marketing Archives - Page 45 of 81 - Wakeman Consulting Group

The least effective marketing is…

The kind that is solely focused on you and what your product or service does. The most important kind of marketing focuses on the other side’s challenges and the opportunities that working with you will create. When you write it down, the distance and difference seem small. But when you really get down to […]

IT Strategy Fails Because….

In talking with executives at IT firms quite a bit lately, I’ve heard quite a few things thrown around as justification for slow growth, lack of opportunity, or stagnation: “We just need to have a conversation and people will get it.” “Our buyers like a deep dive.” “Prospects just don’t get it.” On and […]

For Professional Services Firms, New Business Should Always Be A Focus

I’ve been doing some research lately and one of the issues that seems to be on everyone’s mind is new business development. Or, if you like money! Cash! CREAM! Whatevs. The thing about this research was that it was indicative of the urgency of new business development being a new thing, not an ongoing […]

Cost of unintended results

If we aren’t careful, we spend a lot of time thinking about the costs of unintended actions. The problem with this is that unintended actions can have results that vary from good to bad, and pricey to cheap. In your marketing and strategy activities, this can be problematic because you can convince yourself that just […]

Does Your B2B Marketing Push The Right Buttons?

The common mistake most B2B marketers make is that the sale isn’t an emotional one. Which often causes marketers and sellers to lead with lists of features, lots of talk about amenities, and little talk about results. A few months back, I took a look at some sports teams’ premium ticketing and options websites […]

Whole or part…

A lot of the work of the corporate communications arm of any business is creating an image. There are tons of theories of corporate communications, marketing, branding, and advertising. The one that I follow is that your organization is a holistic being, a living and changing reflection of what you value and what you hope […]

What’s Your Vision?

I’ve been sitting on the board of an organization for about a year…and we are always talking about the vision. As the designated “marketing” person, I make the statement that vision is your most important piece of material because it inspires you and your organization to reach towards a higher level. In too many organizations, we […]