Tag: CMO for Hire

BST & Co. has hired Ellen Sax as philanthropic strategy consultant for its CMO for Hire division. Sax brings 30 years of experience in corporate philanthropy to BST, having previously held senior executive positions at KeyBank and MVP Heath Care — a post she retired from last year.

I got my first pair of hearing aids when I was 16. They didn’t last long because my Bichon Frise chewed them, but that’s a story for another time. In college, when upset about my hearing, or lack thereof, I imagined what people I knew would look like with hearing aids. At first, I thought I wanted people to understand what it was like to be hearing impaired. Then I realized I just wanted to look like everyone else. I didn’t want to be different in that way.

As the world changes rapidly, so too must your marketing strategy evolve to stay relevant. That doesn’t mean you go after every shiny new marketing trend because other brands do. What it means is you continue to ask the same tried and true questions. You ask them repeatedly, inquiring from diverse viewpoints, to confirm whether your strategy is still on point, or if you have some important work to do.

Do you know how much it costs to retain an existing client? Whatever the amount is, I guarantee you it’s less than what it costs to acquire a new client. So why do people focus on acquisition and ignore retention?

Strategic marketing is a driving force behind a company’s growth. When things are down, that is the worst time to stop your marketing efforts.

Too often marketing plans have a narrow definition of target audience, using “audience” as a synonym for “client” or “customer.” It’s critical to think holistically and strategically. Take a few steps back from that target...

Latham-based BST & Co. CPAs has added a well-known marketing executive to its growing CMO for Hire division.

While on vacation recently, I was looking for a bike to rent and noticed tourists riding a certain brand of bike. It turns out the name on the bike was not the brand of the bike but of a local business. How smart of business to brand the bikes seen by tourists. It got me thinking about my own business and where my brand is visible.

BST & Co. CPAs, LLP, one of the Capital Region’s leading accounting and management consulting firms, today announced the appointment of Alyssa Salerno as a marketing strategist for the Albany-based practice.

The image of Mikaela Shiffrin sitting on the sidelines after skiing off course and not completing her second competitive race at the 2022 Beijing Olympics played out on a global screen. Her failure humanized the Olympics for me and for many others. In that moment, I thought: It’s okay. She’ll pick herself up and try again and do better next time.