by Scott Hornstein | Customer Marketing & Success
Without your customer’s deep and abiding trust, a long-term relationship simply is not possible. It’s on top of confidence in your technology’s ability to deliver today’s goods. It is trust in you, the people that comprise your company, that sets the direction and... 
by Scott Hornstein | Customer Marketing & Success
Trust is the dominant success factor in creating lasting customer relationships. Trust is the soil that grows customer lifetime value – the metric that means money. The more your customers trust you, the greater your profitability potential. Trust is required to... 
by Scott Hornstein | Content Marketing, Messaging
“Make ’em laugh, make ’em laugh. Don’t you know everyone wants to laugh?” Those are the first two lines of the show-stopping, song-and-dance performance by the inimitable, absolutely brilliant, impressively physical Donald O’Connor in the... 
by Scott Hornstein | Marketing Strategy
In B2B marketing, trust is the real product — and storytelling is how you earn it. Here’s why every strategy should start with a story. By Scott Hornstein. These observations and recommendations are based on over 40 years of marketing consulting over many business... 
by Scott Hornstein | Lead Generation
Here’s how to make your prospecting a lot more productive. Marketing’s job is to spin gold from straw. The problem is, there’s less gold coming out of the loom than any of us would like, especially Sales. Good straw = gold. Mediocre straw = fool’s gold. Qualified...