Yearly Archives: 2011

Your Website is a Sales Tool, Make it Work Hard.

Unlike their B2C counter-parts, many B2Bs treat their websites as an online brochure. While it should showcase all that is unique about your company and express what you have to offer, it should also be treated as a lead generating tool with a focus on conversion. Continue reading

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You Built It, Now What?

Would you build a big, beautiful building in the wilds of the Greater Toronto Area and expect people to just stumble in? There’s a lot of competition out there and visitors want to be engaged. You need to give them a reason to go to your site. Five ways to drive people to your site… Continue reading

Posted in Advertising in Toronto, B2B Marketing, Business Growth and Change, Online Strategy, Web Development | Tagged , , , , | Leave a comment

When to Outsource Marketing

In the growth cycle of a firm it’s normal to start outsourcing various needs, from bookkeeping to marketing firms, when you cross a certain threshold. The decision as to when to do it usually comes down to capacity and skill. Even in larger companies, the responsibility may fall on an office manager or controller, someone without a marketing head and other important work to do. Continue reading

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How Do You Know It’s Good?

You know you need a new brand/ad campaign/website, so you hire a professional to help you. They present two or three concepts for you to choose from, but you can’t really tell the difference. How do you know which is best? How do you know any of them are really good (other than they’re better than what you had)?

You don’t need to be a marketing expert or a designer to appreciate good work, but you do need to feel confident in what you’re creating. Continue reading

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Great Design & Communication Is All About the People

The 80/20 Factor: in a nutshell, it states that at any given time in our industry, 80% of design and communications will not be as strategically correct or well executed as the smaller 20% of work that is truly relevant and appealing to its target audience. The communications people who are able to achieve and help clients benefit from high calibre communications are a rare breed. Continue reading

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Blog Posts versus White Papers

Should blogs replace white papers? We think not because they serve two different purposes. And, when done well, would have very different structures and content.

Blogs are good for up-to-date breaking news, “how-to” advice and opinions. They’re also good at promoting a discussion among a group of prospects, creating a “buzz” that keeps the sales decision in front of your customer. White papers, on the other hand, contain solid research and valuable info, not just opinions. When well done, they are persuasive essays, critical for selling something that’s complex and/or involves a larger investment. Continue reading

Posted in B2B Marketing, Full Service Marketing, Marketing Agency Toronto, Social Media Marketing, Uncategorized | Tagged , , , , | Leave a comment

Make Your Tradeshow a Sales Success!

Lots of companies make what I would call half-hearted attempts at tradeshows thinking they’ll just test the waters. They get a not-so-great response and feel it’s not worth it, they’ll never do it again. They may be missing out on some great opportunities. If you’re going to try it, follow these five steps. Do so as professionally as possible, it’ll make the pay-off on the overall investment much higher. Continue reading

Posted in Branding and Design, Marketing Strategy, Never Stop Learning, Tradeshows, Uncategorized | Tagged , , , , | Leave a comment

The True Value Of Relationships

One of the the things that everyone in the communications industry has to deal with on a fairly regular basis is justifying costs to their clients… even when it builds their business, enhances their corporate identity and provides an excellent ROI. Continue reading

Posted in Advertising in Toronto, Big World Marketing, Building Rapport | 1 Comment

Making Time for Social Media

One of the biggest criticisms of social media is the amount of time it appears to take to get involved in it. The platforms may be ‘free’ to use, but time is money and definitely a roadblock to companies getting involved, especially when there’s not a lot of hard evidence of the ROI, especially for B2Bs. However, we believe social media activity is important as part of a complete marketing map. And, with a little planning, it doesn’t have to be a big time suck for B2Bs. Continue reading

Posted in All-inclusive Marketing, B2B Marketing, Building Rapport, Social Media Marketing, Web Development | Tagged , , , | Leave a comment

Getting Your Team Onboard With Your Brand

We hear many people express frustration that their employees, particularly their salespeople don’t utilize the brand properly. This often happens because they haven’t bought into it, it’s too difficult or they simply don’t know enough about it. Continue reading

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