Marketing Consulting
Inbox Overload: How to Break Through the Noise with Integrated Marketing
Inbox overload has turned most marketing and sales emails into background noise. When attention is limited and outreach is constant, even good messages get deleted. This post explores why communications get lost and how integrated marketing, recipient research, and ABM principles help teams break through and earn real engagement.
Kathy Hannan
3 min read
Unveiling the Power of ABM: Marketing Strategies That Drive 85% Higher ROI
ABM treats each high-value account as a market of one, which is why 85% of companies see higher ROI when they do it well. This post breaks down what ABM is, which attributes to use for account scoring (industry, size, growth, tech readiness, buying structure, and more), and how to turn that into 1:1, 1:few, and 1:many plays. If you sell complex B2B solutions with long buying journeys, ABM can focus your marketing where it matters most.
Kathy Hannan
2 min read
Think of ABM as the Icing on the Cake
A baking analogy that illustrates the importance of a strong marketing foundation for a successful ABM program.
Kathy Hannan
4 min read
The Double-Edged Sword of One-Size-Fits-All Marketing: Pros and Cons
"One-size-fits-all" is a term used to describe a clothing item or accessory that is designed to fit individuals regardless of differences in body shape or size. This concept implies a standardized sizing approach where the garment is expected to accommodate a broad range of body types without the need for specific measurements or customization. A common example of a one-size-fits-all clothing item is an oversized poncho. These garments are often designed with loose, flowing s
Kathy Hannan
3 min read
Why You Should Craft Relevant Messages for Longer Buying Journeys
In today's hyper-competitive business landscape, staying ahead requires innovative approaches to customer acquisition and retention. Account-based strategies have gained popularity for their ability to foster deeper, more meaningful relationships with key accounts. However, the key to success lies not just in targeting the right accounts but also in delivering relevant messages throughout their longer buying journey. This is where account planning comes into play, helping bus
Kathy Hannan
2 min read
Does Your Marketing Message Stand Out from your Competition?
In today's fast-paced business world, standing out from the crowd is more crucial than ever. With countless businesses vying for attention, it's easy for your message to get lost in the noise. Is Your Message Truly Differentiated? Ask yourself: does your marketing message truly set you apart from the competition? Many businesses fall into the trap of using generic, buzzword-laden slogans that fail to capture what makes them unique. Take a moment to analyze your message. If it
Kathy Hannan
2 min read
How Strategic Marketing Can Propel Technology Companies to Success
This blog post explores the intricacies of buying journeys for technology companies and delve into how strategic marketing can make a positive impact.
Kathy Hannan
2 min read
Using ERP to Improve Customer Relationships and Boost Productivity
Building strong customer relationships is the key to long-term success and sustainable growth in today's brutally competitive business world. However, to do so effectively, two powerful tools—Enterprise Resource Planning (ERP) programs and Customer Relationship Management (CRM) programs—must be used. The Essence of CRM in Customer Relationships Customer Relationship Management (CRM) is a technology-enabled strategy approach that centers on establishing and maintaining relat
Kathy Hannan
4 min read
How Marketing Influences Prospects in the Digital Age
In the fast-paced digital world we live in, first impressions are more critical than ever, especially when it comes to businesses and their potential customers. In the realm of marketing, the first phase of a buyer's journey often involves extensive research, where prospects delve into various products, services, and companies before making a decision. In a longer buying cycle, this research phase can stretch over months, during which businesses might not even be aware of the
Kathy Hannan
3 min read
How Marketing Can Help Pave the Way to Success When Navigating Longer Sales Cycles
In the ever-evolving world of business, one thing remains constant—the importance of a well-structured sales process. However, for many business owners dealing with longer sales cycles, this process can be particularly challenging. Buyers often embark on a complex journey before making a purchase decision, and marketing plays a pivotal role in guiding them along this path. In this blog, we'll explore how marketing can become your ally in the pre-sales phase and set the stage
Kathy Hannan
3 min read
Beyond the Basics: Mastering Strategic Marketing for Sustained Business Growth
Marketing extends far beyond eye-catching ads and extravagant events that demand substantial budgets. While these elements hold significance, they represent only a fraction of the multifaceted nature of marketing. For businesses with extended sales timelines, delving into the strategic side of marketing isn't just advantageous—it's vital for enduring growth and sustained success. Essential Components of Strategic Marketing: Comprehensive Market Research: In-depth market resea
Kathy Hannan
2 min read
Embrace Value Proposition and Go Beyond Price Wars
In today's fast-paced business landscape, many companies find themselves locked in a never-ending battle: the race to the bottom in terms of pricing. While offering competitive prices is essential, businesses can achieve far greater outcomes by shifting their focus from price to value. Embracing a value-driven market positioning can not only set you apart from the competition but also pave the way for sustainable growth and profitability. Here's how. Understand the Difference
Kathy Hannan
3 min read
Strategic Lead Scoring that Boost Conversions and Maximize ROI
Companies are constantly seeking innovative ways to identify and prioritize opportunities. One such method that has gained significant traction in recent years is lead scoring. This powerful technique not only streamlines the sales process but also ensures that valuable resources are allocated efficiently, leading to higher conversion rates and increased revenue. In this article, we'll explore what lead scoring is, its key attributes, and how companies are implementing it. Wh
Kathy Hannan
3 min read
Marketing Success: Empowering Tech Start-Ups
A new technology start-up aimed to operate in a lean environment, making outsourcing a sensible choice for them. This boutique technology consulting firm approached us with a compelling dilemma. They weren't seeking a full-time marketing person but needed essential foundational pieces to establish their brand identity and effectively reach their target audience. Understanding the Challenge Our client, a budding technology consulting firm, lacked a comprehensive marketing stra
Kathy Hannan
2 min read