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Online marketing has become foundational to all business development activities; your online presence makes you more visible, allows you to build relationships with prospects before they buy, provides access to new markets, and it’s at work 24/7. Going forward, all effective marketing initiatives |
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Online marketing has become a powerful inbound lead generation vehicle for most businesses. In the early days of the Internet, having a web presence was a “nice to have” - it’s now a business imperative. Businesses that don’t take this fact seriously will find |
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Sometimes it’s good to step back and assess how things are progressing.
We’re often told by business |
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Consistently generating qualified leads is the life blood of any business. However, lead generation is also a significant |
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Marketing, Sales and Information Technology – They Go Hand In Hand:
Marketing and sales efforts must be systemized in order to continually generate qualified leads and consistently close as many of those leads as possible. But systemization is virtually impossible |
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When developing marketing or business development systems, you must consider how to influence prospects so they make decisions in |
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Business owners and executives often tell us if they can just get in front of a prospect, they’ll almost always “close the sale”. Based on our experience, people tend to overestimate their close rate success. Most businesses don’t even measure close |
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A healthy sales pipeline is crucial to predictable and sustainable growth. If leads aren’t consistently being generated, even during good times, it puts a tremendous strain on the business. This is precisely why we begin with identifying appropriate lead generation tactics when developing |
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If you had to describe marketing in just one word, that one word would be EDUCATION. Businesses must continually EDUCATE themselves about the needs and |
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Generating leads and closing sales is a never ending challenge, regardless of whether you target consumers (B to C) or other businesses (B to B). Early in our business development, we tend to rely on our personal networks - “friends and families” - |
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To get full value for your products or services, you must have a Positioning and Differentiation Strategy that clearly sets you apart from your competition. How do we develop a winning Positioning and Differentiation Strategy? The first step in developing a winning |
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Innovate and stay one step ahead. When developing a business, you can never stop thinking about innovation. For many business owners this is an intimidating notion – that the status quo, especially when the business is thriving, just isn’t good enough. There are many |
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Prospect analysis, or knowing what’s important to our prospects when they’re making a buying decision, is critical to becoming marketing driven. “If you want to know why John Smith (or Jane Smith) buys what John Smith buys, you’ve got to see the world through |
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Developing a Positioning and Differentiation Strategy requires an in-depth understanding of two things: PROSPECTS and COMPETITORS. It seems obvious the more you |
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In order to be truly marketing driven, you must understand two things better than anybody else does: YOUR PROSPECTS AND YOUR COMPETITION. Our most recent newsletters focused on understanding your prospect. In this issue, we’ll concentrate on competition – why it’s so important |
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It seems obvious, the more you know about your targeted prospects, the better the chances of achieving your Growth Objectives. Yet it’s amazing how little time businesses spend on finding out everything they need to know about their prospects. Why is this the case? |
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It is critical for you to know where your prospects are in the decision making cycle.
Understanding your prospect’s position on the Educational Spectrum is critical - it reveals exactly what your MARKETING CHALLENGE is going to be. In any target market, prospects |
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The next step in marketing system development is to create a Positioning/Differentiation Strategy for each target segment. The Positioning/Differentiation Strategy dictates how you will present yourself in your chosen market segments, and how you will clearly differentiate yourself from your competition. Segmentation |
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Segmentation is a concept we learned in “Marketing 101”. However, in our consulting practice we rarely, if ever, encounter a business that’s given much thought to segmenting its market - even though it’s something you must do to achieve predictable and sustainable growth. Let |
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When business owners and executives ask us which marketing tactics work best; advertising, direct marketing, internet marketing, trade shows, etc., our response is to ask them about their growth objectives. What do growth objectives have to do with marketing? The answer: EVERYTHING! Marketing |
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If you ask 10 people to define marketing, you’ll get 10 different answers. So let’s start with what marketing is NOT: something you cut from the budget when your results are below plan, a creative process, advertising, black magic, a necessary evil....and DEFINITELY NOT |
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