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Get the Right People on the Bus When You Go to Market

It’s important to go to market the right way, but not take too long doing so. It’s also important to not rush, forgetting strategic and mission critical steps along the way. One way to ensure you are doing the right things right and marketing to the right people is to get the right trusted advisors […]

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B2B Marketers: The Devil IS In the Details!

Marketing is not about graphic design. Marketing is about getting results, including generating quality leads, engaging prospects and converting leads to clients and sales revenue. This is one of the points that Mike Schultz & John E. Doerr make in their book, Professional Services Marketing: How The Best Firms Build Premier Brands, Thriving Lead Generation […]

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Why Your B2B Marketing Needs a Hub and Spoke System

Now more than ever, your website is critical to marketing success. Websites are the center of all marketing activity, whether you like it or not. In 2009, Enquiro, now Mediative, conducted a survey and produced The BuyerSphere Project report. In it, they found that, “B2B buyers who are planning purchases between $5,000 and $15,000, and […]

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How to Limit Email and Messages from Social Networks

Are you getting too many emails or text messages from others’ sharing on social media sites? Here is how you can control them. (Note the link to a useful social media notification tool at the bottom of this post.) One of my friends signed up for Twitter, followed me and forgot about it. She mentioned […]

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Thought Leadership is the New Black for B2B Marketers

The old way of marketing features and benefits no longer works for B2B marketing success. According to analyst Jeff Ernst at Forrester Research, in order to break through and dominate your industry, you need to position your company as a thought leader. Even the new content marketing is not enough to generate successful results, says […]

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How to Avoid Going Down the Social Media Rabbit Hole

Implementing a social media marketing program can feel like Alice in Wonderland going down the rabbit hole. Why? It’s new; it involves technology; there are a lot of moving parts; and it changes constantly. How can you be productive as you start your social media marketing program? Before you start, invest in research and analysis, […]

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How to Get More Creative with your B2B Marketing

There’s a great new book out on how to be more creative called Imagine: How Creativity Works. Written by Jonah Lehrer, Contributing Editor at Wired, the book has some very interesting information for marketers. In the 1990s fMRI technology allowed scientists to learn a lot more about how our brains work. According to Lehrer, much […]

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How to Engage Your B2B Prospects with Great Content

Now that you’ve attracted qualified prospects to your brand, company, website, product or services, what do you do if they are not quite ready to buy now? The answer – engage them, the middle step in the inbound marketing process of attract – engage – convert. Engage your B2B prospects that are the middle of […]

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Increase Wallet Share by Engaging Your Customers

One important question B2B marketers have is, “How can I increase sales to customers (also known as ‘increasing wallet share’)?” It is six to seven times more expensive to acquire a new customer than it is to retain an existing customer (Bain & Company Study). Bain & Company’s study also showed that a 5% increase […]

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Why Focus Groups Are a Waste of Money for B2B Marketers

I’ve never been much of a believer in focus groups for market research. They are expensive and, like some, I believe that focus group dynamics lead to group think, which may not amount to true customer response. Now with research being done in neuroscience and the emerging practice of neuromarketing,  there is more thought that […]

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