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Tag Archives: marketing

Want to Expand Globally? Gauge Your Audience Before You Engage
The potential to generate demand and grow revenue in global markets is staggering—in fact, research shows 40-50 percent of revenue for large companies comes from outside the U.S. Whether your objective is to expand into new markets, or grow your existing ones, you need to conduct market research and review segmentation data to determine where […] Read more »


Marketers, It’s Time to Proclaim Your Value
“Why don’t we just cut the marketing budget?” Wait, what?! As a marketer, that was my immediate reaction when I read John Staple’s recent blog with this headline. However, after reading Staple’s list of common misconceptions about B2B marketing, I recognized that the goal of his post is to shine a much-needed light on the […] Read more »


It Pays to Globalize: Why Marketers Must Embrace Localization
Driving demand, engagement and loyalty with customers around the world is more complex than ever. One thing is simple: speaking a customer’s language is the most fundamental and effective element of personalized communication. How can marketers overcome language barriers to excel at delivering all the right content, to all their audiences, in all the languages […] Read more »


5 Tips for Engaging International Audiences
It goes without saying that no marketing team wants to offend potential customers. Companies invest significant time and resources to ensure spot-on personalized sales and marketing content for target audiences. Marketing to global audiences without localizing content, though, is dangerous to your efforts and perhaps even to your brand’s reputation; not only are you missing […] Read more »


3 Traps Hindering a Bias for “Right Action” in Marketing
Ancient philosophers have pontificated for centuries over what is considered “right action.”  Modern marketers struggle, too, with how to focus on what is both action-oriented, and the right thing to do from a business-impact standpoint. We can fall into several traps that can make our actions the wrong actions: Trap #1: We work on the […] Read more »


Eyes Wide Open, Wide Awake, Never Close Our Eyes: A Marketer’s Mantra?
Eyes Open. Wide Awake. Never Close Our Eyes. These are all names of popular songs on the hit charts today. But they also remind me of the roused and restless state marketers are in right now, and how they are dealing with the pressures of being a 21st century marketer. I was driving two teens […] Read more »


Marketing is Dead?! Hah. Marketing Has Never Been More Alive!
You’d think marketers and those who study them were necrophiliacs, metaphorically speaking, of course. In the last couple of weeks, I’ve seen at least a handful of articles and posts using the title framework of “[BLANK] is dead.” Marketing is dead. The CMO is dead. Digital is dead. PR is dead. SEO is dead. Provocative […] Read more »