The Competitive Advantage
October 17, 2023
If I were to ask you, “How are you going to achieve your revenue goals next year?,” how would you answer? You might say something like:
- “We’re going to expand into a new vertical industry.”
- “We’re going to launch a new service line.”
- “We’re going to implement a key account program for our biggest clients.”
Those are all great answers. And those are all marketing strategies. And yet, when most [non-marketing] professionals are asked about marketing, they respond with answers like “email” or “social media” or “advertising.” Those are all marketing tactics.
Strategies are the WHAT. Tactics are the HOW.Continue Reading
October 10, 2023
Here’s why and here’s what to do about it…
The fourth quarter of the year is often a very busy time for our industry as research buyers need to spend their research budgets by December 31st… or risk losing some of those dollars the following year. And as the firms in our industry (MR agencies, panel companies, etc.) get very busy supporting those buyers, they too often ignore other elements of their business… especially marketing. Big mistake. Big. Huge.Continue Reading
June 28, 2023
This is post number 533 on our blog, and with the exception of two guest posts, they’re all mine. And all of them written since I founded Harpeth Marketing in 2012. In those 11+ years, I’ve learned a few things about blogging and content marketing that I thought might be of value…Continue Reading
June 6, 2023
Tactics without a strategy is just ‘noise.’
I’ve been working with a client recently, helping them to create their first-ever marketing plan (yeah, I know, it’s odd timing, but their fiscal year starts in July). As we were getting into it, they said things like “We want to do a quarterly newsletter” and “We want to post on LinkedIn every week.”
To which I responded, “That’s great! Why?”
And I got a blank stare in return. Then I said, “What do you want to post about every week?” The stare continued.Continue Reading
March 29, 2023
I was having a conversation with a client last week – the president and his senior staff. We were talking about their business objectives for the year and the kinds of marketing and sales efforts they would need to achieve them.
As I was laying out a number of strategies and tactics that could help them reach their goals, the president interrupted me, and said, “Steve, don’t tell us what we could be doing… tell us what we should be doing.”Continue Reading
March 21, 2023
Take a look around our industry… most research firms are generalists. They provide a variety of services to a variety of different kinds of clients. In fact, it’s kind of difficult to find one that is legitimately a specialist in any one area.Continue Reading
February 14, 2023
At the Insights Association’s CEO Summit last month, one of the presentations highlighted the results from a survey that the association conducted of its members. And one of the topics was on growing revenue. Ahhh… music to my ears.
In the presentation, they reported on the top three obstacles to growing revenue:
- Getting qualified leads
- Recruiting more effective sales professionals
- The cyclical nature of the seller-door model
And while it’s hard to argue with the results of the survey – and I’m glad to see that these firms recognize these issues – what’s interesting is that I don’t see very much being done to address them!Continue Reading
December 28, 2022
Over the past year, our blog posts were read thousands of times. To all of you who stopped by to take a peek… thank you. We hope you found the articles to be interesting, helpful and maybe even a little inspirational.
Secondly, our blog now houses more than 500 articles on sales and marketing (this is actually #521), all related to growing your business in our industry. And the fact is, if you keep reading them… we’ll keep writing them.Continue Reading