September 27th, 2014
Sometimes the marketing materials used in your appointment setting campaign feel like propaganda. If this makes you feel uncomfortable, don’t worry. You might be on to something. Is it really all right to give your entire campaign the look and feel of a crusade?
Now in the financial service, there are no shortages of causes worth fighting for. And often times, these tie directly into your business (whether it’s more transparent accounting or assisting uninsured). Yet at the same time, the controversies often arising from these causes can serve to trap marketers.
March 15th, 2014
This question is a no-brainer in B2C marketing. In that world, gender-based targeting and positioning tactics are as common as dirt — for obvious reasons. Besides having distinct tastes and preferences, male and female consumers tend to arrive at buying decisions in vastly different ways as well. This begs the $64,000 question: do these differences also affect the way B2B buyers decide?