Marketing

Has Your Company Achieved True Differentiation?

By |2024-05-19T08:37:06-04:00May 16th, 2024|Categories: Marketing|Tags: , , , |

The company’s owners were stunned when their top salesperson left for a position at their rival. When they asked why this key employee was moving on, they learned it wasn’t about money or prestige. The future looked brighter there. Losing their sales star was a gut punch, but it inspired the owners to take a closer [...]

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Have Your Sales and Marketing Changed to Reflect Today’s Sales Trends and Buying Behaviors?

By |2024-02-29T12:12:11-05:00February 28th, 2024|Categories: Marketing|Tags: , , , , , |

From advances in digital technology to the lasting impacts of the Covid pandemic, nearly every aspect of the business world has been upended in the last few years. Yet far too many B2B sales and marketing efforts ignore the dramatic changes in customer buying behaviors. Although the dynamics between B2B buyers and sellers have profoundly changed, [...]

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Should You Listen to Your Inner Marketing Child?

By |2023-06-24T14:24:27-04:00June 22nd, 2023|Categories: Marketing|Tags: , , , , , |

You’re on vacation or at a conference when you spot something that seems like remarkably clever marketing. You take a photo or make a mental note, and plan to “borrow” it for your own business when you get back home. Is that a good idea? Probably not. The most effective marketing is just like a company’s [...]

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When Acquiring, Don’t Forget to Merge Your Marketing

By |2023-06-24T14:27:18-04:00May 23rd, 2023|Categories: Marketing|Tags: , , , , , |

Companies pursue acquisitions for any number of reasons, most of which are related to growth objectives. Unfortunately, in the course of folding the new business into their own, companies often forget to integrate their marketing efforts. In some cases, failing to address marketing issues as part of the acquisition can lead to a company unknowingly becoming [...]

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Is It You or Your Company?

By |2023-05-29T11:22:27-04:00March 7th, 2023|Categories: Marketing|Tags: , , , , , |

It’s not unusual for business owners to have healthy egos. It takes a great deal of confidence to launch and guide a business through the ups and downs. Unfortunately, egos can inflate into so much self-confidence it impedes success. I thought about that after I concluded a conversation with a business owner who responded to my [...]

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Trust Your Gut, but Verify

By |2023-03-09T07:07:27-05:00January 26th, 2023|Categories: Strategy|Tags: , , , , |

A famous man quoted the Russian proverb, “Doveryai no Proveryai.” Translated it means trust but verify. Experience has taught me that’s a sound piece of advice for business leaders, too. I say that after dealing with countless business owners who have said “I trust my gut” when making important decisions about marketing or other strategies. What [...]

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You Can’t Be a National Competitor with a Local Attitude

By |2022-10-17T12:11:23-04:00October 11th, 2022|Categories: Branding|Tags: , , , , |

You’ve landed two big contracts in nearby states and have three hot prospects. It looks like the small company you started three years ago is ready to become a regional or even national player. It’s too bad your brand is going to limit your growth opportunities. I recently spoke with an industrial company that saw itself [...]

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Marketing and Sales Don’t Have to Be Enemies

By |2022-10-31T10:51:47-04:00September 13th, 2022|Categories: Marketing|Tags: , , , |

I’ve long found it amusing (and amazingly frustrating) that the two departments focused on driving most companies’ revenues are rarely in sync with one another. Often, their conflicts rise to the level of sworn enemies. Instead of taking a symbiotic approach, both departments avoid and sidestep each other, impairing their success and that of their employers. [...]

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Here’s Why We Can’t Communicate

By |2022-08-23T16:26:04-04:00August 16th, 2022|Categories: Communication|Tags: , , |

I learned a long time ago that a large part of serving as the marketing partner for companies is acting as a translator and cultural attaché. No, I’m not multilingual or an expert in etiquette, but so much of what we do involves bridging gaps between people. In fact, it’s rare to find a company or [...]

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Sneaking a Look Under Your Competitors’ Hood

By |2022-06-01T15:22:54-04:00May 25th, 2022|Categories: Marketing|Tags: , , , |

Have you ever wished you could take a surreptitious peek into your competitors’ operations or decision-making process? What if I told you, it may be easier than you think? I’m not suggesting you hire industrial spies to break into a competitor’s production facility or try to place a mole into their executive suite. The simple fact [...]

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