Posted: May 15 2012 by Christopher Ryan on our GreatB2BMarketing.com blog in Pull Marketing
In his April 17, 2012 blog post at tellallmarketing.com, Ray Schultz addressed the issue of How Brands Are Failing Small Businesses. Schultz makes a number of important points in the post but one of the most interesting is the high cost of the disconnect that exists between how business owners learn and how marketers attempt to reach them. According to a major survey by Inc. magazine and Cargo, a B2B agency, here are the channels that business owners deem important ...
Posted: May 4 2012 by Christopher Ryan on our GreatB2BMarketing.com blog in B2B Sales
Let’s start today’s post by acknowledging one important fact. It is usually much, much (did I say “much”) easier to up-sell an existing customer than it is to find a new customer. Yet, our marketing efforts are often focused on selling the whole enchilada to the customer on their first experience with us. This is often counterproductive, and why you may need to adopt the “land and expand” marketing strategy. This is where the “D-Day” analogy comes in. ...
Posted: Apr 23 2012 by Christopher Ryan on our GreatB2BMarketing.com blog in Business to Business Marketing
As B2B marketing outsource providers, we get to hear some interesting statements about marketing. Some of these statements indicate a philosophy that can be detrimental to achieving your marketing and sales objectives. If you hear any of your internal personnel saying any of the following, consider it a red flag and address the issue right away.Why should we spend any more time working on the website? That’s what our sales team is for. This is a very scary ...
Posted: Apr 13 2012 by Christopher Ryan on our GreatB2BMarketing.com blog in B2B Marketing
Many B2B marketers suffer from factors that prevent them from taking marketing action. This article discusses these factors and talks about the best strategies to take to build awareness and generate leads. ...
Posted: Apr 3 2012 by Christopher Ryan on our GreatB2BMarketing.com blog in B2B Leads
Companies that succeed in marketing not only generate a large quantity of sales leads but they also do a good job of qualifying and nurturing these leads to make sure they become customers. This article discusses six specific B2B lead management best practices. ...
Posted: Mar 23 2012 by Christopher Ryan on our GreatB2BMarketing.com blog in B2B Marketing
Timing is an important consideration in B2B marketing. B2B companies can use proven lead nuturing, pull marketing and social media techniques to stay in touch with prospects until they are ready to engage in the sales process. ...
Posted: Mar 15 2012 by Christopher Ryan on our GreatB2BMarketing.com blog in B2B Marketing
This article discusses seven B2B marketing strategies that can lead to major improvements in marketing or sales performance. ...
Posted: Mar 8 2012 by Christopher Ryan on our GreatB2BMarketing.com blog in B2B Marketing
It is not enough to execute good marketing programs - you also need to know the measurement criteria that define marketing success. This article discusses six marketing measurement categories. ...
Posted: Mar 1 2012 by Christopher Ryan on our GreatB2BMarketing.com blog in Marketing Formula
This article discusses a specific formula for B2B marketing success. Frequency and impact are covered as imporant elements of marketing strategy as well as talking to your prospects when they are in a receptive mindset. ...
Posted: Feb 23 2012 by Christopher Ryan on our GreatB2BMarketing.com blog in Content
Marketing content is an important component of effective B2B marketing. Quality and quantity are both important attributes of good online marketing content. This article discusses the miminum quality and quantity standards for content marketing. ...
My previous article discussed What is Social Media Marketing, describing the different channels used and distinguishing it from Search Engine Optimization.
Now we turn to the more important question:
Why are companies doing Social Media Marketing?
There are several compelling business reasons why leading edge companies are doing this. These are reflected in the following questions:
How do we …
My colleagues and our clients at Fusion Marketing Partners sometimes ask a question that was rare just a few years ago: should I begin blogging? I’ve been a blogger for some time, so people assume that I always recommend blogging, but actually, in many cases I do not. Let’s start with six good reasons you …
Any competent military commander will tell you that it is usually better to be positioned on higher ground than your enemy because it is much harder to attack uphill and is easier to inflict pain upon your enemy from a higher position. This is just as true whether your competition is wearing combat fatigues or …
You are probably in the process of planning your marketing strategies for the year 2010 including what many term “resolutions.” However, notice that I used the word “intentions” and not “resolutions” in the title. When you resolve to do something, it means you do the best you can. But as Winston Churchill said, “It’s not …
How would we develop and execute a Social Networking Strategy Map? What might the media components be and how would we implement them and measure success or failure?
Some people may say there are seven steps to the media strategy while others would say there are ten steps. For instance, a person might list corporate acceptance …
Laura McGuire, a good friend and former colleague (now CEO of SmartTracks (www.smarttracks.com) had an interesting observation the other day. She said that most of the B2B marketers that she knows can describe their own marketing and sales process in great detail but could not do the same for the buying process of their prospects. …
What are the channels that Social Media Marketing uses to promote branding and amplify marketing communications — and how is each uniquely leveraged?
Everyone on the Internet tends to congregate in certain spots. Financial people like reading blogs about making dough and investing other people’s money. Fly fishing enthusiasts hang out at fishing forums where they can lie to each other about the last “big one” that got away.
As the above illustration shows, there are plenty of places …
In B2B marketing and sales, your brand is extremely important. This article talks about the six key principles to make sure that your brand is compelling and differentiated.
I participated in an interesting LinkedIn discussion exchange today, started by Jeff Blackwell, titled: What Can You Do to Shorten the Sales Cycle? Naturally, this got a bunch of comments, including from your’s truly. Several people remarked on the importance of asking for the order. You’d be surprised how often salespeople neglect to do this. A …
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