The moment when someone signs up as a customer, your relationship with that person shifts. If you come from a traditional marketing and sales environment with a linear funnel, you might ring a gong to mark the deal and hand the customer off to another part of the business. But if your business depends on long-term customer relationships, recognize the […]
When it comes to marketing for subscriptions, the admonition to “think like a journalist” is great advice. Journalists understand their readers and foster long-term relationships with them. That’s what brands need to do, as well. So I was thrilled to have the chance to talk with Phoebe Chongchua on her Brand Journalism Advantage podcast recently. We chatted […]
I had the pleasure of visiting with Joe Dager on the Business901 podcast week. We had a lively discussion covering topics such as: How new sales funnel feeds itself Aligning with your customers’ values Sharing and authenticity in an environment of radical transparency Find the podcast on iTunes or on the website here.
Creative marketing organizations go beyond simply communicating the value they provide. They add value outside the product or service, through content, community, partnerships, and data.” These words seemed almost revolutionary when I wrote them in the book Subscription Marketing. But look around and you can find numerous examples of businesses demonstrating that, when done with […]
Sometimes revenge is best served in literature. The poet Dante Alighieri, powerless against the forces that had exiled him from his native Florence, populated his vision of hell with proxies for his enemies. The resulting epic poem has become a masterwork in Italian literature. If only politics were so literate today! Dante’s Inferno describes nine […]
Do you measure Net Promoter Score or customer loyalty? Are you tracking customer retention and engagement? Each of these metrics attempts to answer the same fundamental question: how happy people are being customers. For all of the effort we spend measuring and monitoring these metrics, it’s worth considering the deeper question of human motivation. What makes people happy about spending money? […]