Prospect Development 101: Before you Nurture, Know Their Nature.
Many clients have asked about best practices for their nurture program, so I’ve decided to tag-team with the head of Red House Analytics and Automation Group, Tracey Bartz, for a two-part primer on the subject. I’m covering the strategic thinking that goes into the...
Looking to the Year Ahead: Or, Why We’re Going Back to Basics.
For the past three years, I’ve seen an unmatched focus on marketing technology adoption, integration and implementation across the Red House client base. So it’s no surprise that in our 2016-2017 Red House Marketing Survey, the number one focus for marketing...
Data: A Marketer’s Best Friend or Worst Nightmare?
Trying to figure out the right combination of systems and data sets for your organization is daunting. But more often, that’s the easy part. I’ve seen numerous clients who have implemented all the latest and greatest marketing and sales technology and are no better off because they are now drowning in data. Or the data is so disparate they don’t have access to the right information. And because of that, organizations lose insight into the progress of performance against goals.
Why Your Research Isn’t Always Reality (or, When You Begin to Believe the Lies).
Last month we discussed how Colin Powell’s 40–70 rule applies to research. What we didn’t say is that results are only half the story and should not be taken as law-like truth.
Many research programs with obvious results fail when applied to marketing. Why didn’t they work? There was an ’80s rumor that went something like this:
A Sound Strategy that Healthcare Marketers Could Learn from Colin Powell.
In his professional life, Colin Powell has been a lot of things, but chief among them is disciplined. In fact, if anybody has ever been “in the zone,” it’s him. Literally. Powell believes that leaders have an “information zone” of 40%-70% to make decisions: If you make a decision with less than 40 percent of the information you need to know, your chances of being right aren’t very good. But if you wait for more than 70 percent of the information, your window of opportunity closes.