Improve community health with CRM The complexity of health care – not to mention HIPAA – may discourage hospitals and other providers from engaging patients

Find what works and focus on it Without evaluation, every marketing initiative and program is important…to the person who created it. Each business unit’s baby

Plot engagement for insights Many people want digital engagement ‘data,’ but do not know what to do with it, or how to make decisions, or

Enable and Empower, Not Encumber Serving in Peace Corps (Kenya, 89-91), I learned a guiding principle that I still follow to this day: leave behind a process,

Fully Use Your Email Potential There is no such thing as the perfect campaign. Good – even adequate – campaigns achieve marketing and sales goals. I have

Marketing Automation Can Reduce Sales Cycle Times I’ve convinced many sales professionals and managers that marketing automation is their under-appreciated, hard-working sales assistant who knows

Translate Metrics into Insights You’ve implemented the appropriate processes and built the reports and dashboards. Then you ask yourself, “so what?” Asking and answering that

Lead with Facts, Not Myths There’s a wealth of information in your customer relationship management (CRM) and marketing automation systems. Yet, myths based on anecdotal experiences

Use Data to Open Conversations Large, mature companies sometimes make money despite themselves. Good products sell themselves. However, those companies could grow larger by easily implementing

Mine Your Systems The more you know about your customer (and leads), the less you put your marketing dollars at risk. You don’t need a big

Marketing is a Universal Language I believe that marketing is the most accessible, universal language among cultures. Throughout my working life, this constant has proven

Learn How Your Customers Learn Everyone learns/consumes information differently, by reading, hearing, watching and doing. To effectively reach and engage your customer segments, you need