When and How Should You Outsource Marketing?
As you grow your company, you will likely need to re-evaluate certain roles and responsibilities. Approaches that worked at first might no longer be...
Marketing Strategy (15)
Can I quote you on that? A B2B sales guide to customer testimonials
Product reviews have become crucial in the online marketplace, sometimes outweighing other marketing messaging. Both digital buyers and...
The Value of Patents in Your Marketing Strategy
How Patents Become Selling Points “Research indicates that about 70% to 80% of a company’s market capitalization comes in the form of intangible...
Marketing & Sales Alignment: A Prerequisite for Effective Lead Generation
Why is no one following up on my sales leads? Your lead generation activities can result in hundreds of leads. Whether these leads are generated...
Inbound Marketing Basics: Do this! A Quick Guide to Landing Pages
What is a landing page? A landing page is a webpage where your visitors “land” or are directed after clicking a call-to-action (e.g. a banner ad,...
Inbound Marketing Basics: Hey, you! A Quick Guide to CTAs
What is a CTA? According to HubSpot, a call-to-action (CTA) is a link or image that drives traffic to a lead-generating landing page, i.e., a webpage...
Improve Your Business Speed on the Treadmill
It's almost summer, and everyone here seems to be training for something. We're active in Rochester's Tour de Cure, we'll be out as a team in the...
Content Marketing: What makes good video? (And why should you care?)
Video: A Mighty Medium There’s no denying that the growth of online video has become a major marketing consideration in the past few years. In...
3 Marketing Tactics You Should Try, and 3 You Should Trash
In our last post we discussed success stories from our Marketing Roundtable at Photonics West. Participants were pleasantly surprised by the success...