Perhaps you, like many of our customers, are somewhere in the midst of your planning cycle. Hopefully, you are crafting an evergreen Marketing plan. Even the most basic outcome-based Marketing plan should in some way address Marketing’s fundamental mission to find, keep and grow the value of your customers. When the buying decision entails a complex consultative collaborative buying process, it’s imperative to understand your customers’ buying journey and synch your content and channels accordingly. Read more ›
Articles by: Laura Patterson
Marketing, particularly the promotion of Marketing, has certainly come a long way since sellers hawked their wares in the marketplace or from a traveling wagon. Chasing the next shiny toy seems to be a long tradition in Marketing. There has been a continuous flow of new channels and technologies for over 250 years! Read more ›
Wouldn’t it be nice if you were the only game in town? Unfortunately, for most companies, when it comes to purchasing a product or a service, your customers have plenty of choices. Customers need to see value as the key deliverable from your business to be motivated to purchase. That doesn’t mean being the least expensive. Price is only a small part of the value. Read more ›
It’s hard to believe that it was almost three decades ago to the day that my work title was “Integrated Marketing Manager.” Our product group was a small team of about 40 people comprised of design and product engineers, production control/operations, manufacturing, customer service, and marketing personnel. We were bringing an 8-bit microcontroller to the market in a new technology that embedded unique memory and peripherals. We were in pursuit of category ownership and market dominance.
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In a recent article we suggested that like golf, marketers need to be proficient with all 12 clubs in their bag. To further extend the metaphor, we also highly recommend marketers leverage the value of a good caddie. Why? Because caddies play a critical role in the success of a player’s game. In fact, research published by Loughborough University found that there is a clear link between the “golfer-caddie relationship and performance success” and concludes that the right caddie can make a difference of “30% or more.” What marketer or for that matter any business professional wouldn’t want to have that kind of improvement to their business game? Read more ›
A number of years ago, IDC shared how B2B companies allocate their Marketing talent across the various Marketing capabilities. Many SMEs and specialized divisions within larger companies only have headcount for 1-3 people. With such low numbers, their lean internal Marketing teams rarely have all the needed skills. The investment to fill all of these roles with people internally is prohibitive for many Marketing organizations, especially small to mid-sized enterprises (SMEs). Read more ›