Thrive in this down market by finding and catering to social customers

Database marketing consultant Kevin Hillstrom has done impressive work in helping retailers trace their customers across sales channels, using Multichannel Forensics (Note: this link is to a PDF file). Now he’s helping clients — and blog readers like me — to find creative ways to re-segment customer files based on responsiveness in a Web 2.0 …

The new power to get in: Twitter

A decade ago Michael A. Boylan wrote a book on business to business (b-to-b) selling called The Power to Get In. It was publicized as “a step-by-step system to get in anyone’s door.” To reiterate the book’s promise of granting access, Boylan begins Chapter 1 with this pronouncement: “You’ve been frozen out.” It’s a terrible …

Majority of CMOs are leaving customer money on the table

We’ve all seen surveys of C-level executives that seem to be little more than corporate puffery. But when survey results sound more like confessions than boasts, you tend to pay attention. That’s what I did this morning. The CMO Council has released its Routes to Revenue Study, two days before its annual CMO Summit in …

CNN’s Rick Sanchez on a social media adventure? For real.

Last night I was at a business event. During my mingling, I found myself attempting to convince the PR director of a major not-for-profit organization why she should care about social media. I thought I gave good and relavant arguments, but realized I’d only been partially successful. She agreed that she’d have her organization join …

Are widgets today’s ad specialties?

In a prior life I worked in direct response. My clients were mostly healthcare organizations — hospitals, physician groups and health plans. They used magnets. Lots of them. Not in their MRI devices, mind you. I worked with healthcare marketing departments. No, these were refrigerator magnets. Magnets such as these: Not very sexy, huh? Believe …