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, newest first.
Platform and Shopify3
Cart, checkout and loyalty2
Marketing budget and plan7
- SMBs: when marketing mix modelling is worth it, and when it is not
- Owners: how much can you pay for a marketing engagement?
- Growth marketing, demand generation, inbound: a single trade-off
- When generating more leads destroys margin
- Executive committees: the six-line marketing dashboard
- Digital grants: the real question isn't the amount, it's who chooses the vendor
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Working with an agency6
- Specialized or full-service agency: what each model solves
- What taking over a poorly executed engagement really costs
- Retainer, fixed scope, or time-and-materials: which contract for which work
- 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
- Owners: who really owns your ad accounts and your data
New markets and exporting11
- How to do market research, step by step
- Customer service in a time zone that isn’t yours
- Exporting: what grants actually fund in your digital marketing
- Generating B2B inquiries in a market where your name means nothing
- Manufacturers: distributor or direct selling in a new territory
- Recognizing a market that will not take, before it costs you two years
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- How long before the first sale in a new market?
- The United States: what actually changes when you cross the border
- Capturing demand in a new market before you have a sales rep there
- Your export plan does not say where the customers will come from
- Business owners: entering a new region, what transfers and what doesn’t
B2B, distributors and manufacturers7
- Distributors: four orders in five come from a customer you already have
- Construction in Quebec: the hot markets of 2026, by segment and by region
- Manufacturers and installers: generating requests before the quote
- Manufacturers: getting specified before the RFP comes out
- Distributors and manufacturers: publishing prices when every client has their own
- Selling online without cutting out your reps or your distributors
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Email, content and social media8
- Gen Z: your advertising budget goes to creators, not to platforms
- Content marketing: what still works, and how to measure it
- CRM and automation: fix the process before buying the tool
- Buyer persona: you describe a person, the decision turns on a moment
- Organic social media: what is it still good for?
- Email marketing: deliverability, segmentation and sequences
Laws and rules to follow8
- Accountants must keep their advertising for 36 months
- Should you respond to a negative review?
- Clinics and health professionals: what your code allows in advertising
- Retailers and service businesses: the rules that govern customer reviews
- Businesses that send newsletters: what Canada's anti-spam law actually requires
- SMBs: the AI usage policy to write before your team uses these tools
Culture, tourism and ticketing5
Marketing consultation
90 minutes with a partner on your business question
We look at your real numbers and tell you what we would do in your place to grow your sales. A paid session has nothing to sell you: the advice covers only your question.
Booking and payment online
You choose your slot and pay in a single step.
A preparation questionnaire
You fill in a short questionnaire. We arrive prepared, with your data in hand, so the 90 minutes go to your question rather than to your context.
The meeting
90 minutes by video call with Gabriel Gervais or Geneviève Cyr. You can bring up to four people from your team, and you receive the recording.
The written summary
Within 48 hours, you receive a one-page document: your situation, the three priorities we retain and what we would do in your place.
A document that belongs to you
Your leadership, your team or another agency can put it into practice. We write it so that it can be understood without us.
Flat price
$595
We give one or two consultations a week.
Book the consultationWould you rather hand us an engagement? The 30-minute call is free.
