Imagine two consumers at the crossroads of decision-making. One is considering opening a bank account, while the second is contemplating buying a home security system. Both scenarios trigger a unique set of fears and concerns. The truth is that fear-based marketing strategies don’t operate under a one-size-fits-all approach. What compels a consumer to act when faced with a financial decision (i.e., opening a bank account), may fall flat in the realm of personal safety. Understanding the difference between the two types of fears is paramount for marketers to grasp in order to navigate consumer ..read more

Let's set the record straight before visions of panic-inducing campaigns flood your mind. Our approach to fear-based marketing is about insightful guidance, not alarmism. It's the art of highlighting risks in a constructive and genuinely beneficial manner. So, how do we navigate this nuanced path between motivation and intimidation? Join me as we explore the ethical application of fear in marketing, ensuring it serves as a beacon rather than a deterrent ..read more

The concept of ghosting may be thought of most often when it comes to dating or social media, but it can happen in the sales process as well. It’s actually a pretty pervasive problem when it comes to prospecting. A sale seems to be going well, the potential customer is showing interest and progressing through the pipeline, and then—when you least expect it—the prospect is no longer responding to your calls or emails.  Despite the hit to your sales numbers (or perhaps your ego), it happens to everyone at some point. Even the best sales people have been ghosted by their prospects. When it h ..read more

It's not uncommon to feel disillusioned when a campaign fails to yield the expected results. However, perhaps the fault lies not in the efficacy of the marketing itself but rather in our expectations of what it can achieve. Oftentimes, we overlook the nuanced purposes of marketing campaigns, expecting immediate and dramatic outcomes where subtlety and long-term impact are more appropriate. By reframing our perspective and understanding the intended goals of marketing initiatives, we can harness their full potential and unlock greater success in our endeavors. The recent marketing campaign by ..read more

Strong sales and marketing departments are a must for any company to sell efficiently and drive real results. But the key is that these two departments are aligned and sharing information. Sales enablement is a vital function that ensures this effective cross-team communication. It ensures that prospects get the right information at the right time. It ensures that our sales and marketing teams remain in alignment through the harried, chaotic pressures of daily life ..read more

With the rise of digital platforms, an effective and practical website or mobile app is essential for many functions. You need them to support your sales efforts, attract a qualified audience and move them systematically through their decision journey. Even more, you want your website or mobile app to convert your prospects into qualified leads so that your sales force can close more deals. But eventually, every digital product faces challenges—challenges that could diminish conversion rates and hinder your sales efforts ..read more

Sales and marketing are often thought of as an oil and water mixture: two necessary components that don’t work well together. Why is that so often the case? Typically, it’s because these two critical departments are misaligned ..read more

Your brand is a reflection of the soul of your company—it’s the very essence of who you are. In the words of Bill Taylor in the Harvard Business Review, “Your brand is your culture. Your culture is your brand ..read more

“On a scale of 0-10, how likely would you be to recommend us to a friend or colleague?” Whatever side of the question you’re on—the buyer receiving the message or the marketing team that’s hoping you’ll answer it—it’s one we’ve all seen dozens of times. And for good reason: A net promoter score is one of the best market research metrics possible. It has quite literally become the standard by which many companies gauge customer satisfaction and brand loyalty. With this one metric, you can determine if a user is a potential promoter (or detractor) of your product, service or company. (Learn mor ..read more

Everyone likes feeling valued, and gifts are a common way to show it. After all, who doesn’t feel cared for when a loved one surprises them with a thoughtful token of appreciation?  ..read more