Remove customer

Marketing Craftmanship

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Should Marketing Automation Customers be Pre-Qualified?

Marketing Craftmanship

That capability, bolstered by access to data regarding customers and their online behavior, has led to a proliferation of technology companies peddling a mind-boggling array of Marketing Automation platforms intended to increase consistency and precision during every stage of the customer journey.

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Skip the Marketing Plan. Try this “Easy-Bake” Recipe Instead.

Marketing Craftmanship

Step 1: Determine why customers should buy your product / service. Step 2: Learn why customers are buying from your competitors. The most successful marketers know everything about (and closely monitor) current competitors, to gain insight into why customers buy from them. You need to nail this step.

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The Death of Rolodex Marketing

Marketing Craftmanship

Before making a decision about anything –buying a car, hiring a plumber, investing in a fund, and even sizing up a potential love interest – people communicated directly with friends, family and business associates, seeking their opinions and guidance. We check out Edmunds.com before we buy a car.

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Confucius Say: Your Case Studies are Worthless

Marketing Craftmanship

In “How to Buy /Sell Professional Services,” author Warren J. Extrinsic selling occurs, according to Wittreich, when a B2B seller relies on successful work that’s been performed for other customers, as a means to validate the seller’s capabilities and potential ability to perform for a prospective customer.

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The Power of Intrinsic Selling

Marketing Craftmanship

In “ How to Buy /Sell Professional Services ,” author Warren J. Extrinsic selling occurs, according to Wittreich, when a B2B seller relies on successful work that’s been performed for other customers, as a means to validate the seller’s capabilities and potential ability to perform for a prospective customer.

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Marketing Lesson from Ian McTavish: 7th Generation Scottish Bagpipe Maker

Marketing Craftmanship

Finally answering his question, I stammered: “I’m interested in buying a set of bagpipes. You Americans come over here and try to buy me bagpipes so that they can hang em as a decoration over their hearth. he asked again, providing some comfort that I had a reason to be standing uninvited inside this cranky Scotsman’s workshop.

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Using Negative Publicity as Negotiating Leverage

Marketing Craftmanship

So here’s the strategy I developed: I created a simple tombstone ad that read: “Looking for Reasons NOT to buy or lease a BMW 318i ? The lesson in this for BMW of North America is that by dealing with me fairly, they created a lifelong customer. I’ve got 27 Good Ones for you.”.