Are your products right for relationship marketing? A three-part test
Relationship marketing pays off for some products and annoys the customers of others. A three-part test (frequency, involvement, switching cost) sorts yours.
Tag
marketing
4 posts. All topics.
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Beating the fallacy of cheap marketing
Cheap marketing is nearly free to send and expensive per unsubscribe. Why counting only the outbound cost misleads, and a cost-per-annoyed-customer habit.
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Content that converts: answer the questions customers already ask
Content that converts answers the questions buyers already ask, in their words, before the sales call. Where those questions hide and how to publish answers.
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Customer data sharing and trust: who's afraid of sharing their data?
Customer data sharing and trust come down to whether customers can predict what happens next. Where the helpful-or-creepy line sits, and five rules to hold it.
