Measuring your marketing

What marketing should you be doing more of? And what should you drop?

Author Archives: Philip

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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Don’t have a USP, don’t need a USP.

When you are talking about marketing, you can’t go very far without someone mentioning how important it is to have a USP, or Unique Selling Point for your product or service. But when you are selling complex technology, business-to-business, is it worth spending time and effort creating and promoting a USP? And if not, what […]

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Exhibitions: when to say no

When you get a phone call from an exhibition organiser, offering you space at an amazingly discounted rate, it’s sometimes hard to know how to respond. After all, this is most likely to be a genuine opportunity – you know and they know that empty spaces look bad at an exhibition, so at the eleventh […]

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Working out meaningful ROI figures from your marketing

If you want to know where best to allocate your marketing budget, or whether it makes sense to spend any more on marketing, you need to properly measure your  return on investment. Measuring marketing results can get very complex, but for most businesses it’s best to keep it simple so you get clear answers to […]

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Jargon: how to make it work in your marketing

Have you ever been told that you shouldn’t use jargon in marketing or sales presentations? Yes? Me, too. But as you may have guessed from the title, that’s not the position I’m taking here. The thing is, when you’re selling to a technical audience, you need a certain amount of jargon to explain quickly and […]

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