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Social Media Makes It Easier to Cross the Chasm

One of my initial questions to clients is, “What audiences do you have right now for marketing and promotion?” Unfortunately, the answer is often, “Not very good ones.” It’s a crying shame, because today it’s easier to build a following of qualified prospects and referral sources through social media. And, speed is critical when you […]

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Why We Need to Reverse-Pimp Our Products Like McDonalds

McDonald’s Canada released an online video ad that showed the truth about how they market their products. B2B marketers should sit up and take note of why it was successful, and what it means for business-to-business marketing. Many years ago when I lived in San Francisco, one of my friends was a food photographer. I […]

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Technology Marketing Has Always Had a Zero Moment of Truth

Google came out with a new concept about how consumers buy things: the Zero Moment of Truth. While this may be relatively new for business-to-consumer buying, it’s always been present for buyers of technology. What is ZMOT? Recommendations from others is essentially what the ZMOT is. Before the Internet, consumers would see an ad (the […]

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B2B Tradeshow Marketing: No Booth, No Problem

If you decided late in the game that you must attend a sold-out trade show, there’s still hope. You can create a presence without exhibiting in a booth. For years I have been saying that there are many ways to market at trade shows without buying an exhibit space. An article in B2B Magazine, No […]

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4 Reasons Product Launch Marketing Campaigns Fail

In today’s world of fast-paced and competitive product launches, a marketer’s ability to get attention and attract potential buyers is critical. But many product launches fail to capture the attention of target audiences. Here’s why. 1. Not enough runway to launch Product launches fail because they don’t have enough runway to get off the ground […]

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A Practical Checklist for LinkedIn Implementation

Do you want a practical approach to using LinkedIn? LinkedIn has a lot of features, and it’s not easy to understand how to use them and what to do to get results. Here is a checklist for making sure your LinkedIn implementation is successful. 1. Make sure your profile is 100% complete. LinkedIn will prompt […]

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CMOs Need to Up Their CRM Database Game

The days of marketing handing off leads to sales and retreating to their creative, lead gen  marketing silo are over. Now more than ever, marketing needs to work with sales to maintain an accurate customer relationship management (CRM) system that will serve both departments as they nurture prospective customers through the buying cycle. Buying cycle, […]

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B2B Marketers – Why You Need to SAVE Your Marketing

According to the Harvard Business Review, the four P’s of marketing are over. The new model is SAVE, Solution – Access – Value – Education. Here’s what it means for B2B marketing. Market Solutions Instead of marketing products, we need to focus on solutions. Solution selling is not new – for years marketers have been […]

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How to Deal with a Marketing Micromanager

Have you ever tried to get projects done when working with a micromanager? Sometimes managers of marketing projects need to handle the micro-details, but if it’s constant and unproductive, it’s time to do something differently. Micromanagement may have its pluses when you’re running a business and on multiple deadlines, but it can make the marketing […]

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So Your Ad Agency Got an Award. Now What?

Effective marketing is not about winning design awards. Effective marketing is about getting results. Over the years as a marketing consultant (I founded New Incite in April of 1997), I have observed that a lot of people get bogged down in the details and don’t pay enough attention to results. This is evidenced in the […]

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