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Campaigns & Execution

Eliminate Chaos in Your Sales Team to Improve Marketing ROI

B2B marketers don’t own the quarterly revenue target. That responsibility belongs to the VP of Sales. Most of us B2B marketers are focused on generating leads, leads and more leads. As long as we produce our lead targets, we’ve done our job, right? It’s the sales team’s responsibility to reap the harvest from the seeds…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

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

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

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

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

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

Strategic Planning

How to Choose a Price for Your Product or Service

Pricing is one of the “4Ps” of marketing, yet for many marketers, it’s a bit of a black art. Your price plays an important role in the psychology of your buyer. It can work to enhance your positioning and brand, or to dilute it. Here are two common reactions to different price points: “If it’s…Read More

Strategic Planning

Marketing Planning Without a Formal Marketing Plan

A new year brings new opportunities … both in life and in business. For many marketers, a new year, new quarter or new month is a time to start with a fresh approach to building brand awareness, creating new campaigns, and generating leads and sales. Good planning is essential to creating successful marketing programs, but…Read More

Campaigns & Execution

Trade Show and Event Marketing

There’s an old saying in business that people buy from people. If that’s the case, it’s a good idea to get people together as often as possible! Trade show and event marketing is a great way to get people together with common interests to achieve a goal. B2B and B2C marketers use trade shows and…Read More

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