Marketing Strategy

One question on the minds of many B2B Marketers right now is whether we should be funding new approaches like AI, VR, AR, or maybe even Tiktok (good god, no!) My view is to always mainly focus on the stuff that works. And once that's in place, you can experiment with new ideas. So let's dive into 3 B2B Marketing strategies that you should double down on this year B2B…

Every e-commerce business owner wants to see their business grow and profits increase, but no one likes experiencing the growing pains that so often go hand-in-hand with scaling operations. In e-commerce, investing in multi-channel marketing can help you quickly take your business to the next level, but it can also come with a number of challenges that you may or may not be aware of. To overcome multi-channel marketing challenges,…

Does Online Advertising Work? By the title of this article, I'm sure you can guess our short answer is no. We just covered how CEOs don't think it works. During the pandemic, brands like P&G, Chase Bank, and Uber slashed their ad budgets and saw exactly ZERO impact on their sales revenue. Now we're seeing the same thing happen again as ad sales plummet, advertising budgets shrink, and marketers are…

While their marketing tactics may differ slightly from those of for-profit businesses, marketing is just as crucial for nonprofits. Your nonprofit needs to employ a successful marketing strategy to acquire new supporters and drive donations for your cause. Ultimately, your website is your nonprofit’s online information hub, making it a critical marketing resource. Your website hosts your donation page, important information about your organization’s mission, and other essential resources to…

With 2023 on the horizon, the chatter of a recession, and a marked increase in reports of poor client retention, it’s more important than ever that B2B marketers focus on retaining reliable clients. Aside from increasing lead generation efforts, ensuring client satisfaction is vital to keeping your business profitable. No one likes losing customers, but it does happen. And when it does, many business leaders start racking their brains, polling…

While attending the Momentum ITSMA Marketing Vision 2022 event in Cambridge MA, I was very fortunate to attend an excellent pre-conference workshop “What Buyers Want from your Thought Leadership: Understanding Changing Executive Preferences” led by Robert Hollier, Partner,  and Jeanne Browne, Senior Strategist,  Momentum ITSMA. The workshop was a presentation of recent research with interactive group discussions and was the perfect “prequel” for a great conference I discussed in “Momentum…

What is phygital marketing? Nope, it’s not a typo. This is a real thing. And we're gonna define it for you: Phygital marketing involves merging the worlds (and words) of both physical and digital experiences. For example, phygital marketing involves communicating with potential customers who might toggle between in-store and online shopping.  While mobile shopping continues to rise, customers also use their mobile devices to enhance in-store shopping experiences.  And…

What are the most important digital marketing trends we’ll likely see in 2023. I’ve already touched on how we can expect marketing to evolve strategically. In this article, I’ll be looking in more detail at specific trends to look out for. To make a solid plan for the short term, it’s important to keep an eye on where you’re heading in the long term. Nobody can say with 100% certainty…

Direct mail is one of the most classic and effective marketing tools nonprofits can leverage for fundraising. However, determining how it fits into your strategy can be quite a marketing challenge. By utilizing technology to support direct mail marketing campaigns, nonprofits are able to maximize their reach and increase their ROI. In other words, when you’re able to tailor your messaging and donor lists to those who are most responsive…

Your association needs a strong digital presence to stand out from the crowd. In fact, it’s estimated that you only have seven seconds to grab someone’s attention before they click away to the next website. With such a short time period to keep your users engaged, you’ll need a solid web design. A well-designed website can help your association convert prospective members into applicants and retain existing members’ interest in…