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As part of the nurturing process, high-value prospects received a box and a blacklight flashlight. Only by using the flashlight could prospects say a message about how IT teams miss threats that they don’t see. 5 ABM Marketing Strategies for 2021 ITSMA, along with the ABM Leadership Alliance, surveyed more than 400 marketers at B2B tech and business service companies. Based on the results, they recommended five priorities for ABM marketers in 2021. Accelerate agileDeepen account insightStrengthen sales collaborationBuilding a blended strategyFocus on ROI Accelerate Agile If 2020 taught us anything, it was that we need to be able to shift prioritize quickly and pivot whenever necessary. In 2021, marketers must make agile a key part of their ABM strategy. The ability to shift focus and messaging is crucial in light of the continued disruption. Strategies will include: Testing of new tactics and strategiesShifting account priorities with coverage modelsUsing AMB to enter new markets and engage new buyers Deepen Account Insight In an uncertain environment, deep insight into accounts is more important than ever. It’s this insight that allows sales and marketing teams to shift priorities to remain aligned with their prospects’ business goals. Marketers will focus heavily on data-driven strategies: Account insightBuyer intentEngagementBusiness intelligence (BI)Predictive analytics Strengthen Sales Collaboration The best ABM programs have a strong collaboration between sales and marketing already. During the pandemic, both areas had to shift rapidly to working differently with prospects — both in messaging and communication. In 2021, collaboration adds emphasis on: Closely aligning the sales coverage model for revenue generation with ABM campaignsIncreased collaboration between marketing and salesSales taking the lead in identifying high-value prospects Building a Blended Strategy There are three types of ABM models that companies are commonly using: programmatic ABM, ABM Lite, and strategic ABM. The reason why people go after previous customers, is they know your brand and have experienced your offering (for better or for worse!). This means there’s less education you need to do on who you are and more on why they should come back. Programmatic ABM focuses on segmenting audiences and distributing marketing to a large group of prospects (one to many).ABM lite narrows the list of prospects to those most likely to convert (one to a few).Strategic ABM focuses on one-to-one accounts with highly personalized campaigns. All three types of ABM strategies can be effective, but the most successful marketers should create a blended strategy using elements of each type of ABM program. By balancing the depth of coverage across different groups of priority accounts, marketers can increase demand generation and drive accounts from programmatic to ABM lite to strategic. Focus on ROI Measuring the impact of your ABM campaigns and continuous optimization should be part of your best practices by now. However, your most important metric should be focused on ROI. While open rates, clickthrough rates, and engagement are important to know, it’s most important to understand how these metrics impact conversion rates. Best practices should include: Tracking through the entire B2B customer lifecycleAnalysis of metrics in relation to ROIRegular review and optimization Your ABM Strategy Every company and situation is unique, so your ABM strategy may be different than these. Whatever approach you take, know that your account-based marketing is crucial to achieving your revenue goals. 87% of account-based marketers say that ABM initiatives outperform every other marketing investment in their companies. If you could use a hand with your ABM Strategy or execution, ask us for a free consult to talk through your challenges and generate some ideas. Sensible Marketer is a full-service marketing agency. We help your business grow and keep your customer base. We use a current marketing practices and our years of experience to help you grow revenue and reduce churn. Contact us for a FREE consult today to help get started or optimize your marketing.",
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(e.g Harley Davidson) The Lover: Intimate and passionate. (e.g Victoria Secret) The Creator: Innovative and imaginative. (e.g Lego) The Jester: Humorous and playful. (e.g M&Ms) The Sage: Insightful and wise. (e.g TED) The Magician: Transformative and visionary. (e.g Cirque du Soleil) The Ruler: Powerful and commanding. (e.g Rolex) Finding Your Brand’s Archetype To match your brand to an archetype, start by looking inward. What values define you? What’s your mission? What makes you stand out? Think, too, about your audience. How do you want them to feel when they interact with your brand? With these insights, check out each archetype’s traits and see which one clicks. Once you’ve made a choice, let that archetype steer your brand’s messaging, visuals, and interactions. Picking the right archetype is like having a fast pass at Disney World—the ultimate shortcut to defining brand design, voice, and strategy. For small businesses that feel overwhelmed, we remind them that archetypes aren’t rigid rules—they’re more of a guide to help shape a consistent brand voice over time. Start small, test it out, and focus on consistency rather than perfection. For solopreneurs, staying authentic is essential. As we’ve helped multiple business owners build their brands, we’ve found that if your personal style doesn’t quite align with an archetype, it can start to feel forced and even exhausting. Choose one that flows naturally with your personality, so the brand energy stays genuine. You and your business are closely intertwined, so you want to find that natural fit. How Archetypes Power Up Your Brand Strategy Archetypes help brands tell consistent, memorable stories that make an impact. They provide a framework to keep messaging on point, creating a clear, relatable personality that resonates. When customers see themselves in your story, your brand becomes more than just a product—it becomes part of their journey. That’s where the magic happens. Plus, reviewing your competitors through the lens of brand archetypes can help you differentiate your brand in the market so you can stand out with confidence. Branding Touchpoints: Keeping It Consistent A well-defined archetype serves as the foundation for consistent messaging across all branding touchpoints. Whether it’s your logo, social media posts, or even your packaging, sticking to your archetype ensures your brand remains distinct and instantly recognizable. Take M&M's, for example. As the Jester, it brings humour and fun to every touchpoint, from TV ads to quirky social media posts to playful in-store displays and beyond. Choosing Wisely: The Right Archetype For Your Brand Picking an archetype isn’t a snap decision. It’s an in-depth process, where you’ll want to explore questions like: Who are we as a brand? Who do we want to serve? What values define our mission? What unique story do we want to tell? What do we want people to feel when they encounter our brand? For brands with global reach, consider how your archetype might be received across different cultures to ensure it aligns with local values and considers cultural nuances. Some archetypes, like the Rebel, have different levels of intensity that may vary in interpretation—think of it as finding the right level for the right audience. A Word Of Caution… Picking an archetype is not a fleeting decision. Once you choose an archetype, it should reflect who your brand really is. Avoid picking one that doesn’t quite fit or trying to juggle more than two—it can confuse your audience or water down your message. Choose wisely and never go for more than two, ideally one. Wrapping It Up Brand archetypes are more than just marketing tools—they’re the secret ingredient for brands that connect. 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OG DescriptionNeed a refreshed, modernized logo and visual identity? Or maybe new key messaging with your tone & voice? Our Branding experts can help. 136/160
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OG TitleAdvertising & Creative Services To Break Through & Land Sales 61/60
OG DescriptionOur team becomes your pinch hitters, with traditional or digital advertising, graphic design and copywriting services to make content that sells. 145/160
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OG TitleDevelopment & CRM | Building Marketing Automations & Websites 61/60
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TitleHopewell Residential | Lead Nurturing & Customer Experience 59/60
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OG TitleH&R Block Canada | Marketing Strategy & Campaigns 49/60
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What you’ll need to do is: Go to the Canada Digital Adoption Program and apply Setup a time with Sensible Marketer to discuss what you’re looking for Once you’re approved and signed with Sensible Marketer, we’ll set up a schedule to go through the process We’ll interview you and pinpoint what your needs are We’ll research the tools and investigate what is needed for the areas you want to develop We’ll finalize the plans, present to you, and get your sign off You’ll then submit the plans and in 2-3 weeks, you’ll be approved and have access to subsidies and the BDC loan application. At the end of this process, you’ll know what areas you need to focus on, what tools you could look at adopting, and a realistic timeline on what it means to implement it. Whether or not you want to then apply for the loans and subsidies is then up to you. So why wait? Contact us today to discuss your needs and get things started. Why Businesses Choose Sensible Marketer As A Digital Advisor Since 2017, Sensible Marketer has been helping businesses get more out of their investment in enterprise CRM tools and conducting Martech Audits. From Alberta, our team serves clients across Canada, the United States, and Internationally. We’ve reviewed marketing tech stacks for startups, advising on the ‘cheap and cheerful’ solutions as they’re bootstrapped, all the way to reviewing how Salesforce or Marketo systems are integrating with Product Management Information Systems to SAP and e-commerce platforms. There is literally a tool out there for everything, but the biggest hurdles companies face is working with their people and processes. Selecting the tool is fun, exciting, and sold as ‘game changing.’ But we’re tool agnostic, as at the end of the day, many have similar functions but different price tags and names, and we see way too many companies only using 10% of what their tools have in place today. What it comes down to is understanding your requirements first, understanding the state of your business, and understanding the tech ecosystem you have in place today. You may have tools or access to discounts through what you have in place already, or may have features available in systems you’ve already purchased. We work to find out what your business needs, what has or hasn’t worked for you in the past, and where you want to get to. Then we find options based on your business today, and present solutions to you for today and for the long term. So whether you’re looking at inventory systems, e-Commerce platforms, accounting software, cybersecurity, reporting dashboards & analytics, marketing tools & digital marketing plans, and other digital tools, our team knows the process to deliver the custom recommendations you're looking for. Sensible Marketer is a full-service marketing agency. We help your business grow and keep your customer base. We use a current marketing practices and our years of experience to help you grow revenue and reduce churn. Contact us for a FREE consult today to help get started or optimize your marketing.Sensible Marketer is a full-service marketing agency. We help your business grow and keep your customer base. We use a current marketing practices and our years of experience to help you grow revenue and reduce churn. Contact us for a FREE consult today to help get started or optimize your marketing.",
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"articleBody": "Communicating Directly At Scale, With Personalized Marketing People want businesses and organizations to know them and not treat them like a number. In fact, as Marketers know, 70%+ of people want a personalized experience. Yet companies repeatedly fire the same newsletter, promotion, or sales message to their entire base. Through the MarTech discoveries we’ve conducted with 30+ clients in Manufacturing, Financial Services, e-commerce, and more, we’ve found similar challenges across the board, holding their teams back from delivering those personalized experiences. Spoiler alert: it’s not the tools they have. The processes and people (mainly the lack of access to ongoing training and juggling multiple priorities on any given day) impede the business’ ability to grow revenue and market share. So, what are marketing teams to do? Let’s first understand the challenges. What Is Personalization? First, let’s make sure we’re all on the same page. In marketing speak, personalization is tailoring messages to a specific audience so the recipient feels as though it was specifically for them. (And no, not simply addressing them by their first name… that’s a given!) Communications can be personalized according to a wide range of information, such as individual data that you collect in a lead form or a transaction, external data like the weather where an individual is located, or even sales information (think ZoomInfo). There is quite a range of how personal you can get, and this goes beyond segmenting your base. To dive into this further, let’s use the classic example of a newsletter since that’s often where businesses will start. B2C Example Say you’re an eCommerce business, selling clothing. You may have a mix of people who have never purchased from you, people who regularly purchase, and people who have only purchased once in your email list. On top of that, you likely have multiple product SKUs and customers who have a mixed purchase history across all of them. The permutations become endless. Suppose you have a person who has never purchased but has shown interest in dresses from web clicks or email content engagement, and another regular customer who has purchased men’s pants. Should you send both people the same content in your newsletter? The short answer? No. B2B Example Let’s say you’re a manufacturer, working with multiple approvers, and with +6+ months in your lead cycle. For instance, one of your accounts may have people such as a Vice President, a Director, or an Engineer who entered into the CRM through different sources: trade shows, sponsored events, outreach, Business Development Representatives, etc. Ideally, the content you send to a VP should differ from the content you send to someone at the working level to try to help sales close those deals faster. Essentially, personalization is a marketer’s ability to tailor messages (content, offers, wording, images, calls to action, time of send) according to the stage of the lifecycle that someone is at, what data is currently available, and what the next preferred action is. The typical challenges businesses face Now that we’ve defined personalization, let’s see why it can be so hard to achieve. When we engage with clients, we often find that the main challenges they face are similar across industries and stages of business. What our team typically sees: They have a team member working off of the side of their desk to try to build out personalized campaigns while also taking care of alongside content creation, branding, and other sales/operational demands Their data isn’t trustworthy There’s no alignment internally on what the benefit of personalized campaigns could be Sales team members want to understand how this can help them before trusting anyone with their contacts and processes. Marketing can’t access data or has trouble receiving the data they need Teams aren’t sure where to begin Ongoing training isn’t readily available, so teams only utilize 10-20% of their tool’s capabilities. Processes aren’t set up to support ongoing sales & marketing initiatives Personalization can feel daunting, especially when various skills are needed to help bring it to life: strategic, analytic, technical, creative design, copywriting, and execution. It’s difficult for one person to master all these skill sets, especially when they’re not in the tool daily. Here’s how to move forward, despite these challenges Step 1: Understanding your customer or buyer journey. This is where it all begins. In all of our engagements, we ask if there’s a journey map to start with. A journey map identifies how your target market makes buying decisions before interacting with you, during the sales/purchase process, and after. It’s essentially a roadmap of every experience they have with your brand. Think of interactions with your advertising billboards, joining a webinar, seeing your digital ad, visiting your booth at trade shows, or perusing your website. We often find that the goldmine of information needed to make a journey map can be discovered within sales and operations. In most cases, it’s not documented, but rather known by multiple individuals. Your sales team is a great place to begin sourcing that information but they will likely need other teams to add in the information before a prospect is actively engaged with sales—i.e., when that buyer is in the research stage, before any interactions with team members. Operations teams are another great resource, as they often field customer questions and hear customer pain points through conversations. When marketing combines these collective insights and layers in primary or secondary research, trend reporting, competitive insights, and prospect behaviour, the real magic happens. Questions the journey map needs to explore: What are the pain points these clients have? Throughout various stages of awareness, consideration, purchase, advocacy/loyalty, what is the buyer experiencing? How do they conduct research? What are some of the clues that indicate someone is ready to purchase? What are some of the typical objections? How do these buyers make their purchasing decisions? What do approval processes look like? What do they compare against competitors? How do they make the purchase? What happens after the purchase is made? What does renewal or second purchase look like? What outreach is there? Why and how does the client get in contact with the business? What makes a client become an advocate? Step 2: Understanding the data that’s available today. Data is the backbone of personalized content. Once your team is clear on the stages, from prospect through to advocate, you’ll need to understand what information you have from these clients along their journey, and what’s missing. Start looking at where in the journey you’re collecting customer information: Business cards or registration lists from trade shows Webinars, downloads from the website In-store quotes or purchase orders Lead form submissions. And what about behavioural data? Email opens SMS clicks Repeat visits to a web page or landing page Content interacted with on a digital platform Surveys or preferences on what type of information they’re interested in Historical purchases, POS data Consent And, of course, demographic or psychographic data: Age Job title Timeline to purchase Company size Survey data In addition, look for any external data you may have collected. This includes research, purchased data such as postal code demographics, and more. All of these items can be used to craft personalized messages. Next, you need to determine if the data is trustworthy and available, and determine any other critical data you need and how to gather it. For instance, a language flag. One of our clients had a language flag that would default to English, and customer service representatives weren’t filling it out as they were entering the language preferences elsewhere. If data is available, it must be validated before you use it to communicate with any clients. Once there’s alignment on what trustworthy data is available, it’s time to match it up to the goals of your campaign and outline what you’d like your campaign to do. Below are two simple examples. B2C Example As an apparel retailer, you may be looking at how to send a newsletter to your base with your new drop. You’re only featuring your new arrivals and sending a 20% off coupon to those who have signed up but haven’t purchased in the last month. Those who have purchased clothing in the past 30 days receive the latest drop without a coupon. And all of this is done with one email. The minimum data you need for this campaign is: Consent flags First name Email Language Category of purchase Last purchase date (null for those who have never purchased) B2B Example As part of your manufacturing newsletter, you’re inserting an exclusive invitation to accounts that sales haven’t spoken to in the last 30 days, as well as additional content, including new product information for their vertical. Those you’ve spoken with recently receive the same newsletter, but only with the content about new product information for their vertical. The type of data fields you need for this campaign are: Consent flags Account Account last activity date (email, phone call, meeting, etc) Account last purchase date Email Record associated to the account: First name Account iIndustry/vertical Account owner New product cCategory Account purchased category Step 3. Triggering communications when it’s relevant to the customer. The next step is determining when and how we’re sending communications out. The highest engagement rates are typically seen after the customer has taken some sort of action. As examples, typical triggered communications you see are: Abandoned shopping carts: happens maybe hours/a day after someone left without purchasing Being retargeted with ads after visiting a website and not making a purchase A popup inviting you to contact sales because you’ve spent 45 seconds on a single page Post-purchase email for someone after they made their first purchase An email reminder the day before a webinar and post-webinar If you’re using tools such as Klaviyo, Salesforce Marketing Cloud, Pardot/Customer Engagement, Mailchimp, and so on and so forth, you’ll have options as to how and when you’re sending out the communications (website pop-up, advertising, email, SMS, landing page, etc). Some platforms may allow you to send the communication at a specific time. Some allow you to send it in 15 minute increments. Some even allow you to send it over several days, and have AI determine when is the right time to send it to each individual. In addition to these typical choices, you can build your campaign into a flow or journey, with wait times (say, wait for one day from action ABC or wait until a certain date), or fire once somebody clicks the email, etc. Many of these activities can be captured and used as triggers for when you feel it's best to get in front of that customer. Step 4. Building dynamic content. Now that you understand what data you’re using, when, and how it will be sent, you’ll want to look at building your content. This is where we get into the technical and production details. Typically, when we design a communication piece like an email, we think about it in blocks. A block can consist of an image, copy, button, link, etc., but it has a clear defining point of where the block starts and where it ends. In an email for instance, these sections allow us to create ‘dynamic’ blocks and with some coding, using techniques such as AMP script, dynamic features in tools, or even AI to determine which block to show. In non-technical terms, the developers help us code each block to look up the data, instructing the email to show what’s important. ‘IF’ statements for Excel are similar. If the data shows XYZ, then show content block XYZ. If the data shows ABC, then show content block ABC. It can also be configured to either show or hide the block. For instance, IF the data has nothing, do not show this block. If the data has a value, then show the block. As great as it sounds, starting small is best. Don’t overcomplicate each email until you get the hang of it. When doing this type of work, you need to think through different scenarios and test the dynamic blocks (typically using a preview tool in your platform) to see how live records would appear if the email was sent. Step 5. Test and learn. With your journey, data, triggers, and content in hand, you’re almost ready to hit deploy. Before you do, be sure to use your platform's preview/test and flow/segmentation validation tools. Test using test lists from your own team. And most importantly, use a seed list at least 30 minutes before anything goes live. A seed list is a list of people who receive the communication as if they were clients. This allows you to see if there are any errors with fresh eyes. These people can call out typos, problems with the information they received, etc., before it goes out to your audience. It’s a great way to catch any issues. From there, it’s all about watching the results and optimizing your campaigns. As time goes by, check your data and see if there are any ways to evolve what you’ve built to make sure the content stays relevant. If this all sounds familiar and you could use some expert help, this is where Sensible Marketer comes in. Our team can see this through from end to end, with a Martech Discovery to optimize your SaaS investment or even Marketing & Campaign Strategy to help you get going from beginning to end. We’ve consulted with multiple businesses to help them get their first campaigns up and running, as well as coordinated efforts across teams. We can fill in where there are gaps on your team and help you build the test cases to back the importance of personalized communications. Get in touch today. Technology Automation Solution Strategy Campaigns",
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At this point, you’ve got a solid framework for choosing a brand name that’s memorable, clear, and legally sound. But what kind of name best suits your business? Not all brand names are created equal—some are straightforward and descriptive, while others are bold, metaphorical, or entirely made up. Understanding the different types of brand names can help you decide which approach aligns best with your brand’s personality and long-term vision. The 10 types of brand names Different businesses take different approaches when it comes to naming. Here are ten common types of brand names, each with its own advantages: Descriptive – Clearly states what the brand does (e.g., General Motors, Canadian Tire). Evocative & Out of Context – Creates an emotional connection or paints a picture (e.g., Apple, Nike). Invented – Completely made-up words (e.g., Kodak, Xerox, Etsy). Lexical – Uses wordplay, puns, or alliteration (e.g., Dunkin’ Donuts, Krispy Kreme). Acronyms – Shortened versions of longer names (e.g., RBC for Royal Bank of Canada, KFC for Kentucky Fried Chicken). Geographical – Tied to a place (e.g., Air Canada, Alberta Blue Cross). Founder’s Name – Based on a person’s name (e.g., Ford, Disney, Sobeys). Hybrid – A mix of different naming styles (e.g., Microsoft, FedEx). Metaphorical – Uses symbolism (e.g., Jaguar, Amazon). Alphanumeric – Uses numbers or a combination of letters and numbers (e.g., 7-Eleven, 3M). Choosing the right type of name depends on your brand identity and long-term vision. A great business name isn’t just a label—it’s your brand’s first impression, your identity, and a powerful tool for attracting the right audience. Make sure yours is working for you, not against you! Not sure if your name hits the mark? Download our Brand Name Checklist to see if your brand name passes the test. Still trying to find your brand name? Check our Brand Guide: Choosing Your Company Name. Online Naming Resources Namechk — Check username and domain availability Bust a Name — Domain name brainstorming tool. Namium — Generates unique business names Branding Naming Book (Recommended Reads) Hello, My Name is Awesome by Alexandra Watkins Brand Naming: The Complete Guide to Creating a Name for Your Company, Product or Service by Rob Meyerson. The Naming Book by Brad Flowers Trademark Resources (Canada) Canadian Trademarks Database — Search for registered trademarks in Canada Canadian Intellectual Property Office (CIPO) — Official resource for trademarks and IP in Canada",
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The idea is that you keep your customer-base engaged throughout all these stages and look at what external impacts could also affect them – a marriage, a move, billing changes or promotions ending. Understanding the Importance of Lifecycle Marketing This form of marketing is really important. Not only does it resonate with people because these communications are sent at a relevant time to them, but also because it will drive business revenue, client growth, and loyalty. In work we have done with businesses, we have seen welcome programs reduce churn by nearly 2% (which can lead to thousands of dollars). A movers program was able to generate 1K new clients and retain over 20K a year. With Win-back programs, we have seen an incremental lift of 1% on these programs. These milestones will be more apparent as we explain 7 different lifecycle marketing campaigns in a later section. For now, you need to realize that a lot of thought and tracking goes into these campaigns. And that’s why marketing automation is a key enabler. A Little Marketing Automation Goes a Long Way A robust, automated marketing system is a lifesaver for businesses across the globe. It’s equally useful for mom-and-pop shops as well as massive, Fortune 50 companies. The right program will track what the customer does. When they do certain things, a specific marketing campaign will automatically roll out. For instance, after someone signs up for your newsletter, the software will automatically send them a welcome email. Why is automation so important? There are three major reasons: It saves you time It removes human error It picks up on habits you might not realize Saving Time with Marketing Automation Tools There are only so many hours in the day. Most business leaders will agree that their time is best spent in efforts to grow their business. Manually drafting and sending different emails can quickly burn up an entire day. The sheer time it takes to roll out lifecycle marketing campaigns is incredible. Marketing Automation Tools today are growing and trying to help businesses achieve a ‘headless’ state; where someone can help program and oversee, but the tools can take care of all of the interactions. These tools can let you set up processes that are routine, but allow you to personalize the experience. You can insert the product or service name, the person they interacted with, and different content as part of your email, digital ad creative, SMS, push notifications and direct mailers. They help ensure your clients feel like they’re being treated as an individual, without you having to create a new message for each person. As Artificial Intelligence grows within these tools, they will help you maximize your communications. They can set the frequency at which people get your emails, they can choose the best time to send the email for that individual, and more. But we will cover that topic in another blog! Let’s talk about the campaigns you should start thinking about. Top 7 Lifecycle Marketing Campaigns Your Business Needs Now, let’s take a second to review some of the top automated lifecycle marketing campaigns that your business can benefit from. These campaigns are often automated because that lets communications happen whenever a customer triggers them. If you can’t automate, then give your best attempt! Remember, you’re looking to turn potential customers into lifelong customers. These campaigns will help with that. #1: A Welcome or Onboarding Program Most businesses have one of their highest costs in attracting new clients. In subscription businesses, we have seen as much as 50% of new customers lost within the first year. Replacing those clients, while trying to grow your base, can prove to be a complicated task. Many of those people leave because of a pricing issue, related to them not seeing the value of the product or not being able to justify the cost. The other issues tend to be related to service. Take this opportunity to welcome them to your company and on-board them to ensure they know what to expect, tips and tricks, and check in with them. When purchasing a product or service, they may be overwhelmed and not recall every feature or detail. So, take the time to remind them over a few days to help build their loyalty. #2: Abandoned Cart or Sign-Up Program Getting a user to complete an action, whether it’s purchasing a product in their cart or completing a sign up, is a critical conversion point for businesses. There could be a multitude of reason as to why they didn’t complete – they may be second guessing the product or service. They may be hesitant because of the cost. Or they got distracted as they were just about to hit submit. With some of the businesses we worked with, we have seen abandoned carts help recover 2% of sales.Some ways to ensure conversions here are simply adding an email which includes a link back to what they had, or maybe including a coupon or discount. Some companies will introduce retargeting, where ads will show up to that person on other sites to remind them of what they left behind. The same goes for signups. It may not be possible to send them an email as they haven’t completed, but retargeting is a way to remind them of what they’re missing out on. Some signup processes may start with just the email, and then you’ll want to build a flow to ensure they continue the rest of the verification process or any next steps. Your email can briefly address this concern by citing how good your products are and how many customers you have. #3: Post Purchase or Service Survey Lifecycle marketing is really about understanding your customers and their experiences. The best way is hearing it directly from them. This is where surveys are helpful. After a successful purchase, you can roll out a marketing campaign that includes a survey. It should be brief and only cover the essential parts of their interaction. Normally, we recommend the survey take no more than 2 minutes. Anything longer, and you may need to add an incentive to get high completion rates. Make sure you include some “free answer” sections when asking for feedback. This ensures the customer can put down their honest thoughts for you to review. Then look for trends and commonalities in the feedback you receive, so you can make your service better. And don’t hesitate to inform customers at a later date as to what you’ve heard, and what the company is doing. It makes them feel heard! #4: Review Campaign When people are considering a product or service, they often lean on reviews to guide their decision. You’ll want to ensure you’re building your reviews online, and sometimes its hard to ask people for this. Automating these review cycles is great because you want to ensure you’re continually making that effort. Often, reviews will be tied to campaign #3, where they will be triggered once the company knows that the client had a 4+ stars out of 5 rating, as anything lower should be investigated and understood as to what the dissatisfiers are. This helps ensure you’re not prompting bad business reviews online, while also addressing what customer concerns are. And don’t forget – this will also help your SEO efforts! #5: Sorry to See You Go – Disconnected or Cancelled Subscription Campaign Losing customers is a normal part of business. But it doesn’t mean you can’t still try a last-ditch effort or make a lasting impression. This form of marketing campaign is typically triggered by a customer either unsubscribing, opting out of an email program, or cancelling their services. The main piece of data that you want to collect is why they’re leaving. Get a little bit of feedback and use it as a learning opportunity. This can be done through a survey at the end through an email. Some companies may have a team outbound call the customer with rich offers. You never know if your customer will have buyer’s remorse and want to come back. It may cost you less to try and save this customer, versus trying to attract a new one. So, determine if your processes, product, pricing, or experience were the reason for the breakup and if there’s a way you can resolve the issues! #6: Win Back Your Lost Customers Break ups aren’t always messy and there can be a second chance at winning someone over. Firing a campaign that goes to customers who have left, and offering them a reason to come back is what you will typically see. Many businesses will use discounts, but it can also be perks that may not have a material cost to you. The reason why people go after previous customers, is they know your brand and have experienced your offering (for better or for worse!). This means there’s less education you need to do on who you are, and more on why they should come back. Address what has changed since they’ve last been with you, and why their life will be better when they do come back! #7: Customers Who Are Moving When someone moves, they are open to new products and services as it’s a ‘moment of truth’ in their life. This means you have an opportunity to acquire new customers, as well as retain the ones you have. Moving is a hectic part of a person’s life, as there are a lot of moving pieces. Making it easy for them to move with your business, or by being there for them in their new home. Normally, subscription-based companies will capture these moving clients in forms or calls into their call center. These contacts are a great trigger point to capture and begin a cycle of communications to follow to ensure the move is seamless. When it comes to acquiring new clients, there are a lot of opportunities to source external data to identify people in a moving cycle, while also capturing searches. By building campaigns for these people with unique landing pages, marketers will often build lifecycle campaigns around capturing their email address or cookie-ing them once they visit a specific landing page. From there, the lead nurturing communications begin! Sensible Marketer is a full-service marketing agency. We help your business grow and keep your customer base. We use a current marketing practices and our years of experience to help you grow revenue and reduce churn. Contact us for a FREE consult today to help get started or optimize your marketing.",
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Eventually, tracking individual sales instead of GRPs became the north star for teams to attribute their spending and impact to the bottom line. Eventually, this led many marketing departments to prioritize quick wins, pushing performance to the forefront while brand storytelling took a backseat. Fast forward to today, and we’re seeing marketing budgets shifting to a 60:40 split in favour of performance marketing tactics, with some eCommerce brands favouring performance even higher at around 80:20. In a digital landscape ruled by giants like Google and Facebook, brands are competing fiercely for attention, but costs are climbing while returns seem to be slipping. With consumers bombarded by ads every day, it’s more important than ever for brands to have a clear identity and message to stand out. Re-enter brand marketing. What’s The Difference? Let’s level set. Performance marketing is focused on conversion-based results—think clicks, leads, and sales. It’s a tactic where you pay only when you achieve a specific action. Brand marketing is about crafting a unique identity and connecting with customers emotionally through storytelling. Think of it as sharing your brand's story and values at every turn, making your audience feel like they’re part of something special. When you deliver a thoughtfully crafted and memorable experience, you build trust and loyalty, keeping those customers returning for more. While trust and loyalty are nowhere near as immediately measurable as clicks, they lay the groundwork for long-term success. Why Make The Case For Both? So, with finance teams and VPs of marketing loving the ability to attribute performance to marketing, how do we ensure that teams treat brand marketing as a co-pilot rather than a passenger? Let’s chat about customer inertia—essentially, it’s the tendency to stick with what you know. It’s that cozy habit of buying a product or service without giving it much thought. While performance marketing grabs the attention of those actively shopping, many consumers are perfectly happy with their usual choices and aren’t in a headspace to be distracted by the attention grabbers. This is where branding gently nudges these folks out of their comfort zones and into your brand’s embrace. From studies Sensible Marketer has seen in telecommunications and other industries, typically 70%-80% of the market is inert. They don’t see a reason to switch from a competitor or need one heck of a reason to do so. Often, with conversion-based performance marketing, we’re tapping into the 20-30% that is actively at play. So we’re missing out on 70% of the opportunity. With brand marketing, marketers are trying to create a bigger pool of clients, awakening them (so to speak) to something better. They’re not actively looking for a solution as they don’t recognize a problem with what they have. That’s where brand marketing comes in, to sway them to new opportunities. Marketing In A Fragmented, AI Era As new channels pop up and AI commands attention, the focus on creative, compelling messaging will continue to matter, perhaps even more so than ever before! Strong branding allows companies to stand out as things get noisier. So, what’s the takeaway? It’s not about choosing between performance and brand marketing; it’s about finding the sweet spot between both. Sometimes, the balance will shift slightly, but remember that short-term growth needs long-term efforts to continue driving a healthy pipeline. Sensible Marketer is a full-service marketing agency with experience growing your business or organization using brand and performance marketing. Contact us for a FREE consult today to help get your programs started or evaluate the ones you have running. Grow/Manage Clients Book FREE Consult Sources https://www.warc.com/content/feed/brand-marketing-pays-off-for-airbnb/en-GB/7437",
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Drip campaigns, advanced segmentation, A/B testing, image library and email templates all included. Although much pricier than the other options here, the breadth of features and ease of use can make it an attractive option depending on your business needs. SalesForce Marketing Cloud If you want to think of SalesForce’s Pardot as the B2B email tool, Marketing Cloud would be their B2C offering. Although not black and white, Marketing Cloud is better suited for the B2C market as it offers greater capabilities when it comes to social media marketing and advertising, plus SMS campaigns, which are typically more frequently used for the B2C market. It allows you to easily engage with customers across multiple channels and assist in their customer journey with specific modules for various digital marketing functions. This is best suited for those who have shorter sales cycles and want lots of control over the customer journey. Marketo Marketo is another popular solution for email providers. Their product offering is more costly than some of the others, however, similar to the SalesForce products, Marketo is a great tool to have integrated as your company scales. Their offering includes segmentation capabilities, dynamic content controls, journey automation, social integration and more. Most everything you would need. Although they have a solid offering in terms of the more advanced marketing tactics you may be interested in using, it should be noted that some people find the usability to be a little more difficult. HubSpot Another all-in-one solution, HubSpot starts at $50/mo USD and can also get very pricey, very fast. Of all our recommendations, this one is probably the most advanced and difficult to use – so beginners beware! On top of CRM & marketing automation, HubSpot is also your content management system (CMS), landing page builder & SEO optimizer. Their reporting is excellent and includes website analytics & ROI tracking. Also includes SMS through the CRM and an ad manager. Campaign Monitor Campaign Monitor has one of the lowest cost basic plans, starting at just $9/mo. They have extensive integrations including WordPress, Salesforce, Shopify, Google analytics, Magento and so much more. Now they have good templates! Great quality and super customizable. Their “white label” option even allows you to re-brand the platform to your own e-marketing product to use or resell (i.e. agencies). We’d like to see an image library and better A/B testing. Right now their A/B testing is very basic. If you think you might do a lot of A/B testing or want to benefit from that data, you may want to consider another provider. ActiveCampaign ActiveCampaign starts at $19/month but can get very pricey, very fast. It can be your full CRM & marketing automation tool, but it is not for beginners. They have advanced segmentation including actions, behaviour, social data and allows you to score leads & contacts. MailChimp This is arguably one of the most popular email tools out there & we totally get why. It’s super easy to use and very affordable, starting at $9/mo USD. If you’re a small business with few subscribers, you could benefit from their “forever free plan” which lets you send up to 10,000 emails per month to upwards of 2,000 subscribers. The tools and usability are wonderful & great value for what you pay. It includes a landing page tool, A/B testing, simple drip campaigns, a survey tool, marketing calendar, image library and advanced social media integration. Segmentation is based on actions, location, behavior and social data. You can even send SMS messages with the Text Marketer plugin. Constant Contact Another tool that is super easy to use, starting at $20/mo. What stands out about Constant Contact is their event management & social media tools. You can create trackable and scannable coupons or discount codes to use and share online with the Third Generation Editor. Also includes a landing page tool, A/B testing, social media integration, image library and customer surveys. They’ve also recently added several integrations, partnering with Facebook, Eventbrite, WordPress, Salesforce, Shopify, etc. We’d like to see improvements to their email templates however. Although they recently expanded their template library, they don’t offer as much flexibility as the competitors. This is a good option if you’re just starting out with email marketing. Drip Drip is definitely more pricey and is completely dependent on the number of email contacts you have in your account. Starting at $19/mo for 500 email contacts, pricing increases from there. With Drip you are really paying for their quality marketing automation, so although it’s pricier, it’s really a great value considering how high other marketing automation provider plans start at. This tool is perfect for eCommerce websites and internet marketers because of it’s intelligent software and advanced segmentation. You can reach very specific audiences like people who’ve abandoned their cart, first time visitors, returning visitors, links clicked and so much more. SMS, A/B testing and social integration are included. The templates are great and easy to use with the visual design tool. As an all-in-one solution, we would have liked to see landing page templates also included. ConvertKit What we love most about ConvertKit is their visual automation builder. Lets face it, sometimes setting up automation can be a little confusing – and no one wants to send the wrong message to their customers. This makes it easier & more accurate. Starting at $29/mo (with a free, more limited version option as well) this tool has a reputation among bloggers, podcasters, youtubers and insta stars. You get marketing automation without the complicated system or huge cost. Be aware, templates are included but only standard WYSIWYG. AWeber Starting at $19/mo, AWeber is perfect for new email marketers. It’s easy to use, has a decent amount of integration including WordPress, Salesforce, landing page & opt-in form builders. The templates are drag & drop, which is always nice for the newbie. They offer a landing page tool, A/B testing, surveys and mobile responsive forms and other tools to help grow subscribers. The segmentation isn’t great compared to other platforms around this price range – but if you can get past that, this is a great option, especially if you’ll be using a lot of landing pages. GetResponse If you’re into webinar marketing, GetResponse is for you. Starting at $15/mo, their webinar marketing solution is integrated with their email program. They also offer responsive forms, conversion funnels, landing pages, A/B testing and a drag & drop template builder. They integrate with lead generation software such as SalesForce, OptinMonster, ZenDesk and Google Docs. And it’s very easy to use – perfect for beginners. Keap (Formerly Infusionsoft) Starting at $79/month, Keap is also an all-in-one solution with CRM. Unique to Keap is their Storefront & Shopping Cart, letting you sell your products online. Everything is centralized, making it easier and more affordable for small businesses who don’t want to worry about syncing data across multiple systems. It syncs with tons of other apps like Xero, Quickbooks and your payment gateway. The software also helps businesses from a marketing strategy perspective including lifecycle marketing, creating and managing campaigns and more. Campaigner Last but not least, Campaigner is our final recommended email provider. Started at $40.95/mo for up to 5K contacts, it’s pricing is competitive considering their offerings. Their basic plan includes a drag and drop editor, hundreds of templates, social integration, basic segmentation capabilities and a geolocator. Although it’s a little more advanced than MailChimp (which is very easy for a beginner to use), Campaigner has an intuitive user interface so is also a great option. Sensible Marketer Inc is a marketing agency specialized in helping services-based businesses. If you need help with your email strategy, program, deployment, or simply want a second opinion, contact us today for a coffee chat to discuss how we can work together.",
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H1Top Canadian Grants to Grow Your Business in 2025 2 H1s
Also: Top Canadian Grants to Grow Your Business in 2025
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"description": "Learn about grants and non-repayable programs across Canada—what they offer, when to apply, and who qualifies—so you can get going on your go-to-market plans.",
"articleBody": "Top Canadian Grants to Grow Your Business in 2025 Looking to boost your marketing budget and fuel your business's growth? Whether you're a business owner, CFO, or marketer, finding the funds to scale up and generate leads is a never-ending challenge. But here’s the good news: Canada offers grants designed to help businesses like yours innovate, expand, and thrive. While consulting with businesses, the conversation of grant opportunities often comes up. That’s why we decided to turn it into a blog—to give business owners a simple, go-to resource for easy reference. Below, we highlight a handful of grants and non-repayable programs across Canada—what they offer, when to apply, and who qualifies—so you don’t have to hold back on your go-to-market plans. Be sure to click through to find out all the eligibility criteria and updates to applications. If you’re looking for a marketing agency to provide quotes to get your submission in quickly, contact us—we’d be happy to support you. Canada-Wide Grants Canada Council for the Arts Grants Description: Funding to promote Canadian artists and their work internationally. Maximum Amount: $30,000 Eligibility: Canadian artists, groups, and arts organizations. Eligibility differs by program. Eligible Marketing Expenses: Public relations campaigns, digital advertising, and international event promotion. Application Timeline: Deadlines dependent on projects. See deadline information. Learn more about Canada Council for the Arts grants CanExport for businesses (SMEs) Description: Funding for industry associations to support export marketing and trade activities for their members. Maximum Amount: $50,000 (up to 50% of eligible costs) Eligibility: Canadian Small Businesses, with $100K-$100M in revenue. Eligible Marketing Expenses: Trade show participation, marketing strategies for export promotion, and digital advertising. Application Timeline: Not currently accepting applications. Check back after April. Learn more about CanExport British Columbia Grants Buy BC Partnership Program Description: Funding to help producers, processors, and cooperatives market local food products. Maximum Amount: $30,000 (up to 50% of project costs) Eligibility: BC-based producers, processors, and cooperatives. Eligible Marketing Expenses: Branding, packaging, and promotional campaigns for Buy BC products. Application Timeline: Closes January 27, 2025. Learn more about Buy BC Alberta Grants Alberta Export Expansion Program (AEEP) Description: Helps Alberta businesses expand internationally through trade show participation and marketing. Maximum Amount: $15,000 per application (up to 50% of eligible costs) Eligibility: Alberta-based subject-matter experts (SMEs). Eligible Marketing Expenses: Trade show registration, travel, and international marketing collateral development. Application Timeline: Rolling applications. Learn more about AEEP Alberta Innovates – Voucher Program Description: Supports mid-to-late-stage product development and commercialization. Maximum Amount: $10,000 Eligibility: Alberta-based Tech SMEs. Eligible Marketing Expenses: Marketing research, commercialization strategies, and promotional activities for product launches. Application Timeline: Open year-round. Learn more about Alberta Innovates Alberta Media Fund Description: Provides grants for post-production labour costs in Alberta. Maximum Amount: $200,000. Eligibility: Alberta-based media companies. Eligible Marketing Expenses: Marketing and promotion of post-production media projects. Application Timeline: Open year-round. Learn more about the Alberta Made Screen Industries Program Saskatchewan Grants Métis Assistance Program (MAP) Description: Grants for Métis-owned businesses for startups, expansions, or operational improvements. Maximum Amount: $99,999 Eligibility: Métis-owned and controlled businesses in Saskatchewan. Eligible Marketing Expenses: Brand development, digital marketing campaigns, and local advertising. Application Timeline: Rolling applications. Learn more about MAP STEP Market Access Program Description: Funding to help Saskatchewan businesses market domestically and internationally. Maximum Amount: $10,000, up to 50% of eligible costs. Eligibility: Saskatchewan-based SMEs. Eligible Marketing Expenses: Participation in trade shows, development of marketing materials, and website enhancements. Application Timeline: Open year-round. Learn more about STEP Agriculture Awareness Initiative Program Description: Funding to build awareness and trust in Saskatchewan agriculture. Maximum Amount: $50,000 up to 75% Eligibility: Saskatchewan-based agriculture organizations. Eligible Marketing Expenses: Public awareness campaigns, educational materials, and event sponsorships. Application Timeline: Open year-round. Learn more about the Agriculture Awareness Initiative Program Ontario Grants Digital Modernization and Adoption Plan (DMAP) Description: Supports Ontario SMEs in adopting and modernizing digital technologies. Maximum Amount: $15,000, up to 50% Eligibility: Ontario-based SMEs. Eligible Marketing Expenses: Development of e-commerce platforms, digital marketing campaigns, and website redesigns. Application Timeline: Opens annually in Q1. Learn more about the DMAP Quebec Grants CED – Regional Innovation Ecosystems Description: Offers funding to foster growth in Quebec’s innovation ecosystem. Maximum Amount: Varies, up to 90%. Eligibility: For non-profit organizations. Eligible Marketing Expenses: Digital marketing campaigns, branding initiatives, and promotional events. Application Timeline: Open year-round. Learn more about CED - Regional Innovation Ecosystems PME MTL – Young Business Description: Subsidies for young businesses in Montreal to support startup growth. Maximum Amount: $15,000 Eligibility: Businesses based in Montreal under five years old. Eligible Marketing Expenses: Local advertising, social media campaigns, and event marketing. Application Timeline: Rolling applications. Learn more about PME MTL for young businesses Prince Edward Island Grants Web Presence Assistance Description: Funds to help PEI businesses enhance online sales through improved web presence. Maximum Amount: $2,500, up to 75% Eligibility: PEI-based SMEs. Eligible Marketing Expenses: Website design, e-commerce integration, and digital advertising. Application Timeline: Rolling applications. Learn more about Web Presence Assistance Money to Enhance Export Marketing Description: Provides funding for export marketing initiatives in Prince Edward Island. Maximum Amount: $15,000, up to 65% Eligibility: PEI-based businesses. Eligible Marketing Expenses: Trade show participation, export-focused advertising, and content marketing. Application Timeline: Rolling applications. Learn more about the Money to Enhave Export Marketing program Newfoundland and Labrador Grants Funds for Business Advisory Services Description: Supports business plans, marketing strategies, and financial management services. Maximum Amount: Covers up to 75% of costs, up to $5,000. Eligibility: Small Business and non-profits in St. John’s and Mount Pearl. Eligible Marketing Expenses: Developing marketing plans, advertising strategies, and branding efforts. Application Timeline: Open year-round. Learn more about Funds for Business Advisory Services Northwest Territories Grants Tourism Product Diversification and Marketing Program (TPDMP) Description: Helps NWT tourism businesses diversify their offerings and expand marketing efforts. Maximum Amount: $15,000 for Marketing Assistance. Eligibility: NWT-based tourism businesses. Eligible Marketing Expenses: Development of marketing campaigns, social media advertising, and promotional materials for new tourism products. Application Timeline: Application period closes January 29, 2025. Learn more about TPDMP Nunavut Grants Kakivak Association – Economic Opportunity Fund Description: Funding for tourism businesses in the Qikiqtani region to support economic growth. Maximum Amount: $10,000. Eligibility: Qikiqtani-based tourism businesses. Eligible Marketing Expenses: Promotional materials, digital advertising campaigns, and event sponsorships for tourism initiatives. Application Timeline: Open year-round. Learn more about Kakivak Association Don’t miss out on non-repayable grant opportunities! Grants like these can unlock incredible opportunities for you to grow your business. Whether you’re exploring export opportunities, enhancing your digital presence, attracting new clients or investors, or updating your marketing technology stack, we’re here to help. Let us know if you need an estimate to get your submission in. Call Us Book A FREE Consult",
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TitleMarketing Grants To Expand Your Budget
DescriptionLearn about grants and non-repayable programs across Canada—what they offer, when to apply, and who qualifies—so you can get going on your go-to-market plans.
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