Kristin Zhivago

Real-world branding strategy: Your brand is the promise that you keep.

I have a real-world definition of branding strategy, based on working as a revenue coach for hundreds of companies and interviewing thousands of customers. It is this: “Branding is the promise that you make; your brand is the promise that you keep.” To...

Digital marketing strategy: What you can expect—and how to manage it

We’ve all heard the management adage: “You can’t manage what you don’t understand.” Unfortunately, digital marketing has gotten so complex, specialized, and fast-moving that it’s harder than ever for busy CEOs and entrepreneurs to understand what is re...

Digital marketing and cybersecurity: A very practical checklist.

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 ...

Essential management skills in the Age of Apps

We are living in the Age of Apps. I guess you could call this the App Age, like the Industrial Age and the Agrarian Age that came before. All business is now run on apps (or applications, which is how many people refer to software…

Wondering how to increase sales? Answer the buyer’s most important question.

Lately we have been talking about the customer’s Mindset and the critical role it plays in your marketing. If you really want to know how to increase sales, that’s the factor that you need to focus on first.  I’ve been defining the customer’s M...

Why is Mindset-Driven Marketing so important for your digital marketing?

I’ve been defining the customer’s Mindset as the desires, concerns, and questions that they have when they set out on their buying journey. These desires, concerns, and questions are top of mind for them, and if you don’t address these burning issues, ...

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…

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