Richard Fouts

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Archives for February, 2013

Wouldn’t it be silly if we got wiped out because we weren’t looking?

by Richard Fouts  |  February 18, 2013  |  Submit a Comment

Edward Lu, (former NASA astronaut and leader of the effort to detect killer objects from outer space) asked this question the other day when discussing the need to detect serious threats from the sky. Last Friday’s explosive event over Siberia is instructive for marketers of course, who often let their companies lose share or die [...]

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Category: Digital Marketing Marketing Strategy     Tags:

Should You Strive for Fewer Customers?

by Richard Fouts  |  February 15, 2013  |  1 Comment

“Less is more” is a piece of advice we hear frequently. But not when we think of customers. We want as many of those as possible. Where this gets short sighted however is the long tail of sales. When I sold to local government at HP, I was both hunter and farmer, meaning I was [...]

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Category: Digital Marketing     Tags: ,

Three Investments B2B Marketers Should Consider Right Now

by Richard Fouts  |  February 14, 2013  |  5 Comments

Marketing investments that throw a positive jolt to other areas are particularly interesting.  And they often surprise even the most savvy veterans. Let’s start with retention. You’ve heard the statistics. A 2% increase in retention can create the equivalent of a 10% reduction in costs. Some studies show a 5% increase in retention improves profitability [...]


Category: Digital Marketing Marketing communications Marketing Strategy     Tags: , ,

Location, Location, Location: Don’t Underestimate the Power of Local Search

by Richard Fouts  |  February 13, 2013  |  4 Comments

Have you ever used Google to find and book a restaurant reservation in another city; or a tour in the foreign country you’re about to visit? Ever buy a rare book from a Japanese bookseller?  Though the Internet has made the world smaller, Google reports that 75% of its search activity is from users looking [...]


Category: Brand awareness Digital Marketing Marketing Strategy     Tags: , ,

Why do you get out of bed every morning?

by Richard Fouts  |  February 7, 2013  |  1 Comment

Years ago, a man who loved music as much as anyone of his generation, began going deaf, just as he was becoming recognized as one of the world’s great composers. But he didn’t let his handicap interfere with his destiny. After losing over 90% of his  hearing, he went on to compose one of the [...]

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Category: Brand awareness Digital Marketing     Tags: