2423 Posts Found

Although people buy on emotion and justify with logic, a customer’s decision to buy is not based on emotion. An emotion is simply the way the unconscious communicates its decision to the conscious mind. So, if you want to influence how a customer feels about your product, instead of appealing to emotions, you must provide the experience that creates the desired emotion.

Content: Quotation | Author: Michael Harris | Subjects: Customer Related, Marketing / Sales

Building a sales team requires more than just recruiting great talent—it requires compensating that talent effectively. Research is showing sales managers how a data-focused approach can help identify which incentives will work best, which might be costing them money, and how they can find the right solution for each of their employees.

Content: Article | Authors: Alina Dizik, Harikesh S. Nair, Sanjog Misra, Øystein Daljord | Source: University of Chicago | Subjects: Compensation, Human Resources, Marketing / Sales

From mailshots to influencers, all the basics and not-so-basics to boost your website traffic.

Content: Article | Authors: Inigo Gallo, Javier Segarra, Lorenzo Panlilio | Source: IESE Insight | Subject: Marketing / Sales

Identity is an increasingly central driver of consumer purchases, even as diversity suffers backlash in some parts of the world. Here’s how brands can get it right.

Content: Article | Authors: David Dubois, Kanayo Ogodazi, Rachel Eva Lim | Source: INSEAD Knowledge | Subjects: Brand, Marketing / Sales

Images have become a defining factor in how brands communicate online—from social media posts and e-commerce product galleries to blogs and digital ads.

Many organizations follow a set of stages in their use of images, beginning with simple image resizing, then gradually evolve into more sophisticated, data-driven strategies.

Understanding and embracing each phase of that “Image Processing Maturity Model” is essential for businesses looking to stand out … [ Read more ]

Content: Article | Author: Craig McDonogh | Source: MarketingProfs | Subject: Marketing / Sales

A money word that is almost without compare, “you” tells the prospect that the copy they’re reading is about them, without actually using their name.

Content: Quotation | Author: Joanna Wiebe | Source: First Round Review | Subjects: Customer Related, Marketing / Sales

In order to positively impact persuasion, you should make the consumer the grammatical subject of a sentence. Study after study proves it. When you lead with the brand name — rather than the user — you get poor results.

Content: Quotation | Author: Joanna Wiebe | Source: First Round Review | Subjects: Customer Related, Marketing / Sales

Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

Content: Quotation | Author: David Ogilvy | Source: First Round Review | Subject: Marketing / Sales

Cost, competition, and customer value … are the three fundamental information sources for the development of any business strategy. The traditional pricing perspective, however, treats these information sources as inputs into price calculations… From this tactical perspective, customer value sets a price ceiling or a maximum price, while costs define the floor or the minimum price. To calibrate the range in between, leaders take competitor … [ Read more ]

Content: Quotation | Authors: Arnab Sinha, Jean-Manuel Izaret | Source: Boston Consulting Group (BCG) | Subjects: Marketing / Sales, Pricing, Strategy

Marketing is about values. This is a very complicated world. This is a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is. And so we have to be really clear what we want them to know about us.

Content: Quotation | Author: Steve Jobs | Subject: Marketing / Sales

Letting go of contacts you’ve worked so hard to gather isn’t pleasant. Even more unpleasant, though, is getting bounces and seeing your engagement decline because your emails are going to the spam folder. Cleaning obsolete data from your email list is best-practice if you send mass emails.

Most marketers know that a high number of bounces indicates that it’s time for an email list cleaning. But … [ Read more ]

Content: Article | Author: Liviu Tanase | Source: MarketingProfs | Subject: Marketing / Sales

What can digital dating teach us about long-term customer loyalty?

Editor’s Note: I thought the online dating angle was a bit of a stretch and not so useful, but there is actually a lot of god content for marketers and for understanding and thinking about customers in this article.

Content: Article | Authors: Rodney R. Sides, Stacy Kemp, Susan K. Hogan | Source: Deloitte Review | Subjects: Customer Related, Marketing / Sales

In today’s digital world, marketers manage thousands of images and videos. These digital assets consist of a variety of file types, from JPG and TIF to PNG, GIF, RAW, MPEG, MP4, and many others. Marketers use these digital files for e-books, whitepapers, infographics, social media, webpages, and other branded materials. Finding the right version of the right file—right when you need it—is key for staying … [ Read more ]

Content: Article | Author: Leslie Weller | Source: MarketingProfs | Subject: Marketing / Sales

Expert advice from Dropbox, Figma and Stripe on timing your first sales hire, finding the right candidate profile and creating effective onboarding to successfully transition from founder-led sales to a scalable revenue team.

Content: Article | Author: Meka Asonye | Source: First Round Review | Subjects: Entrepreneurship, Hiring, Human Resources, Marketing / Sales

Line up 30 meetings with potential customers before you write a single line of code. You get much better at your pitch after the first five meetings. After the first 10, you start to see patterns. After 20, you really understand segmentation of the market. After 30, you have a really good understanding of what it is that you actually need to go build.

Content: Quotation | Author: Michael Sippey | Source: First Round Review | Subjects: Customer Related, Innovation, Market Research, Marketing / Sales

A marketing framework brings a structured approach that helps you to understand your business and its place in the market. It outlines how you’ll achieve your marketing goals. However, there are many types of marketing strategy frameworks. Unsure which marketing strategy framework to choose? Let’s explore some of the best options.

Content: Article | Author: Cynthia Kristensen | Source: MarketingProfs | Subject: Marketing / Sales

[Raymond] Loewy … believed that consumers are torn between two opposing forces: neophilia, a curiosity about new things; and neophobia, a fear of anything too new. As a result, they gravitate to products that are bold, but instantly comprehensible. Loewy called his grand theory “Most Advanced Yet Acceptable”—maya. He said to sell something surprising, make it familiar; and to sell something familiar, make it surprising. … [ Read more ]

Content: Quotation | Author: Derek Thompson | Source: The Atlantic Monthly | Subjects: Customer Related, Marketing / Sales

Understanding the time between first and second purchase is incredibly helpful. It is a very good discipline to understand, “Why do customers only buy once? How can we get them to come back? How can we get them to come back faster?” That drives a lot of very good behaviors.

Content: Quotation | Author: Michael Ross | Source: McKinsey Quarterly | Subjects: Customer Related, Marketing / Sales

If you want to maximize someone’s satisfaction with a choice, don’t give them unlimited options. Instead, as my colleagues and I have shown, you should give them some choice but with clear constraints. This added structure is crucial for picking a desired option with confidence.

Content: Quotation | Author: Sheena Iyengar | Source: Harvard Business Review | Subjects: Customer Related, Innovation, Marketing / Sales

What should I keep in-house (i.e., do with teams inside the company’s four walls), and when should I use an agency? That marketing/advertising dilemma may be one of the most persistent. The decision is hugely consequential, and so it would be ideal to apply some sort of lens that can help you make some sense of all the noise around this topic.

I’ve worked at agencies … [ Read more ]

Content: Article | Author: Jared Belsky | Source: MarketingProfs | Subject: Marketing / Sales