Kristin Zhivago

The ultimate secret to getting qualified leads: “Thirsty horses”

There’s an old saying, going back centuries: “You can lead a horse to water, but you can’t make it drink.” One of my very smart clients said he had a mentor who quoted that old saying, but then added, “This is why I always...

Digital marketing vs. digital manipulation: Where’s the line?

I’m not alone in noticing that we seem to be in the midst of an explosion of not-so-nice behavior. I’m not surprised, having noticed decades ago that the entertainment industry seemed intent on showing us the seedier side of life. At any given moment, ...

Management for revenue growth: Your company is only as strong as your primary weakness

It’s a sad fact of business life—and one people hardly ever talk about—that your company is only as strong as your primary weakness. No matter how well you perform in one or several areas, your primary weakness will drag down your revenue growth potent...

The top 5 digital marketing mistakes that business owners make

Clients come to us because they are frustrated with their digital marketing vendors and the disappointing results of their efforts. What they want is a steady flow of qualified, ready-to-buy leads. They also want help with the “what happens after the c...

The truth about how management functions

There are many books about management, theories about management, and courses that teach certain types of management. The whole concept of management is fascinating to anyone who has tried being a manager for more than a day or two. It is not something...

Business Leadership: Are your personal characteristics killing your company?

The truth is, we are all a combination of positive and negative characteristics. No company leader is perfect. Which means that we have to be careful that our negative characteristics aren’t killing our companies without us realizing it. All of my...

Digital Marketing Ethics

It is now possible to know just about everything about anyone. We leave digital breadcrumbs wherever we go. And since we spend so much time online, that’s a big reveal. As digital marketers, we are in possession of incredibly powerful tools, tools that...

Exact Match: How search engine expectations changed buying—and marketing—forever

“I know it’s here, somewhere, and if I just keep refining my search phrase, I’m going to find exactly what I want.” That’s the “search engine mentality” of today’s buyers, and it’s changed marketing forever. Sadly, almost all marketing content hasn’t c...

“Helpology”: Where marketing and sales are going next

Some part of my brain is always working on the overall evolution of revenue generation. And that part of my brain is also always obsessed with the buyer’s reality, because their reality as buyers drives our reality as sellers. Buyers (including those of us who...

Your customers know more about buying than you know about selling.

I’ve mentioned elsewhere that I am continually interviewing customers for our clients. And I always learn something constructive when I do. In a recent interview for a client who sells office furniture, I interviewed a woman who ended up buying a chair...

Digital marketing strategy for engineers (and other technologists)

I love working with engineers (and any other technologists who think like one). I always have. Why? Because they’re logical. Straightforward. They hate BS. Which is why they have so much trouble making marketing work; they believe that they have to pra...

How to increase sales with Peer Proof

If you want to increase sales you need to gather and display something I’m calling “Peer Proof” in all of your communications to your prospective buyers. Doing so will mean you can finally compete effectively against all of the companies in your indust...

How to sell

I’m writing this for anyone who owns or runs a company. If that’s you, you weren’t “born” a company owner; you probably came into it after working in some other specialty. Finance, engineering, programming, plumbing, baking . . . whatever. Now you have...

SEO for CEOs: What you need to know

Search Engine Optimization (SEO) is one of the more mysterious aspects of digital marketing; difficult to understand or manage, driven by arcane rules, and dominated by “leave me alone in my cave and let me work my magic” vendors. But it’s important; y...

How to increase sales without salespeople: A real-world use case

I need to share a Big Truth that I’ve learned as a revenue coach, helping hundreds of CEOs market and sell more successfully: The behavior of the business leader making decisions about marketing and sales makes an incredible difference to the success o...

Business Owners: What 2021 will require of us

If you are a business owner, and especially if you are a small business owner, 2020 was a very challenging year. Even more so if you were in an industry directly affected by the pandemic. There is hope, though.  In fact, there is always hope…

Death by website: 5 website design mistakes to avoid

A good website design will grow your business; a bad website design will kill it. It is definitely possible to create a website and then watch it suck revenue right out of your company. We wouldn’t like that to happen to you.  Here is our…

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 ...

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