There are certain marketing tactics that you should ensure you have a healthy budget for. Learn why and learn what tactics can shift and be reprioritized when something unexpected is thrown your way.

Christina and Peter share great examples of businesses and organizations that missed the boat when considering marketing trends. In most cases, they become expensive mistakes. Tune in and learn how you can ensure you aren't distracted by shiny objects but you are still investing in the right marketing tactics to reach your target audience.

Christina and Peter dive deep into growth - their marketing and communications agency has experienced many different phases of growth over the years and one thing they know is that a marketing budget has to closely align with the current stage you are in so that lead generation and brand reputation remain strong for your business.

Easier said than done - ensuring your marketing budget falls under investments as opposed to costs. Christina admits that this has been a journey for her - and Peter reminds listeners that if you are following all the steps of building your budget this becomes easy.

Have you ever been stumped when someone asks you what your marketing budget is? Christina and Peter debunk this question and give you your answer. It is not as hard as you think it is - especially if you are aligning it with your business objectives.

Christina and Peter are extra passionate about the subject of marketing operational costs - why? Because they have experienced valleys when they didn't consider operational implications and peaks when they tuned up their business and started making marketing work with the operational allowance they had.

The sales funnel can be intimidating but the quicker you are able to dive into your data and wrap your head around the amount of money you are investing into each sale is integral. Christina and Peter provide a few easy questions you can ask so that you can start to make sense of your marketing data.

Christina and Peter waste no time sharing their own marketing numbers and tips from getting the word out about their own marketing agency. Tactics, strategy, and target audiences are constantly evolving as they continue to learn more about their sales funnel and the prospect journey.

Cailin Murphy, CIPR's Content Manager, joins Peter and Christina to talk about all things on social media. Social media should be a part of your overarching marketing strategy - it is a tactic that needs careful thought, collaboration, and the right mix of content. Hear Cailin chat through the 2021 trends and how certain clients are maximizing their social presence.

Christina and Peter wrap up this series on marketing strategy with the important cautions of your next steps. With your marketing strategy in hand you are set up for success but make sure you are clear on your marketing budget, your marketing resources, and leave time for setting up all those tactics, tools, and campaigns.