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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 390 articles

Premium Content Pricing Strategy: Labor Theory of Value versus Value-based Pricing

Published August 3, 2017

Companies within in the printing industry have historically had a manufacturing mentality—they subscribe to the labor theory of value, which states that the value of a service is determined by the amount of labor that goes into production. Now, thousands of firms in a variety of industries are pricing their services according to the external value created—as perceived and determined by the client—rather than the internal costs incurred in generating services. This article explores the concept of value-based pricing and highlights some real-world examples of companies that are embracing this strategy.

 

Premium Content Adding Value to Direct Mail through IP Targeting

Published July 13, 2017

Savvy service providers are merging online and offline technologies to compound the effectiveness of their campaigns. This article discusses how IP targeting is being used to add value to today’s direct mail campaigns.

 

Premium Content Target Marketing: It’s Time to Differentiate Your Business!

Published June 29, 2017

A number of very large and profitable companies got their start by focusing on specific market segments, and the same is true for some service providers. Aiming your marketing efforts at a target market can offer a number of benefits. This article focuses on those benefits and outlines the steps that print service providers should take to get started with a targeted marketing approach.

 

Premium Content Five Steps to Helping Your Clients Optimize the Customer Experience

Published June 22, 2017

Customer Experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences (including digital environment) during the engagement. This article explores why the customer experience should be a top priority for marketers.

 

Premium Content Industry 4.0: Leading the Transformation

Published June 15, 2017

Industrial revolutions are momentous events, and many historians agree that there have been three to date. Interconnected digital technology might be triggering the fourth revolution, and this article explores the actions that printers should take to remain at the forefront of Industry 4.0.

 

Premium Content Inkjet Helps BMS Make a “Statement”

Published June 8, 2017

Printing and mailing customer communications, statements, and bills is a critical business process that can benefit from outsourcing. This article explores how BMS Technologies is capitalizing on the transaction document outsourcing services opportunity by supporting its customers’ ever-changing needs and investing in inkjet technology.

 

Premium Content Augmented Reality: Will it Revolutionize Packaging?

Published June 1, 2017

Augmented Reality has the potential to open a world of possibilities for brand owners who are seeking to drive an immersive consumer interaction with their products. When applied to packaging, the digital information is visible through mobile or tablet devices and is enabled by an app. Customers are becoming more receptive to AR, and this article explores how brand owners are leveraging packaging to integrate the technology into the customer experience.

 

Premium Content Inkjet: Finding the Path to Profitability

Published May 25, 2017

Advances in inkjet technology have print service providers asking “not if, but when” they should invest. This article highlights recent interviews with a number of inkjet users to find out the critical strategies they are following to accelerate their organization’s path to profitability.

 

Xerox Forum: Connecting Your Network!

Published May 18, 2017

Under the “Connecting Your Network” theme, the 2017 Xerox Forum focused on business growth opportunities in today’s dynamic graphic communications market. This article highlights announcements and speakers from the event.

 

Premium Content Annual Summit Educates Printers on the Ins and Outs of Inkjet

Published May 4, 2017

Attendees at the recent Inkjet Summit reported that inkjet technology is mature, profitable, and offers printers a variety of options in terms of size, format, and speed. The event attracted 48 sponsors and 139 attendees from commercial print, direct mail, book manufacturing, data center, service bureau, and in-plant operations.

 

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.

 

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