Sales Operations

Recently, I took the responsibility for developing a sales-operations department. Naturally, I started with the question, “what, exactly, is ‘sales operations’”?

Your People

Recently, I was speaking with a manager in my organization. He said something which I hand’t heard in a while, but was once a common refrain in my own early managerial career. “Sometimes it gets to the point where it’s just easier to do it myself.”

Back to The Basics

As we head into summer here, I thought it might be useful to put together a quick summer reading list. If you haven’t already read these three books, go get them now: The Art of War (kindle) (iPad) The Book of Five Rings (kindle) (iPad) The Prince (kindle) (iPad) If you have read them, go […]

Outbound Marketing

Everything from web-site design, to search-engine marketing (SEM/SEO), to trade shows, to television commercials, classic outbound marketing, also known as marketing communications (MarCom) is the nuts and bolts of any marketing campaign. It can also include branding, publicity, and public relations, which I already discussed under brand.

Don’t Reinvent The Wheel

There are only two reasons to start a business: either you’ve spotted a technical discontinuity, or you’ve spotted a market discontinuity, and you’re looking to leverage that observation. But the reality is, this line of thinking and and should be extended to cover your entire organisation and operations — and failing to do so is […]

Inbound Marketing

The epitome of marketing, according to Peter Drucker, inbound marketing is perhaps the least understood subdivision of marketing. In fact, it’s so poorly understood that many modern marketers have started to misuse the term — using it specifically as a synonym for Internet marketing or generally as an antonym for outbound marketing. This couldn’t be […]

Brand

Building the value of your brand, and building raport with your customers, employees, investors, and the public at large is a critical part of your marketing campaign.

Marketing as A Science

One of my credos is that marketing must first and foremost be a science. That’s not to say we marketers are discovering big, universal truths over here, the way mathematicians or physicists might be. But it is to say that we’re using the scientific method to find little, local truths about how you can best […]

Facebook for Websites

With over half the people on the Internet using Facebook at least once per month, Facebook has become an extremely important part of Internet life. And they’re using that power to change the web as we know it: they’re driving the “social web”. Being on the cutting edge of that transition can put you in prime position to improve your business through referrals — the best source of customers.

Successfully Offshoring

For the last several years, off-shoring has become all the rage. In fact, it’s gotten to the point where if you’re pitching a VC you had better include off-shoring in your pitch if you want to have any chance of success. But success in your pitch doesn’t necessarily mean success in your business. I want […]

Marketing 101

Just What Is Marketing? If you look marketing up in a dictionary, you’ll get something along the lines of, “the action or business of promoting and selling products or services, including market research and advertising.” That does give someone who’s never encountered the word before a decent understanding of the notion. But how, exactly, does […]

Predator or Prey

As we sit here, pondering whether or not we’re in the middle of a recession or entering a recovery, I’m reminded of an old business adage: “When times are good, advertise. When times are tough, advertise more.” Now, that adage certainly isn’t a truism. There are plenty of businesses out there for whom spending extra […]

Small Business Marketing Goals

Before you set off trying to do this thing called “marketing”, there is probably no single thing more important than that you understand your goals. Specifically, you should have goals at varying degrees of granularity (e.g., strategic goals vs. tactical goals), and regardless of their granularity your marketing goals should be desireable, measurable outcomes.

Social Networking

As we come to the close of the last quarter of the year, I look back to the close of the previous quarter, where I briefly digressed from this introductory series on on-line marketing to take a closer look at Twitter. The fact that that article was one of my most popular ever makes me […]

On-Line Display Advertising

As a business owner you are probably just as, if not more, likely to have used display advertising than direct mail. Display advertising covers billboards, but it also covers ads in periodicals, and, most significantly, ads in your local Yellow Pages. Here you’ll learn the basics of display advertising on the Internet, and the tremendously powerful ways you can use it to target your audience.

Understanding e-Mail Marketing

Of all the on-line marketing techniques, e-mail marketing is probably the closest analog to a traditional marketing technique which you have probably used. Essentially, it’s the on-line version of direct mail marketing. As with other on-line marketing techniques, its two biggest advantages over its non-digital equivalent are the ease with which results can be measured and the speed with which they can be measured.

Search Engine Marketing and Optimization

For most businesses, the goal of on-line marketing is to get customers to come to your web-site. There are other ways to do this (email blasts, banner ads, etc…), but in reality, most new customer traffic to your website is likely to be driven by search engines. This post talks about two popular ways of using search engines in your marketing campaign: SEO and SEM.

Search Engine Marketing and Optimization

For most businesses, the goal of on-line marketing is to get customers to come to your web-site. There are other ways to do this (email blasts, banner ads, etc…), but in reality, most new customer traffic to your website is likely to be driven by search engines. This post talks about two popular ways of using search engines in your marketing campaign: SEO and SEM.