Great Enthusiasms

Kath Chalmers’ musings on business, marketing, and other fun things in life

Marketing

Marketing

A full-stack marketer’s guide to all things marketing

The Consumerization of B2B IT

My friend Graham Gillen has written an excellent article over at Pragmatic Marketing about how the consumer technology buying experience spills over to corporate purchases and what that means for product marketers.  It’s spot on and definitely worth a read. Graham explains, “This spillover of the consumer buying and using experience into what people will …

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The Four Cs of Good Marketing Data: Capture, Code, Clean, Connect

If you want to double the value of your marketing data, there are  four key processes you will want to optimize: 1) capturing leads and  prospect data, 2) coding effectively, 3) cleaning and organizing your  data, and 4) connecting with prospects regularly. Within this overall  framework, your selling cycle, marketing strategy and marketing  processes should …

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Marketing Data Planning: Define Your Customers and Target Markets

Who are your target customers? Of course, you should already have this well defined in your strategic marketing plan, but it is good to review as you begin planning your data strategy. Before you can make good decisions about your marketing data, you need to have a good idea of who your ideal customers are, …

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The Direct Bottom Line Impact of Good Marketing Data

Suppose your job depended on filling a large bathtub with water using only a cup and water from the sink across the bathroom. Easy with some work, right? Well, maybe not. How easy would it be if you had to not only fill the tub, but also maintain the water level consistently every month and …

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Please, sir, I want some more

Over the years I’ve watched an interesting—if frustrating—scenario play out at numerous companies. Maybe you’ve seen it too? First, you take a talented, very hardworking woman who’s stretched almost to a breaking point by trying to do far more than humanly possible with very limited budget and resources. She works her butt off, accomplishes miracles …

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Four Ways to Maximize Your Trade Show Investment

Exhibiting at trade shows and conferences can involve a huge investment—of both human and financial resources. Regardless of how simple or elaborate your display, a little pre-show preparation can make a big difference in the number and quality of the leads you collect. Here are four pre-show efforts that yield big lead dividends: <!–more–> <strong>1) …

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