A Market-based Perspective
Even companies that rigorously solicit customer opinions on their products, services and support can be misled into believing they have a market-based perspective of their business. It’s most common for companies to rely upon their sales and customer service organizations for these critical insights. However, a full market perspective extends far beyond customer satisfaction. A... Read More
TAP first.
A Target Audience Profile (TAP) seems fundamental to all successful marketing initiatives and sales growth strategies. It’s an action we typically require from clients or we do for them. Here’s a short-hand version . . . and not just for small business by any stretch. http://smallbusiness.chron.com/make-target-audience-profile-23127.html For more success options: http://www.sladegroup.com/
Do what works.
Take a look at the top 5 – 10 left to right by percentage to see how other B2B marketers are creating their success by using these tools/channels are part of an effective, integrated strategy. By now you know that these digital tools, along with interactive messaging with banner advertising,create and sustain brand awareness and... Read More
Sustaining value.
In this multi-year, ongoing client relationship the managing director has challenged us to identify new markets, expand their revenue base outside their core healthcare market and to develop content including with thought leadership pieces and white papers). This private company has experienced increasing revenue and very healthy margins in each of the last five years,... Read More
Get clear to get results.
Even those experienced professionals who advocate quantitative marketing as both a strategic and tactical philosophy or guidance system are acknowledging that the team and its leadership need to know 1) what the prospect looks like (real-world profile) and 2) what that person needs and wants to be more successful and satisfied in their work and... Read More
Start with the customer’s perepective. Then work your magic.
Guideline #1: Plan from your target’s perspective. Start by segmenting your audience, then figure out the set of marketing activities that will move them through the funnel. Guideline #2: Find a recipe that works for you and your strengths. Don’t reinvent the wheel every time – figure out the right set of activities that drive... Read More
Are you getting there?
Have an end in your mind. Peers, colleagues and coaches, all smarter than me, have hammered this fundamental success building block home again and again . . . 1) create a picture or clear written statement of your objective, 2) list the actions you will take to achieve this end along with a specific date... Read More
Innovative, creative leadership = Higher ROI
We need and deserve only those creative and innovative professionals who are achievers to lead our marketing teams, initiatives and campaigns. Why? First, the shape and look of today’s prospects and customers continue to change and evolve. Google has forever redirected the buyer’s “discovery” process. So we absolutely must be creative to get our value... Read More
Value-laden Fractional Chief Marketing Officer Services
Major Benefits: Relieve the CEO of the responsibility for managing and executing the marketing function, which is often outside of the CEO’s, CFO’s and COO’s areas of expertise. Engaging a fractional CMO assures you have consistent strategic counsel at the executive level. Your FCMO also manages marketing projects and capably sources and engages with other... Read More
Are you the right one?
“Get the right people on the bus. Get the right people in the right seats on the bus. Get the wrong people off the bus. Then decide where to drive the bus.” Jim Collins in Good to Great.