For a lot of U.S. companies, the period after Labor Day marks the beginning of the annual process of starting to determine priorities and allocate resources for the upcoming year. I think it’s fair to say that most marketers put the annual budgeting and planning process in the “necessary evil” category, but I’m not one [...]

When is a website finished? This is more than an academic question, as organizations have to constantly wrestle with the conflicting realities of limited available resources to devote to creating (or recreating) their online properties versus a website’s ability to be a “living document” with content updated on a daily or even minute-by-minute basis. [...]

The Account Based Marketing (ABM) market is one of the hottest areas for marketing investments today, but there are many misconceptions about ABM – is it a technology, or a set of technologies? Or is it a new approach to digital marketing that focuses on key account behavior rather than individual engagement? The [...]

Last month, I attended the C3 2017 Conference in New York City, which is becoming one of the best annual digital marketing conferences around. The conference has a specific focus on both SEO and content marketing, which makes sense given that the event is sponsored by Conductor, one of the leading technology platforms in [...]

Many B2B marketers will recall with fondness the old McGraw-Hill advertisement which featured the original “grumpy” decision-maker, seated in his chair with his hands clasped, asking a series of questions to the unlucky representative trying to sell him something… “I don’t know who you are. I don’t know your company. I don’t know your company’s [...]

…but nobody is really doing it. OK, that’s a bit of an exaggeration, but my point is that Return on Investment (ROI) is a term easily bandied about by far, far more marketing practitioners than those that are actually doing the math correctly and consistently to measure the success of their initiatives. That’s [...]

Many companies have heard that implementing a marketing automation is the logical next step in their demand generation capabilities. Perhaps they want to move up from “batch and blast” email marketing or managing digital channel “silos” that don’t provide a comprehensive view of online customer behavior. But what is marketing automation, and how [...]

At The Quell Group, we are focused on assisting our clients to identify a market position that they alone can own. We argue that it is a far more valuable use of both time and budget to focus on the development of a bulletproof market position and supporting positioning statement. The delivery of your [...]

With all due respect to social media and its many flavors, it may be that the death of direct has been exaggerated. While it is true that using direct mail is more time-consuming and expensive than posting on Twitter or even sending an email campaign, the use of direct mail can be an effective [...]