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Barb Pellow

A digital printing and publishing pioneer, marketing expert and Group Director at InfoTrends, Barbara Pellow helps companies develop multi-media strategies that ride the information wave. Barb brings the knowledge and skills to help companies expand and grow business opportunity.

Please offer your feedback to Barb. She can be reached at barb_pellow@infotrends.com.

Recent Commentary & Analysis from Barb Pellow

Displaying 1-24 of 380 articles

Premium Content A Greater Emphasis on Marketing Attribution

Published April 20, 2017

The ultimate objective of marketing attribution is to help marketers track their marketing and media efforts and determine the impact on their overall business. Priorities are shifting toward cross-channel measurement, and savvy print service providers are getting into the game!

 

Premium Content TransPromo, 2017-Style

Published April 6, 2017

Marketers face the challenge of getting their messages out in a way that cuts through this clutter and encourages desired behaviors in recipients. This article discusses how today’s marketers are increasingly leveraging statements and other transactional documents as a marketing platform, and how these documents are becoming a more integral part of the overall customer experience.

 

Premium Content Arnold Printing: Hiring Done Right!

Published March 23, 2017

Finding salespeople who are capable of consistently hitting or surpassing their sales targets can be the difference between success and failure for a print/marketing service provider. Arnold Printing recently retooled its sales team, and this article explores the steps that the company took and the challenges it faced along the way.

 

Premium Content Is Data Enrichment in Your Marketing Services Portfolio?

Published March 9, 2017

Data enrichment (also known as data appending) is the process of finding and adding missing or inaccurate attributes in existing data contact lists. This article explores how print service providers can leverage data enrichment services to bring differentiated value-add to clients.

 

Premium Content Do You Have the Right Sales Structure for 2017?

Published February 23, 2017

In today’s market, you must align your sales organization with your overall business strategy while also accommodating the changing demands of your customer base. This article discusses options for structuring your sales team to deliver better business results.

 

Premium Content Your Customers Trust You… It’s Time to Think About Data!

Published February 16, 2017

Corporations of all sizes want to use the data that they have to guide marketing efforts in a more effective direction. Today’s businesses see the importance of integrated service providers, and this article explores how to offer your customers the data-driven marketing services that they need.

 

Premium Content It’s Time to Get Ready for Generation Z!

Published February 8, 2017

Due to their nontraditional approach to life stages, marketing to Millennials has been a challenge. Despite this ongoing challenge, there’s a whole new game in town with the rise of Generation Z. This article discusses how Gen Zers engage with brands and highlights tactics that marketers can employ as they strive to keep up with this up-and-coming demographic.

 

Premium Content It’s 2017… Are You Properly Compensating Your Sales Team?

Published February 2, 2017

The way in which organizations compensate their sales personnel is especially important in 2017 because print service providers are projecting sales force expansion efforts based on improved economic conditions, expansion of service offerings, and an increase in customer communications budgets. This article cites recent InfoTrends research to explore how sales personnel should be compensated.

 

You Need to Build the Right Salesforce in 2017!

Published January 26, 2017

Since so many firms in the graphic communication industry are following outdated staffing practices, they are ill-suited to meet today’s new challenges. This article cites recent InfoTrends research to explore how business owners can staff themselves for success in 2017.

 

Premium Content Technologies to Watch in 2017: Augmented Reality

Published January 19, 2017

Due to its ever-increasing acceptance and popularity, augmented reality (AR) is a technology that print service providers need to understand. This article explores the significant value that print service providers can deliver with this up-and-coming technology.

 

Premium Content 2017: A Focus on Marketing Attribution

Published January 12, 2017

The digital revolution has put the marketing landscape in a state of flux, making exact attribution highly complex. Nevertheless, attribution is critical because it can provide clear and accurate insights into how, when, and where marketing efforts affect customer actions across devices and channels. This article sites recent InfoTrends research to explore how marketers can leverage data to optimize their marketing mix.

 

Premium Content It’s Time to Lead with Data

Published January 5, 2017

As we move into 2017 and beyond, data-driven marketing is going to get bigger, better, and more integrated into the consumer experience. Technology-savvy, data-driven marketers want to get the right message in front of the right audience at the right time to drive the desired behavior. This article leverages information from InfoTrends’ latest Multi-Client study entitled Lead with Data: Follow with Print to explore some areas of key importance as we enter a new year.

 

Premium Content 2017: The Transformation Journey

Published December 15, 2016

Although the term is often overused, true business transformation is about making fundamental changes in how business is conducted to help cope with a shift in market environment. This article explores how savvy print service providers are changing their go-to-market strategies so they can sell their services in new and innovative ways.

 

Keypoint Intelligence: Building a Brand Strategy

Published December 8, 2016

InfoTrends and Buyers Laboratory, LLC (BLI) recently unveiled a new branding after a long and thorough process of strategic evaluation and analysis. Given the importance of branding to your organization and our recent experience, this article shares the journey that BLI and InfoTrends took to evolve into Keypoint Intelligence. It also outlines the steps that we will be taking to formally establish our combined brand in the market.

 

Premium Content Heeter: Making Disruptive Technology Work for Commercial Print

Published December 1, 2016

Commercial printers have historically had more stringent quality requirements and a more complex workflow, with substrates varying from job to job. Inkjet quality levels continue to improve, however, and more and more commercial printers are making the decision to invest in the technology. This article discusses the steps that Heeter (Pittsburgh, PA) took to make the inkjet transition.

 

Premium Content Dealing with the Sales Challenge

Published November 17, 2016

Although the selling environment has never been more challenging, today’s digital age makes this a perfect time to leverage all of the latest sales tools and technologies. Today’s technologies must be integrated with effective selling techniques to transform a prospect into a loyal customer.

 

Premium Content Transformation with a Capital T: Great Advice for Print Service Providers

Published November 10, 2016

There is no question that digitalization is bringing major challenges to the printing industry. It is no longer enough to manufacture and sell products and services—value must be added. This article cites a recent article in the McKinsey Quarterly to highlight the importance of transformation in the printing industry.

 

Premium Content Holiday Season is Right Around the Corner… What Are Marketers Thinking?

Published November 2, 2016

Most consumers begin purchasing for the holidays on November 1. If retailers wait too long, they miss out on valuable sales opportunities. This article provides strategies for attracting customers and driving them to engage with your brand as the holidays approach.

 

Premium Content The Customer Experience Gap

Published October 27, 2016

Today’s technologies have completely transformed the buying process. A customer can browse a physical retail shelf, handle everything virtually by visiting an e-commerce site, or do a combination of both before making a decision. This article discusses the need for marketers to connect with customers wherever they are.

 

Premium Content Mobile is at the Heart of Innovation for the Printing Industry!

Published October 20, 2016

Mobile devices are changing the customer experience and forcing organizations to rethink how they engage with their customers and employees. This article shares how CCG Marketing Solutions and Rethink CMYK have leveraged cross-media and mobile technologies to catapult their businesses forward.

 

Apex: An Industry Incumbent that is Innovating with Technology

Published October 13, 2016

According to McKinsey & Company, industry incumbents must face the digital disruption and determine what they can do differently to survive or even thrive in the future. McKinsey’s rules apply to a wide variety of industries, but this article highlights how Apex Revenue Technologies is facing the digital disruption with technological innovations.

 

Premium Content McKinsey’s Guide to Digital Disruption: Lessons for the Printing Industry

Published October 6, 2016

The September 2016 issue of McKinsey Quarterly included an article entitled An Incumbent’s Guide to Digital Disruption that offered insight on actions that businesses can take today to remain competitive in today’s digital age. This article provides a synopsis of the McKinsey disruption lifecycle and explores how the printing industry is being affected today.

 

Premium Content Print Supply Chain Optimization: A Critical Marketing Priority

Published September 29, 2016

Marketers are spending billions of dollars producing, warehousing, and shipping marketing literature, packaging, documentation, point-of-sale displays, premiums, giveaways, signage, and handouts for all channels of market contact and engagement. This article explores how managing and controlling this portion of marketing operations can materially impact go-to-market effectiveness, increase business value, and create a competitive advantage.

 

Premium Content Closing the Personalization Gap

Published September 22, 2016

Even though today’s consumers are inundated with marketing-related messages, only a fraction of these messages actually get the consumer engaged. This article explores how marketers are using personalization to create customized communications that help them stand out from their competitors.

 

Premium Content Book Publishing: Printed Books Live On!

Published September 15, 2016

Even in today’s digital age, printed books are alive and well. The death of printed books has been greatly exaggerated, and emerging technologies and consumer preferences are converging. This article explores the tools and techniques that can help resolve the supply chain.

 

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