Blog Abstract: How to Use Process-Level Value Propositions

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent Target Marketing article, “How to Use Process-Level Value Proposition (and Why It’s Essential to Customer Lifetime Value)” by Daniel Burstein with Marketing Sherpa.

This article points out the obvious, but isn’t it true that what is in front of our faces is what we often miss? I had not heard of the Marketing Sherpa work on the Four Essential Levels of Value Propositions, which are 1) Your primary value proposition, 2) your prospect-level value proposition, 3) your product-level value proposition, and 4) the subject of this piece, your process-level value proposition. Continue reading “Blog Abstract: How to Use Process-Level Value Propositions”

It Doesn’t Have to Be Dramatic: How to Make Email Marketing Work in 2019

How to make email work in a 2019 world where people are at war with their inbox? As a marketer, you can make use of effective ways of engaging the subscriber as well as using the data and technology that is available today. The goal of any email campaign should produce results that can be measured and that are experienced in a very personalized by the recipient. With the new technology that is available, here are some tips to keep your marketing team and your subscribers happy.

Use Artificial Intelligence … Intelligently

AI makes it easier to understand underlying correlations and to spot trends. At the present time, although there is a ton of data out there, many marketers are struggling to make sense of it. Or they are overwhelmed by it. AI can help monitor the subscriber while offering relevant suggestions; this will free up time for the marketer and the team. Continue reading “It Doesn’t Have to Be Dramatic: How to Make Email Marketing Work in 2019”

Top Social Marketing Trends Q3 & Q4 2019

From the vantage point of mid-year 2019, we look at the last few years and realize that long gone are the days where social media was a small contributor to marketing success, and boy has everything else digital changed as well. These days, an effectively executed marketing campaign is very likely to be include paid and organic social and a plethora of other paid and organic tactics designed to not only increase exposure and build brand awareness but that also increase sales of your products and services. However, even the most agile marketers need to stay on top of the latest digital marketing trends 2019 to create successful campaigns, mainly because most tactics are rapidly evolving, but also because new tactics burst seemingly out of nowhere. At it is definitely true in social media marketing that the prize goes to the agile companies that are fleet-footed enough to stay steps ahead of their competitors. Continue reading “Top Social Marketing Trends Q3 & Q4 2019”

Blog Abstract: Tackling Bias in Artificial Intelligence

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent McKinsey & Company article, “Tackling bias in artificial intelligence (and in humans)” by Jake Silberg and James Manyika.

In the last year or so, I saw a documentary about Google and the inherent bias in their search algorithm, which basically showed how it baked in the bias of the programmers, probably without any intention of doing so. Then, in this last week, I saw an AllSides blog post, “Audit Finds Evidence of Google’s Bias Toward These Media Outlets” that starts out with this paragraph:

“A new audit shows Google is biased toward a small number of major media outlets — and most of them have a Left-leaning political bias. One-sided information isn’t healthy for democracy, yet the world’s most popular source of news and information displays a major bias. Continue reading “Blog Abstract: Tackling Bias in Artificial Intelligence”

5 Things You Should Do Immediately After Writing a Business Blog Post

You have just poured your heart and soul into creating the perfect blog post for your website. You have found beautiful graphics to illustrate your major points. You have posted it to your website. Now, you have just a few more tasks to check off your list because no blog post can be considered complete until you have promoted it. After all, you want the world to know about the business blog that you have just created.

When you think about business-to-business blog promotion there are several different factors that you need to keep in mind. Think about how you are going to connect your blog to various groups like shareholders, executives, and lower-level management who will be using the product. Double check that you have included data-driven charts and graphs as they are vital to blog marketing. Think about how you are going to keep your blog promotion going … Continue reading

[Blog Abstract] Digital strategy: The four fights you have to win

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent McKinsey Quarterly article, “Digital strategy: The four fights you have to win” by Tanguy Catlin, Laura LaBerge and Shannon Varney.

This article starts off boldly, “Yesterday’s tentative approaches won’t deliver; you need absolute clarity about digital’s demands, galvanized leadership, unparalleled agility, and the resolve to bet boldly.” Their main point is that most successful corporations ultimately decay into incrementalism as a strategic approach and this – unfortunately – will not cut it when digital has the potential to disrupt a business down to its core. The sad reality is that it is usually a newcomer to an industry that has the risk appetite to take the bold, yet necessary, moves.

To battle this problem, this article suggests four remedies. These are the … Continue reading