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Archive for the ‘Marketing plans’ Category

Better Marketing: 13 Quotes to Inspire Your Thinking

Posted by advantagemarketing on July 24, 2015

marketing quotes to inspire

Let these 13 quotes inspire you to update and improve your marketing program.

Summer’s slower days are a good time to get inspired to revise and refocus your company’s marketing. Here are a baker’s dozen of quotes to help get your creative marketing juices flowing – even as you’re sipping mai tai’s on the beach.

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. – Peter Drucker

Word of mouth is the most valuable form of marketing, but you can’t buy it. You can only deliver it. And you have to really deliver.  – G-Eazy

Marketing is too important to be left to the marketing department. – David Packard

Money coming in says I’ve made the right marketing decisions.  – Adam Osborne

There was a period of time in America where the advertising world actually went to the housewives of America and had them write jingles that would appeal to them. It was actually brilliant marketing. – Julianne Moore

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. – David Ogilvy

When I meet with the founders of a new company, my advice is almost always, ‘Do fewer things.’ It’s true of partnerships, marketing opportunities, anything that’s taking up your time. The vast majority of things are distractions, and very few really matter to your success. – Evan Williams

For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling. – Simon Mainwaring

In marketing I’ve seen only one strategy that can’t miss – and that is to market to your best customers first, your best prospects second and the rest of the world last. – John Romero

Permission marketing turns strangers into friends and friends into loyal customers. It’s not just about entertainment – it’s about education. Permission marketing is curriculum marketing. – Seth Godin

In my first start-up, I had an initial advertising budget of $5 per day total. That would buy us 100 clicks per day. At $5 per day, marketing people scoffed and said that is too small to matter. But if you think about it, to an engineer, 100 real humans everyday giving your product a try means you can really start improving. – Eric Ries

We all have jobs in our lives that we must get done. We reach out and bring products into our lives to get these jobs done. Marketing is all about asking, ‘What job is the customer trying to accomplish?’ – Clayton Christensen

The dream for many millennial women is to make a difference as social or political entrepreneurs. They are using the social media and marketing tools they have mastered to empower less fortunate women and direct them onto career tracks that women have traditionally avoided, like science and technology. – Gail Sheehy

Share your favorite marketing quote.


Posted in Business, Marketing, Marketing plans, Marketing Strategy, small business, Thought leadership, Traditional marketing, Word of mouth marketing | Tagged: , , , , , , , , , | 2 Comments »

New RESULTS! Book Delivers Solutions to Drive Business Success

Posted by advantagemarketing on May 22, 2015


Check out my new book, which was written to help business owners achieve lasting, high impact RESULTS! in their businesses.

Are you ready to see RESULTS! in your business?

If you believe, as I do, that our thoughts create our reality, then you want to read my latest book. I’ve partnered with 16 other smart-cookie business professionals to participate in an anthology book project called RESULTS! Impactful Solutions to Drive Business.

The book is designed to help entrepreneurs and small business owners gain the information they need to have a successful business and see RESULTS! All of the expert authors have been through the same struggles as you but have come out on top with thriving, successful businesses and now we want to share that information with you!

In my section, Build a Better Marketing Plan, I zero in on the five simple rules for building a marketing plan and the seven marketing plan must-haves.

As my friend and client Don McDermott told me, “If I have a marketing plan in place, I don’t have to think, I just have to DO.”

Other chapters in the book will help you focus on
• Seven steps to living as a confident entrepreneur
• How to transform your leadership to grow your business
• Power dressing techniques so that you can look as smart as you are
• How a virtual assistant can benefit your business
• And much more!

RESULTS! is available in both Kindle and paperback versions on

You can also follow my RESULTS! book journey on Facebook.

Follow the whole RESULTS! gang on Twitter – track us with the hashtag #RESULTS!

Leave a comment and let me know how you are getting RESULTS!

Posted in Book marketing, brand building, Business, content marketing, Email marketing, Entrepreneur, Facebook, lead generation, Marketing, Marketing plans, Marketing Strategy, small business, Traditional marketing, Using books to market your firm, Word of mouth marketing | Tagged: , , , , , , , , , | Leave a Comment »

Whole-Brained Approach to Marketing Is Most Valuable

Posted by advantagemarketing on December 2, 2014


Today, you need both creative and analytical/technical components to your marketing plan, if you expect to be successful in engaging customers.

By guest blogger Laura Carter

When we think about marketing, we most often think of creativity, innovation, and visual appeal, traits that typically come from so-called “right-brained” thinkers. However, a new trend is taking over, where “left-brained” or analytical thinking is just as valued and respected in the marketing world.

The main goals for marketing have always been to understand the customer and then guide him or her towards a purchase. The path that a buyer takes to that purchase has evolved over the years. According to the CEB Marketing Leadership Council, customers now progress nearly 60% of the way through the purchase decision-making process before actually engaging a sales rep. This places a heavy burden on marketers to deliver value and education early on in the buying process.

As a result of changing buying styles, businesses must embrace the role of technology in their marketing strategies. If you expect to reach and engage customers today, your marketing strategy must employ both analytic/technical and creative strategies. In other words, you need to have both geeks and creative types contribute to your marketing.

Those who don’t include technology and analytics will surely be left behind, if they haven’t been already.   Spending in this arena has already increased and is still on the rise. In fact, Laura McLellan of Gartner predicts that by 2017, CMOs will spend more on IT than CIOs.

The best companies must know how to generate interest using technology and turn that into actual revenue. They also must realize that their products and brand need to have a broad appeal that comes from a full right and left brain marketing approach.

With more money being invested in marketing technology, businesses want to see that they are actually getting a return on their investment. This often requires a more refined approach to analytics than what we have seen in the past. Modern marketers need to constantly monitor these analytics to know which areas to focus on and which areas to drop.

Marketers are not only expected to provide good marketing skills, but must also be able to track results with accurate analytics. They must also be able to merge fine details with creativity, analytics with the abstract, and logic with imagination to capture market share.

What marketing strategy do you use for your business? Is it a left-brained, right-brained, or whole-brained approach?

Posted in B2B marketing, Business, content marketing, lead generation, Marketing, Marketing automation, Marketing plans, Marketing Strategy, Marketing Trends, Social media marketing | Tagged: , , , , , , , , , , | Leave a Comment »

How to Become the Expert People Want to Hire

Posted by advantagemarketing on October 7, 2014

content marketing

Your prospects will stick around when you give them the information resources they need to solve problems

Prospects Can’t Resist Sticky Content

When you give your prospects information that guides them to a problem solution – that’s sticky content!

When you use sticky content effectively, you become the expert people want to hire.

The Sticky Content Plan can help small businesses, consulting firms, and professional service firms build the information resources that bring customers to your door!

You get:

  • A 3-month content plan to rev up your sticky content creation
  • An analysis and suggested improvements for the “stickiness” of your website and two social media accounts.
  • An evaluation of your company’s brand messaging – does it compel people to stick around (and hire you)?

A $1,500 Value – Only $999!

Get Your Sticky Content Plan

Posted in B2B marketing, Business, content marketing, lead generation, Marketing, Marketing plans, Marketing Strategy, Professional service firm marketing, small business, Thought leadership | Tagged: , , , , , , , , , | Leave a Comment »

How Can Your Small Business Benefit From Pinterest?

Posted by advantagemarketing on March 18, 2014

PinterestBy guest blogger Laura Carter

So what exactly is Pinterest, how does it work, and why is it important to your small business? According to the insight firm Semiocast, Pinterest now has over 70 million registered users, 70% of which are active users in the U.S.  These numbers have helped Pinterest join the likes of Twitter, Google, and Facebook in becoming a major player in the social media market.

The content on Pinterest has grown tremendously over the past year and is no longer just recipes and do-it-yourself projects. Large and small businesses alike are realizing that it is a valuable tool for promoting business and driving sales.  In fact, studies have shown that Pinterest is responsible for over 41% of e-commerce traffic from social networking sites.

How does Pinterest work?

Pinterest differs from other platforms such as Facebook and Twitter, in that it is primarily an image-based social media platform. It is a collection of your favorite images, quotes, products, recipes, and more that you “pin” to a virtual pin board and can reference at any time. When you use Pinterest for your small business,  you can pin your awards, project photos, books, sales notices,  or products for everyone to see.

Here are some tips to get you started:

Keep Boards Neat and Organized

It is crucial to pin dynamic, visually appealing photos that are high quality, colorful and relevant to your business. These images also need to be organized into specific boards. For example, if you are an architect,, you should have one board for homes you’ve designed, one for commercial buildings, and so on. Be sure to add links in the descriptions of pins and use hashtags to increase visibility. Choose eye-catching images for board covers that are representative of the pins on that particular board. Take the time to build up your page and choose pictures that inspire you and contribute to the overall authenticity of your page.

Make Your Website Pin Friendly

If your business already sees significant traffic, increase your Pinterest audience by making it pin friendly. Add “Pin It” buttons to all of your content. Doing this makes it easier for visitors to pin your pages and share them with their friends.

If you want to increase your website traffic, Pinterest can be a powerful way to direct new visitors to your site.  Have Pinterest-friendly, hyperlinked content on your boards to lead viewers from Pinterest back to your website.

Engagement Is Key  

As with all social media, engagement is important. Take the time to curate and pin images that are relevant. Follow “Pinterest etiquette” and don’t pin too much all at once since this will clog your followers’ feed and look insincere. Instead, try pinning images twice a day. Morning (10-11a.m.) and late evening (9p.m.-midnight) seem to be the best times for the majority of brands to pin.

Get active in the community and like, comment, and re-pin others’ content. Also answer questions and comments that others leave on your boards.  This will create a sense of genuine networking and will help build relationships with current and prospective customers.

With its own spin on social networking, and the advances and changes made to accommodate business accounts in 2013, Pinterest is proving successful for many small businesses.

Let us know how Pinterest is working for you by posting a comment in the Comments section.

Posted in Business, lead generation, Marketing, Marketing plans, Marketing Strategy, Pinterest, small business, Social media marketing | Tagged: , , , , , , , , , , | Leave a Comment »

Here’s How to Grow in 2014

Posted by advantagemarketing on January 6, 2014

Marketing in 2014

Here are some tips to help you stick to your marketing plan and grow your company in 2014.

Don’t ring in the New Year without a marketing plan in place that will help you grow your company. At Advantage Marketing, we’ve been working with clients who are deep into planning for 2014. Here’s some of the advice we’re sharing with them so that they stay on track:

Don’t look for quick fixes. First and foremost, recognize that growth doesn’t come from quick fixes. You’re better off relying on tested and effective marketing tactics to put prospects in your pipeline. For example, one of our clients is planning quarterly sales and marketing campaigns that include direct mail blasts plus email and phone follow-up with prospects. Such an organized, methodical approach is going to result in real business growth over the entire year.

Make a real commitment. The marketing and business development efforts you implement will take time and effort and therefore a long-term commitment. We advise our clients that if they are truly committed and stick to their plan, growth WILL happen!

Ask for client input. In the book The Pumpkin Plan, author Mike Michalowicz talks about the “Wish List”.  It’s not your wish list, but your clients’. Mike has a sneakily effective way to tease it out of them: ask your clients questions about the industry not about your company. Wish List questions you can ask include: What is most confusing about my industry? What frustrates you about vendors in my industry? What do you wish we would do differently? Listen closely to the answers and you will identify golden opportunities for your company.

Build on successes. Chip and Dan Heath, authors of Switch: How to Change Things When Change is Hard, say that when it comes to change, we’ll tend to ask, “What’s the problem and how do I fix it?” But often we can benefit more by asking a different question: “What’s working and how can I do more of it?” In other words, we can learn from our own “bright spots.” What bright spots did your marketing have in 2013? How can you build on them?

Focus, focus, focus. As business owners, we multitask way too often, to the point where we may think it’s a luxury to do just one thing at a time. But in reality, you’re not getting more done by trying to switch between tasks frequently. In fact, you’re probably making more mistakes. Studies have estimated that multitasking can cause your productivity to drop by 40%! Instead of driving yourself crazy, set up your day so that you are doing similar tasks at the same time. For instance, set aside time in the morning and afternoon to focus on email. Ignore it the rest of the time, and you will find your productivity increasing and your frustration decreasing.

Don’t spread your efforts too thin. If your company is just starting on social media and you’re updating your website and running email and direct mail campaigns, then adding more marketing tactics – having a booth at the industry’s big trade show, for instance – can actually derail your overall marketing efforts. Wait until you have the website finished and your campaigns are running smoothly before you add one more thing.

 Stay accountable. Track your hits and misses and share them with your team. Brainstorm about why a particular tactic didn’t work, so that you can improve. For instance, if your direct mail or email campaign is not getting a good response, have team members evaluate the campaign’s copy and call-to-action, as well as the mailing lists used. Each of these factors can influence your response rate and can be tweaked or overhauled as necessary for the next campaign.

Celebrate often. All work and no play can lead to a dispirited and unmotivated team. Make a habit of recognizing and celebrating successes both big and small. This goes a long way to keeping your marketing efforts on track and your team motivated to succeed. The rewards don’t have to be huge. One HVAC contractor we know tracks successes on a big blackboard in the break room. It has become a badge of honor among employees to have your name up on that board.

What are you doing to grow your company in 2014? Share it with us in the Comments section below.

Do you need help ramping up your firm’s marketing for growth? Let’s talk! Sign up for a complimentary marketing assessment to get started.

Posted in B2B marketing, Business, Consulting, Email marketing, Marketing, Marketing budget, Marketing plans, Marketing Strategy, Professional service firm marketing, small business, Traditional marketing | Tagged: , , , , , , , | Leave a Comment »

For Best Results, Just Add Video

Posted by advantagemarketing on July 2, 2013

video for small business

Small businesses can boost their lead generation by adding video to their marketing mix – and they don’t need to resort to grumpy cats

My kids are hooked on YouTube. Even my husband is on YouTube almost every night. Turns out my family is not alone. YouTube, the leading Internet-based video distribution platform, gets over 1 billion unique visitors per month.  People are watching a staggering 6 billion hours of YouTube videos every 30 days — which is almost one hour for every person on Earth. Not surprisingly, YouTube reaches more U.S. adults ages 18-34 than any cable network, according to Nielsen ratings, and not all of them are watching Grumpy Cat videos.

Video can be a powerful vehicle for getting a company’s message in front of a receptive audience. But it can be difficult for small business owners to know how to use video effectively.

To learn more about video, I turned to Lisa Marie Latino, executive producer at Long Shot Productions. Her Fairfield, NJ, based company is a full service television production firm that works with corporate and small businesses.

Why should business owners add video to their marketing mix?

Lisa Marie: Video tells a more vibrant story and can bring your message to life. When you use a video clip on your website, for example, your site visitors gets to know your business on a deeper level. People have short attention spans and video gets them to the main point of your story more quickly.

Video is also so much more affordable than putting an ad in a magazine. With video, there’s a more immediate call to action – and people will really take action.

What are some ways businesses are using video today?

Long Shot Productions

Long Shot Productions works with corporate and small businesses to tell their stories through video

Lisa Marie:  I interviewed Kevin Harrington, chairman and founder of TV Goods Inc. – the “As Seen on TV” folks – about how video contributes to business success today. As Kevin says, video gives you the ability to demonstrate the benefits of your product, the before and after, and the customer or expert testimonial. (Lisa’s interview with Kevin is here:

At Long Shot, we’ve done viral marketing videos for clients, plus interviews, product launches, training videos, messages from the CEO, and customer testimonials. I’ve had clients kick off conventions with video. Any marketing campaign can easily have a video component.

I think every company should have a video on their homepage that explains how they help customers. And for all those bios posted on your website, consider adding a video component. Such videos can help your site visitors get to know your company employees in a more personal way.

How can a business owner get a video made?

Lisa Marie: The easiest thing to do is record video with your iPhone or other mobile device. But this isn’t professional and can reflect poorly on your company’s brand image. You wouldn’t publish a poorly worded article, so you shouldn’t produce a low quality video.

You might be tempted to call a local university and ask for a student to do your video. The tradeoff here is that you may get a free or low-cost video, but the student is focused on school and your video is typically not their first priority.

My advice: Invest in getting your video produced professionally. A expert videographer will think critically about your business and knows how to tell a great story with visuals. It’s like the rest of your marketing: you’re better off working with an expert.

What are some tips for creating a video that engages the audience?

Lisa Marie: Start by mapping out your expectations from start to finish. What do you want the video to accomplish? What look and feel do you want the video to have? And so on.

Then you must find a video company that “gets” you. You must have an environment of collaboration, patience and mutual respect with your videographer.

What else makes a successful video? A stellar script. You need to allow time to develop a good script and have a good shoot.  Typically I spend a lot of time coaching clients through script development, and before and during the shoot. I know it can be intimidating to speak on camera. But the beauty of this is it’s not a live event. You can control it – if you mess up, you can always shoot the video again.

What other advice would you give to someone who is considering video?

Lisa Marie: It’s easy to produce a video, but it has to be marketed effectively to produce the results you want. Your marketing team needs to have a plan to promote your video to help people find your company. You have to put your video in front of them; don’t wait for them to come to you!

Your marketers need to focus on social media – Facebook, LinkedIn, Twitter, or wherever your audiences are – to actively promote your video. And share your video content with bloggers – they always need good content.

Have you used video in your company’s marketing mix? Share your experiences in the Comments section.

Posted in B2B marketing, Business, Entrepreneur, Internet business, Marketing, Marketing plans, Marketing Trends, small business, Social media marketing, video | Tagged: , , , , , , , , , | Leave a Comment »

An Update on 7 Marketing Plan Must-Haves: Setting a Realistic Budget

Posted by advantagemarketing on June 20, 2013

setting a marketing budget

Use these investment guidelines to set a marketing budget that will pay off in higher quality leads for your company.

Must-have #7 in the 7 Marketing Plan Must-Haves is the marketing budget. We’re finding, however, that many small business owners are reluctant to set a budget. As a result, they’re taking a haphazard approach to marketing their company, if they’re marketing at all. The result? Their sales reps often have to work harder and longer to close business.

Folks, it’s time to put your big boy/big girl pants on. If you want your company to stand out in a crowded marketplace, you must invest in your marketing and do so consistently over time. And did you know that investing in your company’s brand and thought leadership positioning (often called content marketing) can shorten your sales cycle and reduce selling costs? According to HubSpot, the average cost of a lead generated via content marketing techniques was 60% less ($134 vs. $332) than leads generated through other methods.

These investment guidelines can help you set a realistic marketing budget:

  • According to the Small Business Administration, companies should be investing 7% of their annual revenues in marketing. So for a $1 million company, this means an investment of $70,000 per year.
  • Marketing Sherpa’s survey says smaller companies (<100 employees) are allocating 11% of sales to their marketing budgets.
  • B2B companies should allocate 11% of their revenues to marketing, according to the Chief Marketing Officers Council.
  • Professional service firms typically can invest 5% of revenues each year in their marketing, based on the CMO Council’s research.

The bottom line: Use the guidelines above to set a marketing budget and stick to it! A wise marketing investment will pay off over time with better, more qualified leads and ultimately more business for your company.

Posted in B2B marketing, Business, Marketing, Marketing budget, Marketing plans, small business, Thought leadership, Traditional marketing | Tagged: , , , , , , | Leave a Comment »

7 Marketing Plan Must-Haves

Posted by advantagemarketing on September 20, 2012

7 marketing plan must-haves

Don’t just roll the dice when it comes to your marketing. Put these 7 marketing plan must-haves to work for you.

In last week’s post, I offered my 5 Simple Rules for Building a Marketing Plan for small businesses and professional service firms. This week, I’m sharing the top 7 elements you must include in your written plan, if you expect to be successful.

Must-Have #1: Purpose and goals. Your purpose and goals provide the focus for your marketing efforts. Your goals might include, for instance, building your brand or thought leadership position; reaching out to new prospects; or growing relationships and sales with current customers. Insider tip: The clearer you are on your purpose and goals in your plan, the easier it will be to stop chasing shiny things that don’t pay off with business growth.

Must-Have #2: Target market profile. Not everyone is a good prospect for your product or service. The secret here is to understand your IDEAL CUSTOMERS and what their needs are. When you focus on solving the needs of this specific audience, your opportunities for success will skyrocket.  Read “The Secret to Business Growth: Know Your Ideal Customer” for more insights on targeting your market.

Must-Have #3: Customer benefits.  This marketing plan section discusses what your customer experiences by using your product or service. A key element to include here is how you make your client’s life easier. For instance, if you are an accountant, your detail-oriented bookkeeping services takes burdensome tasks off your client’s to-do list, giving them more time to focus on growing their business. Insider tip: Keep this section of your plan real by including the voice of the customer – quotes and testimonials you’ve gathered from current customers.

Must-Have #4: Product or service offerings. Here’s where you can get really detailed about how you’re going to offer your product or service. As an accountant, for example, you may choose to offer three service levels, from basic bookkeeping at the lowest price point, to full-service accounting at a mid-price point, to the highest priced “CFO-in-a-box” consulting services.

Must-Have #5: Tactics. Start building your tactical plan with three powerful tactics: your core message; attractive offers; and calls to action. Attractive offers can include free or low cost information – such as an ebook or tip sheet – that you plan to share with prospects to help them get to know and trust your expertise. Then as prospects get comfortable with you, you can offer a low-cost product sample, or trial period of service.  Include calls to action at each of these prospect touch points, in which you clearly state what the next step is that the propect can take. Then see 29 marketing tactics to build KNOW, LIKE, TRUST – and TRY for more proven tactics.

Must-Have #6: Marketing calendar. Once you have your tactics lined up, get them on your calendar! Set up monthly and quarterly marketing campaigns in advance, so that when you start to get busy, you don’t have to think, you just have to implement.

Must-Have #7: Budget. A marketing budget is essential to controlling expenses and tracking growth. Start by creating a simple Excel spreadsheet or downloading a marketing budget template so that you can list each tactic and its estimated cost and then track spending. Add it all up, and then take a look at the total. It is not unreasonable to invest up to 15% of sales in your company’s marketing, especially if you are a startup. For more established businesses, 5-8% of sales is the rule of thumb.

A well thought out marketing plan that includes these 7 elements can help your small business or professional service firm achieve the success you and your employees deserve!

Tired of “flying by the seat of your pants” marketing? Take the first step to marketing success by requesting a complimentary marketing assessment  from the experts at Advantage Marketing.

Like what you’re reading? Subscribe and get The Marketing Advantage by email. Just click on the Subscribe today! link in the right sidebar at

Posted in B2B marketing, Business, Marketing, Marketing plans, Marketing Strategy, Professional service firm marketing, Traditional marketing | Tagged: , , , , , | 1 Comment »

5 Simple Rules for Building a Marketing Plan

Posted by advantagemarketing on September 13, 2012

5 marketing plan rules

Follow these 5 simple rules for creating a successful marketing plan

Your marketing plan is the Holy Grail for getting prospects to KNOW, LIKE and TRUST you, and then TRY your product or service. Creating a plan may sound complicated – but don’t panic. These 5 simple rules can help you create one that leads to your marketing success:

Rule #1: Put it in writing. This may be hard – maybe you’d prefer to talk through it instead. In which case, get someone to listen and write while you talk. The point here is – if it’s in writing, you have a clearer picture of what you must do. You will also be more likely to follow through.

Rule #2: Keep it simple. A simple 2-page written plan that is executed with excellence will outperform a detailed, but poorly executed plan every time.

Rule #3: Seek input from others. There are two types of people you must to talk to. First, talk to your best customers – ask them: What made you decide to hire us or buy from us? What is one thing we do better? What could we do better? Would you refer us? This is all important input to your marketing plan. Second, talk to a trusted advisor who knows you – and understands your industry. This is a person who can help you develop and fine-tune your offerings based on the input from your customers.

Rule #4: Schedule your tactics. Set up a marketing calendar and budget so that you know each quarter what you need to get done. Then you don’t have to think – you just have to do.

Rule #5: Execute. Follow the schedule you set up. Professional marketers know that it’s also important for you to evaluate what you did, so that you learn what was effective. Then it is simple to do more of what worked and less of what didn’t.

Don’t miss next week’s post: 7 Marketing Plan Must-Haves

Need help with your marketing? Request a complimentary marketing assessment from the experts at Advantage Marketing. Visit

Like what you’re reading? Subscribe and get The Marketing Advantage by email. Just click on the Subscribe today! link in the right sidebar at

Posted in B2B marketing, Business, Marketing, Marketing plans, Marketing Strategy, small business, Traditional marketing | Tagged: , , , | Leave a Comment »

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