Hiring an Agency

Hiring an Agency
Because Argentum’s niche is marketing strategy, we do not provide creative services like ad design, logo creation or web site development. But we gladly help our clients identify and hire the creative and digital talent they need. As a result, we have been fortunate to work with lots of great creative agencies, not only on behalf of our...

Give Your Sales Force Marketing Flexibility

Give Your Sales Force Marketing Flexibility
Many of our clients come to us to help them become more strategic in the way they approach their marketing spending. One of our middle market clients was in the midst of  a major geographic expansion when we first began working together to build a comprehensive marketing plan. The plan we developed together included two key tools to facilitate...

Netflix: Building a World Class Brand

Netflix: Building a World Class Brand
Earlier this month I facilitated a two-day marketing team offsite for a technology client that went public about a year and a half ago. The company is in the midst of building their 2016 marketing plan so the CMO wanted to bring together her large, geographically diverse leadership team in one location for team building and brand...

Blowing Up the B2B Sales Funnel

Blowing Up the B2B Sales Funnel
Last night I read an article from the Harvard Business Review called What Salespeople Need to Know About the New B2B Landscape. The authors talk about the implications of the latest B2B research from Gartner, the world’s leading information technology research and advisory company. The research offers up a new way of looking at the...

The Making of a New Logo

The Making of a New Logo
Argentum will be launching its new website and logo later this month. In the interim, I thought it’d be fun to give a sneak peek at our new logo and the logic behind it.My hypothesis has always been that the Argentum Strategy Group logo was derived from the atomic structure of silver. There are a few reasons I suspect this:1. The...

Startups: 5 Easy Creative Partner Hiring Tips

Startups: 5 Easy Creative Partner Hiring Tips
Reaching out to friends and colleagues for creative resource recommendations is a great starting point for any agency search, whether you’re a start up or not. But unlike larger, more established companies, startups don’t often have the resources to hire an agency, so a friend’s positive recommendation might very well be the only assessment...

Top Five Agency Pitch Mistakes

Top Five Agency Pitch Mistakes
Many of my clients ask me to help them identify and hire agency partners like creative agencies, digital firms, media buying agencies and web design companies. I’ve developed a process that makes efficient use of my clients’ and the contending agencies’ time, and it typically culminates in individual 60-minute meetings between...

Dentist’s Ad Needs More Teeth

Dentist’s Ad Needs More Teeth
A lot of times we’re just too close to our own marketing to objectively assess it. If Lincoln Park Smiles, a dentistry practice in my neighborhood, had asked someone else to look at their ad before it was turned into a finished billboard, then maybe their ad would’ve shown some teeth! If you’re a dentist selling smiles, then you...