Every company, no matter the industry, wants effective marketing: marketing that drives growth and sales performance. When we have our kick-off calls, however, companies are not talking about effective marketing. They almost always articulate their marketing needs as one-off projects. “How fast can we put together a webinar? Sales needs a white paper! We should […]
Too often, companies point to promotions, or lack thereof, for lackluster sales and disappointing commercial success. “Oh, have you seen IUROUE? Their marketing is horrible! They have awful brand awareness and very bad advertising.” While it’s important to develop a robust promotional strategy and execution plan, many businesses – especially start-ups or those working within immature markets […]
Incredibly, 205 billion email messages are sent per day – that’s almost 2.4 million emails sent every second! Email marketing, in particular, has experienced a renaissance of sorts with advent of smart phones and there’s no debating that it’s a very cheap way of reaching people quickly. But there’s also another way to boost your […]
AOL put an entire generation online. Let’s think about that a second. Remember AOL? THE Internet company of the 90s? At the height of its heyday – not only did AOL bring tens of millions of people online, it purchased Time Warner in the largest merger in U.S. history, closing on January 11, 2001. What made AOL […]
The concept is not a new one, and the philosophy behind it is simple: information needs vary throughout the sales cycle. Reach the target market with the right content, at the right time. Rethinking Segmentation Beyond developing segmentation based on characteristics of your target market, it’s important to further segment based on the prospective customer’s […]
Any solution to a commercial challenge begins with market research. So often we hear people wanting to jump right into marketing campaign execution (or worse yet, product development) without fully understanding the problem at hand, how they uniquely solve the problem and how to position their solution. Whether you’re performing this research yourself or through […]