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Mar
15
2012

Marketing ROI – Understanding the Value in Your Marketing Tactics

Posted by Evelynn Ratcliffe

Categories Marketing Strategy Tags , , ,

I’ve had several B2B marketing clients recently ask me what their expected Return on Investment (ROI) would be for a particular tactic. When thinking of a tactic where you can easily track the number of dollars earned or number of sales made calculating ROI is very straightforward: ROI =     (Total Profit from Tactic – Total… more »


Feb
15
2012

What should my B2B Marketing budget be?

Posted by Evelynn Ratcliffe

Categories Management, Marketing Execution and Tools, Marketing Outsourcing Tags , , ,

Each year small and medium-sized businesses sit down to draft their budget. Each year they wonder how much they should allocate to marketing.  For most B2B companies, marketing is a black box.  You put money into it, but what do you really get out of it? Without properly understanding the value of marketing or the… more »


Jan
26
2012

How to Use YouTube as a B2B Customer Service Tool

Posted by Evelynn Ratcliffe

Categories Marketing Execution and Tools, Marketing Outsourcing, Marketing Strategy, Marketing Trends Tags , , , , ,

If you’re savvy to online B2B marketing tactics you probably already know about the wonders of YouTube. It helps you market your business, support your SEO initiatives, engage socially with viewers and share meaningful content with your target market.  But did you know that it can also be a powerful client service and retention tool? … more »


Dec
19
2011

B2B Marketing Article Digest

Posted by Evelynn Ratcliffe

Categories Business: General, Marketing Execution and Tools, Marketing Outsourcing, Marketing Trends Tags , , , ,

With so many articles and blogs being written today it’s hard to know where to look for good information.  Here are my top four articles, in no particular order: 10 New Google Analytics Features You Need to Start Using For those of you that already use Google Analytics, you know of the many benefits of… more »


Dec
09
2011

Principle of Leadership 10: Make Sure Your Subordinates Know Your Meaning and Intent, and Then Lead Them to the Accomplishment of the Mission

Posted by Evelynn Ratcliffe

Categories Business: General, Management Tags , ,

Seems simple enough doesn’t it?  You would be surprised at how many managers take for granted that the people who work for them generally can’t read minds. Similar to the concept we explored in Principle 9 of this series, making sure your intent is clear is an extension to keeping your team informed of the… more »


Nov
23
2011

Principle of Leadership 9: Keep Your Personnel Informed of the Mission, the Changing Situation, and the Overall Picture

Posted by Evelynn Ratcliffe

Categories Business: General, Management Tags , ,

Quick poll for all of you – who likes scraping a bunch of hard work only to start again because your boss didn’t tell you that the project scope changed? Anyone? Bueller? An easy way to keep moral up is to keep your team informed.  Feeling in-the-know is a powerful motivator and one that should… more »


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