How much do you need for marketing next year? Depends. How many customers do you want?   Budgets. Such an ugly word. So… constricting. There are multiple approaches to budget-building, but most are variations of either the top-down or bottom-up approach. As you begin your 2020 marketing plans, let’s talk about the differences, benefits, and downfalls of the two most common ways to budget for your marketing expenses.   When Should We Start at the Top? The Top-Down Marketing Budget. In a top-down budgeting model, an executive team reviews data […]

In November, Facebook rolled out a new way for SMBs to support local discovery and ecommerce in a tool you probably didn’t expect: WhatsApp.   Long known as a communication tool for your friends living overseas, WhatsApp has taken on a new face of late as users of the Facebook-owned app have taken to chatting with businesses as well. With the addition of the new tool, called Catalogs for Small Business, business owners can link their WhatsApp for Business account followers to photos and product information without having to share […]

It’s easy to get caught up in a dog and pony show for the next great piece of technology and the fabulous ROI that it promises. But building a solid martech stack is really about finding solutions that will help you execute on your strategy, not bending your strategy to a piece of software with shiny functionality. Strategy comes first. Technology supports strategy.   In fact, the most critical element to building a marketing tech stack isn’t marketing technology. It’s the people that the technology supports. You can spend money […]