Industry Insights

What is a Strategic Action Plan for Marketing and Why It is Better?

 According to a Manta poll of 1,115 small business owners, less than half (49 percent) have devised a formal strategic action plan — a detailed strategy that can reveal target customers, key marketing channels and local reach. Lack of budget (51 percent), knowledge (18 percent) and time to dedicate to marketing (15 percent) are among […]

The Great Debate of Account-Based Marketing vs Lead Generation.

Increasingly, we are asked how social media can generate leads.  Social media has a clear place in the toolkit for both account-based marketing (ABM) and lead generation activities.  This is a more involved conversation, but to simplify, ABM makes sense when you know exactly who you are interested in reaching and an agreement or sale […]

Should You Consider Rebranding?

Business evolves.  You expect businesses to learn, change, grow, adjust.  Why wouldn’t branding evolve as well? One recent study found that 75% of U.S. brands will plan to refresh their look within the next five years. That represents a huge opportunity for ad agencies that have built expertise in guiding clients through this process. Adweek spoke […]

Is Outsourcing Social Media Worth The Cost?

Many companies weigh their social media program first in terms of the cost to execute.  Which is why many start by assigning to a staffer internally who already has other duties.  Consistency, compelling content and application of best practices lag, leading to poor value and potential return.  In many of these scenarios, CMOs don’t see […]

We Are Not The Cheapest … 

I’m sure you have heard this before.  But, how often is being the ‘cheapest’ really important? In B2B dealings, cost being the primary decision point often happens because the vendors fail to establish valuable differences.  Or the purchaser simply does not weigh the craftsmanship/talent involved and value the impact on their overall look, feel, performance […]