Cost per action advertising is a pricing model where you pay only when a user completes a specific action, a purchase, a sign-up, a form submission, a download. On the surface, it looks like the most commercially rational way to buy media. You pay for outcomes, not impressions. But that framing contains an assumption worth…
The principles of persuasion are the psychological mechanisms that make people more likely to say yes. Cialdini codified six of them in 1984: reciprocity, commitment, social proof, authority, liking, and scarcity. They remain the most referenced framework in commercial psychology, and for good reason. They describe real patterns in human decision-making that marketers, salespeople, and…
An account strategy plan is a structured document that defines how you will grow, retain, or win a specific client or prospect account. It maps the relationship, the commercial opportunity, the key stakeholders, and the actions required to move the account forward. Done properly, it is one of the most commercially useful things a senior…
Anchoring bias is the tendency for people to rely disproportionately on the first piece of information they encounter when making a decision. In marketing and pricing, that first number, that first frame, that first impression sets the reference point against which everything else gets evaluated. Get it right and you shape the decision. Get it…
Market research for small business doesn’t require a budget, a research firm, or a six-week project plan. It requires the discipline to ask the right questions before spending money, and the honesty to act on what you find rather than what you hoped to find. Most small businesses skip research entirely, or conduct it in…
A B2B go-to-market plan is the commercial blueprint that connects your product or service to the buyers who need it, through the right channels, with the right message, at the right time. Done well, it aligns sales and marketing around shared targets, clarifies how revenue will actually be generated, and gives every team member a…
Share of voice measures how much of the total conversation, advertising, or search visibility in a category belongs to your brand compared to competitors. At its simplest, it is your brand’s noise level relative to the market. At its most useful, it is a leading indicator of whether you are growing, holding, or quietly losing…
Technology strategy fails most often not at the planning stage but at the point where plans meet reality. The roadmap looks coherent in a boardroom presentation. The execution looks very different six months later when three vendors have missed deadlines, the data integration is incomplete, and the team is running two systems simultaneously because nobody…
A lead generating website is a site built around a single commercial purpose: converting visitors into qualified enquiries, sign-ups, or sales opportunities. Not a brochure. Not a portfolio. A machine with a job to do. Most business websites fail at this because they were built to satisfy internal stakeholders rather than to serve a specific…
A customer experience ecosystem is the connected network of people, processes, technology, and touchpoints that shape how customers perceive and interact with a business, from first awareness through to post-purchase and beyond. When it works, customers barely notice it. When it breaks, they remember it forever, and they tell people. Most companies do not have…
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice