The Roads Are Paved with Indecisive Squirrels Marketers must be objective, but decisive — and as emotionally devoid as Jack Reacher. There are no rights and no wrongs in marketing. It’s all shades...
Plans Change This was supposed to be a fairly straightforward post about how to approach the budgeting process for marketing programs. I came up with a clever title, and then COVID-19 came along,...
Love Your Competitors Wait — Do we need competition to thrive? I think we do. So when we say we are going to “crush the competition,” we are acting honestly and with complete transparency. Besides...
UQL, MQL, SQL: Take Me to Your LEADer Sales leads are contact information from people interested in a specific product or service. Fragile as an egg and perishable as a yogurt smoothie on a hot...
Engagement One of the many advantages of digital or inbound marketing is the capability to attract customers who specifically need or want your product or service. The best way to achieve this is...
Time: Your Most Valuable Resource Downtime creates opportunities for reflection, and it allows for change. If digital marketing has been a low priority because of demands in other areas of the...
Defining the Purchase Process Everything starts with a plan — even this blog. Though a lot has been written about the process of how people purchase products and services, and the webscape is...
A Variation on the Chicken and the Egg Before we start down the road of the buyer’s journey, let’s digress for a moment down the product development path, framing our quest around the question:...
What is Sales Enablement? Sales enablement is a can of worms. But it’s an important topic to review because it is one of the key areas that sales and marketing deal with regularly. Sales enablement...
Customers are Everywhere (They just have to find you) Many times, you can gauge a company’s maturity by the messaging presented on their website. The growth curve could be divided into the...
Value = Resources and Reach When you start a business, the expectation is that the business will grow, and you’ll make money — pretty straightforward. Strategy and planning will account for...
One of the things we love about the field of digital marketing is its dynamic nature. Marketing is all about change, and responding and adapting to change. Due to the COVID-19 pandemic, many digital...