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Why B2B Marketers Need Blue Ocean Strategy

We’ve been taught in business schools and business classes to analyze the competition! What products and services do they have that we do not? What markets do they serve that we do not? How are they positioned? What is their strategy? How do they perform and what is their price point? For a long time […]

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Why B2B Marketing Buyer Personas Rule

When I created B2B marketing buyer personas (“personae” for those of you who studied Latin) for one of my clients last year, it became crystal clear why they beat working from demographic and even psychographic profiles hands-down. Years ago it was considered a standard marketing practice to create marketing programs with demographics in mind. You […]

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Trade Show Tricks to Maximize B2B Marketing ROI

Having a presence at an industry trade show can be one of the most expensive B2B marketing tactics in your annual program. But it’s no longer enough to just show up, exhibit and leave. Here are six trade show tips to help you maximize return on your investment and, in some cases, even reduce your […]

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New Buying Paradigm Not So New for High Tech Marketing

When I first read Geoffery Moore’s  Crossing the Chasm in the early 1990s, I was amazed at how well the author, then a partner at Regis McKenna, Inc., nailed what worked and what didn’t work in technology marketing. What is even more amazing to me is that the book is still highly relevant for high […]

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Reduce Marketing Time-To-Trust with Twitter

People buy from people they know, like and trust. Using Twitter can help B2B marketers reduce “time-to-trust” with prospective customers. When prospective customers follow you on Twitter, you are increasing your touch points with them. You may have met them face-to-face, talked on the phone, and exchanged email. Twitter extends your reach and puts you […]

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Best Day to Send B2B Email Marketing Campaigns

As a B2B marketing consultant, I’m often asked what day of the week is the best day to send promotional email. In earlier days of B2B email campaigns, the school of thought was that the best days were Tuesday-Wednesday-Thursday. On Mondays business people are overwhelmed and had a email inbox full of spam from the […]

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What Product Lifecycle (PLC) Means for B2B Inbound Marketing

One marketing tool to use in determining which marketing strategies and inbound marketing tactics will be most effective in B2B marketing planning is your product or service lifecycle stage. Over the lifetime of a product or service, you go through different stages of introduction, growth, maturity, and decline. Here are some examples of marketing strategies […]

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Is Your B2B Marketing in 3D? Or Stuck in 2D?

Just as technology emerged in the movie industry to make 3D movie production  more cost-effective, so too has it  emerged to provide B2B marketers with a 3 dimensional, not 2 dimensional, platform to provide compelling information about products and services and engage the people who like them. People buy from people they like. This has […]

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How Dynamic is Your Marketing Consultant?

Marketing consultants have to come up with great ideas and sell them to their client. Some take it a step further and create project plans. A few even stick around to execute the marketing plan. How do you know how your marketing consultant can perform through this marketing continuum? Some of the key variables to […]

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Takeaways from Rock Stars of Strategic Planning

I attended the Association for Strategic Planning‘s annual conference in Pasadena, California on February 22-24, 2010. I got value from great networking, exhibits on strategic planning tools, methodologies and materials, author book-signings, workshops and breakout sessions. The keynote speakers were outstanding. They truly are some of the rock stars of strategic planning. Here are some […]

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