Strategic Planning

Marketing with Purpose

One of my favorite quotes is from the late Peter Drucker: “Marketing is the distinguishing, unique function of the business.” On first glance, it’s not an earth shattering quote. But there are plenty of case studies about companies that delivered average products yet became distinguished because of their marketing (think Coca Cola, Nike, Corona, Microsoft,…Read More

Campaigns & Execution

Generating B2B Sales Leads

If you’re a B2B marketer, the main focus of your job is probably generating leads for your sales team. It’s common for B2B marketers of small to mid-size companies struggle to produce qualified sales leads because they don’t have a strong understanding of the nuances of selling B2B products and services. The more complex of…Read More

Creative & Brand Development

How to Develop Better Messages

How do you respond when someone asks “what does your company do?” Do all your team members answer the same way? And is your response compelling so the listener wants to learn more, or do you sound like everyone else (blah, blah, blah…)? “Messages” are written and verbal statements that quickly describe what you do…Read More

Strategic Planning

How to Create a Compelling Brand Story

Great brands make an emotional connection with their market. And in today’s digital world, that can be more complicated than ever. Customers’ expectations of brands are changing, and we’re undergoing a massive shift in how we deliver that brand experience. Some brands won’t survive. But it’s still early in the shift. Even if you’re an…Read More

Strategic Planning

Discover Your Competitive Advantage

Why do your customers buy from you instead of your competitors? When asked that same question, research shows that nearly 4,000 CEOs of mid-market companies don’t know the real answer. Some think they do, but most are relying on false information. And this limits their ability to grow. In Jaynie Smith’s book Creating Competitive Advantage, only…Read More

Strategic Planning

Understanding the Psychology of Your Buyer

Here’s a secret of great marketers: They truly understand the psychology of their buyer. Marketing is about persuasion: creating the impression you want to make, eliciting a specific feeling or response, and then enticing a person to take action. If that sounds difficult, you’re right – it can be. The great advertisers of yesteryear kept…Read More

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

Will Lowering Your Prices Increase Profits?

Revenue is down and you need to take action. In a slow economy, it’s reasonable to assume that if you were to lower your prices, you’d sell more and increase revenue and profits. But is this always true? Maybe, or maybe not. The untrained business person might feel that this was the best pricing strategy,…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