Category Archives: Business

Relationship with Innovators

Looking at customer lifetime value is an important metric in applying and measuring the success of relationship marketing efforts for a key account.  Vetting those accounts to see which perform better than others when relationship marketing is applied can help you hone your strategies and tactics.

Taking it one step further – if you look at the highest stage of a relationship, one that I will call “Innovator,” you should consider applying the same life-time value principle with a twist.  When a relationship is at the Innovator stage, that means they are literally co-creating with your organization and building each other into each respective company’s strategy.   Check out this blog post by Braden Kelley of Innovation Excellence:

Being able to measure the performance of innovator-lifetime-value makes sense so you can gauge and manage these crucial high-end customers and give them the right kind of attention so you can keep and deepen that relationship your company worked so hard to gain.

Lisa Dennis

The point of the relationship generating

Regarding Keith Ferrazi’s article How to Turn a Relationship Into a Sale, the point of the relationship generating sales relies securely on Ferrazi’s point of “packets of generosity” and making sure that ultimately, when the time is right, to do the ask.

If you are truly building a real relationship – the ask is part of it, not an interruption, not a push, but an opportunity to extend the generosity to provide more help, guidance, insights, tools, etc.

I was recently asked, “how many emails do I have to send in order for this to become a relationship?” The question exemplifies the misunderstanding of what marketing and selling relationship-style is all about.

— Lisa Dennis

Knowledgence Associates wishes you and y

Knowledgence Associates wishes you and yours a happy & safe Independence Day!

Three challenges facing today’s Chief Marketing and Sales officers – Forbes

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Three challenges facing today’s Chief Marketing and Sales officersForbesFor all this opportunity, however, your strategy is more important than ever but I’m surprised how often a company’s social media strategy is really just a collection of tactics.

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Marketers and Data Scientists: A Love Story – Business 2 Community

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Marketers and Data Scientists: A Love StoryBusiness 2 CommunityBy Lisa Arthur, Published June 10, 2012 While it may never light up the silver screen or show up in the pages of a dime store novel, there is a burgeoning romance between smart…

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Small Business SEO & Internet Marketing Strategy Guide, 2012 …

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Webcasts — BtoB Magazine: Marketing News and Strategies for BtoB … BtoB Online — The Leading Source of B2B Marketing … Interactive Marketing Guide … BtoB Webcasts bring together business-to-business marketers …

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Marketing execs told to catch up to Asian peers – BusinessWorld Online Edition

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Marketing execs told to catch up to Asian peersBusinessWorld Online EditionFor the local marketing scene, that only accounts for only around 3% [of marketing campaigns],” Donald Patrick L.

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How to Tell If IT and Marketing Have a Good Relationship – CIO

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How to Tell If IT and Marketing Have a Good Relationship .

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Are You Experienced?

I recently read an fascinating post on Fast Company’s Expert Blog, called Experience is the Next Frontier in Marketing, by Jacob Braude.

This post talks about “experience” – i.e. physical world experience – influencing how one perceives and takes in information.

I see interesting implications for the delivery of marketing messages.  Organizations frequently talk about a creating the right “customer experience.”  So what if we tap into what the brain has already experienced- the impressions humans have of things – with the understanding that our brain uses those previous experiences to filter and make sense of all that we discover or is presented to us.

Opens up an intriguing arena for marketing in the future.  Read Mr. Braude’s article, and let me know what you think.


Lisa Dennis

Can Pinterest Help Your Business? Or Is It Just Messing Around?


Pinterest, one in a long line of new social media platforms, is seen by some as a fantastic gateway to driving traffic to other web sites, and therefore, ostensibly, some business.  It is seen by others as another in a long line of colossal, self-indulgent time-wasters on the web.  Hey, you kids!  You’re both right! 

Like with all social media, don’t blame the tool for the quality of the content its users post.  As we are still in the infancy of social media, let us indulge in the frivolous for a while.  Indeed, it is, and has been necessary, to put fun, goofy stuff on the web to encourage more users. Twenty years ago, those of us with corporate jobs were adept at using a computer, but most other working people were not.  Now, 2012, everybody’s grandmother is playing Angry Birds online.

But social media sites like Facebook, and now, to an extent, Pinterest, attract many of the casual web users.  They come for the fun, but many of them stay for the shopping.

And this is where Pinterest shines, if your business sells anything that can be attractively or interestingly turned into a graphic image.  You post a cool image.  Everybody on Pinterest can see it.  Many of them click on it to get a bigger version of the image.  Many of them then click on the link which will direct them to your site, or wherever you got the image from.  Then, many of them pin it on their own page, thus giving their seal of approval to your product.  People trust their friends more than advertisers, so they click on the image, too.  Pinterest has driven more traffic than Google in the past several months.  Like, way more traffic.

But the age-old question on the web is, does the traffic turn into revenue?  That’s up to the individual business, of course.  Pinterest will get the interested people to your site, but you still gotta give them something they want to buy!  That’s a whole other can o’ beans.

For businesses that do not provide tangible products that lend themselves to graphic representation, Pinterest is not right for your business.  Might be great fun for you, personally.  But not your business.  Don’t post pictures of your gas station, because no one online cares about it until they actually need gas.

But for artists, photographers, jewelry, real estate, music, food, collectors, automobiles & boats, and about a zillion other businesses, I think Pinterest is a no-brainer addition to your social media mix.

— Chuck Dennis

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