Get prepared… part 4 of a 5-part series on how to create your marketing & sales plan for 2013

November 27th, 2012

So, how’s your 2013 marketing & sales plan coming along?  Have you been following the steps in our process?

Have you done your homework and analysis (Phase 1)?  Did you establish the strategies to help drive your business (Phase 2)?  Have you crafted your plan with all the details (Phase 3)?  Great!

OK, now it’s time to execute and manage that plan (Phase 4).  And here are some guidelines for doing it…

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Get prepared… part 3 of a 5-part series on how to create your marketing & sales plan for 2013

November 20th, 2012

In last two weeks, we discussed the first two phases of the marketing & sales plan process:  Phase 1 – Conducting your Background Review & Analysis; the results of which lead to Phase 2 – Developing your Marketing Strategies.

Phase 3 is about Creating the Marketing & Sales Plan.  It starts with determining which tactics are the best ones to support the strategies. This is where all of the details are spelled out for your action plan – the what, who, when, how many, how much, how often and so on.   Yes, there is a lot of detail to manage here… but without it, you’ll be flyin’ by the seat of your pants.

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Harpeth Marketing Launches Lead Nurturing Program™

November 16th, 2012

I’ve blogged about the benefits of Lead Nurturing on a couple of occasions (Click Here or Click Here to read them)… and now we’re doing something about it.  I’m pleased to announce that Harpeth Marketing has just launched our Lead Nurturing Program™.   Lead Nurturing is the on-going process of building relationships with prospective buyers that are not quite ready to buy, with the goal of earning their business when they are ready.

We’re all too familiar with the common lost opportunities in our industry – the business cards gathered at a conference that never get followed-up on… or the hundreds of names in an in-house database that are cold and getting colder.  The Lead Nurturing Program™ eliminates those problems.  In this program, we reach out to our clients’ clients to build relationships on their behalf, to maximize awareness, enhance their position in the marketplace and ultimately, to have them included in more bid opportunities.

To learn more about this program, go to:

Get prepared… part 2 of a 5-part series on how to create your marketing & sales plan for 2013

November 13th, 2012

In last week’s post, we discussed Phase 1 of the marketing & sales plan process – Conducting your Background Review & Analysis.  This week, we’ll look at Phase 2 – Developing your Marketing Strategies.

‘Strategies’ are broad directional statements that define WHAT you will do to achieve your goals.  Don’t confuse these with ‘tactics’ – which are the HOW you’ll do it.  For example, a strategy might be to ‘position our CEO as an expert on the topic of mobile research.’  A tactic that might help you support that strategy could be ‘to have him write an ebook on mobile research.’

In this phase of the process, you will take what was learned during Phase 1 and use it as the basis for developing your strategies. This is the most critical step in developing your marketing & sales plan.  Here are several things to think about:

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Get prepared… a 5-part series on how to create your marketing & sales plan for 2013

November 6th, 2012

Link over to our website… and you’ll find an overview of The Marketing Loop™.  It’s the process we follow when helping our clients create a marketing & sales plan.

In this post – and the next several – I’ll walk you through the steps of that process to help you get started on the 2013 marketing & sales plan for your firm.

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