TAP first.
A Target Audience Profile (TAP) seems fundamental to all successful marketing initiatives and sales growth strategies. It’s an action we typically require from clients or we do for them. Here’s a...
View ArticleA Market-based Perspective
Even companies that rigorously solicit customer opinions on their products, services and support can be misled into believing they have a market-based perspective of their business. It’s most common...
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How well are you telling your story?
Star Trek: 10 Content Marketing Lessons Posted by Heidi Cohen on May 17, 2013 in Content Marketing | 0 Comments To Boldly Create Content Your Fans Adore With its mission, “To boldly go where no one...
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Marketing & Advertising Automation – evolving from their roots.
Marketing automation really had its foundation laid with the advertising agency media planning & buying processes in the 1980s. Briefly, agencies typically hired a “Media Director” or outsourced...
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Trust leads. Competence builds. Creativity delivers.
It started like this. A call came into our near West side Houston office on a Tuesday afternoon. It was the retired, former president of Dresser Industries’ Oilfield Product Group. He was now EVP for a...
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Our Purpose is our Key to Engagement.
Every day we work to make select companies led by savvy, strengths-based leaders and their teams measurably more successful, more competitive and more attractive to their target market segments. We do...
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Marketing will change . . . will change . . . will change!
The evolution of marketing has historically been measured in decades: 1900s – 1920s: Marketing is focused on product attributes 1920s – 1950s: A spotlight on selling emerges 1950s – 1990s: Marketers...
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Curation – Relationships through social media and high-value face time.
Traditional selling used to work but now modern selling has taken over. 93% of the online buying process starts with an internet search. Those looking to buy a product want the seller to offer unique...
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Search Changes & Drives B2B Marketing
Because search now requires the detailed and exhaustive mapping of horizontal relationships in order to understand the true value of vertical ones, it has two very significant effects: First, it breaks...
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