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What It Means To Be A Green Business: Achieving The Triple Bottom Line

By Lisa R Cassidy |   Dec 19, 2017

A green business is an enterprise that has minimal negative impact on the global or local environment, community, society, or economy—a business that strives to meet the triple bottom line.

Achieving the triple bottom line means participating in environmentally friendly or green activities to ensure that processes, products, and manufacturing activities adequately address current environmental concerns while maintaining a profit.  
In general, a business is on track to achieve this goal if it meets the following criteria:

8 Essential Components of Successful B2B Marketing Campaigns

By Lisa R Cassidy |   Mar 27, 2017

A successful B2B marketing campaign unifies many aspects of marketing communications - advertising, sales promotion, public relations, direct marketing and social media.  It is a process designed to ensure that all messaging and communication strategies are consistent across all channels and are centered on the customer.  

While there is no one sure-fire formula to creating a successful integrated marketing campaign, there are steps that businesses can take to maximize its impact. They are listed below.

Email Marketing: Determine Timing and When to Send

By Lisa R Cassidy |   Aug 16, 2016

In a recent blog post by  in Marketing & Brands, Off the Ground Kiera talks about the importance of knowing your audience. Many times we automatically defer to the "gold standard of email send times" as Kiera puts it, without thinking specifically about when our target audience can best absorb the message.  In my experience, educational emails sent to B2B prospects who are bombarded all week with internal and external messages, often use the weekends to catch up on the topics they are interested in learning more about.  

Four Reasons to Build Your Go-To-Market Strategy Before Faced With a Looming Deadline

By Lisa R Cassidy |   May 17, 2016

It’s only human nature to kick it into overdrive when faced with a deadline. Many of us believe that this is when we are at our best, but are we really? I’ve never actually heard someone say, “I wish I had less time to work on this campaign. I’m much better when I have unrealistic deadlines.”

This May marks my 12th year as an independent Marketing Consultant. When I first began my business in 2004, I had two signs on my wall, “You get what you negotiate, not what you deserve,” and “Procrastination gets you nowhere.” The first one reminded me that confidence was essential to succeed as a small business owner.  The other was a reminder that every day was an opportunity to build my business – every conversation, every email, every connection brought me one step closer to my goals. Doing nothing would get me nothing and as a consultant, that also meant I would make nothing.

Twelve years later, I am here to remind you that whether you are a consultant or a growing business, there IS a cost to doing nothing, so get going.  Listed below are four reasons why it is important to build your go-to-market strategy early.

5 Reasons to Hire a Marketing Consultant Even Though You Don't Want To

By Lisa R Cassidy |   May 03, 2016

I came across this article, "5 Reasons to Hire a Marketing Consultant Even Though You Don't Want To," from Duct Tape Marketing and instantly decided I HAD to share it.

As a Marketing Consultant with over a decade of experience working with a variety of technology companies, I found the description of what Marketing Consultants are NOT to be as accurate as the five reasons you should hire one.

In this article, the author states, "Consultants aren’t magicians.” I wish we were, but the reality is Marketing Consultants cannot make a mediocre product amazing, we cannot make an unprofitable service profitable and we can't help your sales team generate great leads if we don't know what your ideal customer looks like.  What we can do is help create a solid foundation based on an agreed upon strategy.  

We can work with you to narrow down your objectives

Email Stats That Will Amaze You

By Lisa R Cassidy |   Apr 02, 2016

As a long time B2B marketer, I have seen first-hand the effectiveness of email marketing on client campaigns.  However over the past year, I have wondered if email was still the digital marketing channel of choice, so I started looking around for tangible evidence for or against.  What I found will amaze you. 

How Creating a Clear Path Propelled My Business and My Google Search Results Up

By Lisa R Cassidy |   Mar 23, 2016

Back on January 1st, I wrote a quick post to ring in the new year that stated, "You become what you think about.  What will it be this year?"  At the time, I was having trouble finding a clear path for my business.  I had had a few misfires in 2015, but knew that I could hit the ground running in 2016 if I could set a direction. The problem was, I couldn't seem to figure it out, so I was stuck standing still.

In the days after I posted that message on LinkedIn, I spent some time thinking about what I had and had not accomplished in 2015. What I realized was that when I could communicate what I had to do to achieve my goals, I accomplished them and when I couldn't, I didn't.  As a consultant, I decided it was time to take my own advice and make some hard decisions in order to make my path achievable.  I started thinking about limiting my scope while exploring ways to engage with my target audience in a meaningful way.  I researched options for improving business processes while providing my clients the tools they needed to achieve their goals. I looked for resources that could provide a clear path. Now all I needed was a spark to get it all going.

20 Energy Saving Tips To Reduce Business Energy Costs

By Rinkesh |   Mar 21, 2016

Running a business can be a difficult venture. It can become even more difficult when you consider the different types of costs you’ll run into when you’re starting up. Employee salaries, benefits, products, rental space and much more – all of these factors can impact your budget and will have to be taken into consideration when you’re creating and running your business. However, something many people don’t consider is the cost of energy and efficiency when you’re operating. Electricity, hydro, water and gas can be costly as well especially if you’re working long days or have a wealth of these different energies throughout the week. In order to reduce costs in your business when it comes to energy, there are a variety of different factors you need to consider. By assessing the needs of your employees and your customers when it comes to providing quality and standard energy, you’ll be able to make a plan that helps you cut costs where you need it the most.

Some essential tips come from the way you are already choosing to operate. Ask yourself this list of questions and consider the answers you come up with; many people are surprised that what they do on a day-to-day basis fortheir business can actually have a great influence over their energy costs.

Three Concepts That Transcend Time: Simplicity, Alignment & Execution

By Lisa R Cassidy |   Mar 21, 2016

Although I'm only in my mid forties, when I reflect back on the marketing tools available to new grads back in the early nineties, I realize that to twenty-somethings today, I am practically a living relic.  I mean, I was alive before the Internet was even a thing.  In fact, in my twenties, the Internet was just becoming available to the masses and email was this novel new way of communicating through the computer. We didn't have the cloud, texting or smart phones. The only apps we had were the ones that came before the main course at dinner. Nothing was accessible online. We had to use a phone book to look up an address or a phone number and a dictionary to find out the meaning of words we didn't know.

Today, the Internet is the center of the universe when it comes to sales and marketing, and email is as common and reliable as the telephone. Apps change how we interact, spend our free time and do our work.  The cloud gives us a place to store it all and our smart phones give the masses a way to post it, share it and view it.

As I reflect on all the things that have changed since the early nineties, I am also reminded of the the things that haven’t changed; or rather, the things have transcended time. The three concepts that immediately come to mind are: simplicity, alignment and execution.  Not only do these three concepts persevere over time, they transcend it. Let me explain.