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Sometimes I wonder where November went. With year-end rushing toward us, it feels like we’ve got to ride like hell to finish strong. So, buckle up and listen to this cool tune from Big Sugar, one of Canada’s best live bands ever!

Here is what the experts are saying, and some takeaways from the past week:

Doubling Down on Accounts and Research

This unpredictable year has been about Stabilizing, Reinventing, and Growing wherever you can. I like TOPO’s three-phase strategic framework that integrates these concepts:

  • Stabilize
  • Renivent
  • Grow

Many of our clients successfully adapted and focused on re-examining their USP and their prospects’ current needs while taking a deeper look into their target buyer group. Our market research clients have found opportunities through investigating spending patterns and the impact on buying behaviour. And we have regular conversations with clients about piloting ABM programs for them to test – it’s all about directing marketing resources toward more likely targets. Focus, focus, focus!

What are you planning to keep moving forward?

Speaking of Planning…

After the 2020 chaos I’m tempted to simply say I have absolutely no idea and good luck to everyone! But Sagefrog’s 2021 B2B Marketing Mix Report details trends and emerging tactics B2B marketers might find useful for the upcoming year. Top areas of marketing spend in 2021 budgets:

  • Website Development – 51%
  • Digital Marketing (SEO and SEM) – 44%
  • Content Marketing – 33%
  • Branding – 27%
  • Social Media – 22%

It’s no surprise that companies are investing heavily in website development and digital marketing. Content marketing offers companies the best method to differentiate themselves in the marketplace. Branding becomes ever more important in the virtual world to re-think gaining and retaining attention. The role of social media has taken a step forward for B2B – particularly the use of LinkedIn. Where are you investing in your 2021 plan?

When Music Does Good

There are so many challenges around us, but this story moved me by the power of music and the kindness of people. The Manchester Camerata Orchestra has been bringing music, improvisation, and joy into the lives of care home residents, including those with dementia, via its award-winning Music in Mind project for eight years. As a result of COVID, they are now piloting a remote resource offering backing tracks, Zoom feedback and mentoring – so care staff can continue the vital, interactive work.

This story resonates with me due to both the music connection and my own family connection to dementia and Alzheimer’s. I hope we can all find a way to encourage and inspire others.

For Your Entertainment – if you’re interested…

We’re in the giving season, so if you want to see me playing “Ride Like Hell” with Big Sugar back in 2011, click here… no hecklers, please!

Remember, be thankful and ride hard! As always, don’t hesitate to call me to brainstorm or ask how I can help.

Looking forward,

Rick Endrulat | President | Virtual Causeway | 519.866.1600 x622