B2B Marketing

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• Here's That Email You Requested
  Congrats! You've created a terrific whitepaper, and now you're adding a download link to a free copy of it on your landing page. All your prospects have to do is ...
  B2B Marketing, Email Campaigns, White Papers
• TLC for the CFO
  As B2B budgets tighten, CFOs are becoming more demanding. Show me the results! Justify the expense! What more can a CMO do? In a recent post at the Marketing Interactions ...
  B2B Marketing, Marketing Budgets, Measurement, Metrics
• Tear Down Those Walls!
  "It's not news to anyone in our industry that we're having to take on changes of tectonic proportions," Gavin Hilton says in a recent post at the RAPP Blog. The ...
  B2B Marketing, Collaboration, Creativity, Customer Experience
• Your ROI's Sick? Don't Blame the Downturn.
  Jon Miller wrote an interesting article for MarketingProfs last summer that deserves a second look. Its title: "The Definitive Guide to B2B Marketing in a Recession." ('Nuff said?) One point ...
  B2B Marketing, Lead Generation, Lead Nurturing, Recession, ROI, Targeting
• 'Hello, First Name': How to Avoid Being an Email Cliché
  Imagine that a typically obnoxious B2B-marketing email has come to life—and he wants to talk to you even though you can't remember where you met or why he has your ...
  B2B Marketing, Email Campaigns, Email Marketing, Email Service Providers, Personalization, Personas, Videos, YouTube
• It's Not All About Business, OK?
  A lot of CEOs seem to shy away from blogging. And a lot of PR teams keep asking, "Why?" Actually, it's understandable: the head honcho must always represent the entire ...
  B2B Marketing, Corporate Blogging, Creativity, Writing
• Look at Me. Now, Focus.
  These days, companies are scrambling to stay competitive. Is there a silver bullet out there that can help? Something to get you through these tough times? According to Geoffrey Moore ...
  B2B Marketing, Branding, Collaboration, Positioning
• Hey, Remember Me? Hey!
  Imagine that a typically obnoxious B2B-marketing email has come to life—and he wants to talk to you even though you can't remember where you met or why he has your ...
  B2B Marketing, Email Marketing, Marketing Inspiration, Personalization, Writing
• What Exactly Do You Do, Again?
  We all know the cliché: you have 1.5 milliseconds to grab a prospect's attention at your home page and convince him to stay. So why, then, are so many B2B ...
  B2B Marketing, Search Engines, Taglines, Testing, Value Propositions, Web Content, Websites
• Movin' On Up
  "I think one mistake many marketers make is to think of their lead management requirements too narrowly," says Jon Miller in a recent post at Marketo. He suggests it's time ...
  B2B Marketing
• Case Study: Four Steps to Spurring B2B New-Product Awareness and Sales via TwitterKimberly Smith
  Twitter isn't the first tool that comes to mind in the B2B marketing toolbox. But COOP Ale Works deftly used it to generate buzz among potential consumers of its specialty ...
• Can You Party Too Much?
  These days, everybody's touting the importance of engaging clients through social media. Form communities! Get talking! Create buzz! It's all good! But is it? Can B2B companies go overboard in ...
  B2B Marketing
• Case Study: How Mobile Text Marketing Is Increasing Ancillary Revenues, Room Upgrades, and Customer LoyaltyKimberly Smith
  Cutting-edge customer service that relies on mobile texting has helped an alliance of hotels to retain customers among the thinning number of business travelers—and avoid disaster during the economic downturn. ...
• No Shrinking Violets Allowed
  Shrinking economy? Time to shrink that ad budget. That's the knee-jerk reaction being witnessed at quite a few B2B companies these days. And it may be the exact wrong thing ...
  B2B Marketing
• Case Study: How One Company's Content Marketing Improved Qualified Lead Generation, Boosted Revenue 38%Kimberly Smith
  Good content can position your company as an expert in its field, delivering more and better-qualified traffic to your door. Here's how one company leveraged its vendor-neutral whitepapers, podcasts, and ...
• Time to Clean Out Those Pipes
  Are your sales pipelines feeling a bit clogged lately? Well, welcome to the recession, says Scott Gillum in a recent MarketBridge blog post. "With customers delaying and/or postponing decisions altogether, ...
  B2B Marketing, Lead Generation, Sales
• Tell It Like It Is, With a Smile
  "Given the challenging times we're living in, it's likely that the worldview your prospects hold today is not the same one they held a year, or even several months, ago," ...
  B2B Marketing, Customer Engagement, Economic Crisis, Marketing Inspiration
• You Come Here Often?
  "Blogs, wikis, podcasts, vodcasts, social networks, mobile[s] … webinars, e-newsletters, print magazines, trade shows, RSS feeds, industry websites …" These are just some of the channels now available for meeting ...
  B2B Marketing, Google, Keywords, Social Media, Social Networking
• Playing Big-Time Tag
  According to a recent post by Andy Hasselwander at the B2B Marketing Confidential blog, Microsoft's biggest announcement at the Consumer Electronics Show in January was their version of QR codes ...
  B2B Marketing, Facebook, High-Tech Marketing, Twitter, Word-of-Mouth
• What Do We Do Now?
  "Given the lackluster sales that most B-to-B catalogers are experiencing, many are wondering just how happy, or sad, 2009 will be," Terence Jukes writes in an article at Catalog Success. ...
  B2B Marketing, Economic Crisis