Author Archives: Spark Marketing and Branding

7 Ways Your Hospital Is Wasting Money on Marketing

Every savvy marketing executive knows the John Wanamaker (1838-1922) quote: Half the money I spend on advertising is wasted; the trouble is I don’t know which half. Somewhere in his distinguished career, John must have found the answer. More than 150 years later, it turns out he was exceptionally successful in retail merchandising, and to […]

How to Create Your Law Firm Marketing Plan

Marketing your law firm can be done successfully in many different ways. You can build a network of referral partners, develop a strong internet presence to drive traffic and leads to your website, and you can advertise in places where your target market might be. You might be doing these activities already, but the item you’re probably […]

How SaaS Companies Can Get to the Top of the Market Fast

It takes every part of your business from product to marketing to support to finance/accounting to grow your SaaS into a market leader. There are several levers you can you pull within a SaaS business to achieve the growth rate required to scale your business. Before diving into tactics, SaaS companies need to understand a handful of metrics that […]

Align Sales and Marketing to Win More Construction Work

Frequently, sales and marketing departments have what could nicely be described as a “spirited” relationship. This sibling rivalry can be a big problem in construction firms. How and when a company responds to this problem often determines whether it will sink or swim. With the economic outlook improving across the country, it is time for […]

Marketing Cyber Security Solutions Without Using Scare Tactics

The easiest and perhaps most effective way of convincing customers they need to buy and use a cybersecurity solution is by showing the terrifying consequences of not implementing cyber defenses. Data breaches, leaked personal information, exposure to customers’ sensitive records are the obvious results of vulnerable networks. Loss of funds, reputation, business, stability and customer […]

6 Ways to Jump-start Your Law Firm’s M&BD Program

The world and the legal profession – especially smaller and midsize law firms – are changing radically and rapidly. To adapt to these changes, the future requires thoughtful, proactive planning and bold leadership so law firms can respond to challenges and compete as viable entities. Marketing and business development are the lifeblood of any business. Marketing communicates […]

7 Strategies to Generate Better Accounting Leads

Why is it so challenging to generate qualified accounting leads? There are a couple of good reasons. First, accounting is a service that every business needs, so there is a lot of competition. And since many of the same accounting principles and skills apply across industries, many firms are competing for every company out there. […]

4 Ways to Tell if Your Physician Liaison is Right — or Wrong — for the Job

We don’t want to step on anyone’s toes with this post. But marketing savvy doctors and skilled physician liaison people will agree about these common and costly mistakes. Nothing personal here—but we discover this business blunder all too often. There are about a million dollars in revenue on the line with a practice representative or […]

Why Construction Marketing Needs to Be More Visual

construction marketing

Looking at the evolution of any company or media platform, there’s a clear trend that’s developed over the past few years. This trend is a notable increase in visual assets, particularly in the ways companies market themselves and communicate, either internally with their employees or externally with current or potential customers. It’s become more and […]

Cybersecurity Is No Longer (Just) A CTO Problem

cybersecurity cto

At the advent of the information technology industry, companies of all types began employing IT teams to take care of the technology and digital data concerns. Soon, many executives realized they also needed someone to lead their IT teams and be the authority to make all technology decisions. That’s how the position of Chief Technology Officer (CTO) […]