Marketing on a Budget: What to keep and what to cut

Why is it that marketing is one of the first things to get cut when budgets tighten? The conception amongst B2B business owners is that positioning is a long game and that demand response is low, so taking a hiatus from both forms of marketing won’t make much difference. You could be forgiven for thinking too, in the current climate where online traffic has increased, we're 'over'; webinars again, and content creation is reaching saturation point, that your voice would be drowned out in the digital noise anyway. Sure, customers are reducing spending on 'non-essentials' so minimising READ MORE

How to know when you should outsource marketing Pt 2

In Part 1 of this blog, we started small – focussing on businesses who are achieving less than $20 million annual revenue. Here, we’ll be going a little bigger and look at those turning over more than $20 million. While the numbers are different, the concept is the same – your marketing needs to evolve as your business does.   When revenue exceeds $20 million Once you get to around $20 million, it’s time to look at bringing some, or all of that marketing in-house. So, you're going to hire one or two in-house marketers. If there's READ MORE

How to know when you should outsource marketing

When is outsourced marketing a good idea? When should you do it in-house? Here’s my experience... https://www.youtube.com/watch?v=6eeY3fv6dyw Evolve your approach to outsourced marketing I’ve managed outsourced marketing for hundreds of businesses - and operated as the outsourced group Chief Marketing Officer for many of them. So, I have got a pretty good handle on what works and what doesn’t. Today, let me give you a really short summary of what I’ve learned should be outsourced – and when. The answer’s not complicated, but it does need to evolve as your business evolves. When you’re in scrappy start-up READ MORE

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