Depending on context, the value proposition a company has today — no matter how good — might need to change. Perhaps some your prospects have altered or changed their priorities? Does your value proposition still resonate with these new priorities?
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Using AI to do business mid-crisis and beyond
By Dan Baird
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May 15, 2020
The brands that are doing the best marketing/outreach right now in the time of COVID-19 are those that understand their target audience’s fear and struggle, not just right now with the world turned upside down, but all the time.
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Cold Calling is Not Dead
By Dan Baird
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May 8, 2020
At this time, while we’re all on limited contact with people, cold calls might be appreciated and come back in style, especially when it’s done right. Everyone’s craving contact -- yes, even introverts. The cold call just has to be done right.
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Keeping the balance against AI biases
By Dan Baird
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May 1, 2020
Algorithms are only as good as the humans who create them. And humans can try, but can’t prevent, having their own biases. AI develops its own, which can lead to wrong decisions that can be disastrous if the humans who make them rely solely on AI data and don't balance the biases.
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Marketing & Sales Beyond the Pandemic 101: Keep Building
By Dan Baird
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April 25, 2020
Crisis management is for achieving some modicum of stability amidst incredibly choppy waters. When it has no end in sight, adjusting replaces managing. We accept this new environment we need to work in (we have no choice), so we need to think about ways we can prepare to face it with competence now and later on.
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COVID-19 Marketing: Goodwill Marketing is the Current Brand Marketing
By Dan Baird
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April 18, 2020
For some companies, it's business as usual in some ways. But at the same time, it’s not at all business as usual at all. Crisis marketing has evolved to include goodwill marketing. There are delicate nuances marketers should consider and apply to their messaging.
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Marketing in the Time of COVID-19
By Dan Baird
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April 3, 2020
How are you doing in your part of the world? How are your family and friends? How’s business going? You...
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Revisiting Personas: Why they matter in the age of personalization
By Dan Baird
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March 30, 2020
“Persona” is in “personalization.” That's obvious (and cheesy) I know, but most of us know by now that personas are...
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Personally Identifiable Information (PII) 101
By Dan Baird
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March 23, 2020
Personally identifiable information, or PII, is self-explanatory and it’s nothing new. It hails from the age of mail-order catalogues and...
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The rise of micro-moment: tiny moments, BIG impact
By Dan Baird
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March 13, 2020
“Be quick, be there, be present.” That’s from Google, when they first coined “micro moments” in 2015. With the age...
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Personalized marketing is omnichannel marketing
By Dan Baird
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March 8, 2020
Personalized marketing is omnichannel marketing. After all, your marketing strategy is not personalized at all if your customers have to...
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The shift toward guarding customer data will boost influencer marketing
By Dan Baird
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February 29, 2020
The Cambridge Analytica scandal still makes people paranoid about Facebook, but marketers weren’t really surprised about it. We know how...
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New tech makes account based marketing more achievable
By Dan Baird
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February 23, 2020
The marketing landscape is shifting in this new decade, thanks to marketers finally implementing martech (including AI) to adapt to customer demands and expectations. The same agility and intelligence we can utilize for hyper-personalization can be applied to account based marketing.
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Customer Data 101—How to Collect and Use It in Lawful and Good Ways
By Dan Baird
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February 14, 2020
It’s projected that 2020 is the year marketers will finally stop being so scared that personalization is invasive, by making personalization impressive.
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The marketing trend of the decade: insight-driven and customer-focused
By Dan Baird
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February 7, 2020
It’s hard or near impossible to plan for the future, especially with constant changes and updates to marketing innovation, but marketing leaders are always a good sounding board on giving insight and even predicting what would catch on sooner or later.
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Is CRM finally ripe for disruption in 2020?
By Dan Baird
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January 31, 2020
CRM can and should serve marketers on the challenge of attracting new prospects and keeping existing customers. The answer to that challenge is staying relevant and in step with customer preferences and expectations.
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Only relevant content is visible to your audience
By Dan Baird
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January 24, 2020
Only relevant content is visible to your audience. We always talk about content marketing to attract audiences but it’s amazing how many businesses actually lose sight of the audience.
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Align martech solutions with your marketing and engagement goals
By Dan Baird
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January 17, 2020
It’s going to be a long while before AI truly takes over from humans, if it ever will. The companies that use AI most effectively will be those that work with it, and allow it to take over processes that can and should be automated, freeing up employees to be more creative than ever, to connect dots they wouldn’t otherwise, and to be great translators of data.
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The magic of dynamic content personalization
By Dan Baird
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January 10, 2020
Dynamic content and personalization together create a spark that can be super effective in firing up your marketing and sales goals.
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The biggest lesson you need in business: product market fit
By Dan Baird
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January 5, 2020
Are people dying to get their hands on your service or product? How much is the demand for your product, and to what extent would you satisfy that demand?
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