Martech – it’s great as long as all the parts connect. I’m assessing a couple of new options to inject into a client’s martech stack. And I have long been a fan of reverse IP lookup services. Knowing who’s looking at your website is powerful. The way to get the most from a new component […]
A “cold call battle” I love a contest as much as any athlete… but this makes my blood run cold. It’s an advert to promote agentic AI compeing alongside CSRs to book appointments. You may not know this, but I’m a demon cold caller. It’s a service I provide as part of B2B Marketing – […]
The allure of the speed-to-answer is great for early users of AI. Those of us who have been longer in this particular swimming pool Realise that critical assessment still remains the most important input of the human actor. As Neil Perkin quotes John V Willshire Where technical debt for an organisation is “the implied cost […]
Old clothes and porridge I got back from holiday recently and apart from the hideous time zone dislocation I definitely know that I achieved some of my goals – rest, a change of scene and the opportunity to do some quiet thinking without interruption. Settling back into the work routine comes easily yet I find […]
Are these a thing of the past? Or are they still a useful marketing tool. Remember when having a round number (ending in 000 or 5555) was a really important part of your business marketing positioning? We slaved to get the same 4 digits for all our regional offices back in the day. Today, I’m […]
I read an article about airline spend on glossy safety videos and found some great marketing reasons for investing in high production values. First – aligning cultural values with education. Air New Zealand partnered with the Department of Conservation (DOC) to promote the importance of wildlife protection. That was after they did a movie hook […]
New ideas often receive pushback. That’s because they’re new, they represent change and that can be threatening to jobs, budgets and ‘the way we work round here’. It doesn’t mean they are necessarily a bad idea. I find that frequently it takes a couple of goes to overcome the pushback and also it takes some […]
Use your experience of life, of human communication and decision making to work out times in the customer journey when personal, individual, manual actions will have greater effect. I love using letters, phone calls, SMS – all great tools for use cases when you need cut through and to effect human-to-human contact as a context […]
The inexperienced new business development marketer will disagree with that statement. Why wouldn’t you want more prospects in your pipeline? The customer doesn’t owe you their business – but they do owe you an answer. Creating marketing tactics that provoke the prospect to answer “no” is a good thing. Sales know not to pursue them […]