Kristin Zhivago

Mindset Immersion! An example of Mindset-Driven Marketing.

In my previous blog article, we introduced the concept of Mindset-Driven Marketing. It’s a marketing strategy that gets right to the heart of the matter: Properly addressing your customer’s current and very specific mindset is what is going to drive yo...

Introducing “Mindset-Driven Marketing”

Why do so many marketing efforts miss the mark? Because they focus on all the wrong things, such as “personas,” “positioning,” and “providing value.” They do not address what is actually driving the purchase: the very specific mindset of the customer. ...

Why “selling” is really, truly dead—and what you should do instead.

Ever since Google made it possible for anyone to find anything online, the need for smile-and-dial salespeople has been seriously diminishing. I’ve said it before (in 2011!), and I’ll say it again: selling is dead. By selling, I mean making cold calls; “hunting,” making...

The high cost of a bad manager

There are good managers and there are bad managers. People working for managers know perfectly well which type of manager they are working for, usually within the first couple of days. Too many people end up putting up with the bad manager, for too lon...

Kettle & Fire: Website Engagement on Steroids

Most websites are brochures on a screen. Which is kind of silly, given that the visitor is more than happy to click around, take advantage of offers, and even answer a few questions, if you ask at the right time and in the right way.…

Digital marketing trends from the customer’s perspective

There are plenty of people (about 12,000 a month) searching for “digital marketing definition” in Google. And the results served up focus on the channels (social, online ads, SEO, etc.) with barely a mention of customers—except to say that their behavi...

Marketing Strategy 101: How to overcome the politics of marketing to be more powerful...

You’re in a conference room with the company’s management team. You’re presenting your marketing plan. About halfway through, one of the top execs says, “I don’t think this part is going to work. I don’t think our customers care about that, and I don’t...

Finally! Someone selling software gets it right.

For years I’ve wanted software companies to show their screens on their sites. It should be Rule #1 in any guide on “How to Market Software.” Instead, they get in the way—with lots of words . . . cute graphics . . . faceless-people illustrations…

Is your developer holding your site hostage?

Do you know where your site is hosted? Where your domain is hosted? Where your email is hosted? Do you know if you are paying for that hosting directly via your own credit card? Do you have sign-in information for each of these sites and…

Marketing and sales: You will only win if you go all out

It’s easy to get lost in all the details of digital marketing. It’s complex; there are a lot of channels, choices, rules, costs, and varying opinions on what you should do for your business. It gets even more complicated when you endeavor to combine th...

Have you looked at your website lately? 3 key reasons to redesign your website.

Kristin Zhivago, revenue coach, is the president of Zhivago Partners, a digital marketing management company, and author of Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy. Zhivago and her team of digital marketing specialists focus ...

How to be successful marketing online

In some ways, everything about marketing has changed. In other ways, nothing has changed. How can you make decisions about digital marketing without knowing which is which? How can you make good decisions about hiring, processes, applications, systems,...

Your business is now an app

Customers are now assuming they can and will have a digital relationship with you. The more you make that possible, the more likely they are to buy from you. If you are truly making all that possible, removing all the barriers, your customers will be…

How the Web Works (for Business Owners and CEOs)

What is the first thing people do when they hear of your business or find you in Google?  We all know the answer: They go to your site. If you are a service business, they will probably also go to LinkedIn to see more about…

Go Digital or Die: Advice for Baby Boomer Business Owners

Sounds harsh, doesn’t it? Unfortunately, it’s true. We are seeing more and more baby boomer business owners who are like deer in the headlights. Why? Because they are overwhelmed with the digital and technical aspects of their business, which has stifl...

Why you’re not Steve Jobs: He was the ultimate Customer Experience perfectionist

I first published this article in 2012. But it was time to publish it again to address an unfortunate trend. Lately I have had several CEOs tell me that they had read the Steve Jobs book and, frankly, they are using his jerkedness to...

Why I’m Buying from John

I’m in the market for a business-to-business software product. I’m pretty far along in my buying process and I have narrowed down my choices to three vendors. I contact them all. Two of the three salespeople who get back to me are what I would...

Managing individual salespeople

Is managing salespeople one of your most difficult tasks? If so, you're not alone. CEOs who have few problems managing people in other positions still struggle with their sales department. Part of the problem is the kind of person who is put in charge...

5 Ways to Blow the Sale with the First Contact

I recently posted a freelance web development project on a web development job board. Most of the responses, unfortunately, were perfect examples - of what not to do. Since a lot of sales these days start with "virtual" contact, it's instructional to see how...

The salesperson’s first test: Making an appointment via email

We all use email to agree on a meeting time. Unfortunately it's terribly inefficient, especially when it's done incorrectly. A salesperson who is sloppy about it will drive the new, potential client nuts and make the client wonder if she really wants to do...

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