CMOs in professional-service firms face daunting challenges: practitioners who may not understand or like the idea of marketing, and a continuous barrage of questions about the effectiveness and cost of marketing programs. As a new year rolls in, this is an opportunity for professional-service marketers to rethink their strategies.
Some of the best-known companies generate stunning marketing campaigns and materials. But are they an effective investment? Do these companies know the ROI of their marketing efforts?
Expensive, hip marketing campaigns may improve unaided brand awareness, but they're unlikely to pull their weight in generating sales opportunities. Instead, CMOs should consider the nontraditional approach of guerrilla marketing to achieve traditional objectives such as improving market presence, contributing to earnings and keeping marketing costs under control.
If your New Year's resolutions include retooling your marketing program, here are five guerrilla marketing rules to get you started. Readin CMO Magazine.
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