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A
Framework for Sales and Marketing Collaboration
In this article, we’ll try to add some detail and offer practical action items
for sales and marketing when approaching prospects at various stages of readiness.
To do that, we’ll look at prospects at three stages along the buying cycle: latent
pain, recognized pain, and action oriented.
Rethinking
The Product Life Cycle: Brand And Segment Maturity For The Next Century
The product life cycle has been part of marketing strategy since the late 50's.
All of us are either intuitively or intellectually aware of its five stages of
introduction, growth, maturity, saturation and decline. Yet, this classic model
now faces the same inevitability it predicted for brands and market segments.
We all face a new reality wherein everyone knows the model, emulates it, then
with alarming regularity...fails. Failure comes from the predictability of the
strategies that we all believed were dictated by the model. Over the past five
years we've seen mature core brands suffocate under their own weight like lost,
beached whales on the shores of EDLP (every day low price) Beach.
Tackling
TiVo
Personal video recorders, PVR's, are hot. So hot in fact, they are making a significant
contribution in the frying of consumers' attention spans. What's an advertiser
to do when the most affluent customers aren't compelled to watch TV commercials
and are, in fact, actively avoiding them?
Do
You Know Your Customers - By Name?
You’ve been doing the tradeshows. You’ve been spending on a PR agency. You’ve
been running ads – both print and now online. You’ve been doing direct mail and
now even direct e-mail. And yes, you’ve also been doing telemarketing. Some of
these have been more successful, others less. But somehow you feel that you could
do better. You bet you could.
Building
Successful Brands On The Web
According to a global web-based survey by Interbrand, the Google brand had the
most impact on people's lives in 2002. Google beat established brands such as
Coke and Apple. This illustrates how on the Web you build brands differently.
It is less about how a brand looks than how it works.
21
Truths About Generating Qualified Leads
Over the past 35 years, I have been involved in the development and deployment
of scores of business-to-business lead generation programs. Here are the 21 most
significant truths I’ve learned.
Drawbacks
Of Real-Time Information
Real-time information has become just one more Holy Grail for organizations. Yes,
it is important to get information quickly. However, getting too much information
too quickly does not make for good decisions. There can be a big difference between
acting quickly and acting wisely.
Achieving
Involvement: Wiles And Devices For Lifting Direct Mail Response
One of the definitions of “involve” is “to bring into a situation
from which escape is difficult.” That’s exactly what we want our direct
mail packages to do. We want to hook the recipient to open the package, keep his/her
attention, and show that the only means of escape is to place an order.
Correction: In Scott Buresh's April 10th article, "The Tools
That We Use," WebTrends Reporting Service was incorrectly referred to by
its former name, "WebTrends Live." The new WebTrends Reporting Service
includes many new features. You can find out about it here: http://www.netiq.com/products/wrc/wrs.asp |
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