Strategy

Can I Help Inspire Your Organization to Change in 2 Links?

I want to share two links I reviewed last week that will hopefully change the way you look at digital marketing & advertising and the way you manage data in your organization. Digital marketing seems to push people to be more analytical in their approach and there is nothing wrong with that, but you need to add the creative and intuitive side to your digital storytelling and marketing analysis. Start with this video (thanks to Jeff Sexton for the share):…

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Personas: The Magic behind the Mirror

Did you know most persona efforts fail as soon as the personas are completed? Teams create their personas, design slick posters to put on the walls, and say “these are our personas!” Creating personas is really just the beginning. A persona is not a document — it is a clear understanding of a target customer that exists in the minds of your team. Personas evolve as your data around them evolves as well. Every test you do, every insight you…

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90% of Content Marketers Suffer From ‘The Curse’ & How to Remedy It

When it comes to stuff in which you have a huge personal investment (your kids, your homes, your businesses), you risk losing your objectivity. Hey, it’s a human thing. Too much knowledge about your company and what you offer leads you to answer questions nobody is asking. When you’re inside the bottle, it’s hard to read the label. But that’s also when you risk pushing your own interests at the expense of your customers’ interests. This will often lead you…

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Complexograms: An Illustration of Your Content Marketing Needs

The web is littered with uninspired flaccid words,  words with virtually no meaning. What some people might call web copy or content. In most cases it exists because the marketer was designated a box to fill in with words. You’ve seen it the 100-150 word count blocks that sit on homepages here and there. Think of it as checkbox copy, copy that had to be written to check off a box. It has gotten a bit better over the last…

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10x Conversions, Complex Sales & Flipping the Funnel

Last week, Jeffrey and I were in the Bay Area of California to do some client training and work. On a quieter day we decided to visit our friends over at Marketo to catch up. A few months ago, we worked with their very talented team in redesigning much of the website, but two areas were set apart as a focus point of the redesign. As co-founder and VP of Marketing, Jon Miller would tell you how important having a…

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What People Do on Your Site and Why

Ever since Google Analytics was introduced in 2006 people began an obsession with “what” happened on their website. They could understand that a certain number of visitors came to the website, that so many of them used the internal search, and that so many clicked here versus there. However, in order to progress to the next level in the analytics journey, you need to begin to understand “why” these things happen. Are there particular elements that decide certain behaviors on…

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The Shake Weight Challenge of Social Media

The social and mobile revolution is about data. It is the enormous volume, real-time velocity and variety of data from disparate sources that is causing indigestion issues for most business’ corporate metabolisms. It’s not a publishing revolution! The disruption caused by social and mobile technologies is not entirely about how the voice of every customer can be shared in public at anytime and anyplace.  There has been a major change–customer have different expectations of the companies they patronize. Technological and…

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The Smarter Data Manifesto

“An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.” – Jack Welch Fifteen years of working with many organizations (it is an impressive list) has taught us most organizations have not yet achieved a point where marketing analytics is like financial reporting: simplified; fairly universal; with a clear line of sight to business financial statements and tied to specific goals and objectives. If everyone had a simple marketing analytics framework that made reporting simple, then everyone…

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