Don’t let your buyer personas languish in a slide deck somewhere. “Mary Marketer” and “Clark COO” aren’t doing any good just sitting in the shared folder. Research by Bain & Company found 81% of executives said customer segmentation was a critical tool for growing profits, but fewer than 25% believed their companies used it effectively. …
Becca Apfelstadt and her team at treetree agency work with B2B giants. They partner with Fortune 500 marketing and sales teams and act as an extension of the in-house departments to achieve all the organization’s goals. But as anyone who’s ever worked in an enterprise B2B environment knows, things aren’t always sunshine and roses between …
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 »
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 …
As a smart, ambitious business owner, it can be tempting to try to tackle every problem in your industry. You may be adept at identifying problems and designing solutions, but when you try to be everything to everyone, you struggle to gain real traction. That’s why Marc Heyneker is so passionate about the importance of …
Jason Davis is passionate about the promise of data science and analytics. He went to school for it, earning a BS in computer science and a Ph.D. in machine learning, data, and statistics. Jason loved getting his Ph.D., but he figured out fairly quickly that a life in academia was not for him. What excited …
Simple Steps to Accelerate Your Marketing Strategy Read More »
The COVID-19 pandemic has affected all businesses, but it’s hit retail particularly hard. Since March, stalwart brands like J. Crew, Neiman Marcus, and JC Penney have declared bankruptcy. However, even prior to COVID, these brands were in trouble. Direct-to-consumer brands (DTCs)—such as Casper, Warby Parker, and Everlane—have been moving in on traditional retailers’ turf for …
A Peaceful Coexistence Between Direct-to-Consumer and Brick-and-Mortar Brands Read More »
The coronavirus pandemic has changed the definition of “business as usual.” Regardless of industry or geographic location, the entire world has experienced tremendous disruption. We’ve all had to adjust overnight and remain nimble as we’ve seen health guidance, government restrictions, and consumer attitudes shift on a daily basis. Now that the turbulent time of dealing …
Finding the Right Pockets of Opportunity in the New Normal Read More »
Managing email communications can be a source of stress for businesses, even in the best of times. If you email your list too infrequently, they forget about you. But if you’re too eager to land in their inbox, it’s off-putting. You end up with unsubscribes and in spam folders. Now in the time of COVID-19, …
Many companies are freezing or cutting marketing budgets right now. Even the big guys like Google are reducing spend and freezing hiring. In times of crisis, marketing is often the first place leaders turn when looking to scale back. Marketing is seen as a nice-to-have, and when it comes down to funding the essential functions …
Why You Should Increase Your Digital Ad Spend Right Now Read More »
