Financially Responsible Marketing

Posts by Melanie

The Future of Construction Post COVID-19

Posted by on Jun 18, 2020

The Future of Construction Post COVID-19

Last month, The Empire Club of Canada hosted a live webcast discussion about the changes in the construction industry as a result of  COVID-19. While every business and sector has been touched by the pandemic in some way, construction was hit especially hard in Ontario because it was deemed an essential service. Safety measures had to be put into place immediately and tradespeople had to decide whether they felt safe enough to return to work. The experts included were: Gianni Aggozino, President and Partner, Network Mechanical Inc.; President, Metropolitan Plumbing and Heating Contractors...

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Step 1 of B2B marketing: Catch the attention of the right people

Posted by on Mar 21, 2018

Our ideal client is a thriving business that we call Ready for Takeoff (RfT). RfT frequently operates nationally or internationally. Typically they’re in the tech space – IT-related, or industrial/engineering. They might build infrastructure ­– consult to manufacturers ­– be a leading-edge digital innovator. Their people are seriously impressive. They know their stuff. No question, RfT has the skills and resources to grow beyond their original customer base. But they need help. The sales team isn’t enough; word of mouth isn’t going to be enough to get them to their sales goals. Anything...

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Marketing and sales – joined at the hip – let the dance begin!

Posted by on Mar 29, 2017

Did you catch Ben Firman’s recent Globe and Mail article about the never-ending battle between sales and marketing departments? Sales and marketing have joint accountability and a common goal; one would think that alignment would be inevitable – even easy. Yet the opposite is often the case. Ben described a state of co-operative competition that readily descends into finger-pointing and arguments. Who takes the budget? The fall? The credit? Since the turn of the century the term smarketing has been used to describe sales and marketing groups that are fully aligned and integrated. Yet while...

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Is marketing a black hole? Or the only path to real growth? Part 2 of 2

Posted by on Mar 1, 2017

If you missed part 1 of this two-part post, and you aren’t sure where to invest for your next phase of growth – check out our why now post to learn just how much the world’s leaders spend on marketing. (We think it will surprise you!) 5 considerations before you step up And if you are back to find out about how to help your sales teams accelerate your next phase of growth, read on! Budget! Your marketing budget should be based on your organization’s anticipated yearly revenue.  At Imaginis, we recommend 5% as the optimal figure, with a minimum of 3%. In other words, if you estimate you will...

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Is marketing a black hole? Or the only path to real growth? Part 1 of 2

Posted by on Feb 15, 2017

I never needed it before – why now? Here you are thriving, a successful enterprise. But you’re not sure where to invest to get to your next phase of growth. And you’re thinking of stepping into marketing? “Hey!” says your reluctant self, as it has for years. “We’ve built a successful business without that marketing investment! We have a great service/product that speaks for itself. Do we really need to go there?” Marketing is a badge of honour, an inevitable step in your march to success Here’s the pill you need to swallow as a successful small-medium business. Even with strong advocates for...

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