van Schouwen Associates

A delicate balance between efficiency and exploration

Posted by Michelle van Schouwen

You are SO busy. You find yourself deleting every incoming email that isn’t absolutely necessary to read. Maybe it has become your policy to do so. You’ve become great at saying no – to every committee, volunteer opportunity, maybe even every industry podcast. You have lunch at your desk. You put off meeting the person […]

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Five questions customers ask vSA now

Posted by Michelle van Schouwen

2017 is a new adventure in this business of developing, launching, marketing, growing, and sustaining products, services and enterprises. Right now, we’re hearing several of the same key questions from our prospects and customers. Here they are, with brief answers. (If you’d like to know more, just reach out to vSA.) 1-How can we make […]

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B2B Social Media: Perfecting the Basics

Posted by Tyler Leahy

No matter the intensity of your social media program – whether robust, lacking or somewhere in between – gaining traction as a B2B company has one clear advantage: you know your audience. If your products and services address needs in a niche industry, you actually know your audience quite well, perhaps more so than companies […]

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Practice reputation management – don’t be the next business casualty

Posted by Michelle van Schouwen

United Airlines is having a really bad time. It may have thousands of well-intentioned, hardworking and dedicated employees. But its policies of overbooking and right-to-remove passengers, plus the actions of a few decisionmakers and some thug-like security officials resulted in dragging a paying customer off a flight, bloodying the customer and United’s already iffy reputation […]

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If making great profits was easy, everyone would be doing it

Posted by Michelle van Schouwen

Many owners of small to midsize businesses say 2017 is starting out well from the economic perspective. Still, the need to build and sustain higher profits remains near the top of this year’s list of concerns. Wasp Barcode Technologies’ new  State of Small Business Report shows that, for businesses with anywhere from five to 100+ […]

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In B2B marketing, basic truths remain

Posted by Michelle van Schouwen

Reading industry pundits’ predictions for B2B marketing in 2017 can be dizzying. So much to do! More automation, lead grading, tracking the life cycle of the customer experience; more content, less content, shorter, longer, denser; new SEO practices, the “death” of lead generation (although, as Mark Twain might have said, reports of the death of […]

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B2B Marketing in 2017: Saving Money, Time and Personnel

Posted by Tyler Leahy

Last fall, vSA spotlighted how it serves its most hard-pressed, multitasking clients. Whether heading an engineering department, managing a sales team or even acting as president at a mid-sized company, these exceptionally busy individuals juggle a variety of responsibilities crucial to organizational success. They also share the challenge of maximizing the value generated from a […]

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Climate change: Trouble creates opportunities, needs

Posted by Michelle van Schouwen

Business must be opportunistic. It must also provide real value to its customers and stakeholders. At its best, it can be instrumental in making positive change. For this reason, the increasingly clear impacts, present and future, of climate change, create important business opportunities. For building products, systems and services companies, many opportunities are clear. To […]

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Launch and get leads

Posted by Michelle van Schouwen

Are you ready to launch your next B2B product or service? Be sure you’re also ready to extend the steady, lasting, often diversified, effort to generate sales leads. -DON’T assume that one tactic alone, be it enhanced SEO or pay-per-click (PPC) advertising or whatever, will meet your lead generation needs… that is not likely -DO […]

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Providing best value to the exceptionally busy client

Posted by Michelle van Schouwen

Most days, the typical vSA client does not wake up thinking about marketing. vSA provides business-to-business (B2B) launch marketing, and our client is very often the VP of engineering or sales, a divisional manager, a product development guru, or perhaps the company president or CEO. The marketing role is a “bonus.” And, in virtually every […]

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