Schermer Kuehl : Resources

Resources: This is just the beginning of the expertise we can bring your company.

SK and Industry Articles

Building Better Marketing Budgets (PDF 128.40 KB)

Finding the right metrics to link marketing programs to financial results can take the dread out of budgeting season. Read on to learn more about metrics and the marketing budget.

Interactive: B2B or Not to B2B (PDF 1.13 MB)

TCB Senior Editor Gene Rebeck highlights several "outtakes" from a recent interview with Schermer Kuehl principal Chris Schermer on B2B interactive marketing.

MINCO Case Study.pdf (PDF 70.28 KB)

In the world of engineers, where numbers and measurable impacts reign supreme, marketing communications may seem like a bunch of mumbo jumbo, a pointless exercise in corporate frivolity. But not to electronics components manufacturer Minco.

Challenged by the company's president to increase sales and the workforce 50% over five years, Minco first invested in marketing communications to spread the vision, increase alignment, and build the brand among employees. Just one year after kicking off the branding and marketing campaign, Minco has grown both sales and the workforce by 43%.

Seeing Eye-to-Eye with B2B (PDF 121.97 KB)

To be successful in B2B marketing communications, there are three processes that you should understand: The marketing process, the selling process, and the buying process. If you don’t reconcile all three and market accordingly, you’re not going to get the results that you (or your boss) are looking for. So, how can you be more successful with your B2B marketing communications efforts? Just follow these six tips.

SK White Papers

Aligning Sales and Marketing For Maximum Effectiveness (PDF 203.07 KB)

At a B2B Marketing Roundtable hosted by Schermer Kuehl, seven companies got together to discuss the issue of aligning Sales and Marketing for maximum effectiveness. While there were as many questions as answers, these senior marketing professionals certainly had many perspectives and experiences to share with one another. Here are some challenges and insights identified at the Roundtable.

Don't Play Follow the Leader with your Technology Company (PDF 132.95 KB)

When looking forward to your long-term marketing strategies, consider what it means and takes to become a Brand Leader. The commitment is great, but the rewards will be even greater. You’ll enjoy more customer loyalty, increased preference for your company’s product and services, less pricing sensitivity, and insulation against competitive and market pressures.

Identifying & Overcoming the Challenges of International Marketing (PDF 169.21 KB)

As you wrestle with the challenges of international marketing, it's helpful to understand the real, underlying issues. Yes, there are "little" things like diversity, language and time differences. But really, the fundamental issue is trying to be relevant in a world that has different values in different places. How do you stay relevant and control your brand at the same time? Understanding and breaking down this core issue will help you discover and direct the appropriate resolutions for your brand and marketing strategies.

Marketing Keys to Driving Channel Sales (PDF 124.09 KB)

There are six key components to successfully using your marketing organization to drive channel sales. Interestingly, we believe it’s more about establishing and building mutually beneficial relationships than it is about sales and pricing promotions. Neglect even one, and you’ll find that your company will struggle with its channel partners.

Use Content to Boost Website Rankings (PDF 118.92 KB)

In today's technology marketing environment your prospects are deluged with up to 5,000 marketing messages each day. Learn how you can cut through the noise to build awareness and demand for your company's product and services.

SK Tips and Trends

How to Implement a Thought Leadership PR Program (PDF 114.33 KB)

Thought leadership is one element of a successful brand leadership strategy. It is a coveted state that many desire, but few achieve. Like brand leadership, thought leadership is much more than just making a claim that you are the best in your industry. It takes commitment and dedication and a ton of hard work. By utilizing thought leadership in your public relations efforts, you will not only earn respect from reporters but also build trust, credibility and your brand with your customers.

Marketing to Your Channel.pdf (PDF 138.13 KB)

Value added resellers (VARs) and system integrators are faced with increased industry and economic challenges, such as declining margins, increasing end-user expectations, and operational inefficiencies, making it more difficult to sustain a successful business. Implementing the three marketing tactics listed in this PDF will help you effectively communicate and market to your channel.