Years of Service is a Feature – Not a Benefit

Years of Service is a Feature – Not a Benefit

Tell Me Why I Should Care In introducing themselves via the web, print, email, social communities and in meetings many TPAs and recordkeepers often talk about how many years they’ve been in the business, the certifications or credentials they have, the types of plans...
You Had Me At Hello

You Had Me At Hello

In a relationship based-business, nothing has more impact than making contact – not to sell, but to listen and learn. Sure, it's important to call clients and partners with operational updates and new service opportunities, but too often we miss a bigger...
WHAT EXPERTS SAY ABOUT EMAIL MARKETING

WHAT EXPERTS SAY ABOUT EMAIL MARKETING

In the world of B2B marketing, email messaging serves as both a vital communication vehicle for existing clients as well as an incubator for prospective customers. Creating effective email messages is a mix of science and art that requires discipline and attention to...
HOW DO YOU ASSESS THE EFFECTIVENESS OF MARKETING?

HOW DO YOU ASSESS THE EFFECTIVENESS OF MARKETING?

A lot of good work happens in the name of marketing, but only that which is aligned with a business’ strategic goals has the potential to create truly meaningful results. Otherwise, it’s easy to throw money at advertising, public relations, events, websites, and...
DON’T BECOME COMMODITIZED!

DON’T BECOME COMMODITIZED!

Many companies find themselves in mature, highly competitive markets. Some of these arenas take on the characteristics of commodities, where products or services are largely undifferentiated by customers. Price pressure is great, product/service quality is assumed,...