Articles
Scaling Your Business TRANSFORM Stage
Unlocking Success: Hiring the Perfect Social Media Manager for Your B2B Brand
As a B2B executive, the quest to find the ideal social media manager can significantly impact your company's digital marketing success. To streamline this process, it’s crucial to establish a clear understanding of your company's short- and long-term goals, its marketing goals, the necessary internal setup to support your inbound efforts, and the specific qualities to look for in a social media manager.
Establish Your Company and Marketing Goals
Before meeting potential candidates, it's cru…
How to Make Sure Your Rebrand is a Success
I remember having a conversation with a business owner years ago about branding. He was trying to convince me that a brand’s logo should NEVER, EVER change. At the time I had been in the industry for over a decade and knew that his intention was correct, but the reality couldn’t be more wrong. As I sat there listening to his reasonings—which completely contradicted each other, but that’s another story—I was taken back to my days in college and my History of Graphic Design book. There was an enti…
The FAQs of Working with a Fractional CMO
What is a fractional CMO?
A fractional CMO is a contract Chief Marketing Officer (CMO), retained on a part-time basis to provide executive marketing leadership for a growing business. They are a key part of your executive team brought in to take a holistic view of your business. They seek to understand your business objectives with enough clarity to develop fresh and impactful marketing strategies that will drive growth for your organization. They work with you to develop strategic insights, fo…
Do You Need a CMO or a Fractional CMO?
Hiring a CMO or Director of Marketing can be challenging. These are very important roles that can make or break an organization— especially when you factor in the costs of recruiting, benefits, and the equity you may have to hand over. To invest all this in finding a CMO when there is no guarantee they will be a fit is a massive risk to take on.
Fractional work is the new full-time employee. Whether you call it part-time, interim, gig work, virtual, on-demand, contract work, consultant, or fra…
Achieve Social Media Success: The Reasons to Consider Outsourcing
Social media isn't a standalone entity in your marketing strategy; it's a vital component, an amplifier that complements your overarching goals. It's not just about establishing a presence; it's about crafting a comprehensive marketing strategy that directly connects marketing goals to your company goals, it's about fostering connections, and truly understanding and engaging with your audience.
Consider this: You don't need to be omnipresent across every platform. Choosing 1-3 platforms that re…
Getting Employees Engaged: When They Really Don’t Care
Dustin Walling is a very good friend of mine who works with the construction and technology industries on the gap between management and experts within a company, or "performance management" as he calls it. Anyway, he wrote a great post about team building at a Caterpillar dealership that I want to share with you. Enjoy!
When Doug Fabick became the 4th generation owner of Fenton, MO-based Fabick CAT, a Caterpillar Tractor dealership, his father left him with one key piece of advice, “Build your …
Truth Bomb: You Will Fail in Marketing and It's OK.
It’s true, 90% of all B2B companies market in pretty much the same way. It goes something like this:
Make a product/service
Talk a lot about their product/service
Produce a load of boring content and collateral to sell their product/service
Use various techniques to attempt to stand out and cut through the noise
Use a variety of channels and platforms like advertising, email, or direct marketing, as well as social media to make people aware of their product/service
Build a sales funnel and manage and …