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Be Relevant in a Sea of Choice

Look! A squirrel. 99.3% of products sold in-store are ignored by the typical shopper over an entire year. Never before have consumers had so many buying options. This panoply of item availability on digital or physical buying channels has created a challenge for...

Marketing Process Management vs. Marketing Project Management

Project management is a term that gets thrown around a lot in marketing departments. Any organized effort that includes tasks with due dates is deemed to be a project. But what if it isn’t? Ask yourself: “What are the main tasks for my next project?”...

Demand Generation Resource Constraints

What is Demand Generation? Demand generation best practices require creating an online presence for your product or service so potential buyers can easily find you and eventually buy. That’s the definition of demand generation. A full-funnel approach to demand...

The Downside of Marketing Automation

You visit a website. You register for a white paper download. You get an email. Open it, and you get another one in 2 days. Ignore it and three days later, you get another one. And so it goes. Welcome to the wonderful world of IF/THEN marketing automation statements...

It’s a Profit Deal – Musing from a B to B marketing agency

As marketers, we work hard to retain new customers, however, not enough of us spend enough time thinking about what type of new customers we wish to acquire by looking at our existing customer base. The best customers are those that last a lifetime, stay the longest,...

Demonstrating ROI in the sales process

Today, more than ever, buyers demand accountability from technology and solution investments using comprehensive return on investment studies. As budgets come under close scrutiny the demand for clearly articulated cost-savings is rising. According to Ben Bradley,...