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Tag Archive: Sales & Marketing

Ben & Jerry’s: Aggressive Customer Acquisition During “Low Season”

You think your business has customer acquisition issues? Consider the plight of ice cream manufacturers and retailers during the winter months!  Eating ice cream – let alone buying it – during the cold winter months is about as counterintuitive as buying sunglasses in London, England, where clouds and rain are permanent symbols on the weather forecast.  Yet…

Is the War Between Marketing and IT Over?

The strained relationship between marketing and IT departments, it’s a tale as old as time (well, at least as old as the invention of computers). There’s certainly no love lost between these two; marketers request digital work to be completed in a month but it takes the IT guys that much time to stop laughing at the…

Business Strategy: Reinventing the Rules of the Game

I spent this past weekend in Chicago, Illinois, delivering a keynote presentation to the innovative folks attending the 3M Frontline Sales Conference. At most of these events, I try to sit in on presentations offered by others whom I admire. Such was the case this weekend when I sat in on a presentation made by Stephen Shapiro,…

Managing Disruptions in Customer Acquisition Strategy with Social Relationship Software

In my last post for Sensei Blogs, I discussed the disruption to customer acquisition strategies that has been driven by SoLoMo or social, location, and mobile technologies. The point was that the merging of these technologies, which has increased real-time user engagement by consumers and customer data collection by businesses, has ushered in a true paradigm shift…

Do Marketers Need Email Marketing 101 – Again?

Here on the Sensei blog, we rarely plan or write marketing 101-type instructional content.  There is an audience for “How to Tweet,” “What is Pinterest,” and “How to Maximize Google+ for Business” articles, and there are many bloggers and forums for such content. We attempt to look at bigger issues facing our customers, which are typically larger…

How to Expand your Marketing Mind

We have all been taught that narrowing our choices is a good thing. In fact, we automatically seek a choice between campaign 1 or 2, target market X or Y. Narrowing our choices is part of our decision-making process but does this instinct aid us in marketing strategy? That tendency to narrow our choices has an unintended side-effect:…

Rethinking Conference Sponsorships

This guest post, by Staci Diamond King, Director of Sales at Ragan Communications, is in response to a post published on this site by Sean McGinnis earlier this month entitled “Questioning the Effectiveness of Conference Sponsorships.“ *** I think Sean McGinnis hit the nail on the head with this article and it thrills me to see someone…

Questioning the Effectiveness of Conference Sponsorships

Why do conferences accept sponsorships? I never really understood this. As a business owner, my focus is – and always will be – on the relationship I have with my customers.  Introducing a sponsor into that dynamic has a very strong potential to subvert that relationship completely. Think about it for a minute… The very instant a…

Buzzwords and The Business of Conversation

Buzzwords are a growing export thanks to the lightning-fast content generation and consumption we’re experiencing in the social-era. Buzzwords have become increasingly vilified by the social media elite with claims that they are crutches used by marketers to mask their inability to think, write effectively or say exactly what they mean. Others go so far as to…

Can You Be Influential While Under the Influence?

The debate around influence scoring and measurement has once again reared its ugly head with a new series of articles written in Wired Magazine, Forbes and Social Media Examiner, among others. Mark Schaefer also published a book recently titled: Return on Influence, which presents the online influence tracking service Klout.com as the future of marketing: low-cost, high-speed,…

Scale No Longer a Competitive Advantage for the Enterprise

Since 1776, when Adam Smith published The Wealth of Nations, economists have been espousing the competitive advantages of “scale”, referencing to the almost guaranteed generation of revenue that enterprises enjoy when their sheer size provides a figurative barrier to a competitor’s innovation and price competitiveness. A business’ size has become a predictor of their scale advantage, especially…

Should We Get Executive Buy-in for Social Marketing?

  There is an old saying “It’s better to beg forgiveness than ask permission”. In the realm of marketing, that is both sound and dangerous advice depending on the organization you are in. More innovative, customer-centric organizations embrace the likes of social for its potential value to the brand while more traditional business is highly reluctant proceeding…

Investing in Customer Development

This is one half of a framing post for this Wednesday’s #bizforum debate on Twitter, which pits Sensei’s Jeff Wilson and Sam Fiorella on opposite ends of the Customer Acquisition vs. Customer Development discussion. Below are Sam’s arguments for investing in Customer Development. Read Jeff’s post on investing in Customer Acquisition here. Let’s start with the end:…

Investing in Customer Acquistion

This is one half of a framing post for this Wednesday’s #bizforum debate on Twitter, which pits Sensei’s Jeff Wilson and Sam Fiorella on opposite ends of the Customer Acquisition vs. Customer Development discussion. Below are Jeff’s arguments for investing in Customer Development. Read Sam’s post on investing in Customer Development here. Today’s CMO is under constant…

Advertising Should Follow Social Media’s Lead in Engagement Practices

In reviewing a client’s internal branding/marketing plan recently I noticed that the Marketing VP called for an increase in broadcast and social media “advertising”. Given that CX or the Customer Experience is a key focus of my firm’s practice, I questioned what the impact on the customer’s experience with the brand would be? How would it differentiate…

Rethinking Social Relationships and Business Growth

  In preparation for the last event on the Social Media Masters 2011 Tour (Kansas City, Oct 21st 2011),  discussion leader Shelly Kramer, CEO of V3 Integrated Marketing has me thinking about social media and sales.  It’s my opinion that many organizations fail to leverage the power of “social” because they equate it to marketing and relationship building….

Where’s the Social Beef?

Do you ever feel like you’ve been screwed when you order a meal? The menu tantalized you with images and words that described a wonderful, sent-from-heaven meal and then when it arrives, you say “What the hell?!” This is how I have felt numerous times attending conferences, unconferences and events that espouse “advanced theory on social media”…

Practical Advice for #B2B Social Relationship Building

Many B2B corporations I work with have begun to understand the benefits of augmenting their traditional, offline relationship-building efforts with online engagement. However, for most the measurement debate lingers and seems to be overshadowing some common sense networking. This fact was emphasised at a B2B conference I participated in recently where the attendees seemed to be more…

Commentary: The Most Ridiculous Job Titles in Social Media

[originally written as guest post for www.12most.com ] Lets first frame this post with the question: Why do businesses assign job titles to individuals? The purpose of titles is to provide a descriptor of the individuals job function. They are as important to the employee as they are to the customer.  For the employee, they establish ownership…

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