Strategic Planning

Top 4 Benefits of a Written Strategic Marketing Plan

Big brands almost always invest substantial resources to create a comprehensive strategic marketing plan. Especially in consumer markets. Yet from my experience, few small to midsize businesses bother to create one. (And many don’t even create a written annual marketing plan, opting to simply operate from a budget instead.) Why? Part of the reason is…Read More

News & Updates

Introducing Qlutch – Our New Marketing Planning Web App

After a lot of hard work, we’re proud to announce the launch of Qlutch – our new marketing planning web app. Qlutch delivers almost 400 step-by-step plans for almost any marketing activity and replaces our legacy Marketing MO offering. We invite you to check it out! Here’s what’s new: We’ve streamlined the interface for easier…Read More

Strategic Planning

Customer Retention Strategy

How much have you invested in sales and marketing over the last few years? Thousands? Tens of thousands? Millions? Tens of millions? Your customer retention strategy is about keeping the customers you’ve invested in to acquire. And if you’re in an industry where your customers make multiple purchases over the years, your entire team should be…Read More

Strategic Planning

How to Improve Marketing Planning

“Those who plan do better than those who do not plan, even though they rarely stick to their plan.” – Winston Churchill, British Prime Minister   “Have a plan. Follow the plan, and you’ll be surprised how successful you can be. Most people don’t have a plan. That’s why it’s easy to beat most folks.” – Paul…Read More

Campaigns & Execution

Direct Mail Campaign Ideas

For many years, direct mail has been an important marketing medium. Even though many companies have turned to social media, email and internet marketing, a targeted and well-produced mail campaign can still be highly effective. Direct mail campaigns can be used to generate leads, promote special offers, support other campaigns, communicate with customers and raise…Read More

Strategic Planning

How Marketing ROI Calculations Can Get You in Trouble

Over the past decade, there’s been a big push for marketers to improve their use of financial metrics, especially marketing ROI calculations. This enables them to better communicate with the rest of their executive team. Instead of speaking in terms of brand awareness, conversion rates and leads generated, marketers have been focused on speaking in…Read More

Strategic Planning

Pricing Strategy

Pricing is one of the classic “4 Ps” of marketing (product, price, place, promotion). It’s one of the key elements of every B2C strategy. Yet for many B2B marketers, the pricing strategy in their marketing plan is challenging to write; many aren’t even involved in creating their pricing strategy. There are many factors to consider…Read More

Creative & Brand Development

Brand Messaging

How do you respond when someone asks “what does your company do?” Do all your team members answer the same way? Is your response compelling enough that the listener wants to learn more, or do you sound like everyone else? Brand messaging addresses the written and verbal statements that quickly describe what you do and how…Read More

News & Updates

A Strategic Marketing Guide

Marketing and sales have changed over the last few years. People no longer trust company-sponsored advertisements. Digital media presents a dizzying array of choices for reaching customers who are becoming harder to influence. The solution for the small to midsize company isn’t a new marketing tactic or social media channel or to “sell harder.” The solution…Read More

News & Updates

Our New Strategic Marketing Course Is Now Live!

We’re excited to announce that our new online course – Strategic Marketing for the SME – is now live! This course enables company stakeholders to design sophisticated marketing strategies using the same techniques as the big agencies and Fortune 500. The course guides viewers through the essential elements of any long-term strategic marketing plan. Creating an…Read More

Strategic Planning

Sales Process Management

How do prospects decide to purchase your product or service? Does a single decision maker find a product or service and buy on the spot, or does s/he go through many steps and approvals first? Perhaps there are multiple people or departments involved in the decision, each with their own needs? Your sales process management…Read More

News & Updates

Our Private Beta is Now Closed

Thank you to all of our beta participants! The private beta for our upcoming new marketing planning and management app is now closed. We received more requests than slots available, so unfortunately we were not unable to grant test accounts to all requesters. Next Steps We will notify everyone when the new final product is ready for…Read More

Campaigns & Execution

5 Tips for Effective Direct Mail Marketing

With all the focus on digital marketing these days, it’s easy to overlook an old trusted medium that can play an important role in your marketing mix. Direct mail isn’t dead. If you’ve been in the marketing field for 20 or more years, you probably have plenty of experience using direct mail. The trick for…Read More

Campaigns & Execution

Traditional Media Examples

Marketers have used traditional media such as print, radio, TV, yellow pages and even outdoor ads to reach consumer markets for the last 50 to 100 years. Traditional media can also play a role in the marketing mix for many B2B companies. These media often reach a broad audience and thus can be relatively expensive….Read More

Campaigns & Execution

Telemarketing for B2B

The phrase “cold calling” sends chills down the spines of many business people. It’s often viewed as an intimidating, difficult, and boring process … and that means it doesn’t get done as often as it should. Telemarketing for B2B helps companies reach a group of targeted prospects or customers to communicate a message, gather feedback,…Read More

Strategic Planning

5 Things Every CEO Should Know About Branding

If you review the background of the CEO of every company in the Fortune 500, you’ll find that most of them were trained in one of these areas: sales, engineering, finance, or operations. They either knew how to sell their product, build their product, manage their money, or manage their operations. By the time they’ve…Read More

Creative & Brand Development

Sales Literature and Tools

Do you know many companies that can sell their product or service without literature or other supporting materials? It’s tough to do. Sales literature and tools help you communicate and strengthen your messages. They’re also known as “marketing communications” or “collateral” and they may include: Company brochures Product data sheets Case studies White papers PowerPoint…Read More

Strategic Planning

Getting Distribution for Your New Product

Distribution is critical for every startup. It’s all too common for a startup with a great product to fail due to lack of distribution. If your business model is designed to rely on distribution partners to deliver your product to the market and you don’t have experience building and managing a distribution channel, then take…Read More

Creative & Brand Development

How to Manage a Creative Project

You’ve probably seen quite a few marketing materials such as brochures, websites and ads that are dull, uninspiring, and worst of all, confusing. Good copywriting and graphic design create powerful communications with your market. They help a creative vision and message resonate with your audience. Having talented writers and designers is the first step. But…Read More

Creative & Brand Development

How to Choose a Great Brand Name

If you need to choose a great brand name for your product, service or business, start by considering the importance of the name in your branding efforts. Your name is an extension of your brand, and it can reinforce the value you provide or distance you from it. When you’re developing a name for a…Read More