is the F-Word (F is for Functional Group) and it demands a different type of marketing. To win […]
Marketing to the F-Word Part I: Your Inner Gordon
A while back we looked at the difference between the C-Suite, which likes to golf and the P-Cube, which feels lucky to get a new recycle bin. We talked about the unfortunate tendency of marketers to focus on the C-people and ignore the procurement people who are actually more helpful in getting you the business and getting […]
Marketing Dashboards & You Part II
Here is the second part of our look at the horrors of the marketing dashboard and how to drag it through the first years of its lives and afterlives. Part One is here. Make your dashboard meaningful You’re a marketer: life is at its crazy best when everyone is looking but nobody is really seeing. That’s why […]
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