The Competitive Advantage
March 5, 2013
This is the second in a 3-part series on a few current consumer advertising campaigns that really got it right with their advertising – all of which were an excellent execution of a strong marketing strategy. [Yes, they’re B2C, but they illustrate very important marketing lessons.]Continue Reading
February 26, 2013
This is the first in a 3-part series on a few current consumer advertising campaigns that really got it right… they didn’t advertise simply to build awareness (which isn’t necessarily a bad thing) or to make people laugh (which two of the three do)… but their ads are an execution of a specific marketing strategy.
Yes, I am a B2B consultant and most of you reading this work in a B2B environment… but there are three really good lessons to be learned here about executing marketing in support of a broader strategy.Continue Reading
January 23, 2013
Regardless of your sales philosophy or sales processes… virtually no sale has ever taken place that didn’t start out as a ‘sales lead.’ Those leads are developed and nurtured… and with some perseverance and a little luck, they eventually become clients. That truism means that Lead Generation should be one of the primary strategies for every firm’s business development program.Continue Reading
January 8, 2013
My son, Alex, a college sophomore, leaves this week for a semester abroad in London – 8 weeks of classes followed by 8 weeks of an internship (which will then be followed by a couple weeks with a backpack!). What a great opportunity!
Over coffee last weekend, I tried to give him a little “fatherly” advice – particularly about his internship. I counseled him to:Continue Reading
December 26, 2012
A “strategy” is a broad statement that helps to define the direction of your firm’s marketing & sales efforts. Setting strategy is the most difficult of the phases in developing a marketing & sales plan (because it requires real thinking) and also the most important (because if you go off in the wrong direction, you cannot be successful).
One of the best ways to develop a strategy for your firm is to be the first to solve a problem… whether it’s within your firm, one that is plaguing your clients or within the industries you serve. Here’s a brief case study from my past that might help explain how this works…Continue Reading
November 27, 2012
So, how’s your 2013 marketing & sales plan coming along? Have you been following the steps in our process?
OK, now it’s time to execute and manage that plan (Phase 4). And here are some guidelines for doing it…Continue Reading
October 31, 2012
Let me ask you a question… “How long have you been in business?” Two years? Five years? Ten or more?
Now, my follow-up question… “In all those years in business, how many clients and prospective clients have you come in contact with… responded to their inquiries, met at conferences, submitted bids or done projects for?” Hundreds? Maybe thousands?
What that says to me is that somewhere in your organization – captured in a CRM, listed on a spreadsheet or collected on business cards wrapped in a rubber band – you’ve got the names, phone numbers and email address of hundreds (or thousands?) of potential clients.
So, what are you doing with those names? How are you engaging them? What’s your plan for staying on their radar so that when they need to send out an RFP – they think of you?Continue Reading
October 23, 2012
Are you familiar with match.com, the dating website? I’ve never really spent any time on the site, but it is evidently one of the most popular sites of its kind in the world.
You know how it works… men and women log in and pore over profiles to try and find someone whose background looks appealing… then they email or IM back-n-forth to learn about each other and maybe schedule a date. And from all accounts, it’s been a pretty successful site.
But have you seen the latest offering from them (on TV ads)? They now sponsor events around the country called, “The Stir.” They’re live, in-person social gatherings – wine tastings, group bowling, and so on. Not online… not virtual… but real people meeting and talking in an effort to get to know one another. What a concept!Continue Reading