Category: Strategic Development

In B2B marketing, there are no trends, only challenges.

Published by : , on August 26th, 2015.
There is one thing that always bothers me a little when talking about trends in our profession, which is the specialized field of marketing for businesses that sell to other businesses. I find that trends, in many of the considerations and decisions that managers or marketing decision makers take, can have precedence over…. Read More...

Go ahead, convert!

Published by : , on August 14th, 2015.
Beyond the reason of simply having a website, it's important to have goals in relation to this and to really think about what we want our visitors to resolve there. Why do you have a website? Because in this day and age, it’s essential for several reasons: to ensure that your customers and…. Read More...

Set sail thanks to B2B strategic marketing planning

Published by : , on July 2nd, 2015.
Manufacturing SMEs that "perform significantly better" are those focused on strategic planning within the last 3 years. This is one of the findings of the 6th Québec Industrial Barometer from Sous-Traitance Industrielle Québec (STIQ) who annually surveys more than 400 SMEs to produce a portrait of the sector. By the way, half of…. Read More...

Growth anyone?

Published by : , on May 8th, 2014.
A study of the Foundation of Entrepreneurship conducted in 2013 indicated that "only 30% of entrepreneurs operating in Quebec want to grow their businesses, compared to over 40% in the rest of Canada”.  Furthermore, “only 15% of them want to export, compared to 30% of active entrepreneurs across Canada”. One-man entrepreneur Quebec Inc.…. Read More...

Capitalize on your strengths to find your strategic positioning

Published by : , on April 23rd, 2014.
Recently, we completed marketing research for a client who wanted to determine sustainable strategic positioning. To do this, the work began with the identification of viable positioning axes in the long term for this company. This can become a particularly difficult exercise, where lengthy reflections can come to precious little.... You need to…. Read More...

2014 Planning: face your challenges!

Published by : , on December 10th, 2013.
Did you know that 17% of medium-sized[1] Canadian companies have shut their doors between 2007 and 2010? That’s one out of six[2]!  Apart from macro-economic and cyclical factors that have contributed to this sad statistic, several of them had failed to properly plan strategically. This occurs by a classic exercise, but oh how…. Read More...

Interactive corporate communication: optimizing strategies for B2B

Published by : , on June 5th, 2013.
I was recently at the University of Montreal one evening, not to attend class, but to judge the work of 30 graduating students from the class entitled “Interactive corporate communication.” The project Each of the six teams was expected to optimize the internal communication plan of a B2B company in Quebec. The objective…. Read More...

Co-branding: what applications in B2B?

Published by : , on April 30th, 2013.
According to the website Investopedia, cobranding is “a marketing partnership between at least two different brands of goods or services. Cobranding encompasses several different types of branding partnerships, such as sponsorships. This strategy typically associates the brands of at least two companies with a specific good or service.” This strategy is often used…. Read More...

Sales and marketing: the importance of integration in B2B

Published by : , on November 7th, 2012.
I’ve often noticed the diverging opinions and objectives between marketing and sales. The contestant from the right-hand corner, the marketing department, is looking to work more on its brand image while the contestant in the left-hand corner, the sales department, is mostly looking to maintain their client accounts and increase sales. My marketing…. Read More...