Fractional CMO & Marketing Newsletter – September 2022

Maintain Your Most Important Marketing Asset An asset is a thing of value, and often highly guarded and regarded. In business, assets are expected to pay dividends in a form of return on investment (ROI). Most assets require care and maintenance to keep them in good...

Fractional CMO & Marketing Newsletter – July 2022

ABM – The Ultimate Collaboration Between Marketing & Sales Account-Based Marketing, or ABM, has gained popularity over the past few years in B2B (Business-to-Business) marketing efforts. In practice, it is not a new concept, and many companies have been engaged in...

Fractional CMO & Marketing Newsletter – June 2022

Triggers and The Buyer’s Journey A few years back, I wrote about the process that leads to the buying decision from the seller’s point of view. This is often called the ‘Sales Funnel’ and it was conceptualized in 1898 by E. St. Elmo Lewis. In my article, I argued that...

Fractional CMO & Marketing Newsletter – May 2022

Who Wants to Buy My Widgets? We all wish we could sell our ‘widgets’ – whatever it is that we offer – to everyone in our respective markets. For most small and medium-sized companies, this wish is impossible to achieve because going after every potential...

Fractional CMO & Marketing Newsletter – April 2022

Is Email Marketing Still A “Thing”? Recent studies have shown that email marketing is still the primary method used by marketers to promote brands and products, especially in B2B marketing. This is not to say that the pursuit of other efforts as part of the marketing...

Fractional CMO & Marketing Newsletter – March 2022

‘Spinach Marketing’ & The Voice of Customers It is our responsibility – as business owners and managers, and especially those of us in the marketing discipline – to offer our customers what they need. Sometimes, however, we get caught up in our own ‘worlds’ and we...