“Your content must be interesting, unique, and relevant,” everybody says, but to whom? The knee-jerk response is to say, “Your customers, obviously.” It turns out that things are a bit more nuanced than that. Sometimes, we need to think more broadly. “Wait, didn’t you just write an article about how you can’t compete with the whole world, that you need to focus on what makes you unique and stop trying […]
Can You Compete With the Entire World?
A different kind of market segmentation: – Your reach is no longer about your physical distance from the consumer. It’s almost entirely about whether or not they’ve heard of you and whether or not you are selling what they want. This means that your competitors aren’t the competitors of yesterday and that the very ground you stand on is changing. Traditionally, if you were the best in town, you had […]
Sales and Marketing Need to Bridge the Gap
To someone on the production floor, sales and marketing functions seem like the same thing. Don’t tell that to the internet marketing gurus developing a PPC campaign or the account rep dialing for dollars; they would strongly disagree. Put simply, marketing is about generating leads, and sales is about converting those leads into new business. Even though Sales and Marketing share objectives they can often be at odds when it comes to the tactics. If […]
Get your mobile mojo working
It’s no secret that ACT! hadn’t exactly been a bleeding edge technology leader for awhile. Features, stability and usability have steadily improved over the last few releases, but in terms of tech sex appeal? Meh. But – there’s good news and there’s better news: CRM doesn’t need to be sexy to solve business problems. Sage introduced an inline update in April that’s has it’s mojo working. If there’s anything hotter […]