We’re getting asked by clients and prospects alike, “How do I protect my company in this economy?”  If you’re wondering who is going to survive the next 12-18 months, look no further than your local trade publications, magazines, newspapers, and business events.  Track who is advertising online and in print — who is using direct mail, cold-calling and e-marketing to generate leads.  Who is knocking on your door or the door of your prospects.  These are the survivors.  Those that are continuing their marketing efforts and aggressively working on lead generation, prospecting and customer retention are the companies that will survive and thrive when we come out of these challenging times.

How does this translate into actionable tactics for you?  Here are some of the strategies we’re recommending to our clients and tactics we’re helping to execute:

1.  Focus on your existing customer base first! These are the diamonds in your back yard so figure out how you can grow the lifetime value (LTV) of your client base. [Read more...]