When you observe the trajectory of successful organizations, whether Microsoft, Apple or upstarts like the Dollar Shave Club, and Warby Parker, it’s clear that innovation sets them apart from the competition.
Bart Frischknecht, PhD
Bart is all about building marketing technology to help business leaders achieve growth goals. He is passionate about using data to put customers’ needs and choices at the center of strategic decision making. Bart’s background is a blend of design, marketing, and engineering, which provides a unique perspective on a company’s role to create, communicate, and deliver value to its customers.
Recent Posts
5 min read
7 essential steps to building a brand strategy
By Bart Frischknecht, PhD on Jun 2, 2021 9:32:56 AM
2 min read
5 Reasons Data-Driven Marketing Beats Gut Instincts
By Bart Frischknecht, PhD on May 18, 2021 9:57:55 AM
No one uses rotary phones to make calls anymore, the age of mimeograph paper is long gone, and soon the idea of using “gut instincts” to drive marketing campaigns will feel just as archaic. We have officially entered the age of data-driven marketing—and marketers who rely on their guts alone may find themselves increasingly ineffective in an industry capitalizing on data insights to reach customers.
3 min read
Know Your Manufacturing Customer’s Sales Journey
By Bart Frischknecht, PhD on Jun 12, 2017 4:44:12 PM
By considering our customers’ unique sales journey and buying styles, we can tailor our messages and sales approach, and increase our sales effectiveness.
6 min read
5 Ways to Shorten Your Manufacturing Sales Cycle
By Bart Frischknecht, PhD on May 4, 2017 11:35:22 AM
We spend much of our time thinking about how attractive our customers look to us. The secret to shortening manufacturing sales cycles is to understand how attractive we look to our potential customers. Think about it. In meeting after meeting and spreadsheet after spreadsheet we analyze customers based on their purchase volume, profit margin, and product mix—celebrating those customers that buy a lot, pay a lot, or buy what we want to sell. In the same breath, we grumble about customers that require gobs of TLC but then don’t buy very much, spend very much, or order what we would like to sell.
6 min read
Shhh! Don’t Tell Our Customers We Have Competitors!
By Bart Frischknecht, PhD on Jul 6, 2016 9:51:57 AM
“I’m not sure about naming competitors in our customer survey. Isn’t it risky to name potential replacements for our products?
This question has come up from not just one but multiple customers over the past year. At first, I was somewhat surprised and thought it may be a unique aspect of certain industries. But the more it came up, the more apparent it became that this was a fairly widespread concern.