When should you use a Marketing Consultant?
There was an engaging discussion on LinkedIn that posed the question: “Do you think the first point of action for an SME should be to hire/use a marketing consultant or to try a few things themselves and then outsource to refine things?” As a Marketing Consultant I hadn’t fully considered the impact of this choice before; I […]
How do you improve Search Engine Marketing effectiveness?
Headway Marketing sometimes works with small businesses that, sometimes, are still young in their understanding of digital marketing. This feature is written in response to those that need to take their awareness of some of the intricacies of digital marketing a little further and, I hope, for those of us that are proficient in these disciplines, […]
Disconnect between Sales and Marketing
The business publication B2B Marketing has published insights from a survey that states “Sales rejects 80% of marketing-qualified leads“. It also reveals that 60% of marketers are measured by the quantity of leads accepted and 70% by campaign generated revenue. *Surprised face* In organisations with a ‘sales philosophy’, this info is no surprise at all. […]
Customer-Centric Marketing
Headway Marketing implements a ‘Customer-Centric’ approach to the marketing it undertakes on behalf of its clients. But what does ‘Customer-Centric Marketing’ mean? If you go to a business expo you will come across rows of businesses that will develop your website, transform your SEO or send out emails, among many standard marketing requirements. And they […]
Basics of Marketing Communications Part 2
Know Your Audience / Know Your Customer I was challenged by the need to have principles for Marketing when studying for a Masters degree. Michael Porter, the business strategy guru, stated that “The underlying principles of strategy are enduring, regardless of technology or the pace of change.” This recognises that the ways that businesses need […]
B2B Marketing: Omni-Channel Marketing Challenge
This week B2B Marketing reported that CMOs (Chief Marketing Officers) cited a lack of investment and resources as the biggest challenge to implementing an omni-channel marketing strategy, according to this article. TL:DR 64% of respondents blamed budget while 61% blamed analytical resources for not addressing omni-channel marketing, 34% ARE in early stages of implementation. Firstly, what […]