Why Tactics Not Anchored In Strategy Are Simply Wishful Thinking

Ilene Rosenthal, CEO

Let’s face it, strategy is often used interchangeably with tactics; with the “stuff” of marketing. 

You’d think that having a strategy would be central to B2B business planning. But remarkably, that’s not always the case. We often hear that businesses want to forgo the strategic process because they have to focus on revenue.

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Topics: marketing strategy

Marketing Strategy Kick-Off: Defining Goals And Mapping Customer Journeys

Bari Cener, Director of Client Services

Very few people have the luxury of being a totally free spirit… although wouldn’t that be fun? Most of us need structure and planning to get through the day—and to be able to (hopefully) cross a ton of stuff off the always-growing to-do list.

In marketing, building structure and strategy isn’t a fully linear process (as much as we’d like that to be true). Things come up that force reassessment, redirection. That said, there are key steps that can help make creating strategy a more efficient and effective exercise.

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Topics: marketing strategy

Power Of Pricing: Reduce The Mystery Around Money

Ilene Rosenthal, CEO

At WSMG, we are a mixed marriage. Some believe we should state our pricing up front during introductory conversations, maybe even on a website or in other marketing materials. Others say wait for conversations to develop further down the process.

This is a conundrum when your service or product offerings are customized on a case-by-case basis. We don’t offer one-size-fits-all services. In fact, customized plans and programs are our sweet spot.

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Topics: marketing strategy

As 2020 Approaches, Don’t Make This Marketing Mistake

Ilene Rosenthal, CEO

With Labor Day behind us and Q4 looming in the too-near future, we tend to say, “It’s that time of year again.” The time when companies take a sobering look back at the year-to-date and begin to think about the year-to-come.

Since I’ve spent my work-life believing in the power of marketing, this is the toughest season. Questions arise. Was it worth it to spend cash on paid channels? Was the organic awareness-generating effort worth the elbow grease? Do we have the right people-power in place to bring ideas into action, and action into results?

It’s overwhelming to say the least. We know. We are there too.

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Topics: marketing strategy

The Separation Of Church And State In Healthcare Marketing

Ilene Rosenthal, CEO

Separation of church and state is good in politics and publishing, but not in healthcare.

So often, healthcare organizations keep patient and professional engagement activity divided by a whale-sized moat. Most of the time, separate marketing teams run different patient and physician programs. 

While it makes sense to approach subject matter distribution channels differently, this doesn’t mean the strategic thinking should be limited to a view from one audience’s perspective. The perspective, in fact, should be that of the brand.

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Topics: marketing strategy

Name This Generation! (Or, Don’t)

Ilene Rosenthal, CEO

Middle Child. Latchkey. Sandwich. Boomerang. MTV.

For a group that reportedly hates to be labeled, Gen X has had its share. They’d rather be known for their accomplishments, of which there are many.

Gen-Xers are ambitious innovators and entrepreneurs, having paved the way for advances in science, technology, and manufacturing—all this, in spite of the traumatic events that shaped them (think: Challenger explosion, Rodney King, AIDS epidemic, Vietnam fallout).

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Topics: marketing strategy

Why Are Marketing Decisions So Hard To Make?

Ilene Rosenthal, CEO

If marketing is so simple, why are marketing decisions so hard to make?

Creating a viable communications plan requires strategy—that fuzzy word that conjures up images of a 40-page PowerPoint deck, which ultimately ends up just sitting on a shelf. But, in its best application, strategy is the grease that puts goals into action.

Creating strategy is especially important when introducing a new channel or tactic in your marketing efforts. Without clearly identifying the action you expect, and the impact you hope it will have, a tactic is just a shot in the dark.

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Topics: marketing strategy

Gratitude: Our Most Underutilized Skill

Ilene Rosenthal, CEO

I confess: I’ve been reading Brené Brown on gratitude.

To give a little background, Dr. Brene Brown is a research professor at the University of Houston where she holds the Huffington Foundation–Brené Brown Endowed Chair at the Graduate College of Social Work. Per her bio, “She has spent the past 16 years studying courage, vulnerability, shame, and empathy and is the author of five New York Times bestsellers. Her TED talk—The Power of Vulnerability—is one of the top five most-viewed TED talks in the world, with more than thirty-five million views.”

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Topics: marketing strategy

Heading Into Next Year With 2020 Vision

Ilene Rosenthal, CEO

There are 12 weeks left before Thanksgiving. That’s the nominal end of 2019. What does that mean for you?

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Topics: marketing strategy

B2B Marketers: Don’t Make Your Buyers Work So Hard

Ilene Rosenthal, CEO

Complex businesses with multiple product offerings and audiences often lead us down the road to convoluted websites, multi-pronged sales processes, confusing messaging, and bored-to-death email campaigns.

And if we can’t figure it out, how do we expect our customers to?

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Topics: marketing strategy

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