Marketing

About Marketing

This is the general section: the articles about marketing a business that do not belong to one channel. How to set a marketing budget and split it, what a marketing retainer buys, how to judge an agency, how to align sales and marketing in a B2B company, what email marketing still does well, how reputation and reviews fit into the whole, and the larger questions of strategy that come before any tactic. It is also where we write about running a small business and marketing it at the same time, which is the position most of our clients are in.

Because the section is broad, the posts range from short answers to long guides. The common thread is that they are written for an owner or a marketing manager who has to decide something, not for other marketers.

If you are deciding how much to spend and on what, start with the budget and retainer articles. If you are choosing an agency, the pieces on what to ask and what a report should contain will save you a bad year.