Effective marketing strategies – How to know when they’re working

by Shade Wilson

Apr 23, 2015 7:30:00 AM

Marketers have a seemingly unending supply of ways to go to market. From the proliferation of traditional, digital and social channels, to dual screens and ever-increasing ways to target and segment your audience with big data, our choices are endless.

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Topics: Marketing Analytics

One big thing your marketing planning process is missing

by Dionne Kumpe

Apr 16, 2015 7:30:00 AM

Planning season. A term coined because planning was once an actual season lasting three months. September ushered in fall leaves, football and planning. This season has now extended, like Boston’s winter. 

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Topics: Marketing Strategies

Why leading edge B2B marketing looks a lot like B2C

by Aaron Dotson

Apr 9, 2015 8:06:00 AM

If you’re a B2B company looking for more success from your marketing program, the answer may be to start thinking—and acting—more like a direct to consumer brand.

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Topics: Marketing Strategies

Why effective brand writing isn’t always “proper”

by Aaron Dotson

Apr 2, 2015 8:00:00 AM

I jokingly tell colleagues that English majors make the worst copywriters.

OK. I’m not really joking.

The problem is that most English majors—or for that matter anyone who had a parent or teacher who pounded rules of grammar into their heads—are so bound by the rules they’ve been taught that they write pieces that are absolutely, technically flawless and proper. And yet totally and completely ineffective.

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Topics: Creative Development

Best way to calculate ROI – a guide to marketing channel attribution

by Shade Wilson

Mar 26, 2015 7:13:00 AM

You’ve launched your new campaign and everyone loves it. They think the quality of the blog articles is great; you’re generating new leads and getting high-fives around the office. Congratulations, it’s nice to feel like a hero. That is until you get the inevitable request from your CEO: “I need you to cut your budget by 20% for next year”.

Ok, you’re a team player. You’re willing to find a way to make it work. But what should you cut, what programs can you afford to stop and still deliver results for your company?

A need for measurement

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Topics: Marketing Analytics

Practical creativity: Your first idea is never your best idea. Unless it is.

by Aaron Dotson

Mar 19, 2015 7:07:00 AM

When it comes to sitting down and developing creative, I am not a big fan of “process.” That’s mostly because I find that every creative’s “process” is different, and that agency “processes” often get in the way of a creative’s being able to do whatever he or she needs to do to generate strong ideas. 

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Topics: Creative Development

A better way to identify qualified leads

by Shade Wilson

Mar 12, 2015 9:11:00 AM

Conflict between sales and marketing over what are qualified leads has existed since the dawn of modern marketing. It’s pretty typical for an organization’s marketing team to feel that their sales team is at fault for not following up with their leads. “If only sales would make more calls…” is how this line of thinking usually begins. 

On the other hand, the sales team typically will come back and say that the leads the marketing team provides are worthless and unqualified. Sadly, this too often is true; a name on a list does not make it a qualified lead. 

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Topics: Lead Nurturing

Build your brand strategy around an idea, not a rulebook

by Aaron Dotson

Mar 5, 2015 8:00:00 AM

When my kids were young, getting them to clean their rooms was a struggle. I would list off for them everything I wanted them to do: put all the dirty laundry in the hamper, make the bed, put away the clean clothes into the dresser, place all the books back on the shelf, collect the crayons and markers and put them back in their desk drawer, straighten the mementos on top of the nightstand, and on and on. An hour or two later, they’d come tell me they were finished. I’d check their rooms—and inevitably, many of those tasks on my list were undone. And, like any parent, I was pretty frustrated.

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Topics: Brand & Message

Why content marketing strategy is a terrible idea for some companies

by Shade Wilson

Feb 26, 2015 6:03:00 AM

Content marketing strategy has gained popularity over the past couple of years as companies look for ways to move beyond a traditional “smile and dial” approach to generating new business. 

Content marketing is not easy.
It takes work and ongoing effort to be successful.

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Topics: Marketing Strategies

A better promotional strategy in 5 steps

by Shade Wilson

Feb 12, 2015 12:21:00 PM

The temptation for anyone working on a promotional strategy for a new product or sales campaign is to shortcut the important planning and strategy steps and jump to tactics.

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Topics: Marketing Strategies

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