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The problem with marketing departments

Fifty years ago, Peter Drucker said that “any business enterprise has two – and only these two – basic functions: innovation and marketing.” Yet even today, industry leaders are still lamenting that the marketing function is broken. Issue #1:  Companies have vastly different definitions of “marketing.”  To some it’s a creative function that develops slick [...]

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How to develop content for your website

Revamping your company’s website can be challenging, especially if you’ve never tackled this type of project before. OK, honestly, if you’ve never done it before it can be a nightmare.  But I’m trying to be helpful here …. These days, most business buyers and potential partners will review your site before they do business with [...]

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Marketing is strategy, not an afterthought

The marketing function gets no respect. In B2B companies with less than $100 million in revenue, it’s the lowest rung of all the business functions on the ladder. Why? Because everyone thinks they understand marketing, yet few do it well. Actually, not quite everyone, but ask 10 non-marketer business people to define marketing and you’ll [...]

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Direct mail isn’t dead: Creative guidelines for success

Are you using direct mail in your marketing mix this year? Believe it or not, direct mail isn’t dead–it can still be extremely effective as more companies shift their marketing dollars online. Don’t believe me? When was the last time you received a mail piece with your name on it speaking directly to your businesses [...]

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New to B2B internet marketing? Start with content.

There’s a reason marketers are literally pouring their budgets into new internet marketing programs. They work. Marketers spent $16.9 billion on search, display and rich media in 2006, and that number could be $31.3 billion by 2011 according to ClickZ and IDC Internet. Internet advertising is growing three times as fast as the overall ad [...]

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