Marketing Strategy
Part I: How to Select Marketing Channels Based on Your Industry
Industry matters a lot when it comes time to select marketing channels, and the distinction between B2B and B2C businesses is particularly important. Not all channels work for all businesses, and different industries benefit from focusing on different things in their marketing mix. In the first two articles in this series, we covered how your…
Being a Creative Hustler
Bob Dylan sang it many years back: “The times, they are a-changin’.” Times are changing now — and more so than many of us would like to admit. Technology is running our world. We are all connected in ways that our grandparents couldn’t even dream of. Our present world makes “The Jetsons” look like the…
The Marketers Creed
I was having lunch yesterday with the VP of Marketing for a pretty famous craft brewery here in Southern California. The type of brewery that has an amazing story and a great name, but at times lacks in brand direction. The gentleman I was having lunch with comes from big beer marketing. You know, the…
B2B vs B2C Marketing and How Each Should Guide Your Marketing Channel Selection
In business, one of the first distinctions you’ll make is whether your product or service is intended for a B2B (business-to-business) or B2C (business-to-consumer) clientele. Only after deciding on your potential customer base, can you begin to develop a strategy in which to market to them. Deciding on appropriate amounts of marketing spend, which channels…
How to Choose the Right Marketing Mix for Your Business
Every business is different, and even those within the same segments can have wildly different marketing strategies. Finding a marketing strategy that works for your business is equal parts science and art. Those that run successful campaigns across multiple platforms are businesses that have mastered the arts of combining these tactics to create a rabid…
How The Wrong Marketing Agency Can Endanger Your Business
This article originally published on Forbes AUG 3, 2017 @ 08:30 AM Most companies start out doing their digital marketing using an in-house team, often on a shoestring budget. The business grows, and you hire more people to handle tasks. Eventually, you start to wonder, could my business grow faster with a real marketing agency? The…
The Ugly Truth About Inbound Marketing
Listen up closely, my friends. The state of marketing has changed…thankfully for the better. Having just left a truly awe-inspiring Inbound 15, which is Hubspot’s version of rallying their troops and making loyal fans out of its users, I can’t help but believe that while, yeah, the conference was a total sales tool for Hubspot,…
Paid, Earned, and Owned Marketing Channels
Are you making the most of your marketing budget? A recent study found that — even with access to next-gen conversion tracking and analytics — businesses waste 40% of all marketing spend. If you want to get the most out of your marketing budget, you need to understand which marketing channels are likely to work…