If an event like the Covid-19 pandemic happens again – or another development upends your marketing plan with little notice – what should you do? Here’s how to quickly rethink your marketing plan for a smart marketing strategy....
View MoreA versatile, robust customer relationship management (CRM) system is the best way to store, manage, and use customer data for sales and marketing. But many marketers who invest in a CRM system fail to capitalize on its value. On November 13, Jean Gianfagna of Gianfagna Strategic Marketing, Inc. and Bob Sullivan of InfoGrow will present the best practices of using a CRM system to grow sales at Sales & Marketing Executives of Cleveland’s SME-U Workshop....
View MoreUnderstanding and articulating the unique value your organization delivers to your customers – your value proposition – is crucial for smart marketing. Here are seven ways to use the value proposition insights gleaned from customer interviews in a smart marketing strategy....
View MoreUnderstanding the unique value your business delivers to customers is essential for a smart marketing strategy. Yet many businesses struggle to define their value proposition, especially B2B marketers that sell intangible business services. But defining your value proposition is easier than you think: Just ask your customers. In part one of a two-part post, here’s how Cleveland marketing consultant Jean Gianfagna recommends conducting customer interviews to determine a value proposition....
View MoreWhy the things people say about your business matter far more than what you say about yourself in your advertising -- no matter how much you spend on marketing. ...
View MoreThe loss of a major client can be a huge blow to your business. But there are ways you can survive – and even thrive – following a customer defection. Here's how to do it strategically....
View MoreA customer relationship management (CRM) system enables you to store, manage, and use your customer and prospect data for sales and marketing. Here are five best practices for using the capabilities of your CRM system in a smart B2B marketing strategy from my experience as a B2B marketing consultant....
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A versatile, robust CRM solution is the best way to store, manage, and use customer data for your sales and marketing efforts. But many B2B marketers who invest in a CRM system fail to fully capitalize on its marketing potential. Gianfagna Strategic Marketing, Inc. and InfoGrow Corporation will present a free webinar on CRM Best Practices: Using Your CRM System for Smarter Marketing on August 2, 2017 from 2-2:30 p.m. Jean Gianfagna, agency President, will co-present the webinar with Bob Sullivan, President of InfoGrow. Jean is a leading B2B marketing strategy consultant in...
View MoreWhy is face-to-face contact so important when you’re trying to grow a business? And how does a background in copywriting and direct marketing give a marketing consultant a strategic advantage in content marketing and social media? These are just two of the topics agency president Jean Gianfagna recently discussed with well-known marketing consultant and author John Jantsch on the latest edition of his Consulting Spark podcast. Jantsch is a small business marketing expert. His firm, Duct Tape Marketing, partners with 125 marketing consulting firms and agencies in 14 countries to deliver marketing services...
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If you sell products or services to millennials – the 70 million Americans born between 1982 and 1999 – understanding the core values and experiences they share as a generation is crucial to success. Chuck Underwood, who helped develop and popularize the field of generational study, recently offered fascinating insights on generational marketing in a presentation to the American Advertising Federation in Cleveland. Here’s why viewing your marketing and advertising through a generational values lens -- especially if your target market is millennials – is so important to a smart marketing strategy. America’s...
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