For more than 20 years, I’ve been happily teaching marketing part-time as an adjunct professor at various business schools in New York and abroad. It’s a satisfying late-career pursuit, so…
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How to Use Big Data to Improve Customer Service
Quality customer service focuses on providing exceptional customer experiences. The goal is to convert leads into paying customers, build relationships with them, retain them, and turn them into brand advocates. …
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Branding can help local businesses avoid the “growth trap”
Local businesses have a very pragmatic attitude about branding: they ignore it. Many of them are more worried about meeting payroll, making rent, paying taxes, and other cash crises than…
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Digital maturity — ideal state
When a company invites me to evaluate the state of their digital maturity, the first question they always ask is, “What’s the ideal state?” The fact is, a complete digital…
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Deepening B2B customer relationships with “the funnel beyond the funnel”
I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits…
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What is a keyword ontology?
A keyword ontology is a knowledge graph describing relationships between the keywords your target audiences frequently use in search queries and the products and services you sell. It can include…
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Reinvent your marketing plan assignment in 10 easy steps
An effective marketing strategy is a must for the success of even the best product of industry. Reaching the minds of target buyers in the right way is essential for…
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The 10 most fascinating people in B2B marketing in 2017
Top 10 lists are everywhere this year. I even ran across a top 10 list of top 10 lists — hilarious! My list is about the most interesting people that I…
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Take the lead, deliver the future, and rise to the top in four stages
Lesson for leaders Imagine the near future, the world of 2025. People’s digital steps will be triggers that deliver the best knowledge, tools, and commercial choices. Without being…
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Use Partnership Capitalism to raise everyone’s success, lead markets and grow profits
Lesson for leaders Tech-driven change is accelerating. It increasingly disrupts every industry, business, product, and profession. It is no longer possible to project yesterday’s trends to lead markets tomorrow….
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