Blog

Marketing Strategy

8 Feb 2019

Design Thinking: How to Create Your POV (Part 4)

Ross Crandall Posted in: Customer Research, Design Thinking, Leadership, Marketing Strategy

It's time to turn the data you gained from interviews and observations into creating your organization’s point of view (POV). Why are clear and concise POVs important? They help you tell the customer story, plus increase alignment and understanding across your organization.

16 Jan 2019

Design Thinking: Empathy & Observation (Pt 3)

Ross Crandall Posted in: Customer Experience, Customer Research, Design Thinking, Leadership, Marketing Strategy

Design thinking is generally applied to product problems, but design can be used on any complex problem - including developing your organization's strategy. Below you’ll find a practical working guide on how to use design thinking methodologies and put this approach to work for your company.

19 Apr 2018

How to Align Your Stakeholders

Trina Isakson Posted in: B2B, Business, Consulting, Customer Experience, Marketing Strategy, Project Management

You’re in a meeting presenting to your stakeholders, what you thought, was a perfectly formulated delivery plan, when you’re faced with one of these dreaded statements: “Where did you get…?” “Why did/didn’t you…?” “I don’t remember…” “This isn’t correct.” You quickly realize your stakeholders are not all in agreement and any changes could have a real impact to your project. Now, it’s important to get their concerns captured correctly and ensure agreement before moving forward.

26 Jan 2018

Account-Based Marketing: 5 Steps to Getting Started

Dani Siegel Posted in: Account-Based Marketing (ABM), Marketing Strategy, Personalization, Targeted Marketing Programs

Account-based marketing (ABM) is at the top of every marketer’s list these days. While plenty claim to be experts, few are actually doing it right. ABM is all about taking the mass out of marketing and focusing your efforts on a specific account or segment. And it’s a key part to becoming more customer-focused and providing a personalized experience.

1 Nov 2017

How Customer Journeys & Personas Can Guide Marketing and Sales Teams

Emily Dallaire Posted in: Customer Experience, Customer Journey, Marketing Strategy, Personas & Segmentation

Marketing and sales teams often grow into silos. And although both are working toward the same goal, they have a lack of shared knowledge about where - and how - they can fit together based on customer activity.

24 Oct 2017

9 Low-Tech Ways to Prioritize Your Customer Before Your Brand

Megan Jensen Posted in: Customer Experience, Customer Journey, Customer Research, Marketing Strategy

Priorities in business usually revolve around financials and forecasting, resources and revenue, team building and technology. It’s easy to become myopic and lose focus of the most important thing in the world: your customers.

19 Jul 2017

How to Use Research & Personas for Personalized Marketing

Emily Dallaire Posted in: Customer Research, Marketing Strategy, Personalization, Personas & Segmentation

Personalization, by definition, should not be a “one-size-fits-all” effort.

5 Jun 2017

The 5 Essential Marketing Strategy Tools for Manufacturers

Preston Sternson Posted in: Content Strategy, Customer Journey, Digital Experience, Manufacturing, Marketing Strategy, Personas & Segmentation, Strategy, Brand, Audience, Message, Content Development

If you’re a marketer at a manufacturing company, chances are you’re positioning your company for growth. After all, the global manufacturing economic outlook looks very good.