Guest Columns

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Market internally to grow

A study by the Human Capital Institute found that most organizations operate at a 30 percent rate of efficiency due to poor engagement among their staff. If you consider how much more revenue a business could generate by increasing its employee engagement, the value of internal marketing becomes clear.

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Know Your Customer

In marketing, your first question should always be the same: Who is your customer? A shocking proportion of companies don't have an answer to this question, despite the fact that understanding your customer is one of the most fundamental principles in business.

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Results start with a team

I'm guessing this won't come as a surprise: Your staff is key to the success of your business. Without the right people in place throughout your organization, no marketing initiative will achieve its desired return on investment.

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Execution Drives Results

If its execution is sloppy, the best vision and the best marketing plan in the world will fall flat and yield disappointing returns. In fact, a recent survey of more than 400 CEOs around the world found that executional excellence was their greatest challenge.

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Brand is company DNA

Any business owner or executive will tell you that marketing is important, but many overlook the power of a strong brand. Your brand is your company DNA and "raison d'etre."

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Broaden your marketing

For marketers who want to truly leverage today's new media, paid marketing is the least-desirable route to travel. A few years ago an article was published in the McKinsey Quarterly that changed the way we view marketing efforts.

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Replace the sales funnel

Companies used to view their marketing efforts as a sales funnel. In this traditional model, a company would first try to get as many people into this funnel as possible.

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Measuring your marketing

Detailed measurement of your marketing spend and return on investment is more crucial than ever. Today, there is a wealth of free or low-cost tools to help you establish a more efficient, data-informed marketing strategy.

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Bringing customers in

Similar to paid media, outbound marketing is broken. Today's consumers know their rights, and they don't like to be assaulted by outbound "push" marketing.

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The power of storytelling

Over the course of one day, the average U.S. citizen will read thousands digital words and see hundreds marketing messages. Here's what happened in the last 60 seconds alone...

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The new marketing ethos

The marketing landscape has undergone a radical transformation since the advent of the information age. Companies used to be in control of their relationships with customers and could use the traditional sales-funnel model to push the prospects through stages of awareness, familiarity, consideration and eventual purchase.

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Strengthening marketing begins with sales

In today’s hyper-competitive business climate, companies need to continuously refine their marketing strategies to ensure that internal resources are optimized and new business-development efforts are finely tuned. While business owners are usually on top of every detail of their new business efforts...

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