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The Genesis of Strategic Marketing-Tier II Marketing (Part II)
Where the previous article explored key performance indicators, market research, customer segmentation, and positioning, this article describes the remaining characteristics of the organization engaging in Tier II marketing. The remaining characteristics include marketing strategy drives tools, touch point integration, performance measurement, and marketing mapped to the sales process.
Marketing Losing its Mojo? Not So Fast
Marketing analytics, market research, and innovative marketing tools (when used properly) can not only help an organization achieve its marketing and organizational objectives, but it can also help the marketer or CMO be more creative in his/her marketing efforts. When used properly, marketing creativity does not need to suffer from a CMO's focus on analytics and innovative tools (i.e. social media). Rather, the marketing analytics and tools will empower the CMO to be both more creative and more successful at achieving both marketing and organizational objectives.
Give Clients What They Really Want
Build real personal relationships with your clients--so they'll reveal to you what they really want, what could really drive their decision but can't be written in an RFP.
Fundamentals First
Here are some fundamental marketing rules for living life in the slow (but safe) lane:

Designing Marketing Collateral Material for the Real Decision Maker
5 Marketing Tips To Consider For The Real DMD: Do you know who really makes the final decision to purchase your products or services? It is often not the person that you are led to believe is the buyer.

Use Customer Testimonials to Increase Web Sales
I've got to warn you – you're about to read about the pot calling the kettle black. That's because with each and every coaching client I have, I always discuss the creation of a testimonial capturing system. And yet I am woefully inept at using testimonials myself. Because I have non-disclosure agreements with most of my clients, I'm often hesitant to ask for testimonials. But I'm leaving a huge opportunity on the table.
Design on a Shoestring
As a marketing professional you will be not surprised to read that I am, well at least partially, obsessed with design. Yes, I like to have things looking right and in place. However, does ‘looking good’ make a real difference to bottom line results? When I started the Next Marketing business I was convinced first hand.

Three is Marketing's Magic Number
When you overload your audience with too many messages, you risk not communicating at all.
7 Deadly Sins—Don't Kill Your Business with These Marketing Material Mistakes
When it comes to marketing your business it is important to make a good first, second, and lasting impression. Learn about 7 deadly sins that you need to avoid like the plague when creating your marketing materials.
Best Practices for Using Testimonials
How to get and use great testimonials
Seven Ways to Leverage Your Happy Customers
A satisfied customer, they say, is a company's best advertisement. But advertising only works if people see it. So, how can you make sure you take advantage of your satisfied customers and leverage them to grow your business?

The Sum of the Whole: Part 2
Learn how to integrate professional design elements and techniques into your brand identity and marketing materials with these 5 easy to use tips.
Catalog Design - Using Product Placement and Page Layout to Maximize Sales and Catalog ROI
A catalog is a highly specialized marketing collateral piece that, when designed and produced correctly, will drive customers to complete their purchase with your company over other alternatives. By presenting a tempting display of appealing products in a clear, carefully considered fashion, your catalog can become one of the most powerful calls to action in your sales arsenal - particularly when paired with a niche marketing strategy.
Social Media Marketing For Small Business
Where does social media – networking sites, forums, blogs, wikis and the like, fit with your overall marketing strategy? Social media does not replace all of your other marketing – it just changes the mix. When I look at a company's marketing I categorise it into two main areas – Online and Offline. I then break these down into further categories.

The Business Development Tactics that Get the Most “Bang for the Buck” for Coaches, Consultants, and Business Advisors
This article examines the various business development tactics at the professional’s disposal, organized by how much they cost, and how much they get back for you.

Eight fatal marketing mistakes that coaches and consultants make
This article describes how to avoid eight serious yet common business development errors made by coaches and consultants.
7 Ways Your Marketing Can Help You Increase Sales
Do the elements of your marketing plan complement each other to maximize sales?

Other marketing collateral Related Articles

Success: The Collaborative Win
For some people, success is everything. Winning at all costs is the name of the game. Collateral damage is calculated. If someone is hurt in the process it’s unfortunate, but that’s the way it is. You will hear leaders say things like, “You are either with me or against me.” There is no middle ground. Some people call these leaders good business people. Others call them short sighted. Loyal followers abandon ship when it is clear the collateral damage includes them or when their personal values and integrity collide with business practices as usual. Is there a better way? This article looks at success from a collaborative perspective where winning strikes an effective balance between how work is done and the people who acieve it.

Developing Sales & Marketing Materials for Overseas
You’ve selected a target market overseas, and found a distribution partner, who has now asked you for some sales collateral materials to help him or her market your product or service successfully. As you put together your brochures and sales sheets, you’ll want to keep a few things in mind to ensure that your printed marketing materials are culturally and linguistically correct.
Need a Bank Line of Credit Use a Bank Guarantee BG Program
A bank line of credit is a flexible lending option that can bend to fit the needs of virtually any individual or business. Banks tend to specialize in extending lines of credit, however these are usually home equity lines of credit. This means in order to qualify, an applicant must show some from of guarantee collateral, but also sufficient. Subsequently, this BG is also a form of collateral, and the loan becomes secured on the BG.
Catalog Design - Using Product Placement and Page Layout to Maximize Sales and Catalog ROI
A catalog is a highly specialized marketing collateral piece that, when designed and produced correctly, will drive customers to complete their purchase with your company over other alternatives. By presenting a tempting display of appealing products in a clear, carefully considered fashion, your catalog can become one of the most powerful calls to action in your sales arsenal - particularly when paired with a niche marketing strategy.
The Sum of the Whole: Part I
Did you know that your marketing materials talk about you behind your back? In the business world our reputations mean the world to us and part of that is how we are perceived by the outside world. What does your visual identity (logo, stationery, collateral etc.) say about you and your business? Learn insider tips on how to tap into the power of marketing and graphic design to create more professional collateral materials to represent your business properly and to help your business be more memorable.
Communicating Your Corporate Sustainability Strategy
As more companies publicly disclose their corporate social responsibility and sustainability efforts in annual reports, press releases, investor presentations and marketing collateral it will be crucial for good communications. There is a risk of under-and-over stating your sustainability story to the public. Increasingly the general public and all stakeholders are becoming more educated on best practices in corporate governance, social responsibility, environmental management, and sustainable business models and practices.

Real Estate Backed Financing
Many private investors or alternative lenders will issue financing without any security or collateral, justified through risk mitigation of higher interest rates. However, collateral is not ruled out altogether in alternative financing. On the contrary, many alternative financing options include collateral to strengthen the deal and increase the loan amount. Real estate backed loans are among the greatest in volume and figures, having real estate to use as collateral has many advantages and its own set of limitations.
How Can Working Capital Financing Help You and Your Business?
There are many different options from the traditional loan through the bank to a Small Business Cash Advance. If you have paid cash for equipment but now need that cash back, you may also qualify for a Sale Leaseback. You may even obtain a Collateral Loan for your Working Capital Financing needs if you have the collateral.
Collateral Loans
Collateral Loans, what are they? A collateral loan is simply borrowing money, while pledging something that you already own as collateral.
The Small Business Underdog: How to go head to head with the big dogs of business.
The big corporations of the world seem to have endless resources to force smaller companies into submission. They have in-house marketing teams and hire advertising agencies to create marketing collateral, websites, messaging, advertising, direct mail, and email campaigns. They test and retest, conduct quantitative analysis to measure market share, develop new creative messaging, focus on brand development, and more! Small firms, for the most part, have none of these things. So how can small businesses possibly compete, and more importantly, survive, and get the word out? Is it a losing battle from the beginning?

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