Financially Responsible Marketing

Customer Strategy

Build buyer personas for a higher ROI on your B2B marketing

Posted by on Apr 26, 2017

Turning a B2B prospect into a customer is not a simple process. It takes time to cultivate the relationship and build the necessary trust. Before a prospect becomes a customer, in most instances, you will have met virtually or in-person. Possibly presenting a deck that speaks to the offering you have, and how it will help them solve their problem. But before that happens, you have to do the marketing. Make them aware you exist. Help them understand how you can help them solve their issues. Become the Advil to their headaches. And in order to do this, you must find them. That way, you can...

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The thing that everyone wants this holiday season!

Posted by on Nov 9, 2016

Whether you are tapping into your sales pipeline or reinvigorating relationships with customers, the holiday season is a great time to reach out.  An email or phone call might not cut the mustard and come across as too pushy or self-promoting.  However, if you give a little gift during the holiday season, it can be a boost to your brand’s presence with your audience and start a conversation. But what should you consider when deciding on what to use for your holiday promotional materials?  There are 3 key attributes that make promotional products successful.  An item that is unique.  Brand...

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Build out your customer strategy model: An analysis of your customer base

Posted by on Oct 7, 2015

In 10+ years of helping a wide range of clients to identify who their best customers are… and thereby their target market… and thereby their ideal messaging – I am continually surprised that the vast majority had the wrong answer before we started. How is that possible? How could they not know something that seems so obvious? My theory is that it’s because everyone goes by their gut on this issue, rather than facts and stats. While sales people and executives have ideas in their minds about who the best clients are, who they’d love to have as their Next Great Lead, they don’t actually test...

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