Customer Insights Blog

Nick

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Why Interest is... Interesting

"You are what you eat” 

Jean Anthelme Brillat-Savarin, a French epicure, gets credit for the origin of this saying when, in 1824, he penned: "Dis-moi ce que tu manges, je te dirai ce que tu es." [Tell me what you eat and I will tell you what you are].” 

Posted by Nick on Oct 15, 2015 4:00:00 AM
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Topics: Knowledge

The Top 3 Differences Between B2C and B2B Customer Personas

Business-to-business and business-to-consumer marketing strategies have much in common. After all, whether you want to attract a business client or a consumer, you’re still ultimately trying to communicate with a person. That person has goals, problems and hopes, which a strong marketing strategy should tap into. However, the fundamental difference lies in how that person makes his or her final decision.

Posted by Nick on Sep 16, 2015 10:30:00 PM
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Topics: Knowledge

How Samsung engages young parents with its new “Wash Happy” campaign

What do you think about when you envision a washing machine? Work? Chores? Boring tasks you’d rather not do? All of the above, most likely. Who wants to buy something that represents one more thing on an already lengthy to-do list?

Posted by Nick on Aug 18, 2015 10:30:00 PM
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Topics: Report

How to Choose the Right Celebrity to Endorse Your Brand in 3 Easy Steps


  • Kristen Bell has 1.81 million followers on Twitter.
  • Chris Pratt has 2.48 million Twitter followers.
  • LeBron James has nearly 20 million Twitter followers.
Posted by Nick on Jul 30, 2015 10:30:00 PM
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Topics: Knowledge

How craftsman tools campaigned to be worth bragging about

The Big Fish story is a nearly universal experience propagated by dads everywhere. They’re not always about fish, of course, but tall tales handed down from father to child become family stories told around the dinner table every Thanksgiving. They’re part of the fabric of American life.

As are power tools. Or, at least, that is the impression we get from Craftsman’s Father’s Day 2015 campaign. These are the tools you can build a story around.

Posted by Nick on Jul 16, 2015 10:30:00 PM
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Topics: Report

Going from Too Many Cooks to Inspired Collaboration

When people try to work together, it can produce incredible insights, or end in disaster. If you’ve worked on a group project, you’ve probably run into at least one of two common collaboration problems: “too many cooks spoil the broth”, and Parkinson’s law of triviality – where a committee spends an inordinate amount of time deciding on which color to paint it (when what they should be focusing on is the large-scale, complicated construction project to which the bike shed is attached). When egos are overly involved, it can quickly feel like collaboration is a waste of time. After all, if the new marketing campaign was left in your capable hands, you’d have it done in ten minutes – right?

Posted by Nick on Jun 19, 2015 10:30:00 PM
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Topics: HowTo

How to Find the Hook that Reels in the Big Fish

Pitching without a hook is like casting a line out into the water and hoping it snags the big fish you know is in the water. But if you don’t have the right hook and bait, you might just reel in an old shoe. Now, if you’re a fisherman (or fisherwoman), you already know that each kind of fish has a hook type and bait it prefers. Angling for clients is very similar: You need the right hook and the right bait for the prospect you’re hoping to catch.

Posted by Nick on Jun 3, 2015 10:00:00 PM
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Topics: HowTo

How to Begin Your Pitch with Inbound Prospects

If your company markets itself as aggressively as it markets your clients, you likely have a number of inbound leads coming your way. While much of the pitching process is the same for inbound and outbound leads, the initial conversations are very different. And, if you approach an inbound lead the same way you would a traditional outbound prospect, you could be making a big mistake.

The difference between the conversations you have with an outbound lead versus an inbound one is this:

Posted by Nick on Jun 2, 2015 10:00:00 PM
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Topics: HowTo

Why the B2C Marketing Persona is Different


One argument goes that ultimately, you’re always selling to individual people. And it’s true. No matter if you are selling to a business or an individual consumer, you will be communicating with another human being. But the paths of B2C and B2B marketing diverge from there, because from there, the motivations of the people themselves differ.

Posted by Nick on Apr 29, 2015 4:00:00 AM
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Topics: Knowledge