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B2B Marketer: How are You Going to Win the War?

Since it’s Veteran’s Day I thought this blog entry might be timely. Did you know that one of the definitions of strategy is about planning operations and movements in a war or battle? strat·e·gy   strate \-jē\ the science and art of military command exercised to meet the enemy in combat under advantageous conditions Merriam-Webster.com For […]

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What Does Occam’s Razor Have to Do with B2B Marketing?

The principle of  Occam’s Razor is key to getting your marketing done faster, so that you can realize quickly results from your effort. Occam’s Razor – noun \ˈä-kəmz-\ a scientific and philosophic rule that entities should not be multiplied unnecessarily which is interpreted as requiring that the simplest of competing theories be preferred to the […]

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6 Ways to Know If Your CMO for Hire Is Effective

Are you a small to mid-size business that needs marketing help, but you don’t have the budget to hire a full-time, senior-level marketing executive? One option is to hire a part-time or outsource CMO to drive your marketing success. Here are six important qualities to look for in your CMO for Hire. Experience in your […]

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B2B Marketers: It’s Time to Apply the Stockdale Paradox

B2B Marketers need to confront and act on today’s brutal reality, but they must never lose faith in the end result. “You must never confuse faith that you will prevail in the end – which you can never afford to lose – with the discipline to confront the most brutal facts of your current reality, […]

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What Should I Spend on My Marketing Budget? Part 2

When you budget your marketing dollars, it’s important to understand where you are in your  marketing life cycle. The marketing life cycle can relate to a product, service, or an entire company. In a previous post, What Do I Spend on My Marketing Budget? Part 1, I blogged on how to calculate your marketing budget […]

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Why I Hate Fear-based Selling….

I hate fear-based selling. You know, the kind where the seller lets you know one way or another that if you don’t buy their product or service you’re going to lose out. Fear-based selling gives me a horrible, irrational feeling that puts up my guard and reduces my trust level with the seller. I started […]

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Is It Time for a B2B Marketing Audit?

In today’s economy, every dollar you spend on marketing must produce results. Are you sure that the marketing you spend money on is working? As a new year approaches, this is a perfect time for a marketing audit. A marketing audit is a cost-effective review process where an expert looks at your marketing strategy, tactics, […]

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How Dare You Call That Article a Whitepaper?

If I see another online article masquerading as a whitepaper, I think I will scream! It is not OK to slap a few paragraphs together, upload the finished document, and invite visitors to your website to “Download Our Whitepaper.” It happened a few years ago. Whitepapers were seen as successful online marketing tactics for technology […]

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B2B Marketer: Are You a Hedgehog or a Fox?

In business there are hedgehogs and there are foxes. I believe the concept applies to marketers, too. In the book Good to Great, Jim Collions wrote that great companies acted more like hedgehogs – simple, dowdy creatures that know one thing and stick to it. The comparison companies in the Good to Great study were […]

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What Do I Spend on My Marketing Budget? Part 1

Business owners and marketing managers often ask how to figure out what their marketing budget should be. Here’s a classic marketing consultant answer: “It depends.“ Your marketing budget does depend on a variety of factors, including your lead generation return rates and lead-to-buyer conversion rates. These factors constitute the science of calculating your marketing budget […]

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