Knight Stivender

Knight Stivender is Director of Business Development and Client Loyalty for Alcott Marketing Science.
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Recent Posts

How to get your higher ups to pony up for CRM software in 6 easy(ish) steps

Posted by Knight Stivender November 30, 2016 04:34:00 PM

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If a CRM tool is on your holiday wish list, this post is for you.

We have worked with quite a few marketers who don't have access to one of the most important tools available to them - a CRM (Customer Relationship Management) tool. CRM software helps track prospects through the process of becoming customers, and customers through your relationship with them as they grow from first-time buyers to (hopefully) lifelong super-fans.

With a CRM, you'll know how, when, and how often to communicate with these folks. 

But without access to a CRM, marketers too often spend a lot of money broadcasting to a mass audience that isn't necessarily the one they're targeting. They fail to capture information about the folks who are interested in their product or service. And they don't have a good way to follow up with those people and maintain a healthy relationship over time.

And what's really frustrating is when an organization has implemented an expensive CRM tool, but they've limited its access to their sales people - cutting off their marketing department.

How can we begin to change all this?

If you're a marketer, this post is designed to help you make the case that you need CRM support - whether it's funding to implement a tool or access to a tool someone else in your organization is already using.

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Topics: CRM

5 Takeaways from Nashville Post's Vitals Healthcare Summit

Posted by Knight Stivender November 21, 2016 04:17:00 PM

We were thankful to be part of the Nashville Post's annual Vitals Healthcare Summit last week, which brought together 80 or so of the city's top healthcare experts in specialties ranging from technology to clinical care to business intelligence.

The Summit was an opportunity for the Post to launch its healthcare-themed fall magazine and to introduce five leaders in the field who delivered short presentations on a diversity of healthcare-related topics.

We've highlighted a bit from each speaker's session, including our CEO Jim Alcott.

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How to Create a Segmentation Strategy

Posted by Knight Stivender November 07, 2016 04:09:00 PM

We're often asked for advice in creating a segmentation strategy. Clients want help crafting and delivering marketing messages to various segments of customers and prospects in a way they know those segments will respond. We are happy to oblige!

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Topics: CRM, Data, segmentation, profiling

Why great ad creative needs great audience targeting - and vice versa

Posted by Knight Stivender September 29, 2016 09:14:00 AM

Your agency or in-house creative team just developed a gorgeous campaign destined to not only exceed next quarter's business goals but to take home an armload of industry awards.

But before you get too excited, remember that all the creative energy and talent in the world is wasted if your advertising campaign isn't targeted to the right people, deployed at the right time, delivered on the right platforms, and given the budget to be seen by enough people.

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Snackable Snapshots from the Nashville Analytics Summit

Posted by Knight Stivender August 17, 2016 09:02:00 AM

We were thrilled to be part of the Nashville Technology Council's annual Nashville Analytics Summit last week at the Omni Hotel. More than 500 business intelligence analysts and data scientists from fields including healthcare, higher education, consumer goods, and government gathered to share experience and explore new tools together. 

Our owner and CEO Jim Alcott gave a presentation on using data to solve marketing and advertising problems, which is how we approach our clients' campaigns and what sets us apart from other agencies.

We hope we were able to give a little, since - certainly - we gained a LOT from the other speakers, vendors, and attendees of the Summit.

Here are a few key takeaways - which we've outlined in snackable, pictorial snapshots in keeping with the advice of several speakers who said presentation can be as important as the information underpinning it.

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Topics: analytics

Red Letter Day: A Marketing Conference Peggy and Joan Would Have Appreciated

Posted by Knight Stivender August 08, 2016 05:34:00 PM

In Don Draper's day, advertisers marketed to women with images like this one:


But unlike Don Draper, the ad exec who came up with this charming little homage to domestic abuse was a real person who thought he was actually connecting with real women.

The spanking ad was the first in a series of then-and-now examples featured during a session at last week's inaugural "Red Letter Day" conference organized by Brandwise marketing agency in Nashville. For a jam-packed day at Lipscomb University, speakers from a variety of marketing disciplines talked about ways in which brands and agencies can do a better job appealing to women.

The then-and-now ads were part of a session on point-of-view marketing taught by Courtney Seiter of Buffer social media tools. In Courtney's talk, attendees learned how brands with strong values can influence positive social change and subsequently drive consumer loyalty, engagement and sales. She compared the spanking ad to the Always "Like A Girl" series as an example of how to do this well.

It was a topic that resonated well with the audience of 250-plus mostly-female executives, which included a mix of brand representatives, agency folks, and creatives from industries ranging from healthcare to technology to education to consumer goods. 

Nine sessions - interspersed with networking activities, lunch and cupcakes - featured a diverse speaker. I was privileged to be part of the event as an interviewer / emcee. Here are some of my favorite takeaways from what each person had to say. You can learn more by checking out the conference hashtag, #redletterday2016, on Twitter.

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Needle in a haystack: Finding specialized patients

Posted by Knight Stivender July 28, 2016 05:19:00 PM


Digital media, online communities, and concierge medical service providers have enabled patients navigating complicated health concerns with access to more information than ever before when making highly personalized decisions about care, treatment, procedures, and providers.

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Topics: Healthcare

Healthcare marketers need to reach patients where they live: Online

Posted by Knight Stivender July 28, 2016 01:48:00 PM

The internet has opened up everything to consumers - especially healthcare.

Through Google searches, online forums and Facebook groups, we can learn about conditions and then speak with our doctor about them. We can search for specialized, crowd-sourced doctors who've been recommended by our new online friends. And we can check out digital ratings on those physicians and the hospitals in which they practice.

Content is king in healthcare marketing. Search is queen. And transparency keeps a check on the whole system.

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Topics: Healthcare

How The Peach Truck grew from one truck to 48 states using digital insights

Posted by Knight Stivender July 25, 2016 02:48:00 PM

Now this looks divine, no? This grilled pork chop with peach agrodolce from Margot Cafe in East Nashville is one of many local restaurant dishes and home cook recipes to catch the eye of Stephen and Jessica Rose, owners of The Peach Truck.

The Peach Truck is one of the country's best examples of small and medium businesses using customer insights to grow business rapidly, and the Roses do it in part by including the great work of other businesses and fans like Margot.

By posting and sharing beautiful, luscious content; showcasing unique, well-tested recipes they've generated with a partner chef; promising to email "only when we have something to say"; and maintaining a consistent aesthetic, The Peach Truck has been able to grow its digital audience to more than 83,000 Facebook fans, 33,000 Instagram followers, and its email subscribers to more than 50,000 - all in less than four years.

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Topics: Digital, Agency, B2C

Alcott welcomes noted financial services expert, Mark Gibson

Posted by Knight Stivender July 18, 2016 05:05:00 PM


Mark Gibson, a 30-year veteran of the financial services industry with consultant roles at corporations including Citibank, Chase, and HSBC, has joined Alcott Marketing Science as a senior consultant working to expand the agency’s financial services marketing division.

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Topics: Bank Marketing, Financial Services