Marketing strategy · page 2

Articles

• Video Production Companies: 18 Options Compared

  Compare 18 video production companies for brand, B2B and social work, with published prices, delivery terms and questions to settle before commissioning.

  Shortlist · 18 companiesJan 15, 2025

• CPG Industry Statistics: Growth, Challenges and Outlook

  Sourced CPG industry statistics for brand leaders: U.S. industry size, 2026 growth and volume, store brands, e-commerce and commerce media, each dated.

  Data roundupJan 6, 2025

• Paid vs. Earned Media: Differences and When to Use Each

  Paid media buys reach you control; earned media is coverage others choose to give. Compare them, see the types of earned media and how to measure it.

  ComparisonOct 25, 2024

• Revenue Operations Consultants: 8 RevOps Firms Compared

  Compare eight RevOps consulting firms by how they work and the proof and prices they publish, and learn what to settle before you hire a consultant.

  Shortlist · 8 companiesAug 2, 2024

• Panel Recruitment Services: 9 Providers Compared

  Compare nine panel recruitment services and survey panel providers by the kind of study they suit, the proof they publish and the prices some list.

  Shortlist · 9 companiesJul 8, 2024

• Thought Leadership Agencies: 25 Firms Compared

  Compare 25 thought leadership agencies for research reports, executive PR and content, with each firm's published proof and, where shown, its prices.

  Shortlist · 25 companiesJun 3, 2024

• B2B Content Marketing Agencies: How to Choose One

  Decide whether to outsource B2B or SaaS content marketing, what to test before you sign, and compare 15 content agencies by focus, proof and pricing.

  Shortlist · 15 companiesOct 15, 2021

• 14 B2B Lead Generation Agencies to Compare

  Compare 14 B2B lead generation agencies by service, buyer fit and published terms. Learn what to ask about qualified meetings, fees and the sales handoff.

  Shortlist · 14 companiesJul 6, 2021

• How to Design an Amazing Customer Experience

  My April 2020 method for designing a service's client experience: map every touch point in the first 90 days, then fix them, with Content Allies' revamp.

  EssayApr 28, 2020

• How to Nail Your Value Proposition & Avoid Common Mistakes

  My April 2019 essay on how I set Lead Cookie's value proposition: the "can you become #1 in your niche" test, three ways to niche and tips to refine it.

  EssayApr 30, 2019

• What is buyer awareness? Four stages and how to use them

  Buyer awareness is how much a buyer knows about their problem, the solutions and you. The four stages, two real examples and how to match copy and tactics.

  ExplainerOct 22, 2018

• Why your marketing isn’t working (Intro to the 3 M’s)

  When marketing fails, check the message, market and medium, starting with the value proposition: my 2018 essay on the Three M's, with Lead Cookie cases.

  EssayFeb 14, 2018

• LinkedIn Lead Generation: My Outreach Playbook, Updated

  My LinkedIn outreach playbook from Lead Cookie, updated for LinkedIn's current limits and rules, and how to choose between running it and hiring a service.

  Practical guideOct 10, 2017

• How to Shorten Sales Cycles with an Entry-Level Offer

  My June 2016 account of swapping free calls and custom proposals for a paid discovery offer, why my first version failed some clients and what I changed.

  EssayJun 6, 2016

• How to Create an Effective Sales and Marketing Strategy

  Build a sales and marketing strategy in five steps, then choose channels to test. Includes objectives, assets, feedback and a one-page execution template.

  Practical guideDec 9, 2015

• Why every agency should have a dream client campaign

  My 2015 essay on dream client campaigns: why a short list of best buyers beats a wide net, and the four steps my video agency used with top event planners.

  EssayNov 19, 2015

• Cold emailing: how I closed $12,030, updated for today

  How cold email closed $12,030 in my first seven months freelancing, step by step, updated for today's sender rules, anti-spam laws and open tracking.

  EssayJul 9, 2014

• Three mistakes I made early in my creative career

  My April 2014 essay on three mistakes from launching my consulting practice: a niche I didn't enjoy, sales instead of marketing, and two brands.

  EssayApr 17, 2014