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From Market Competitor to Trusted Advisor: Leveraging Research to Dominate Your ABM Strategy
My previous article explored how research-based thought leadership transforms prospect relationships in ABM programs. Now, let's tackle the practical framework: How do you build and implement research-driven ABM to elevate yourself from being seen as just another market competitor to becoming an indispensable trusted advisor?
The Power of a Positioning Statement for Growth in Small and Mid-Sized Businesses
Tue, May 7, 2024 — Many small and mid-market businesses find themselves at a growth impasse, not due to a lack of opportunity but because of misalignment across various functional areas. As a fractional Chief Marketing Officer (CMO), my role often involves diagnosing these misalignments and charting a course for renewed growth. One of the most effective tools I recommend is creating and utilizing a clear positioning statement.
Earn the Right to be Heard as a Brand
Thu, Apr 25, 2024 — How to Build Trust With Your Sales & Marketing Today’s business’ decision makers are savvy. They can sniff out inauthenticity a mile away. This means marketers have to put in the work to build rapport with a prospect and earn the right to be heard. So many brands jump into conversations and ask for something immediately. While you might get lucky now and then, more times than not, you will actually have to build trust and provide value before a true connection is even a consideration. Great marketing can help you do this!
Avoiding Random Acts of Marketing: Five Essential Strategies
Wed, Mar 20, 2024 — Ever wonder why some marketing initiatives crash and burn despite leadership oversight? The culprit often lurks in one fatal flaw: random acts of marketing. In this article, we delve into five indispensable strategies for dodging these missteps and the dire consequences that follow when marketing lacks a solid game plan.
How to Allocate Your Marketing Spend for Maximum Effect
Tue, Dec 19, 2023 — Article 6 of the 7-part series: Accelerating Growth In 2024 with Strategic Business Planning By: Scott Wright and Jack Bowen In a marketplace that's more competitive than ever, optimizing your marketing spend isn't just a best practice—it's a necessity for survival and accelerated growth. With shrinking resources and an ever-more diverse array of marketing platforms upon which to reach the customer, shooting arrows in the dark is no longer a viable marketing strategy.
5 Things You Should Know Before Spending on Marketing Execution
Thu, Nov 9, 2023 — Article 5 of the 7-part series: Accelerating Growth In 2024 with Strategic Business Planning By: Scott Wright and Jack Bowen If you have been under pressure to tighten your marketing budget this year, you’re not alone. According to a survey, B2B companies' marketing spending in 2023 increased by only 2.3%. This growth rate is lower than the 3.7% inflation rate, impacting businesses and individuals.