Financially Responsible Marketing

Sales and Marketing

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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6 steps to an online lead generation campaign

Posted by on Aug 19, 2015

A steady stream of leads is essential to maintaining business health and feeding growth.  Coming up with a successful lead generation campaign is far easier said than done.  There are so many ways to design a campaign that it is easy to feel overwhelmed before you even begin. Use these six steps to break up the task and keep you on track.   Step 1: Decide on your strategy Decide on your strategy is another way of saying “What exactly are we trying to achieve in this campaign?” Let’s say you’ve planned to expand to a new market or vertical, what are your business goals for this new...

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How to use an external writer for content development

Posted by on Jun 24, 2015

Twenty years ago, content was barely a consideration for the VP Marketing of a B2B company. Now it’s a necessity for large firms and a critical differentiator for small-mediums. Fresh, engaging, informative content is how you show you are worthy of consideration – growing, evolving, a thought leader and keeping up with change.   Finding your writer Finding a good B2B writer is no easy task. You’re looking for the ability to write clearly and engagingly about intangible topics, business savvy, and marketing knowhow in a single person. Start by asking friends and colleagues for referrals...

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How to Write a Company Description

Posted by on Jun 3, 2015

Why is it so difficult to write a company description? One or two paragraphs, accurate and engaging, that tell investors who you are and what you do? If you’ve been assigned to the task, you already know it’s a challenge. Let’s start with the critical requirements You want your company description to: Be a snapshot of your business: who it serves, how it operates, what sets it apart. Demonstrate that you know your business and why it will be successful. Spark interest from investors. Two examples (these and later examples are fictional) 123 Capital Fund is a leading provider of growth...

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Content Lead Magnets – Creating Strong Call-to-Actions

Posted by on Jan 5, 2015

One of the most important tools in converting visitors to leads is effective calls-to-action. Your call to action is one of the most important elements on your website so it should stand out and be easy for your visitors to find.  Implementing calls-to-action throughout your website are what guides and persuades your prospects on what to do next and tells them what will happen if they do. A call to action is essentially a strongly worded suggestion that clearly states what action you want your visitors to take. Some examples of calls to action’s are: “Click here to subscribe!” “Join our...

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Content Lead Magnets – Creating Good Content

Posted by on Dec 15, 2014

A lot of people may come to your site. Some of them might be ready to make a purchase there and then but vast majority of people won’t. With strategic, highly relevant content on your website, you get the attention of people who are most likely to become a customer. You don’t want just any traffic on your site, you want the right traffic. You want the people who are most likely to become leads and ultimately, long-term customers. Some of the most important tools to attract the right users to your site are: Blogging- A blog is the best way to attract new visitors to your website. In order to...

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