How to Rethink Your Marketing Plan in a Crisis
If an event like the Covid-19 pandemic happens again – or another development upends your marketing plan with little notice – what should you do? Here’s how to quickly rethink your marketing plan for a smart marketing strategy.
After the Pandemic: 7 Lessons for Smart Marketing Planning
The pandemic forced marketers everywhere to rethink their approaches. Some marketers stopped promoting entirely, while others adjusted and prevailed. Here’s what we can learn about smart marketing planning from those who successfully navigated an unprecedented challenge.
What’s Your Value Proposition? Ask Your Customers
Understanding the unique value your business delivers to customers is essential for a smart marketing strategy. Yet many businesses struggle to define their value proposition, especially B2B marketers that sell intangible business services.But defining your value proposition is easier than you think: Just ask your customers.In part one of a two-part post, here’s how Cleveland marketing consultant Jean Gianfagna recommends conducting customer interviews to determine a value proposition.
How to Survive Losing a Big Client: 12 Smart Strategies
The loss of a major client can be a huge blow to your business. But there are ways you can survive – and even thrive – following a customer defection. Here's how to do it strategically.
10 Ways to Promote Premium Content in Your Marketing Strategy
Publishing premium content is a powerful tool for B2B lead generation. Here's how to promote premium content in a smart marketing strategy in part 3 of our 3-part guide to creating and using premium content for marketing.
How to Create a New Brand Identity: 7 Steps to Success
Does your organization need a new brand identity? Branding is one of the most important strategic decisions you will make. Getting it right can help your business vault to the top of your industry. Getting it wrong can result in costly misconceptions about your business. Here are the seven major steps of creating a new brand identity from our experience developing branding strategies and brand identities for many organizations.