Invisible Marketing is now promoting global entrepreneurship through Kiva. (“Loans that change lives.”)
Through Kiva, we’re making microloans to small businesses throughout the world, especially woman-owned businesses in Latin America. Check out our lender page to see who we support.
Our motivations and actions defy every attempt at prediction, as any honest economist will admit. But people [...]

I love lead scoring. When done right, it lets you think like a customer.
The problem is that it’s just too easy for marketers to think inside the box, instead of like customers.
Lead scoring programs are rather complex to set up. Certainly more so than a garden-variety email campaign. They require weighted averages, multiple decision criteria, [...]

Process improvement is a sophisticated science (and art) in the real world where stuff gets moved (logistics), stored (materials management), built (JIT, Six Sigma, Lean, Agile), and so on.
Most marketing people don’t think about what they do in terms of process improvement.
These two disciplines should talk to each other.
If you’re a B2B [...]

To get anything done in a B2B complex sale, you’re not just Selling to The Senior Executive Wo/Man.
That’s why it’s complex.
It’s tempting, especially for salespeople, to depend on just a single contact, champion, or coach inside the client company. Giving in to this temptation? Watch for l-o-n-n-n-g sales cycles, clients who [...]

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Marketplace indifference is a soul-killer. It’s a big reason why sales people hate prospecting. All reasonable efforts must be made to manage the amount of indifference to which a sales person is exposed. Sure, rejection comes with the job.  But what’s gained by throwing away emotional energy if nothing is learned from the experience?
I’ve said [...]

And now, a shout out to the marketers at Sprinkles. This is one for the swipe file.
B2B comrades, this strikes me as interesting. Maybe there’s an equivalent in our world.
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My husband is on every email list known to humanity. One of them sent him an email (reproduced at the end [...]

In recent weeks I’ve heard from a range of clients and colleagues (and family and friends),
“What should I do to get value from social media?”
“I don’t get this Twitter thing.”
“I have some connections on LinkedIn but don’t do much with it.”
Etc.
Think of it this way.
How do you meet people today? Introductions from your existing network [...]