Susan Silver, Author at Argentum Strategy

The Top Reasons Startups Fail

I recently came across some research done by CB Insights about The Top 20 Reasons Startups Fail. They’re data aggregators backed by the National Science Foundation and other heavyweights, and they regularly read startup post-mortems and compile an aggregation of why startups fail. The first thing that really stood out to me was that HALF...

Overcoming “Not For Me” With Your Marketing Messaging

We’re bombarded with dozens, if not hundreds of messages every single day. Yet many of my clients and students still want to try to deliver a single message aimed at multiple targets. Entrepreneurs, especially, are not comfortable narrowing their target because they worry that’s akin to leaving money on the table. But here’s the...

Leveraging the Power of Word of Mouth

If I had a dollar for every time someone told me that Word of Mouth is their best source of business, I’d be a rich woman! Whether you’re a B2B, B2C or services company, Word of Mouth will always be your best source of business! Learn a little more about how to make it work for you in this quick video.

If Your Business Model Relies on Ad Revenue, You’ve Got a Problem

I do a lot of advisory work with startups, both in the general community through Chicago’s largest tech incubator, 1871, and in the more academic world of University of Chicago’s Booth School of Business. Regardless of where the entrepreneur is based, I can’t help but cringe when I talk to a startup team whose business model is...

Getting Into Your Customer’s Head – A Reading List

One of our newest clients at Argentum is a super sharp life-long learner. As the co-founder of a business that is breaking ground in a brand new category (and kicking butt), and she’s interested in understanding more about consumers and human nature in general. So I put together some resources to help her. In addition to being a skilled...

Smarter Marketing for Smaller B2Bs

Background: Earlier this month, I met with Mark, the founder of $100K B2B cabinet hardware company. His five product lines consist of colorful knobs and handles, and he’s just about to launch two new lines in neutral colors. Like most companies in this space, the bulk of Mark’s business comes from showroom sales to interior...

B2B Featured Tactic: VITO-esque Campaign

Way back when I was working with one of my very first B2B clients, the CEO’s agency introduced me to the concept of a VITO (Very Important Top Officer) campaign. It was a great addition to my marketing arsenal, and I pull it out when I have a client who is targeting a manageable number of senior-level individuals. VITO is a direct...

Looking Your Best On Camera

If you’re like a lot of my clients, you know that looking your best is important when you’re being videoed or photographed. But you may not know how to bring your “best you” on camera. You may have even heard the horror stories of the people who looked like floating heads on film because their clothing blended into the...

The Difference Between Strategies and Tactics

Many people seem to have a hard time differentiating between strategies and tactics. Here’s a video from one of our Marketing Strategy workshops that lays out our handy rule of thumb and some real world examples.

Measuring Your Brand’s Word of Mouth Potential: Net Promoter Score

Last week I was contacted by two colleagues who had questions about using the Net Promoter Score (NPS) metric. NPS measures customer loyalty, and it came to prominence in a 2003 Harvard Business Review article, The One Number You Need to Grow, by Frederick Reichheld and Bain & Company. Reichheld’s assertion in the article was that it is...