Customer segmentation is the cornerstone to any marketing plan. You segment your customers and define your personas, and deliver content, products, services based on those personas. It’s a way to increase the efficiency of your media spend and simplify your marketing effort. Most news publications do the same: they segment their audience and simplify their stories. However, their personas and audience segmentation are based on political ideology. As such, they inadvertently

Your marketing team is excellent. But your team is focused on the tactics of the business -- building awareness, managing the scrums, kicking off the spring campaign. They lack the broader, strategic perspective required to activate prospects and accelerate sales. A Fractional CMO can help you determine how users adopt in your category and revise your business plan to reflect it; refine your brand promise and bring it to life with compelling proof points that customers pay f

Instagram, called at times, the new homepage, the millennial search engine, or the hipper QVC, can no longer be the afterthought that it has been. Not only are engagement levels 58x higher than Facebook, but a rapidly increasing number of internet users -- 28% -- consult Instagram when conducting a product search. (2) In fast growth markets like Latin America, Africa, and the Middle East, Instagram dramatically beats search engines for product discovery. (3) On Instagram, us

Do you have organic sales growth? Or is your company faking it? You can examine referring traffic to your website. Companies growing organically tend to have more back page traffic. However, here's another way to find out that will help you do something about it. Survey your customers. Ask them The Net Promoter Question: "Using a scale of 0-10, how likely is it that you would recommend [brand] to a friend or colleague?" Then calculate your Net Promoter Score using Net Prom