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Our Latest Thinking

Impact Planning Group team members are often asked to speak or write about topical business issues related to Strategic Marketing. See below for our latest webinars, white papers and “takes” on the hottest marketing issues of the moment:

Current Project

Development and Delivery of Next Generation Marketing Skills

We are helping a multinational B to B firm train marketing personnel in the specialized skills they will need to compete in the next decade. The goal of the course is to improve competencies in strategy, innovation, branding, communication, sales force optimization and next generation skills. Read More

 

View webinars by experts in strategic marketing consulting and strategic planning consulting for B to B marketing clients
Instant Impact Webinars
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Category 1:  Thought Leaders

View webinars by experts in strategic marketing consulting and strategic planning consulting for B to B marketing clientsThought Leaders with Impact: Rob Hoctor
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Rob Hoctor, one of Impact's clients, shares his perspective and experience…How a leading global company was able to address a tough market and competitive situation by applying an "outside in" approach and segmentation, that resulted in a remarkable market share gain and revenue growth within a short timeframe.


Category 2:  Grow Your Business Using a Marketing Plan Outline

View webinars by experts in strategic marketing consulting and strategic planning consulting for B to B marketing clientsPricing for Green
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The right approach can help companies solve big challenges—like how to create and price environmentally-friendly offers. Learn how to use a marketing plan outline and tools to innovate and capture value for green initiatives.


Category 3:  Differentiate by setting your B to C and B to B Marketing Plan Apart

View webinars by experts in strategic marketing consulting and strategic planning consulting for B to B marketing clients Avoiding Technology Price Erosion
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Maintaining above-average pricing and margins requires that customers understand your unique proposition.  Learn how to understand what really matters to customers—and how to communicate value in maintaining price and share.

View webinars by experts in strategic marketing consulting and strategic planning consulting for B to B marketing clientsDare to be Different
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Understanding differences in customer’s needs can lead to differentiated offers that grow your business.  See how leading companies gain the insight they need to develop winning strategies in all types of economies.


Category 4:  Segmentation, Targeting and Positioning

View webinars by experts in strategic marketing consulting and strategic planning consulting for B to B marketing clientsFocus to Grow
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Great marketers are unafraid of focusing very narrowly on important segments and strategically de-emphasizing unattractive segments.  See examples of how companies create unique offers, avoid diluting value propositions, and still experience the “magnetic effect of focus.”

View webinars by experts in strategic marketing consulting and strategic planning consulting for B to B marketing clientsCustomer-Centric Pricing in a Down Economy
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The key to maximizing margins often lies in creating different offers for different customer sets.  Learn how to utilize sophisticated pricing techniques and your knowledge of customer differences to create variable offers and prices.

View webinars by experts in strategic marketing consulting and strategic planning consulting for B to B marketing clientsCustomer Segmentation, The Power of Challenges
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Needs-based segmentation can lead to better targeting, unique positioning and a lasting competitive advantage - but it is difficult to do with insight, skill and practical follow-through. Learn both the strategic and practical aspects of creating and integrating successful segmentation marketing strategies.