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Understanding your buyer persona means knowing three profiles, not one. The good is the ideal customer you can help and serve profitably. The bad is the negative buyer persona who will never be a sustainable client. And the CEO reminds you that in...
Marketing automation matters in the holiday season because demand arrives in a short window and in volumes that no team can answer by hand. Automated...
The Value Proposition Canvas is a visual tool, created by Alexander Osterwalder, that describes one customer segment's jobs, pains and gains and...
Innovation is a change that creates measurable value for customers and for the company, not merely a change that is new. The word has been stretched...
Process mining is a data-driven discipline that analyzes the event logs generated by systems such as ERP and CRM to reveal how business processes...
Customer experience design (CX design) is the practice of understanding customers' needs, expectations and emotions across every interaction with a...
Predictive lead scoring is a machine-learning method that estimates, for every contact in a CRM, the probability that it will become a customer, so...
To develop account-based marketing strategies, a company selects the accounts that matter most, aligns marketing and sales around them, and measures...
At ICX Consulting, where we help companies design commercial strategy and digital commerce operations, we find that sales in an e-commerce usually...
Accelerating account-based experiences with Adobe and Marketo means using one platform to identify the accounts worth pursuing, coordinate marketing...
