I've recently read a few articles that claim companies don't need a Chief Marketing Officer, that they can substitute a "Head of Marketing." I don’t believe that this is correct. The main point in these articles is that some companies are too small for a CMO – and I totally agree. But a direct substitution? That’s overreaching and bad advice.…
As a small or mid-size business owner, you have limited time, and you need as much of that time as possible to grow and improve your business. But you also have limited financial resources, which you need to invest wisely, so hiring staff may not be possible. Many small business owners try to keep their expenses in check by taking…
Sounds great, right? We're all looking for the best marketing moves to make. Only it's not reality. More importantly, it's likely to cost you thousands, or even tens of thousands, more than bringing in someone who can address the actual issues for you. That's because those three (or fifteen) "easy marketing moves" are just suggestions that you've already heard, and…
Here’s an IDEA for improving your content performance. That’s the acronym for our systematic methodology for content marketing that performs. You might say it’s our IDEA of a funnel changer (see what I did there? And no, funnels are not dead – yet). The method focuses on the strategy for creating content that attracts and converts best. In order to…
When B2B business owners in service industries start their businesses, they typically set an hourly rate. To set this rate, they will likely consider the fees charged by the last company they worked for, how much they were being paid as an employee, how much their competitors charge, or a combination of all three. This may be great for those…
The importance of the Buyer’s Journey and the Customer Experience cannot be understated. It’s hard to believe so many companies are still allowing their prospects to wander around instead of guiding them. If you’re not providing an engineered Buyer’s Journey you really cannot ensure you’re creating a great Customer Experience from the start. First impressions last, and allowing a prospective…
Is this the year your marketing outperforms your expectations, or are you resigned to disappointing results? Is your program calculated to be effective and efficient? Were your primary selection criteria based on keeping the budget low, something a colleague suggested, or something new and exciting, but the excitement never materialized? Was your program reasonably calculated to deliver the results you…
Are you frustrated with the results of your marketing efforts? You’re not alone. Many businesses attempt to solve underwhelming outcomes by increasing tactics, budget, or effort. But does this really address the core issue—or just complicate the problem? Before adding more to your marketing program, it’s crucial to identify what isn’t working. In my experience, throwing resources at a failing…
Many companies offer lower, introductory pricing to grow their client base. But is this a good idea? That turns out to be a more difficult question than it may seem to be. What happens to your brand when you attract new customers by giving them a lower price as an incentive to sign-on? In marketing, we refer to this as…
The Power of Chain-Based Attribution: Unlocking Better Marketing Decisions Marketing attribution is often seen as complex and, at times, even impossible to get right. But while it's not easy, claiming it's impossible is simply wrong. And Attribution is crucial to any efforts to improve your marketing results. Attribution involves analyzing the journey of your buyers to understand which actions and…