Posts by Joanne Gore

How lean marketing departments thrive Today’s B2B corporate marketing departments are lean – while expectations and requirements grow large. Digital strategies, content strategies and overall data management have become all-consuming – as marketers feed a voracious appetite for leads, awareness, authenticity and authority. The hats corporate/in-house marketers wear change frequently. At any given point your … Read more →

Lessons learned from a “cheesy” direct-mail campaign About 74% of Canadian consumers always or sometimes notice advertising in direct mail. So reveals a recent Canada Post Report. It also found that direct mail gets noticed, opened and read. Our brains are hard-wired to pay more attention to it. The other day, I got a really … Read more →

Generating more business is a critical goal for print and marketing services providers. But how do you measure success? Is $1,000 enough? $10,000? $1 million? What are you basing the amount on? What has succeeded in the past and what has failed? What dependencies need to be considered, both internal and external? What’s your time … Read more →

On October 17, 2018, the Cannabis Act came into force, along with a strict framework for controlling the production, distribution, sale and possession of cannabis in Canada. Its objective is to protect public health and safety and more importantly, to protect the health of anyone under the legal age of 18. The federal government projects … Read more →

The phrase ‘disruptive innovation’ has been around for over 20 years. In his 1997 book, The Innovator’s Dilemma, Harvard Business School professor Clayton Christensen launched the phrase that has since become synonymous with innovation and transformation. With a legacy of ink on paper and the evolution of all things internet, digital technologies and trends have become major print industry … Read more →

Here are four strategies you need to do to maximize conversion Lead acquisition is a cost commonly scrutinized in marketing budgets. So much so that any senior B2B marketer will tell you the average cost of a lead is about $200. HubSpot concurs. In it’s 2017 Demand Generation Benchmarks Report, it also states that organizations with … Read more →

Before you tell yours, make sure you consider these four things. A new generation of print buyers, with expectations for a true omni-channel experience, is providing new opportunities for printers. According to Pricewaterhouse Coopers, by 2020, the demand for an omnichannel customer experience will be amplified by the need for nearly perfect execution. One where each … Read more →

Good content takes a lot of sweat. Understand your rights to your work   If you’re a B2B organization, the statistics around content generation and content marketing are staggering. According to the B2B marketing site Demand Gen and its 2016 Content Preferences Survey, 47% of B2B buyers consume three to five pieces of content prior to … Read more →

A new generation of buyers is driving changes in the customer experience Earlier this year I attended Xploration18, an annual event produced by Xplor International, which delves into the what, why and how of enterprise communications industry trends, best practices, regulations, and new technologies. Xplor is a not-for-profit association that provides thought leadership to the … Read more →

Use these strategies to set yourself apart Finding a job today is not what it used to be. It’s been 20 years since Hotjobs.com launched in 1998, while Monster.com launched in 1999 (remember them?) Before that, you attended career fairs, scanned the classified ads of newspapers, magazines and trade publications or heard about an opening … Read more →

Saying thank you is an effective way to express customer appreciation As children, we’re taught that it’s good manners to say thank you. In fact we say thank you all the time: when we’re given a gift; when a favour is done for us; when we’re provided assistance; or simply when someone passes the salt. … Read more →