Entrepreneur Stephan Aarstol dreamed Tower Paddle Boards into existence. After being introduced to the concept of dreamlining by reading Tim Ferriss, Stephan put it out into the universe that he wanted to start a surfing business. Several years later, when a friend introduced him to paddleboarding, something clicked. Stephan knew this was the path for …
Devising strategy and direction for your organization should never be a one-time event. Any number of factors can affect what your business does, how you do it, who you sell to, and where you fit within the context of your industry and the world at large. That’s why a segmentation exercise must be a regular …
Customer Segments Change: You Need a Segmentation Maintenance Plan Read More »
Devin Miller began his law career at a top 100 firm. And while he was serving big-name clients like Amazon and Intel, he found his direct client contact was limited and his impact felt minimal. He couldn’t shake the sense that he was just a cog in the wheel. He wanted to be a true …
Provide Winning Customer Care in Professional Services Read More »
When someone asks who your typical customer is, how do you answer? Chances are, you think about the largest segment of your audience. If that sounds correct, stop right there. Many companies mistake their average customer for their best customer. After all, if you’re selling mostly to one group, aren’t they the folks with the …
Averages Lie: Going Beyond Basic Statistics To Find Your Best Customers Read More »
Daniel Stone and Lou Montemayor don’t have an elevator pitch. When they founded Bandolier Media in 2015, they were focused squarely on social media marketing, but as a lean team of four, they’ve expanded capabilities over the years to meet the needs of clients. Now they do video marketing, commercials, and more. They are driven …
The customer segmentation process begins by identifying all the types of customers who buy from you. The next step is to zero in on the segments that generate the greatest revenue with the least amount of effort. Once you’ve found those high-value segments, it’s time to start engaging with them. When you focus your sales …
Smarter Marketing Spend Through Customer Segmentation Read More »
The traditional venture capital model has been around for years. Unproven startups raise rounds of financing in exchange for equity in their company. Eventually, they grow to a size and stability that allows them to access debt from lenders, but in the meantime, if they want growth capital, they have to give away a stake …
We recently explained the importance of crafting rich buyer personas based on data rather than anecdotal evidence. Very few organizations serve only one type of customer. Your buyer personas, therefore, represent a number of customer types you interact with regularly. The creation of detailed buyer personas can feel like an academic exercise. It’s about sorting …
Connect the Dots Between Buyer Personas and Revenue: Identify Your High-Value Segment Read More »
All professional services firms face the same challenges when trying to scale. The product they sell isn’t an item—it’s their team’s time and expertise. When you have a specific number of employees, each with a finite number of hours in the day, how do you grow your business without demanding more time and energy from …
Scale Your Professional Services Firm Without Working Overtime Read More »
Consumer packaged goods (CPG) companies are difficult to launch. There are significant upfront costs associated with manufacturing and storing the product. Most CPG verticals are already crowded with countless brands. And with third-party marketplaces like Amazon capturing most online traffic, it’s a challenge to gather first-party data and win loyal customers. With all those hurdles …
Does this sound familiar? The leadership team calls a meeting to discuss buyer personas. Everyone sits around the boardroom table, tossing out ideas about what the people who buy your products or services are like. It’s not pulled out of thin air. Your head of sales reminds you about the big client you won in …
How does one leader manage the complexity that comes along with running a multinational organization with thousands of team members that goes to market under more than two dozen brand names? That’s the question Sharon Love, President and CEO of Community Brands, answers every day in her work. Community Brands is a consortium of 33 …
Growing Through Complexity with Commonsense Strategies Read More »
