Blog


Nov

12

2013
11 Attributes of Leadership

11 Attributes of Leadership

  “A leader is best when people barely know he exists, when his work is done, his aim fulfilled, they will say: we did it ourselves.” –Lao Tzu Leadership abilities are essential in business, and in most other pursuits in life. Whether you’ve worked for leaders, followers, or not much of either, it seems that these days, leadership shows itself in short supply. While we all...

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Nov

04

2013
Effective Marketing Begins With a Marketing Plan

Effective Marketing Begins With a Marketing Plan

“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”  — Abraham Lincoln Without a doubt, the success of an endeavor lies in its diligent and thoughtful preparation. And when I’m asked by business owners to name the one marketing activity that’s essential when developing or expanding their businesses, I tell them to develop a marketing plan....

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Oct

21

2013
Fortify Your Conference Strategy

Fortify Your Conference Strategy

  Fall means conferences. For more than a few of us, conferences land somewhere between mediocre expectations and impending doom. Conferences are expensive, and many complain – and rightly so — that it’s difficult to get a firm grasp on ROI. But with planning and a strong adherence to an overall integrated methodology, you can build a conference strategy that’s an important part of your...

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Oct

10

2013
Unchain Your Content Marketing

Unchain Your Content Marketing

You’ve spent the past few months creating top-notch marketing content. A series of amazing, eye-popping videos; phenomenal white-papers endorsed by the leading authorities in your industry. Take a bow, and pat yourself on the back. But wait! All of that great content gets locked away in solitary confinement in the deepest recesses of your website, never to be heard, seen, or found. Uh-oh. It’s not...

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Sep

26

2013
Find all numbers, and analyze them.

Analyze This: Why Marketing Analytics are Essential to Your K-12 Program

When marketing, you can’t measure and analyze everything. But that shouldn’t keep you from trying, since the benefits that result can be truly astounding. Smart and successful companies understand that analytics are a key component in transforming a budget item from an expenditure into an investment. But some stop short of practicing that thinking when it comes to marketing, thinking perhaps that it’s not worth...

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Sep

09

2013
Your website is among your most important marketing tools.

Optimize your K-12 Website for Success

A decade or so ago, if your K-12 website told the story of your product or service, your marketing was on the right track. Now, if your website is configured to showcase what you’re all about, then you’re derailed. That’s because our competitive marketplace demands more than a capabilities presentation. Your prospective customers want you – as a provider – to demonstrate that you understand...

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Sep

06

2013
Change is good.

Embrace Change and Thrive

“To improve is to change; to be perfect is to change often.” — Winston Churchill In nearly everything that we do in our businesses, the methodologies that yield success are different than they were two, five, ten years ago. So when it comes to marketing your business, if you’re doing the same things as a couple of years back, you’re running on the slow track....

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Sep

02

2013
Success!  Now let's go to the beach!*

Tell Your Success Stories

Without a doubt, success stories sell. A number of years back at an educational technology company where I handled marketing, a very bright, very ambitious young sales rep closed a single, multi-million dollar megadeal that catapulted the company’s expected revenue into another sphere. When I asked him what the secret weapon was that he used to secure the fantastic deal he crafted, he summed it up...

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Aug

26

2013
Content Marketing for K-12 Education

Content Marketing for K-12 Education

Content marketing has long been a part of the K-12 mix – certainly before the phrase “content marketing” became an often-used buzzword. But should content marketing for K-12 reach beyond white papers and success stories and delve into more consumer-oriented CM tactics? Content marketing for K-12 ed has traditionally been more about showing authority and leadership than discoverability. Generally, we design our content for deployment...

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Aug

20

2013
Note to sales: You are not alone.

Let Marketing Help Unleash Your Sales Force

If your sales force isn’t focusing their time on building great relationships with decision-makers and influencers, then they’re not performing to potential. And your organization isn’t getting the results it needs to thrive. Sales organizations can get bogged down with writing emails, creating their own collateral, deploying invitations, devising their own custom presentations, and activities that have more to do with message preparation and delivery...

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