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in the 20% cluster.

B. Determine the comparative profitability of your customers. .

Before investing in marketing, it is necessary that you ascertain first whether or not you are reasonably earning from the products you sell to the customers. While the 20% might have delivered 80% of the business, but the key question is: Did the business from the 20%, yield the level of profits needed by the stockholders or owners of the business? Always note that the degree of profitability contribution by any customer group should ideally determine the nature, dimension, and dynamics of your marketing program in favor of that customer group.

C. Determine the marketing investment you are willing to put at stake.

If you are convinced with your financials, you then have to set a budget for whatever marketing offensive you are eyeing at. In figuring out your budget, consider a marketing mix (e.g. media, people, tools, and process) that can best communicate your messages and promote your products and services at the least cost. Set up checkpoints to monitor and control your marketing spending so that the resulting revenues and other benefits (e.g. market awareness, new business, or market share) far outweigh the cost you had incurred. Under cutthroat and harsh market condition, should you fail, you may not be given the second chance to undertake another marketing offensive.

D. Execute your marketing campaign, always guided by the power of differentiation

Regardless of the nature of your business, there are several cost-effective marketing actions that you can implement to differentiate and improve your business. Let me share the following time-proven tips:

1. Develop strong and effective online presence.

Realize that no business now, small, medium, or large, can manage to comfortably exist without online and Internet presence. If you already maintain such presence, review how it has affected your business. Should you find that you need to improve on it and you do not have the skills, feel free to seek professional help (e.g. web developer, SEO specialist, or online marketing consultant), or resort to managed web program where a specialist maintains the continuing improvement of your web design and content. The key considerations here: your website must be highly informative, rich in keywords, with strong recall element, and quite easy to access.

2. Intensify your sales prospecting program.

Business generation (i.e. Sales) is a law of numbers. The more prospects you attempt to contact

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