Author Archives: Philip

The secret of outstanding marketing?

All great marketing is based on thing: customer insight. The more you (and your marketing people) can see the world through your customers’ eyes, the more your marketing will be tuned in to their priorities. How well do you really know your customers? What is going on in their businesses and in their lives? What […]

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All publicity is good publicity. What?!

What’s the biggest mistake that the owner of a small technology company can make with their marketing and publicity? Jumping in with both feet; leaving people with the impression that you are careless or unprofessional, not to be trusted with important business? or Holding back until everything is ready; always waiting for the right moment, […]

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How to write great case studies

When you have limited time and resources to dedicate to marketing, it pays to focus on things that will really make a difference. Near the top of the marketing priority list is a good set of customer success stories or case studies.

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Less is more – even with mailing lists

Before you plan your next direct marketing or sales campaign, think carefully about how many people you need to contact. If you have previously run campaigns that return, say, 20 sales leads per 1000 prospects, then your focus now should be designing a campaign that improves on that ratio.

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Measuring your marketing

How well is your marketing working? Which parts of your marketing spend are returning value and what should you drop? It’s not possible to measure everything in marketing, but you can still achieve great value by measuring what you can and using this as a basis for managing your marketing focus and expenditure.

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