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The Bullseye Marketing Framework

Bullseye Marketing Framework This should be a golden age of marketing.

More channels and tools exist to reach, persuade and gain customers than ever before. A new channel – social media, mobile, the Internet of Things, etc. — is added seemingly every year. Thousands of companies now offer some flavor of marketing technology in dozens of categories. Many studies have shown that companies that market more grow faster.

But the result of this upheaval for many marketers is a feeling of innovation overload. They are constantly bombarded with conflicting claims from vendors. They understandably don’t even know what all of those dozens of channels and types of martech do, let alone how to use them to produce optimal results.

The Bullseye Marketing FrameworkSM is my response to this challenge.

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SMBs have the most to gain with the Bullseye Marketing Framework

I heart SMBsI know that the Bullseye Marketing Framework can produce tremendous benefits, but it’s not for everyone.

For example, are you a senior marketing executive at a…

  • Global 2000 company?
  • Venture backed startup?
  • Company with a robust, successful marketing program that’s exceeding its goals?

Then maybe you already have this revenue generation thing nailed. You look at the Bullseye Marketing Framework and think, “I’m good, thanks.” And that may well be the case.

On the other hand, maybe you’re a senior executive (in marketing or another area) in a small- or mid-sized company that is feeling a lot of competitive pressures.

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You need speed

“It is no longer the big beating the small, but the fast beating the slow.”
Eric Pearson, CIO, Intl Hotel Group

Speed has never been more important in business, and no doubt it’ll just keep getting more important.

Fashion has always changed fast, and in tech industries many product lifespans are measured in months.

Customers no longer can afford to wait for perfect; they need good-enough now.

And that means that companies, and marketers, need to constantly launch and iterate.

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United Airlines does it again

passenger being dragged offEight years ago United Airlines found itself in the middle of a social media kerfuffle when Canadian folk singer Dave Carroll’s guitar was broken by baggage handlers. Now they’re in the thick of it again.

A few months after his guitar was broken, and the airline refused to compensate him (he says because he didn’t make a claim with 24 hours), Carroll posted a Continue reading

Yahoo adds real-time sentiment analysis to its news

I recently ran across a feature I’d never seen before on the Yahoo news site: real-time sentiment analysis.

Sentiment analysis can be a really valuable tool, such as when a company is evaluating social media conversation about it. Some high end programs also provide purchase and churn intent and predictive analytics about individual behavior. Those programs can start at few thousand dollars a month on up. Continue reading

What are your four-minute blocks?

One of the reasons I enjoy sports is because they sometimes serve as a kind of management simulator. For example, Michael Lewis’ great book, Moneyball, is not just about how the Oakland Athletics baseball team selected players, it’s also about how any company can compute the value that an employee adds to the company – and beyond that, how rationally or emotionally we make decisions. Continue reading