customers

The Real Reason Customers Leave

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I put the phone down and thought about what he had just told me. He said, “our last supplier became complacent. Their heart wasn’t in it”. I was conducting a customer survey for one of my clients. This was a respondent’s answer to the question: Why did you...
The Four Agreements: Life Lessons for Marketers

The Four Agreements: Life Lessons for Marketers

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I recently read Don Miguel Ruiz’s ‘The Four Agreements’ and thought about how these life lessons apply to me as a marketer. 1) Be impeccable with your word.
Unleash the Emotion

Industrial Marketers Unleash The Emotion

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I came away from the Word Marketing & Sales Forum (WMSF) at Melbourne Town Hall feeling inspired. A straight-talking, rebellious marketer challenged my thinking about the messages we send to customers. This person made me reflect on what I need to change to be a better industrial marketer.

Keep Marketing Simple

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I created the Customer Wish-List Matrix to help you evaluate whether your marketing is designed with the customers’ best interests in mind. The column headings contain the three pillars of simple marketing: (1) easy to understand; (2) easy to use; and (3) easy to access. The rows contain your core marketing elements.
Philip Kotler

Four Things I Learned at World Marketing and Sales Forum

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I arrived in Melbourne full of anticipation. Having lived in the ‘world’s most liveable city’ for 9 years, it is always a pleasure to return. I was going to see Philip Kotler – the godfather of marketing at the World Marketing and Sales Forum in Melbourne Town Hall. Other influential marketing and sales speakers included...
Market Research and Analysis

The Most Underrated Marketing Task

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Market research is like the foundation of a building. It’s neither glamorous, nor loved...however, you cannot build something remarkable without it...
Five Ways to Overcome a Content Marketer's Biggest Challenge

Five ways to overcome a content marketer's biggest challenge

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Here are 5 ways for industrial marketers to overcome the 'lack of time' content marketing challenge: 1) Make content marketing a key tactic in your plan...
Change your mindset to beat the B2B price trap

Change Your Mindset to Beat the B2B Price Trap

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One of my customers asked if I could write an article on ways to help his salespeople overcome ‘selling on price’ or the B2B price trap....
Sydney Harbour Sailing

The Marketing Plan that Tacks

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Before you pull out your marketing plan template and start filling it in, make sure it contains the 2 most important steps of the marketing plan process...
Jacquelyn Rose McCarl

Of Fatherhood and Marketing

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The best marketers demonstrate empathy. They can put themselves in the shoes of others and fully appreciate how that person might feel, think, and...