Sep 23 2017
Business to business marketers have adopted consumer marketing practices like data-driven decision making and funnel-based conversion rate optimization. However, we haven’t properly taken into account fundamental differences between business and consumer...
Keep Reading The Numbers Lie
Apr 6 2017
Each little interaction in B-to-B marketing is a promise that the company makes to the prospective buyer. Every promise that is fulfilled builds trust with an individual and across an organization.
The role of marketing in B-to-B is to build incremental...
Keep Reading The Role of Testing in B-to-B Marketing
Jul 11 2016
Clearly something is not quite right with me because, unlike the vast, normal majority of the world, I get excited un-sexy details like form fields. Over the years, I’ve developed a preferred data collection plan that balances the data requirements...
Keep Reading Customer-Centric Data Collection Plan
Mar 15 2016
Self-driving cars promise to re-imagine the relationship between cities, people and transportation while Uber takes fat chunks out of the taxi industry.
Newspapers struggle with relevance—the value of ad space having plummeted as the expense of publishing...
Keep Reading Constellation Approach to Business Technology
Feb 15 2016
Twitter lists are a feature that nearly every digital marketer has experimented with but few use for anything other than keeping track of a select group of influencers.
Lists seem like they would be quite useful to sales reps and account managers...
Keep Reading Twitter List Automation
Feb 1 2016
When you capture information online there is always a balance between asking for more information and making it as easy as possible for your visitors to complete their task.
You want more information to help you decide what to do with the person but...
Keep Reading Extract Email Domain with Zapier
Jan 15 2016
Any business that develops a long relationship with their customers can and should automate feedback and review requests.
Good candidates include virtually any service business:
- IT outsourcing
- marketing agencies :)
- construction contractors
Keep Reading Automating Feedback and Reviews
Dec 1 2015
Google has streamlined the review process since this was written.
They now recommend that you look up your Place ID and link to https://search.google.com/local/writereview?placeid=.
Getting reviews in Google helps improve...
Keep Reading Asking for Google Reviews
Nov 15 2015
HTML emails are prettier than plain text. They require more expertise to produce than is seen in the average email user. As a result, business owners and managers are attracted to highly-designed HTML emails.
But this barrier to entry often means...
Keep Reading When to Use HTML and Plain Text Emails
Nov 1 2015
Offering an incentive for reviews puts you under truth in advertising laws in most countries but asking for reviews without any incentive is usually safe. If you are unsure about your country, it is best to consult a lawyer.
But there’s another layer...
Keep Reading Asking for Reviews: Is it Against the TOS
Oct 15 2015
Zapier is limited by how the different CRM systems make your data available to other application. Zapier can only react to changes that are broadcast by the CRM (and then only after you give it permission).
Hubspot CRM’s integration with Zapier, for...
Keep Reading Creative On Update Zapier Triggers