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22 June

I can’t say ‘squishy ball’ with a straight face.

Posted by in Marketing on June 22, 2016
I can’t say ‘squishy ball’ with a straight face.

No knock on the promotional products industry, but the sales and marketing effort for your tradeshow shouldn’t revolve around the tchotchke that you give away. I’ve yet to make a purchase decision based on the logo on my squishy ball or pen. The strategy for your tradeshows should dovetail with your overall marketing efforts, which […]

9 June

Guide Your Customers Through the Buyer’s Journey

Posted by in Marketing on June 9, 2016
Guide Your Customers Through the Buyer’s Journey

There’s knowing who your customer is, and then there’s knowing your customer (hint: the second one is better). Unless you’re selling snow cones on a scorching day (and can control the weather), you’ll get better results from both inbound and outbound marketing by understanding your different customers: what makes them tick, what drives their behavior, […]

20 April

A Persona Can’t Drive Your Car (but they can drive your business)

Posted by in Marketing on April 20, 2016
A Persona Can’t Drive Your Car (but they can drive your business)

As we set up clients’ marketing automation programs, we’ve found that many are confused by creating personas. “How is it different than my target market?” Personas aren’t different; they’re better. A target market is like an x-ray; a persona is an MRI. They’re better defined, and they’re based on more data. The purpose is to […]

29 February

Client Highlight: Telling the MyLaw Story

Posted by in Client Highlight on February 29, 2016
Client Highlight: Telling the MyLaw Story

A great example of using lead generation to target qualified leads to maximize ROI is our client AppointLink. They show that if you build it (correctly), they will come. AppointLink has an excellent product targeted specifically at law schools. It seems there is such a thing as too much communication; students and faculty were bombarded […]

22 February

Getting The Right Leads (with a good ROI)

Posted by in Marketing on February 22, 2016
Getting The Right Leads (with a good ROI)

You know who you’re targeting for qualified leads and what you want them to do, right? Oh, and you’re converting those qualified leads into sales at a good rate, and high return on investment? Good. Now, let’s talk about how to reach qualified leads to maximize your ROI. As simple as it sounds, the key […]

17 February

Lead Generation May Not Be Your Problem

Posted by in Marketing on February 17, 2016
Lead Generation May Not Be Your Problem

Prospects often call us because they want more leads; plain-and-simple. Most of the time, the quantity of leads isn’t the problem. After asking a few questions (using our patented client decoder), we find that they really want more ‘qualified’ leads (after all, why waste your time trying to sell people that have no likelihood of […]

1 February

Client Highlight: Sit On It

Posted by in Client Highlight on February 1, 2016
Client Highlight: Sit On It

A great (maybe the best) example we have of executing a marketing plan is a campaign we developed for ANOVA. Their marketing plan revealed that landscape architects were a prime target to grow their business. The tactic chosen was a simple (giant) cardboard chair (2 big pieces, two pegs) and delivered it in a giant […]

19 January

Resolution #2: Follow Your Marketing Plan

Posted by in Marketing on January 19, 2016
Resolution #2: Follow Your Marketing Plan

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu – The Art of War Now that you’ve determined your marketing strategy, it’s essential to plan the tactics to help you reach your sales goal. This should seem like a logical next step, but most of […]

8 January

Resolution #1: Have a marketing plan

Posted by in Marketing on January 8, 2016
Resolution #1: Have a marketing plan

Remember paper calendars? It was always refreshing to start January with a clean slate. The fresh pad always smelled good, too. Like optimism, or something. Unfortunately, too many businesses start off their year with a blank calendar instead of a fleshed out marketing plan. FYI, that gives off the opposite of the smell of optimism. […]

2 December

Spoke learns about state incentive programs the hard way.

Posted by in Spoke News on December 2, 2015
Spoke learns about state incentive programs the hard way.

While politicians say small businesses are the ‘backbone of the economy,’ that’s not the bone states tend to give us. David Nicklaus from the St. Louis Post Dispatch tells our sad but true tale.