The Buzz

Subscribe to Email Updates

6 Ways To Maximize Your Next B2B Marketing Campaign

By Lisa R Cassidy |   Oct 30, 2018

Successful marketing means getting in front of the right audience, with the right message, at the right time.  

It is a process designed to ensure that all messaging and communication strategies are consistent across all channels and are centered on the prospect’s needs.  

While there is no one sure-fire formula to creating a successful marketing campaign, the following six methods are sure to maximize the impact.


How Marketing Consultants Can Help You Do What You Do Best

By Lisa R Cassidy |   Jul 12, 2018

As a Marketing Consultant with over almost two decades of experience working with a variety of companies ranging from Fortune 500s to start-ups, I have found that most companies have a lot of good ideas and even more number one priorities. The value a marketing consultant to organizations like this is focus.  

Marketing Consultants are typically hired for a purpose and are measured against that objective on a regular basis.  The sheer presence of a Marketing Consultant not only holds that person accountable, it holds members of the organization accountable as well. I mean, when it comes down to it, it’s really about accountability after all, isn’t it? 

[Slide Deck] Leveraging Social Media to Get Your Recycling Message Heard

By Lisa R Cassidy |   Jun 12, 2018

Whether we like it or not, social media is here to stay so it's time to embrace it! For those getting started, this presentation will walk you through the essential elements for getting started and how to leverage best practices in social media to get your recycling message heard.

Three Digital Marketing Methods Every Property Manager Can Use To Promote Their Multifamily Recycling Program

By Lisa R Cassidy |   Jan 25, 2018

According to the US Census Bureau’s 2016 American Community Survey, there are more than 18.9 million multifamily households in buildings with 5 or more units.  If you include 2 to 4 unit buildings, multifamily households represent 61% of all households in the US.1

In recent years, most multifamily residents have begun viewing recycling programs as an added benefit. According to an article in, in 2015, recycling was among the top five community amenities in the National Multifamily Housing Council/Kingsley Apartment Resident Preferences.

This is a pretty significant and welcome change. Historically, resident turnover, space constraints and the inconvenience of storing and sorting recycled materials has made it more challenging to get residents of multifamily units to recycle correctly and consistently compared to single family dwellings. However, thanks to property managers, easily accessible collection points (in some cases on every floor) are now much more common. Availability of colored bins alongside trash dumpsters and easy to understand signage is also more the norm, then the exception.

So, the question becomes, how do you continue to foster participation, while decreasing costs and increasing education? Simple. Frequent and clear communication.  Okay, not so simple. However, we know it works.  The growing trend in most successful recycling programs is to go to residents directly and on a continuous basis.

[Slide Deck] What The Right Tools, a Realistic Budget and a Focused Marketing Strategy Can Do To Help Your Recycling Message Get Heard

By Lisa R Cassidy |   Dec 19, 2017

As with most things, one size does not fit all. Gone are the days of mass produced print pieces, email campaigns and informational web pages written for one audience.

Content that works is customized and written for sub-segments within your target audience. It is written in multiple forms - whether it is a social media post, email, blog article, third party digital publication, company web site or video – to ensure it gets found. And it is written for all the various stages in the learning process – from first time recyclers to recycling champions.

In this PowerPoint, I will provide you an example of a recycling manufacturer that went from no web site to over 10,000 visitors in one year. No google presence to dominating page 1 search results, organically and through paid search. No videos, social media posts or blog articles to published content in all 3 areas every month and hundreds of social interactions. 


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. 

    Follow ecoImagine on: