Marketing Research

Eat Your Vegetables.

My friend Matt Shultz sums up marketing strategy thusly. Companies want to eat their dessert first. We all love the sexy stuff of marketing dessert – web sites, brochures, videos, etc. But nobody wants to eat their vegetables first. Marketing strategy is the vegetables.

And if you want a healthy sales program, you have to eat your vegetables.

Read More »

B2B People, Read This Book

I recently dug this up from an old collection of books I keep for some reason although that reason has long escaped me. (I don’t remember setting out to be a library nor do I consider myself some kind of creepy bookworm. )

There are a number of books that have helped me sort out how B2B companies go-to-market and how marketing should work but Ogilvy On Advertising is easily one of the best.

Read More »

Lies, Damn Lies and Statistics

When it comes to creating a sustainable funnel of customers, throwing more money at the problem isn’t the answer. A wise man said “That’s like giving a bicycle to a fish.” That wise man may have been slightly drunk but I think he was on to something.

Read More »

Nobody cares about you.

In this Smash Podcast I tell you the cold hard truth about prospects that you need to accept so you can start reaching them with more relevant messages and calls to action that actually work.

Read More »

What kind of car are you? And Other Stupid Questions You Should Never Ask Clients.

I’m a huge believer in polling your customers to uncover key insights into how they buy, what they think, how they evaluate similar suppliers, etc. In fact, most of my assignments start with customer phone interviews, because the information uncovered during these conversations is priceless when it comes to developing a strategy that is truly relevant to the people who actually buy your products or services. Fundamental marketing. I get it.

Read More »

Do You Know Your Competitor’s Secrets?

Right now, as you read this, there are companies vying for your customers money. These competitors are knocking on doors, they are adapting to the market and they are taking revenue out of your pockets.

In this Moment of Clarity, I show you how you can gain the upper hand.

Read More »

Replicating Your Ideal Customers

In this Moment of Clarity I show you how to create an Ideal Customer Profile with a downloadable worksheet.

Everybody knows that 20% of customers provide the lion’s share of revenue.

The real question is how to replicate this 20%.

Read More »