2423 Posts Found

Landing pages have become an important part of the marketer’s toolbox. To create effective landing pages, you should understand the anatomy of a landing page and it should be part of your landing page and optimization framework. After optimizing thousands of landing pages over the years, Bryan Eisenberg wants to offer this framework for understanding the 10 key elements of a landing page.

Not all of … [ Read more ]

Content: Article | Author: Bryan Eisenberg | Source: ClickZ | Subject: Marketing / Sales

Your customers and prospects won’t understand or appreciate a value, or a bargain, or a service, or a benefit, unless and until, you first educate them to appreciate it. Merely offering a product or service at a specific price (even the best price) doesn’t compel excitement, or a response, until you tell people what they’re getting, what a value it is compared to other products … [ Read more ]

Content: Quotation | Author: Jay Abraham | Subjects: Customer Related, Marketing / Sales

He can close, but how’s his interpersonal sensitivity? A guide to screening sales candidates.

Content: Article | Author: Susan Greco | Source: Inc. Magazine | Subjects: Human Resources, Marketing / Sales

Our prehistoric ancestors spent much of their waking hours foraging for and consuming food, an instinct that obviously paid off. Today this instinct is no less powerful, but for billions of us it’s satisfied in the minutes it takes to swing by the store and pop a meal in the microwave. With our physical needs sated and time on our hands, increasingly we’re finding psychological … [ Read more ]

Content: Article | Authors: Dan Ariely, Michael I. Norton | Source: Harvard Business Review | Subject: Marketing / Sales

Understanding customer behavior is key to creating marketing campaigns that generate high response and revenue.

One of the best ways to understand customer behavior is to study customer migration patterns—to learn when and why a customer ends up in a segment different from the one he or she had been in.

The starting point for those studies is your customer-segmentation model. After you decide which approach to … [ Read more ]

Content: Article | Author: Mark Klein | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

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When you build an audience, you don’t have to buy people’s attention—they give it to you. This is a huge advantage. So build an audience. Speak, write, blog, tweet, make videos, whatever. Share information that’s valuable and you’ll slowly but surely build a loyal audience. Then, when you need to get the word out, the right people will already be listening.

Content: Quotation | Authors: David Heinemeier Hansson, Jason Fried | Source: ChangeThis | Subjects: Marketing / Sales, Personal Development

You can advertise. You can hire sales people. You can sponsor events. But your competitors are doing the same things. How does that help you stand out?

Instead of trying to out-spend, out-sell, or out-sponsor competitors, try to out-teach them. Teaching probably isn’t something your competitors are even thinking about. Most businesses focus on selling or servicing, but teaching never even occurs to them.

Content: Quotation | Authors: David Heinemeier Hansson, Jason Fried | Source: ChangeThis | Subjects: Marketing / Sales, Teaching

SCENARIO: You’ve got a long list of leads and you need to winnow out the ones that aren’t likely to buy. You need to fill the pipeline fast, so you don’t have time to beat around the bush. You’ve already confirmed that a “prospect” has a problem that your offering will solve. You must now find out if the deal is real…

Which … [ Read more ]

Content: Article | Author: Geoffrey James | Source: BNET | Subject: Marketing / Sales

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Your company has developed a new product that you think will be a winner. A lot of money has been poured into research and development, analysis of the competition and advertising. But there is one key element you may have overlooked: What do you charge for the product? Wharton marketing professors Jagmohan Raju and John Zhang say companies frequently don’t put anywhere near as much … [ Read more ]

Content: Article | Source: Knowledge@Wharton | Subject: Pricing

Customers continue to demand greater value at ever-lower prices. But for many companies, the ability to produce savings through more traditional cost-cutting measures is nearly exhausted. The solution: Combine cost-cutting initiatives with design and development activities, using cost-driven product and service innovations to create new streams of profitable growth.

Content: Article | Authors: Greg Cudahy, James M. Ellis, Paul F. Nunes | Source: Outlook Journal (Accenture) | Subjects: Management, Marketing / Sales, Operations

No company can afford a flawed understanding of customer profitability, least of all in a recession when the margin for error (as well as profit) is whisper-thin. The flip side is that improvements in this area can be a very effective way of bolstering the bottom line — and companies can often make those improvements with only a modest initial investment.

Content: Article | Authors: Ed Johnson, Julie Meehan, Mike Simonetto, Ranjit Singh | Source: Deloitte Review | Subjects: Finance, Management, Marketing / Sales

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It can be a powerful weapon in any company’s strategic planning arsenal. But it can also backfire. Steve McKee offers five essentials to consider.

Content: Article | Author: Steve McKee | Source: BusinessWeek | Subject: Market Research

In A Seat at the Table, Marc Miller shows that selling is based on the simple concept that the only thing a customer desires is value. The value this book will have for salespeople is that in the discussions of the customers need for value, Miller guides the reader step by step how to provide strategic help for their customers and deliver new and different … [ Read more ]

Content: Book | Author: Marc Miller | Subject: Marketing / Sales

Pricing is the language of business. Through pricing, companies tell customers which products have the greatest value or when costs have gone up. Through pricing, companies can “ask” customers to change their behavior. A comprehensive “pricing fluency” program for the whole organization focuses on improving the pricing model with better policies for how prices are set, and improving the pricing platform for organizational implementation. The … [ Read more ]

Content: Article | Authors: Jean-Manuel Izaret, Rich Hutchinson, Sylvain Duranton | Source: Boston Consulting Group (BCG) | Subject: Pricing

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The old way of selling was to create safe, ordinary products and combine them with mass marketing. The new way is to create truly innovative products and build the marketing right in. But how does a brand make the transition from old to new? According to advertising gurus Alex Bogusky and John Winsor, it starts with the realization that the message is not the product, … [ Read more ]

Content: Book | Authors: Alex Bogusky, John Winsor | Subject: Marketing / Sales

The time is right to ask marketing to develop of more valuable and insightful report. A report that benefits both marketing and the C-Suite. An at-a-glance report that quantifies the overall impact marketing is having on the business and how well initiatives are increasing customer acquisition, retention and share of wallet. This report is known in the industry as a dashboard. These … [ Read more ]

Content: Article | Author: Laura Patterson | Subject: Marketing / Sales