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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.
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Featured article · August 2, 2026 · 11 min readThe United States: what actually changes when you cross the borderThe American market is the first reflex and the most expensive to open. Four things change at once, and only one of them shows up in a business plan.Read →All insights on Marketing strategy
Newest firstSeptember 30, 2026 · 10 minSpecialized or full-service agency: what each model solves
→September 24, 2026 · 10 minFree SEO audit or paid audit: what a free one is worth and when to pay
→August 27, 2026 · 18 minHow to do market research, step by step
→August 2, 2026 · 10 minRecognizing a market that will not take, before it costs you two years
→August 2, 2026 · 10 minManufacturers: distributor or direct selling in a new territory
→August 1, 2026 · 11 minYour export plan does not say where the customers will come from
→August 1, 2026 · 10 minExporting: what grants actually fund in your digital marketing
→July 30, 2026 · 3 minThree seats in ten sit empty in Quebec venues
→July 30, 2026 · 3 minUpdate: the seat-fill budget depends on who carries the box-office risk
→July 30, 2026 · 3 minAccountants must keep their advertising for 36 months
→July 30, 2026 · 3 minShould you respond to a negative review?
→July 30, 2026 · 8 minTourist lodging: what a direct booking is really worth
→July 29, 2026 · 9 minClinics and health professionals: what your code allows in advertising
→July 29, 2026 · 9 minDigital grants: the real question isn't the amount, it's who chooses the vendor
→July 29, 2026 · 9 minProfessional firms: advertising without breaching your code of ethics
→July 29, 2026 · 8 minManufacturers: getting specified before the RFP comes out
→July 24, 2026 · 7 minBranding: what gets measured, what sells, and what gets billed for nothing
→July 24, 2026 · 7 minGrowth marketing, demand generation, inbound: a single trade-off
→July 24, 2026 · 9 minOnline commerce: where the margin really is
→July 24, 2026 · 9 minBusinesses that send newsletters: what Canada's anti-spam law actually requires
→July 24, 2026 · 8 minExecutive committees: the six-line marketing dashboard
→July 24, 2026 · 8 minWhen generating more leads destroys margin
→July 23, 2026 · 8 minDistributors and manufacturers: publishing prices when every client has their own
→July 23, 2026 · 8 minOwners: who really owns your ad accounts and your data
→July 23, 2026 · 9 minShoes, furniture, hardware: what your returns really cost
→July 23, 2026 · 8 minRetainer, fixed scope, or time-and-materials: which contract for which work
→July 23, 2026 · 8 minSMBs: the AI usage policy to write before your team uses these tools
→July 23, 2026 · 8 minWhat taking over a poorly executed engagement really costs
→July 23, 2026 · 8 minLeadership teams: reading an agency proposal without being in the trade
→July 23, 2026 · 9 minDistributors: four orders in five come from a customer you already have
→July 23, 2026 · 8 minFurniture and hardware: opening an online channel after thirty years of showroom sales
→July 23, 2026 · 7 minBuyer persona: you describe a person, the decision turns on a moment
→July 23, 2026 · 9 minOwners and executives: your email list is the only audience asset you truly own
→July 23, 2026 · 8 minSMBs: when marketing mix modeling is worth it, and when it is not
→July 23, 2026 · 8 minBusiness owners: entering a new region, what transfers and what doesn’t
→July 22, 2026 · 10 minMarketing budget and plan: the benchmark figures and what they hide
→July 22, 2026 · 9 minSelling online without cutting out your reps or your distributors
→July 22, 2026 · 18 minConstruction in Quebec: the hot markets of 2026, by segment and by region
→July 22, 2026 · 7 minLaw 25: the three places where it touches your marketing
→July 22, 2026 · 9 minContent marketing: what still works, and how to measure it
→July 22, 2026 · 9 minOrganic social media: what is it still good for?
→July 22, 2026 · 9 minProducers and presenters: the budget it takes to fill a venue
→July 22, 2026 · 10 minChoosing your ecommerce platform: the three real constraints
→July 22, 2026 · 9 minRetailers and service businesses: the rules that govern customer reviews
→July 22, 2026 · 9 minOwners: how much can you pay for a marketing engagement?
→July 22, 2026 · 7 minGen Z: your advertising budget goes to creators, not to platforms
→July 21, 2026 · 8 minManufacturers and installers: generating requests before the quote
→July 21, 2026 · 10 minEmail marketing: deliverability, segmentation and sequences
→July 21, 2026 · 9 minTicketing and events: the price you are allowed to advertise
→July 21, 2026 · 4 minCustomer service in a time zone that isn’t yours
→July 21, 2026 · 7 minB2B marketing: selling to a group, not a person
→July 21, 2026 · 9 minCRM and automation: fix the process before buying the tool
→July 20, 2026 · 10 minMarketplaces or your own store: what each option costs you in visibility
→July 20, 2026 · 10 minHow long before the first sale in a new market?
→July 20, 2026 · 10 minGenerating B2B inquiries in a market where your name means nothing
→July 20, 2026 · 11 minCapturing demand in a new market before you have a sales rep there
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