Cliff Allen on Marketing

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Developing a Marketing Communications Strategy

Cliff Allen on Marketing

Some companies in an industry might rely on paid advertising in print and online media. While other companies in the same industry might rely on a very different media mix, such as public relations and events. However, no company can be sure they are using the most efficient media mix without creating a marcom strategy that is aligned with their overall strategic marketing direction.

Marketing Trends for 2010 - And What to Do About Them

Cliff Allen on Marketing

Let's take a look at the major marketing trends for 2010 that will affect both business-to-business (B2B) and consumer (B2C) companies so we can update our marketing strategies for 2010. Changes in how customers make purchase decisions. New technologies for communicating with customers. Spotting marketing trends. When something becomes a "hot trend" it does so for two reasons.

Strategic Direction - The Core of a Strategic Marketing Plan

Cliff Allen on Marketing

Once you pick a marketing direction, all of your marketing programs need to be aligned to move the company in that direction, which will determine what type of customers you'll pick up along that route. Then the company drifted upwards into the mushy middle. Taking a long trip is like marketing. The same is true for marketing. Not today. What happened to Sears?

Turning Marketing Strategy into Marketing Program Plans

Cliff Allen on Marketing

Every good strategic marketing plan includes two elements: strategic direction and plans for moving the company in the new direction. Unfortunately, many companies can't seem to convert their marketing strategy into the marketing plans that guide their day-to-day marketing programs. However, other companies feel all communication with leads should be handled by the sales department.

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Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. CEO’s office and pitch the idea of building a small me- dia company within a large corporation. B2C Marketers companies that excel at lead nurturing generate. It’s also worth noting that companies that. company? mistake brands often make is only considering companies in their in- dustry as potential competition.

Mind Maps Make Marketing More Meaningful

Cliff Allen on Marketing

One technique to keep a strategic view of a company's marketing it to create a graphical "mind map" that shows: How marketing strategy guides all tactical marketing programs. So, over the next several weeks I'll show how I use this detailed strategic marketing mind map template to help companies create their comprehensive strategic marketing plan.

How to learn about social media marketing

Cliff Allen on Marketing

And, companies are looking for ways to use social media in their marketing to increase brand awareness and drive traffic to their Web site. The popularity of social networking among friends — and would-be friends — is fast becoming "social media.". Individuals are now concerned about their "personal brand." Tony Adam, SEO Manager, Yahoo. Karl Kasca, CEO, Kasca & Associates.

How to learn about social media marketing

Cliff Allen on Marketing

And, companies are looking for ways to use social media in their marketing to increase brand awareness and drive traffic to their Web site. The popularity of social networking among friends — and would-be friends — is fast becoming "social media.". Individuals are now concerned about their "personal brand." Tony Adam, SEO Manager, Yahoo. Karl Kasca, CEO, Kasca & Associates.

When Good Metrics Go Bad

Cliff Allen on Marketing

This type of product is sometimes added to the product line for a strategic reason, such as to show the market that the company is a one-stop place to buy that category of products. Another type of problem product is one that is profitable but not as profitable as similar products sold by the company. Marketing Metrics Are Everywhere. Keeping Marketing Metrics Profitable.

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Content Marketing Playbook: Strategy and Roadmap

returned to the company after a 28-month stint leading. back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. with a better example of a brand building a more effec- tive content roadmap than GE. “It’s been a big change in our company—we’ve tried to. the powerful force that pushed the company forward. All rights reserved.

Why Marketers Must be Better

Cliff Allen on Marketing

Strategic Marketing for Growing Companies Why Marketers Must be Better By Cliff Allen on April 10, 2007 4:08 PM | No Comments | No TrackBacks A lot has been written about increasing the ROI of various marketing activities. But, one thing is usually missing from those articles and sales pitches -- explaining just how to calculate that higher marketing ROI that they talk about.

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Market Research Answers the Second Question

Cliff Allen on Marketing

customer may have ordered a product that isn't normally purchased by that type of company. Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. It reminded me that many experienced executives and sales managers have a good feel for where a potential market is -- but it may not be such a good market. Two questions about that market come to mind: What is it?

Market Research Answers the Second Question

Cliff Allen on Marketing

customer may have ordered a product that isn't normally purchased by that type of company. Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. It reminded me that many experienced executives and sales managers have a good feel for where a potential market is -- but it may not be such a good market. Two questions about that market come to mind: What is it?

Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Southern California is a hotbed of technology companies that are leaders in their sector. This includes MySpace, CitySearch, Ticketmaster, eHarmony, and thousands of lesser known technology companies. high-tech community like this also has many bloggers and Web-based news outlets that cover our companies, venture capital, and events -- plus a number of advisers who help technologies entrepreneurial companies grow. There are several journalistic Web sites that do a great job of covering the news about SoCal companies.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

fully formed media company. number of other companies like General Electric, Marriott, and Starbucks joined the club, competing. Full disclosure: GE and Marriott are Contently clients.) It may seem odd at first to liken companies known for. as media company.” challenge for any company, no matter its size or budget. of content marketing technology companies have.

Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Southern California is a hotbed of technology companies that are leaders in their sector. This includes MySpace, CitySearch, Ticketmaster, eHarmony, and thousands of lesser known technology companies. high-tech community like this also has many bloggers and Web-based news outlets that cover our companies, venture capital, and events -- plus a number of advisers who help technologies entrepreneurial companies grow. There are several journalistic Web sites that do a great job of covering the news about SoCal companies.

Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Southern California is a hotbed of technology companies that are leaders in their sector. This includes MySpace, CitySearch, Ticketmaster, eHarmony, and thousands of lesser known technology companies. high-tech community like this also has many bloggers and Web-based news outlets that cover our companies, venture capital, and events -- plus a number of advisers who help technologies entrepreneurial companies grow. There are several journalistic Web sites that do a great job of covering the news about SoCal companies.

Are You an Analytics Leader?

Cliff Allen on Marketing

Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools. And SAS, the statistics and analytics company, divides the market into eight levels of analytics.

Are You an Analytics Leader?

Cliff Allen on Marketing

Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools. And SAS, the statistics and analytics company, divides the market into eight levels of analytics.

Definitive Guide to Planning a New Content Initiative

to plan and produce effective content for their respective companies. internal company communication. story of a large technology company (a fortune 100 company) that had 18 different. When it comes to planning for content initiatives, many companies are still stuck in. In some companies, there’s not really a shortage on subject matter expertise or passion.

Gravity Summit

Cliff Allen on Marketing

One of the challenges facing management when considering a social media campaign is the amount of time required either by the company's marketing team or an outsourced social media agency. If the gross profit on a product is 50%, then a company would need to sell $100 thousand to break even on a $50 thousand social media marketing campaign. By using a company's traditional traffic-to-revenue metrics, it would be easy to estimate the minimum amount of traffic to the product Web site needed to break even. Update: Here are the Gravity Summit slide presentations.

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Gravity Summit

Cliff Allen on Marketing

One of the challenges facing management when considering a social media campaign is the amount of time required either by the company's marketing team or an outsourced social media agency. If the gross profit on a product is 50%, then a company would need to sell $100 thousand to break even on a $50 thousand social media marketing campaign. By using a company's traditional traffic-to-revenue metrics, it would be easy to estimate the minimum amount of traffic to the product Web site needed to break even.

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9 Marketing Trends for 2009

Cliff Allen on Marketing

While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat. The survey covered both B-to-B and B-to-C companies, as well as a mix of large, medium, and small businesses, so the survey results represent a good cross-section of marketers. Marketing Trend #2: Increased use of quality, targeted content (textual and video) that tells a company's story well and engages the prospective customer. Marketing Trend #3: Increased use of e-mail to reach out to prospects and customers more frequently at a very low cost.

9 Marketing Trends for 2009

Cliff Allen on Marketing

While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat. The survey covered both B-to-B and B-to-C companies, as well as a mix of large, medium, and small businesses, so the survey results represent a good cross-section of marketers. Marketing Trend #2: Increased use of quality, targeted content (textual and video) that tells a company's story well and engages the prospective customer. Marketing Trend #3: Increased use of e-mail to reach out to prospects and customers more frequently at a very low cost.

Study: How Much of Your Content Marketing Is Effective?

companies will spend in the neighborhood of 50. identify them by their names and companies. companies are devoting to content marketing. Companies like Coca-Cola have succeeded with a. companies for audience attention. and interests instead of just telling them about the company’s. These companies need to talk with. Copyright © 2015 Contently. in it.

PR for Start-up Businesses

Cliff Allen on Marketing

Does the business provide a truly innovative product or service, or is it a "me too" product that depends on taking market share from existing companies? So, it takes an experienced marketing team to figure out what's best for the company. Most of the discussion around the Brian Solis article on PR has been from each individual's personal perspective, instead of a general discussion of a start-up's strategic marketing plan ( [link] ). Innovative products sold into specialized target markets can benefit from pitching customer case studies to the media read by their target market.

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PR for Start-up Businesses

Cliff Allen on Marketing

Does the business provide a truly innovative product or service, or is it a "me too" product that depends on taking market share from existing companies? So, it takes an experienced marketing team to figure out what's best for the company. Most of the discussion around the Brian Solis article on PR has been from each individual's personal perspective, instead of a general discussion of a start-up's strategic marketing plan ( [link] ). Innovative products sold into specialized target markets can benefit from pitching customer case studies to the media read by their target market.

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From Click to Lead to Sale

Cliff Allen on Marketing

While his company works mainly with software companies, the situation he describes there happens at many B-to-B companies. We all know that marketing is a process -- a never ending process of generating awareness, interest, leads and, of course, sales. Periodically we need to step back and review our online marketing strategy to make sure that our day-to-day tactics are the best uses of our resources. Michael Ortner at Capterra has written a short, but very valuable free e-book for online marketers about the best ways to generate traffic, leads, and customers.

From Click to Lead to Sale

Cliff Allen on Marketing

While his company works mainly with software companies, the situation he describes there happens at many B-to-B companies We all know that marketing is a process -- a never ending process of generating awareness, interest, leads and, of course, sales. Periodically we need to step back and review our online marketing strategy to make sure that our day-to-day tactics are the best uses of our resources. Michael Ortner at Capterra has written a short, but very valuable free e-book for online marketers about the best ways to generate traffic, leads, and customers.

Content Methodology: A Best Practices Report

company’s content across the enterprise. for their audience’s attention, including major publishers and media companies. suppliers, and can help facilitate corporate communications and build company culture. This virtuous circle is only possible when the company works to build a culture of. The studio helps unify the company around a. for the company’s newsroom.

Speaking on Marketing at Startup LA

Cliff Allen on Marketing

They make the mistake of thinking that the consumer marketing done by large companies like P&G or Coke will work for entrepreneurial consumer companies. Or, they think that the business-to-business marketing done by large companies like IBM or Johnson Controls will work for entrepreneurial B-to-B companies. Successful entrepreneurial marketing, especially for a high-tech startup, is very different from what's done by large companies with well-recognized brands. Not so. In addition, the marketing metrics are different for high-tech startups.

Speaking on Marketing at Startup LA

Cliff Allen on Marketing

They make the mistake of thinking that the consumer marketing done by large companies like P&G or Coke will work for entrepreneurial consumer companies. Or, they think that the business-to-business marketing done by large companies like IBM or Johnson Controls will work for entrepreneurial B-to-B companies. Successful entrepreneurial marketing, especially for a high-tech startup, is very different from what's done by large companies with well-recognized brands. Not so. In addition, the marketing metrics are different for high-tech startups.

Survey Says: Google Analytics

Cliff Allen on Marketing

Nothing new here - there are always many more small and mid-sized companies than large companies with big budgets. Free products create a "floor" that keeps commercial vendors from selling their new, less expensive products to smaller companies. Have you wondered which Web analytics products are most popular? I was, so the August survey on my main Web site asked marketers which Web analytics product they use. Google Analytics was, of course, the most used product (69%) because it's hard to compete with "free."

Survey Says: Google Analytics

Cliff Allen on Marketing

Nothing new here - there are always many more small and mid-sized companies than large companies with big budgets. Free products create a "floor" that keeps commercial vendors from selling their new, less expensive products to smaller companies. Have you wondered which Web analytics products are most popular? I was, so the August survey on my main Web site asked marketers which Web analytics product they use. Google Analytics was, of course, the most used product (69%) because it's hard to compete with "free."

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

Cash Flow is Profit

Cliff Allen on Marketing

Strategic Marketing for Growing Companies Cash Flow is Profit By Cliff Allen on April 12, 2007 9:48 AM | No Comments | No TrackBacks My previous post on cash flow from marketing activities didnt explain which flows of cash it referred to. But is this a high marketing ROI when compared with a companys other investments, or is it low, or just average? Marketing typically generates $1-$4 of sales revenue for every marketing dollar spent, so a $2 return is typical, but that still doesnt answer the question of how marketing compares with the rest of the company.

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