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Trading Technologies Hires New Marketing Agency – Liquid Iron

Integrated Effort Targets Professional Trader Sub-Culture With Insightful Call To Action:

CHICAGO, July 13, 2016 – Chicago-based Trading Technologies International, Inc., a leading global provider of high-performance professional trading software, has hired Liquid Iron to launch its first full-scale marketing campaign targeting professional traders.


Marketing through idioms.

Listen. The voice is power

Idioms express wisdoms that have been acquired throughout history. Born of consistent human behavior, they pack so much valuable insight about life and living into such a small package.

They can help us put neighborly jealousy in check – The grass is always greener on the other side. They can remind us to prioritize our schedules – Don’t bite off more than you can chew. Or even encourage us to ask for help when we need it – Two heads are better than one. (more…)

How to tell a nonprofit brand story with impact.

We’re honored to share with you how one of our clients impacts a world of change each and every day. WomenOnCall is a nonprofit organization with a mission to connect nonprofits with skills-based, professional women volunteers. And through these empowered connections, WomenOnCall makes skills-based volunteering more efficient and effective via on-site — and virtual — projects that require 10 hours of service or less. (more…)

El valor del ciclo de vida del cliente (CLV) desde una perspectiva muy distinta.

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Es curioso, pero a veces los mejores enfoques empresariales vienen de los lugares más inesperados.

Mi padre era un italoamericano de primera generación; sus padres emigraron de Italia a los Estados Unidos a principios de los años 20 con “niente in tasca”; es decir, nada en los bolsillos. Aun así las historias que mi padre contaba sobre su niñez —incluso durante la Gran Depresión— estaban siempre llenas de calidez, felicidad, humor, una imaginación desbordante y sentido común, sin importar cuán dura la adversidad.

Era un hombre lleno de honor y humildad. Y nunca habría pensado en sí mismo como un emprendedor. Pero lo era. Al igual que sus padres, empezó sin nada en los bolsillos. Sin embargo, lo que sí tenía era un profundo amor a trabajar con sus manos. Era carpintero de oficio. Siempre trabajó por cuenta propia. Y aunque su trabajo evolucionó con los años —pasando de llevar sólo carpintería a todos los aspectos de la construcción propiamente dicha— nunca perdió su norte. Siempre se centró en la calidad de su trabajo y el valor que les proporcionaba a sus clientes.

CLV al estilo de mi padre.

Mi padre falleció recientemente. Y me ha conmovido la cantidad de gente que me ha abordado y dicho cosas como: “No me conoces, pero tu padre construyó mi casa y ha sido el lugar más feliz de la tierra para mí.” O, “nuestra casa es de una calidad increíble, no he tenido que hacer una reparación en 40 años.” O, “… los recuerdos más felices de mi vida ocurrieron allí.” O, “… mis siete hermanos y hermanas adoraban cada rincón, especialmente el cuarto de juego, toda nuestra vida la hacíamos allí”.

O cualquier otro de los muchos comentarios sentidos que me dicen que mi padre veía el CLV no como el beneficio neto que iba a sacar de una buena relación con sus clientes, sino como el valor que les podía aportar a lo largo de sus vidas. Ésa era la esencia de mi padre, un hombre que vivió para añadir valor a las vidas de los demás y lo hacía todos los días.

Es ciertamente una perspectiva muy distinta sobre el concepto de CLV. Y es aquélla de acuerdo a la cual vivimos —justo como mi padre hacía—.

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Texto original en inglés de Kathy Bucaro Zobens, socia fundadora de Liquid Iron y renombrada especialista en marketing integrado.




Marketing teams with diversity have a higher ROI.

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“If two people were exactly alike, one of them would be unnecessary.”

It’s an old adage and it has been said many different ways and attributed to many different people over the years, but its truism always remains the same. If we all thought alike, came from the same background and had the same experiences, we’d have to redefine the word “progress”, because there probably wouldn’t be much.

For the most successful problem solving, we believe it’s important to build teams of people who think differently, who are willing to look at the problem from all sides and who bring their diverse experiences with them to the table. This ensures that as everyone rises to the challenge they put forward a different perspective. And, it is this multi-faceted view that can best inform the thinking and lead to the big “Aha!” and ultimate, optimal solution.

We’ve seen this type of dynamic team deliver heightened results for years. And that’s why we build all of our teams the same way: assembling brilliant thinkers who bring passion, expertise and different points of view/backgrounds to address and solve our clients’ unique problems.

How a diverse team can increase your results.

Don’t just take our word for it. These scientific studies back it up.

  • According to the Harvard Business Review study The Female Factor, a diverse group of men and women created the best results in collective intelligence as opposed to a homogenous group of males or females.
  • A study conducted by two professors from University of Illinois and The Ohio State University found that individuals who knew they were going into a group meeting with a person who had an opposite view as theirs prepared more and worked harder prior to the meeting.
  • Margaret A. Neale, professor with an expertise in organizational behavior, states in this article, “What feels good may not always reflect the performance of the team.” She further explains, “In fact, teams with a very stable membership deteriorate in performance over time because members become too similar in viewpoint to one another or get stuck in ruts.”
  • Margaret A. Neale partners with Elizabeth Mannix to highlight the importance of diversity of thinking in their abstract What Differences Make a Difference. “By contrast, underlying differences, such as differences in functional background, education, or personality, are more often positively related to performance—for example by facilitating creativity or group problem solving—but only when the group process is carefully controlled.”
  • The McKinsey Study, Diversity Matters, reveals that gender-diverse companies are 15% more likely to financially outperform and ethnically diverse companies are 35% likely to financially outperform their non-diverse counterparts. It goes on to say, “The unequal performance of companies in the same industry and the same country implies that diversity is a competitive differentiator shifting market share toward more diverse companies.”

This is just a snapshot of the research linking team diversity to heightened results. But it clearly supports what we’ve experienced over the years. Bring a diverse group of brilliant minds to the table and you too will experience a boost in effectiveness, creativity and ultimately ROI.

Customer Lifetime Value from a very different perspective.

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It’s funny … but sometimes the greatest insights in business come from the most unexpected places.

My father was a first generation Italian American whose parents came to this country in the early 1920’s with “niente in tasca”, nothing in their pockets, so to speak. Yet the stories my father would tell about his childhood — even during the Depression — were always filled with warmth, happiness, humor and unparalleled ingenuity and common sense, no matter how challenging the adversity.

He was a man filled with grace and humility. And he never would have thought of himself as an entrepreneur. But he was. Like his parents, he started with nothing in his pockets. Although, what he did have was a deep love of working with his hands. He was a carpenter by trade. Always self-employed. And as his business grew over the years from carpentry only to full-scale building, he never lost his focus. He was always centered on the quality of his work and the value he gave to his clients.

Lifetime Value my father’s way.

Recently my father passed. And I have been struck by the number of people who have come forward and said: “You don’t know me, but your father built my house and it has been the happiest place on earth for me.” Or, “the quality of our house is amazing, I have not had to repair anything in 40 years.” Or, “… it is where all the greatest memories of my life were made.” Or, “… my seven brothers and sisters and I loved every inch of it, especially the playroom, which was the epicenter of our lives.”

Or any myriad of other heartfelt comments that told me my father viewed Customer Lifetime Value not as the net profit he would gain over the entire relationship with each of his customers, but as the value that he could give to each of his customers over their lifetime. It was the essence of who my father was, a man who lived to add value to the lives of others and he executed it every day.

It is certainly a very different perspective on the concept of Customer Lifetime Value. And one we happily live by — just as my father did.

¿Son satisfactorias tus actuales relaciones?

Right Partner — Wedding

Es incómodo, lo sabemos; pero es imprescindible hacer un análisis anual del estado de tu empresa y tus relaciones profesionales. Cuando se hace bien —con una mentalidad abierta y con disposición a asumir errores— puede ser difícil y resultar doloroso. Aunque es necesario si quieres mejorar y avanzar.

Incluso si 2015 ha sido tu mejor año hasta la fecha, hay cosas que necesitas considerar: ¿Qué ha ido bien? ¿Qué no lo ha hecho? ¿Tenías los objetivos adecuados definidos, para empezar? ¿Qué hay de tu cultura empresarial y tus capacidades? ¿Son lo que necesitas para avanzar con éxito en el 2016?

Éstas son sólo algunas de las preguntas que deberías hacerte, y tu empresa de marketing debería estar haciéndoselas también, para ayudar a tu negocio e intentar mejorar el servicio que te prestan. Si no lo está haciendo, quizá sea hora de que te hagas la pregunta más importante de todas: ¿Son tus relaciones de marketing las más adecuadas o satisfactorias?

¿Qué necesitas para que una relación sea satisfactoria?

Lo más probable es que tengas tu propia lista de características del colaborador de marketing ideal. Exactamente como muchos de nuestros clientes. Desde el B2C al B2B —desde tecnología a educación pasando por salud y bienes de consumo— hemos comprobado que aunque las estrategias verticales y líneas de negocio son bastante diferentes, muchos de nuestros clientes comparten algunos de los mismos requisitos. Sin embargo otros criterios de selección son únicos.

Éstos son algunos imprescindibles:

  • Experiencia —e inteligencia y habilidad— para resolver cualquier reto.
  • Evangelistas del comportamiento de los consumidores que sean una extensión integrada de tu servicio al cliente e impacten directamente tu ratio de conversión.
  • Estrategas que inspiren creatividad de forma natural.
  • Expertos en constante escucha activa que verdaderamente oigan, entiendan y actúen en consecuencia.
  • Un proceso consistentemente colaborativo, fácil y productivo.
  • Habilidad para transformar los datos en acciones viables.
  • Un colaborador proactivo que constantemente identifique lapsus y busque oportunidades y soluciones.
  • Flexibilidad para proporcionar una cultura de rápida respuesta centrada en el cliente.
  • Un radar de relevancia que filtre las tendencias e innovaciones que realmente encajen con tu empresa.
  • Agilidad para acelerar o desacelerar en cualquier punto dentro del campo de 360°.
  • Contactos sólidos y relevantes más allá del marketing y la publicidad —desde importadores a inversores de capital de riesgo—.
  • Capacidad para identificar nuevas fuentes de ingresos en cualquier sector.
  • Un coste adecuado sin gastos superfluos —tanto en proyectos individuales como en retainers—.

¿Cuántos de éstos están en tu lista?… Si tus actuales relaciones de marketing o apoyo en exportaciones a los EE. UU. y Latinoamérica no son satisfactorias, ponte en contacto con nosotros en el 312 214 6340 (EE. UU.) o en el 91 454 7007 (España); o visita nuestra página de Internet Deja que te conozcamos para mostrarte cómo te podemos ayudar a mejorar y avanzar en 2016.