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2408, 2020

How to Communicate To Your Customers During COVID-19

By |August 24th, 2020|Categories: Communications|Tags: , |

Understanding the Marketing Control Process The Covid-19 pandemic caught many businesses, specifically B2B firms, unprepared to manage a crisis of its magnitude. Managing supply chain challenges, customer support, and customer communication proved toilsome, especially for businesses without a crisis communication plan. Because of the lack of preparedness, many B2B firms found that their customers were switching to other suppliers for various reasons due to [...]

608, 2020

How to Write a Better Company Mission Statement

By |August 6th, 2020|Categories: Strategic Marketing|Tags: |

What is a Company Mission Statement? Organizations with a clear strategic focus have written mission and vision statements. A company mission statement communicates — most often in writing — the firm's reason for existing; it defines your organization's values and governing principles. The mission statement explains how the organization aims to serve its stakeholders, such as customers, employees, shareholders, and the community. Organizations with a communicated mission and [...]

1707, 2020

Top Reasons Why B2B Buyers are Switching from Their Suppliers During COVID-19

By |July 17th, 2020|Categories: B2B Industry Outlook|Tags: |

According to eMarketer, B2B buyers are switching from their current suppliers to new suppliers amid COVID-19. The top reason for the switch is that existing suppliers are unable to offer delivery. The pandemic has placed a strain not only on suppliers but on the supply chain as well.  Other reasons B2B customers switched suppliers include the supplier is out of stock; their existing supplier cannot offer online ordering and [...]

1507, 2020

Sales Analysis – Annual Plan Control

By |July 15th, 2020|Categories: Marketing Control Tools|Tags: , |

Sales Analysis In the article titled The Marketing Control Process for your Business – Explained, we outline what marketing controls are:  "Marketing control is a process where company management or executives analyze and assess their marketing activities and programs." The marketing control process includes four types of marketing control, they are, Annual plan control Profitability control Efficiency control  Strategic control  This post focuses on the sales analysis part of the [...]

1007, 2020

Does Your B2B Company Measure up to Marketing Excellence?

By |July 10th, 2020|Categories: Strategic Marketing|

Marketing in many B2B firms is often lackadaisical at best. However, B2B marketing does not and should not be halfhearted, especially in today's digital, customer-driven marketing environment. B2B companies that achieve marketing excellence are better positioned to outperform competitors because they put customers first, create strategic alliances, and are value and outcome-driven. “Because the purpose of business is to create a customer, the business enterprise has two–and only [...]

807, 2020

The Marketing Control Process for your Business – Explained

By |July 8th, 2020|Categories: Strategic Marketing|Tags: |

Audio version for "The Marketing Control Process for your Business – Explained" Understanding the Marketing Control Process If you are like most small to mid-sized businesses, marketing your company probably includes a basic marketing plan, most likely not written down. You probably have some marketing collateral (brochures) to leave with customers, a website, a social media presence that gets occasional attention, and a sales [...]




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