Financially Responsible Marketing

Word of Mouth

To market well to others, you must market well to yourselves. The Imaginis Manifesto

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...

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Posted in B2B Marketing, Strategy

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...

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Posted in B2B Marketing, Market Planning, Sales and Marketing, Strategy, Word of Mouth

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...

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Posted in B2B Marketing, Marketing Funnel, Strategy, Word of Mouth

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...

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Posted in B2B Marketing, Buyer Persona, Market Planning

Help! I’m lost in lead generation – how do I actually make it work?

Posted by on Feb 9, 2018

Number one goal of all our customers? Lead generation. Sounds good. But how?   Two types of leads In the world of marketing, there are two types of leads ­– marketing leads and sales leads: A marketing lead is a person who has identified themselves as being interested in a service or product offered through a marketing campaign. They become a qualified lead only when they provide contact info. Once qualified, we have a sales lead.  That lead can now be vetted by a salesperson to weigh their interest and capacity for making a purchase....

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Posted in B2B Marketing, Lead Generation

Building a marketing relationship is a wooing process

Posted by on Nov 21, 2017

You’ll need expertise, energy, discipline – and good timing   Decades before the dawn of the digital world, sales managers focused on keeping the sales funnel full. Continually bringing new prospects to the top of the funnel, with the qualified leads moving through to a closed sale. Today, online, it’s the same story. But it’s now known as a TOFU-MOFU-BOFU world, and the steps to move qualified prospects on to a sale are more clearly defined and are connected to specific actions: TOFU: top of the funnel – possible prospect MOFU: middle...

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Posted in B2B Marketing, Marketing Funnel, Sales and Marketing

Five Insightful Growth, Innovation and Marketing Ideas for Tech Companies

Posted by on Sep 20, 2017

Imaginis’ President, Melanie Dowhaniuk and Director of Marketing, Sean Cotnam, share perspectives on key themes and ideas presented by influential speakers at the Elevate Toronto Festival 2017. By Melanie Dowhaniuk and Sean Cotnam Three days, 5,000 tech industry professionals and more than 100 inspiring speakers at 70 different venues. The vibrant and engaging Elevate Toronto Festival was a strong representation of the immense support for technology, high-caliber talent and vast resources that have moved Toronto up the ranks in the tech...

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Posted in B2B Marketing, Presentations, Word of Mouth

Happy 150th Birthday Canada!!

Posted by on Jun 30, 2017

Happy Canada Day!! It’s Canada’s 150th birthday and like everyone, we’re ready to celebrate.  If you can’t make it to Ottawa but you’re around the city of Toronto, check out these awesome events and activities to celebrate with us. Where to celebrate Canada Day 150 if you can’t make it to Ottawa Wishing you and your families a Happy Canada Day...

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Posted in Word of Mouth

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...

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Posted in B2B Marketing, Buyer Persona, Customer Strategy, Word of Mouth

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...

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Posted in B2B Marketing, Sales and Marketing, Strategy, Word of Mouth