When women’s ears perk up, as they did following the publication of Sheryl Sandberg’s book, Lean In, my company pays attention. For the last 25 years, our marketing research consulting firm has been studying women. This spring, we decided to apply our research to the polarizing reaction to…Continue reading "Why ‘Lean In’ by Sheryl Sandberg Is Causing Many Women to Lean Back"
Posts Tagged ‘Segmentation and Targeting’
Monday, May 6, 2013
Wednesday, September 26, 2012
The central question of modern marketing is: What do customers want out of branded touchpoints, and how can we, as marketers, meet their needs?
Increasingly, consumers demand offers, outreach, and an overall experience tailored to their preferences. They know we have data on them; they know…Continue reading "Beyond Segmentation: Aim for Engagement Marketing"
Thursday, March 31, 2011
Your site has hordes of visitors every day clamoring to check out the vintage comics you sell. But what do you know about your visitors? Are they die-hard fans of specific series? Older folks caught in childhood nostalgia? Rather than make assumptions, create personas of your users.
A persona …Continue reading "10 Questions to Ask When Creating a Persona"
Thursday, January 13, 2011
While many companies have made great strides in addressing the alignment issue between marketing and sales, it’s still a safe bet to say that the challenge around alignment will continue to exist for this year and many more to come. If so much thought and energy has been put into trying to solve…Continue reading "3 Reasons Your Marketing & Sales Departments Aren’t Clicking"
Tuesday, April 27, 2010
Anyone responsible for B2B demand-generation programs—whether on the marketing or sales side—knows that self-reported data from prospects must be taken with a grain of salt. Whether it is titles or contact information, or the often ‘loaded’ questions about timeframes for purchasing, buyers…Continue reading "Understanding How and Why B2B ‘Buyers Are Liars’ … and What This Means for Demand Generation"
Tuesday, September 29, 2009
With limited customer service resources, companies are challenged to deliver access to service in an expedient, fair and cost-effective manner. Since customers hate to wait, how can a company balance available resources and service–to effectively meet and/or exceed customer expectations? Queue…Continue reading "Customer Service Queues: Fair, Fast Or First?"
Tuesday, August 11, 2009
Oakland A’s General Manager Billy Beane started the “Moneyball Revolution,” where analytics replaced intuition as the primary method of evaluating talent and assembling a professional baseball team. And while Beane’s critics entertain some self-satisfaction from the recent mediocrity of the A’s,…Continue reading "The Moneyball-itzation of Marketing"