Monthly Archives: August 2016

What Liberty Mutual learned through A/B testing

A/B testing is a traditional technique in direct marketing, and it’s common in digital marketing, too. People test alternate versions of landing pages, images, email subject lines, colors, offers, creative, and on and on. (In some cases when they have large volumes they may do multi-variate testing, too.) But don’t necessarily assume that just because […]

What is marketing’s President’s Club?

Many companies have a President’s Club to honor their top sales people. Sales reps who meet, or exceed, quota and other goals such as new business, year-over-year growth, or territory growth get a handshake from the President, CEO or chairman, and rewards can include cash bonuses, trips, and even cars, as well as the public […]

Would your customers thank you for your content?

The amount of content (blogs, videos, infographics, webinars, market research, etc. etc.) being developed is increasing so rapidly that you could call it a tsunami. Unless you’re one of the fortunate few who’s in an industry where your competitors are not yet generating much content, it gets harder and harder every day to get your […]

Three kinds of marketing data

You can use three types of marketing data to enhance your customer and prospect targeting: First party data is your data. It includes previous customer buying history, how a person interacts with your website and emails (what Eloqua calls their digital body language), their attendance on webinars or physical events, and so on. First party […]

How to advertise on Instagram

Instagram is one of the largest social networks, with a quarter of the entire adult population using it. In terms of demographics use is somewhat heavier among women (which is true for most social media), and much heavier by Blacks (47% of Black Internet users are on Instagram) and Hispanics (38%) than Whites (21%). Since […]

Focus your home page message

Can people tell what your company does in just a few seconds after getting to your website? And why they should care? It’s important that they can. The home pages of many websites suffer from diffuse messaging. This is often the result of internal political struggles over that most valuable of Internet real estate. One […]

Give your customers a great experience

In the age of social media, where customers are sharing experiences and reviews on brands constantly, and making buying decisions based on those reviews from anonymous others, providing a great customer experience has never been more important. Of course retaining and growing business from existing customers has always been the most profitable path to growth […]

Marketing is a profit center

I can’t tell you how many times SMB owners and senior executives have said to me, “We can’t afford to do marketing” as if it were a cost center. Marketing done right returns many times in revenue over what it costs. Companies aren’t always willing to share their marketing ROI data, but here’s a greenfield […]

Internet data are not absolutely reliable

While we are being flooded with a tsunami of data, and increasingly rely upon it to make crucial marketing decisions, at the same time we need to understand that the data that we get from many online sources are not absolutely reliable, although they probably are relatively reliable. I’ll explain the difference shortly. In terms […]