When we discussed the Business Plan the mission statement is one of the first things that you need to have at the top of the plan. Often though it is one of the last things that is developed. So hard, so important A mission statement sums up your company, why you are in business, what […]
So, you want more customers, but who else do you need to influence to be truly successful? Typically, you’ll have between 8 and 12 stakeholders, but the largest mapping we’ve done so far has been 23 different stakeholders. What are stakeholders? A stakeholder is a group / company / organisation / person that is directly
Stakeholders: Why are they important in marketing? Read More »
From earliest childhood, we all love to read or hear a story, so having a client agree to give a case study provides your organisation a powerful piece. Case studies are an elongated testimonial, a reference with details, a story of steps taken. For your prospects it gives credibility, especially if from the same industry.
Why use case studies? Read More »
Rebuild your piece of the economy The various parts of the UK may be coming out of lockdown at varying speeds and in differing orders which makes it all a little confusing. BUT as the numbers of vaccines go up, the lockdown is easing. We all hope that this is the last one, but if
Reopening after lockdown Read More »
Getting to know your competitors Identifying who your competitors are for some organisations is easy, so their competitor analysis is straightforward. For example, if there are four widget makers that make your widget worldwide then getting to know them, where they operate, how they go to market is quite easy to do. (If you think
Competitor analysis Read More »
What is it and how do you use it? Sales enablement is a term that has become a lot more prevalent in the B2B world. Sales enablement is a bridge between sales and marketing to achieve increased sales efficiency, ie more sales for lower acquisition costs. Isn’t that what every business wants? Higher conversion rates
Do you need marketing automation? It doesn’t matter how big or small your organisation is, maximising the conversion rates of each and every enquiry is an ideal. But how do you make sure that every inward contact is followed up? Every one of them is qualified and nurtured until sales ready? You could try a
Why should you use marketing automation? Read More »
We all know that good quality content is going to be key. But what makes it good? Is it aimed at your audience in the way that they want to be communicated with? Is it detailed enough, but not over detailed (you have to leave them something to contact you about after all)? How can
Good quality content Read More »
Many organisations spend copious amounts of time and effort in planning their various marketing campaigns. Yes, they will analyse the additional sales generated and if against targets, BUT they do not spend the time on analysing what could have been done better, what went well – there is no campaign debrief. What is a campaign
Campaign debrief – what and why? Read More »
The majority of the time, the focus is on gaining leads, converting enquiries to sales, but there is always a place for internal marketing too. What is internal marketing? Internal marketing is marketing aimed at your staff. It can be as simple as a monthly newsletter recognising new starters, promotions, retirements, large order wins, upcoming
Internal marketing: why the poor relation is so important Read More »
