How Fujitsu is using market research to drive B2B content

Content plays a critical role for technology brand Fujitsu so its market research efforts focus on developing thought leadership ideas. By Morag Cuddeford-Jones At Fujitsu, marketers have to prove their credibility at board level more than ever while Tata Steel (main image, top) always questions whether its methods are really working “The real truth is that…

Market research on a shoestring: How to get big insights from small budgets

Marketers are forever being asked to achieve more with less so how can brands cut the budget without cutting corners when it comes to research? By Morag Cuddeford-Jones Startup culture has embedded the idea that budgets don’t need to be sky high to get great results. Companies big and small are learning that not all research…

Should you connect with your clients across social platforms?

Connecting with clients on Facebook or Instagram can be a slippery slope. Columnist Matt Umbro explains why it’s better to keep your work and personal lives separate. Matt Umbro A common question that I hear among digital marketers is, should you connect with your clients on social platforms? My answer to this question is: Avoid…

How marketing is working with finance to shake off the ‘us versus them’ attitude

While traditionally seen as adversaries pulling in different directions, today marketing and finance are forging close, collaborative relationships focused on delivering a shared vision for success. By Charlotte Rogers The relationship between marketing and finance is arguably one of the most important within any business. Traditionally perceived as an adversarial tug of war between marketing on…

What are the Major Benefits of Outbound Telemarketing Services?

  Updating customers with the latest product/service and offers is the best trick to strengthen your sales pipeline. Companies with effective marketing approach can enhance the business productivity and thus maximise revenue. Outbound telemarketing is a widely popular service that help companies in improving the customer base. With evolving trends and technology, it becomes very…

Online Reviews Matter to Consumers

Long before there were Social Media sites, way back even before there was the internet, consumers have relied on what others say about products and services. Whether it was advice from a neighbor or friend, a recommendation from a co-worker or family member or reading the latest Consumer Reports, people wanted to know about a…

How Telemarketing is great for lead generation for Financial Services

Companies in the financial services industry really know their stuff, but when it comes right down to lead generation and appointment setting, some of them need to brush up on the most important marketing strategies to leverage.   In any case, financial services are a hard sell for the reason that potential clients are usually…

Pepsi’s ad failure shows the importance of diversity and market research

The backlash over the Kendall Jenner ad shows marketers need an outside perspective, whether from an ad agency or by conducting thorough market research and reaching out to consumers. By Thomas Hobbs At last year’s Cannes Lions Festival, PepsiCo’s president Brad Jakeman energetically talked up its decision to form Creators League Studio, a new in-house content creation arm….

Ten tips for customer reactivation

Are you looking for the best ways to reactivate dormant customers and reduce churn? Here’s a roundup of the ten most effective practices today, in both business and consumer markets. Consider which of these may be the most applicable to your business, your customers, and your objectives. And don’t forget to set aside some budget…

How Empathy Will Grow Your Sales and Marketing Pipeline

  Marketing isn’t something you do to people; it’s something you do with people. You might be wondering: why am I saying this? A problem with marketing (and sales) is that we get clinical and treat our customers as objects to convert rather than people who need help. Our thinking can get off track in thinking about, “How do…