USER-GENERATED CONTENT: BUILDING CONNECTION, CONTEXT AND RELATIONSHIPS WITH CUSTOMERS WHO SHARE

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When you’re trying to learn the real story about a product or service as a consumer, do you turn to the people who market that product or the people who actually use it? Do you build a connection with a brand because of the way that a product is pitched to you, or because of ... Read more

FACEBOOK IS NOT A DIGITAL STRATEGY… AND SNAPCHAT BETTER GROW UP FAST

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by John Andrews and Ted Rubin Ad giant WPP recently reduced its full-year earnings for the second time this year with CEO Sir Martin Sorrell citing a myriad of challenges… from consumer goods company spending cutbacks, to Trumponomics (disappointed by this reference to say the least). Sorrell’s comments over the past couple years, and in the Cheddar interview here, highlight ... Read more

Best of 2017: MarketingSherpa’s most popular content about email, customer-first marketing, and competitive analysis

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To give you that little extra oomph before we cross the line into 2018, here’s a look at some of our readers’ favorite content from the MarketingSherpa Blog this past year.

SMALL BUSINESS… SOMETIMES YOU WIN, SOMETIMES YOU LEARN

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As small business owners, we sometimes tread a very thin line between what we consider success and failure. Margins are small, money is tight, risk is high, and some days it seems that everything we try is a bust. If that sounds like you, I’m here to tell you, “Don’t be discouraged!” Sometimes we are ... Read more

Ask MarketingSherpa: Should I use geo-targeting for event emails?

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I’m trying to find the average decrease in conversion when we send an event email to a 30-mile radius around the event, versus something larger like 70 miles. It’s caused some heated disagreements between field and HQ staff. Do you have any research on something like this?

The Anchoring Bias Can Get Talks off to a Strong Start

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Should you make the first offer in a negotiation? Typically yes, abundant research on the anchoring bias suggests. What is anchoring in negotiation? In negotiations centered on price or another figure, the party who moves first typically benefits by “anchoring” the discussion that follows on her offer—even if the anchor is arbitrary. For example, the
The post The Anchoring Bias Can Get Talks off to a Strong Start appeared first on PON - Program on Negotiation at Harvard Law School.

People Buy From People: Five examples of how to bring the humanity back to marketing

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As a B2B marketer, you understand how important the right tech stack is. But don’t forget why you have that technology to begin with – to serve prospective customers. So get some ideas for how to best serve prospective customers as people in today’s blog post.

WHY EMPLOYEE DISENGAGEMENT CORRELATES WITH POOR CUSTOMER EXPERIENCE

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Have you ever had a job that you simply couldn’t stand, due to a poor relationship between the decision-makers and the employees responsible for carrying out those decisions? It feels like no matter how strong an effort you make or how much you like serving the customers despite the poor work environment, it’s hard to ... Read more

Marketing 101: What is the happy path?

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The happy path is a quick, linear path to the purchase of a product or service where the customer doesn’t get sidetracked, either by their own distracted actions or by a poorly designed process by the company, or because the customer has a more complex use case. Let’s take a closer look at why this is important and how it might look.

Types of Conflict in Business Negotiation—and How to Avoid Them

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Conflict in business negotiation is common, but it doesn’t have to be that way. There are steps we can take to avoid conflict and misunderstandings. Often, it helps to analyze the unique causes of conflict in particular negotiation situations. Here, we look at three frequent types of conflict in business negotiations and offer advice
The post Types of Conflict in Business Negotiation—and How to Avoid Them appeared first on PON - Program on Negotiation at Harvard Law School.

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