At Studio/D, we love diving into the uniqueness of B2B sales and marketing; the things that challenge, confound and reward our manufacturer clients in ways you don’t see in the consumer world. Case in point: DMUs, or Decision-Making Units. Philip Kotler, marketing author, consultant, and professor at the Kellogg School of Management at Northwestern University, defines DMUs as a collection …
The pace of change throughout the communications industry has only intensified over the past several years. To help you ramp up for 2020, Studio/D identified six key communication trends, together with a game plan for how to leverage each to your advantage. Just being heard will be difficult. In 2020, we will experience a national fall election, plus other unique events such as the Summer Olympics, …
Studio/D’s “Shop Talk” column examines how communication strategies should bridge across sales and marketing functions, providing tangible benefits to each while providing maximum impact to your organization.
Most manufacturing-based companies emphasize sales efforts over marketing communications, and in doing so, they unknowingly cap their sales growth opportunity. This emphasis probably results from being more familiar with sales processes than communication strategy, and while deemphasizing marketing communications is unintended, its minimized role hinders revenue growth over what is typically a long sales process. See if this captures your …
If we were to ignore problems caused by poor leadership, bad financial management, and inferior products/services, most other business problems are marketing-related. Each of these mistakes take an incremental toll on a company’s success and can make the difference between an awful year and a record-breaking year. Your path to success isn’t clearly understood – Ask key employees to express your …
As a leading full-service agency, we’re constantly asked by our clients to provide more. More followers, more leads, more applicants, more conversions, more renewals, more sales. Then, once we accomplish those tasks, we’re asked for more again. I’m certainly not faulting our clients for this – they’re all driven leaders, and that’s our task as leaders – to continuously improve. Our team at Studio/D …
In this new year, some companies will succeed and grow, while others will flounder and shrink. The difference between success and failure is often a factor of the company’s leadership, vision and drive. Certainly, there are real tangible issues that companies must address to grow, but there are also less tangible issues that can hold leaders back. “Fear of Success” …
People are a lot like water, they’re always looking for the path of least resistance, and marketing trends are no different. There’s an evolution that’s natural and easy to identify if you look for the indicators. Whether it’s better societally is debatable. But one thing’s for sure, it’s always easier. Historically, companies like Ford, Microsoft, and Amazon have become the …
Remember the song, “United Breaks Guitars” from back in 2009? A performer wrote the song after seeing his guitar being manhandled by United baggage attendants. The song attained 17 million YouTube views. How about this spring when United Airlines forcibly removed Dr. David Dao from a flight? A photo of the bleeding doctor being dragged down the airplane aisle by …
When was the last time anyone applauded in your workplace? And not following a CEO speech. If you can’t remember, you’ll want to keep reading. In a perfect world, employees at every level in a company are motivated to do a great job. They encourage others in their tasks, are happy to be at work, and they embrace the corporate …
