Category: Planning
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Updated B2B Marketing Guide
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Calculating return on marketing investment (ROMI)
Here’s a short presentation on how to calculate return on marketing investment. It’s heavily oversimplified but the principle is simple – do a back of the envelope calculation before you start spending money, particularly if looking at a new system that only promises an uplift (rather than a significant change in performance).
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Strategic marketing – knowing where to place your bets
Strategy is about making choices. If you’re not stopping some activities or choosing to not do something then you’re not being strategic. Easy to say, less easy to implement, particularly when the organisation wants “More leads, more leads, more leads!”. How do you say “I want to do less”? Almost everything in the world of…
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Scaling up marketing
Scaling up marketing
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Finding Balance in Marketing Strategy
It’s that time of year again (for us anyway) – putting together the detailed marketing strategy and plan for 2021. And yet again it’s hard going. I’m not complaining – if it’s not difficult, then you’re not doing it right. Our job as marketing leaders is to work through the almost-overwhelming volume of data and…
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The End of the Marketing Plan
I’ve read a couple of books in the last year both with something to say on the subject of marketing plans. Well, I’ve read one and given up on the other. The one I finished was: Lean Enterprise by Jez Humble, Barry O’Reilly and Joanne Molesky And the one I barely got started on was:…