Financially Responsible Marketing

Strategy

Top 5 marketing New Year’s resolutions that you can stick too

Posted by on Dec 19, 2018

If you haven’t already, it’s time to start planning your marketing for 2019. To start the year off right, there are a few must do marketing activities to gain success in the New Year.  Here are my top 5 marketing New Year’s resolutions to help get you started.

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Step 4 of B2B marketing: At the right time

Posted by on Jul 2, 2018

This is the fourth and final step in the Imaginis B2B marketing process. After the first three steps, you know who you’re speaking to, where they consume content and what kind of information will resonate. For this final step, you’re focused on the when. Your goal is to convert – to drive prospects through to a sale – in a timely fashion. Nurture leads into clients The previous 3 steps helped you gather the right content in the right medium to generate reach (driving clients to your website) and enable action (encouraging engagement and signups to generate leads). Now we need to nurture and...

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Step 3 of B2B marketing: how to develop your content mix

Posted by on Jun 7, 2018

Now that you know who you are talking to and what you want to say, you need to decide how and where you want to deliver your messages. Determine what types of content you want to create There are a many ways to deliver your message.  Each one can provide the right amount of information to answer the questions a prospect has in their stage of the buying process. For prospects who have realized they have a problem (awareness), you want to deliver short and concise descriptive content to help them identify what solutions are available. Once they’ve determined how they’d like to solve their...

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Step 2 of B2B marketing: the 6 steps to creating the right marketing message

Posted by on Apr 26, 2018

You’ve defined your marketing targets, the people you need to reach. You’ve created the personas. Excellent work! Now you’re on step 2 – creating the message. Get ready for three parts perspiration, one part inspiration. It’s not easy. Over the years, I’ve learned that iteration is key to finding the right message, or to put it another way, time. Start with an idea, discuss it with one or more colleagues, move forward, argue, rethink, rehash. Lather rinse repeat. Note – we’re not talking about the actual words in your content here. We’re talking about the message you want to get across, the...

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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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