Insights · Topic
Our analysis on marketing strategy
Where the money goes before the tools are chosen. Our analysis on budgets, plans and trade-offs, written from real engagements.
57 insights · In-depth analyses and short notes
Insights by theme
Grouped by theme, in reading order: the article that lays the groundwork comes first.
Platform and Shopify3
Cart, checkout and loyalty2
Marketing budget and plan7
- Marketing budget and plan: the benchmark figures and what they hide
- Owners: how much can you pay for a marketing engagement?
- When generating more leads destroys margin
- Growth marketing, demand generation, inbound: a single trade-off
- SMBs: when marketing mix modelling is worth it, and when it is not
- Executive committees: the six-line marketing dashboard
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Working with an agency6
- Specialized or full-service agency: what each model solves
- Free SEO audit or paid audit: what a free one is worth and when to pay
- Leadership teams: reading an agency proposal without being in the trade
- Retainer, fixed scope, or time-and-materials: which contract for which work
- What taking over a poorly executed engagement really costs
- Owners: who really owns your ad accounts and your data
New markets and exporting11
- How to do market research, step by step
- Business owners: entering a new region, what transfers and what doesn’t
- The United States: what actually changes when you cross the border
- Your export plan does not say where the customers will come from
- Exporting: what grants actually fund in your digital marketing
- Manufacturers: distributor or direct selling in a new territory
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B2B, distributors and manufacturers7
- B2B marketing: selling to a group, not a person
- Manufacturers: getting specified before the RFP comes out
- Distributors and manufacturers: publishing prices when every client has their own
- Distributors: four orders in five come from a customer you already have
- Selling online without cutting out your reps or your distributors
- Manufacturers and installers: generating requests before the quote
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Email, content and social media8
- Email marketing: deliverability, segmentation and sequences
- Owners and executives: your email list is the only audience asset you truly own
- Content marketing: what still works, and how to measure it
- Organic social media: what is it still good for?
- Gen Z: your advertising budget goes to creators, not to platforms
- Branding: what gets measured, what sells, and what gets billed for nothing
Laws and rules to follow8
- Law 25: the three places where it touches your marketing
- Businesses that send newsletters: what Canada's anti-spam law actually requires
- Retailers and service businesses: the rules that govern customer reviews
- Should you respond to a negative review?
- Professional firms: advertising without breaching your code of ethics
- Clinics and health professionals: what your code allows in advertising
Culture, tourism and ticketing5
Marketing consultation
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