Developing a Customer-centric Pricing Strategy

Something I’ve been working on wrestling to the ground lately is the role Marketing should play in establishing the prices of our products and services. I’m discovering that the answer to this question is complex and requires careful consideration. While marketing significantly drives demand and influences customer behavior, many other factors can impact pricing decisions.
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When the Smoke Clears

In the last few years, I’ve been privileged to attend SEMA, the world’s largest automotive convention. One of the biggest draws is the burnout competition. There’s a flurry of energy and applause—the crowd goes crazy! But when the smoke clears, those tires aren’t good for much after the burnout. I see a lot of this
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Intentional Happy Accidents

I was out to lunch with my wife at a hip, new place downtown. The décor was fresh and modern. And up on the TV monitors, the entire time we were eating, were old episodes of Bob Ross’ Joy of Painting. We were enthralled. Don’t you love his ‘happy accidents?’ That’s where real creativity lies…
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RO-Why?

As a marketing leader, I know firsthand the frustration of constantly proving ROI on every marketing activity. It seems like no matter how successful a campaign is; there is always someone who wants to see the numbers and question the value of the investment. While measuring the success of marketing campaigns is important, those measurable
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5 Things Your Agency Doesn’t Want You To Ask

There’s a lot of beauty in the world. Trees, flowers, blue skies, clouds—pretty much everything besides snakes. No one likes those. When you look hard, there’s beauty in everything. And the real beauty of marketing lies in what you don’t have to pay attention to. All the unimportant stuff is in the background, and the quantifiable data about
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Mastering the Art of Buyer Journey Mapping for Modern Marketing

The Significance of the Buyer’s Journey The buyer’s journey, arguably more pivotal than your business goals, should be the North Star guiding your marketing strategy. Irrespective of your objectives, your content must strike a chord with your target audience; otherwise, it’s nothing more than wasted resources. With over a decade of marketing experience, I’ve explored
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Creating a Winning Marketing Budget: A Comprehensive Guide

Determining Your Marketing Budget: A Comprehensive Guide Have you ever heard the idiom “Let’s get down to brass tacks”? It’s a phrase with a fascinating history that originated in the mid-1800s. Back then, it referred to measuring cloth accurately by using brass tacks set into a shop’s counter rather than relying on rough estimates. In
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Sales & Marketing: 6 Ways to Improve Alignment

The other day, I was driving to a business meeting to discuss the power of data-driven marketing. Driving along that Iowa highway, I passed family farm after family farm — complete with fields of corn and silos for storing the harvest. Silos are a crucial part of farm life, but in business, they’ll kill you. If
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THE RESULTS ARE INBOUND: A CASE STUDY

RESULTS THAT GET YOUR MOTOR RUNNIN’ Webster City RV had always been on top of their marketing game. They were one of the first in their industry to tap into the power social media, let alone develop an online marketing strategy. After a recent purchase of two new regional dealerships—which turned them into one of the
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WHEN TO BREAK UP WITH YOUR MARKETING AGENCY.

Chances are, during your prime dating years, you probably dated someone who wasn’t suitable for you at least once—I certainly have. The problem is that it can take a while to discover that it’s not meant to be. Whether it’s the slow progression of your loved one taking you for granted, leaving their junk lying
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