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Five Questions Marketers Need to Ask Prospective Clients
"The key to being a good consultant of any kind is to ask the right questions," Michael Teitelbaum notes in a recent post at Marketing Trenches.
"I've seen that the ...
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How Universities Promote Themselves: Three Tips for Marketers
This summer, Tom Pick sat in on a number of universities' "sales pitches" to prospective students and their families. As he listened, he began to draw parallels with B2B sales.
"One ...
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Getting Customers to Talk About Your Product BEFORE They Get It
"One can hardly deny that online testimonials are valuable, but those generally come after the sale," writes Kimberly Smith at MarketingProfs. "What if you could start that engine earlier by ...
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Four Steps to Take When You Lose a Big Client
Sometimes rotten things happen to good B2B companies—such as when a major client drops you during an economic downturn. (Sound familiar?)
But every crisis carries a few good lessons with it, ...
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Does Your Business Need a Cloud Broker?
As a business moves its files to the cloud, the task of transitioning huge amounts of departmental data can become overwhelming for in-house IT personnel. "The challenge of managing multiple ...
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Five Tips for Creating a Winning Lead Gen Strategy
"Lead generation is hard," writes Cliff Langston at MarketingProfs. "Why make it harder by doing it without a strategy?" But vague goals and loosely articulated objectives aren't enough—it's important to ...
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How to Accelerate Referrals
"If you're like many professional service providers, you get a lot of business from referrals," writes Barbara Bix at MarketingProfs. But you may not realize how closely the referral process ...
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Three Ways to Engage Prospects in a Buyer-Controlled Sales Cycle
With vast Web-based resources now available to evaluate products and services, tech buyers are no longer dependent on Sales for information about purchases. Buyers don't want or need to engage ...
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Five Ways to Win Customers With Augmented Reality
You know you could benefit by adding one or another new technology to your branding efforts, but how exactly? Well, it helps to look at existing examples of the latest cool ...
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We Just Disagree
"Several months ago I was meeting with a Director of Marketing Operations and we were reviewing their corporate lead qualification process," says Carlos Hidalgo in a post at the Annuitas ...
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No Excuses
"One of the ultimate excuses for not measuring [the impact of marketing efforts] is: 'Oh, that's just a branding campaign,'" says Avinash Kaushik in a post at the Occam's Razor ...
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Peripheral Vision
If we were to ask you to describe your competition, you'd probably talk about companies that do exactly what you do. The owner of an Indian restaurant will discuss other ...
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Buzzkill
"Yes marketers," says Christina Kerley (aka CK), "you absolutely want people talking up (or, buzzing over) your brands. And you really want them saying great things. But you want the ...
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Don't Fear the Reaper
In a post at the Marketing Analytics blog, Lynne Harrold describes the quandary faced by an important Bostonian cultural institution. As its established member base dies off, it needs to ...
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Make the Most of the Slow Season
"When the slow season strikes," says Kimberly Smith in an article at MarketingProfs, "it's time to put some energy into pumping up that brand." She runs down a list of ...
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Recession Marketing II: What NOT to Cut
In Part I, we suggested a few cuts to make in your current marketing budget to help keep your bottom line healthy during these tough times. Now let's take a ...
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They Can't Drive 55
If your B2B product or service has a lengthy sales cycle, you've probably developed an excellent program for nurturing leads until a prospect decides to pull the trigger. But what ...
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Know How to Hold 'Em
"It probably comes as no surprise," say Kara Trivunovic and Andrew Osterday in an article at MarketingProfs, "[that] the process of acquiring new customers comes with one of the higher ...
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Got a Waffling Customer? Push Her Over the Edge!
"If you want to avoid being stuck with inventory or downtime during a recession," advises Seth Godin in a post at his eponymous blog, "you might profit from realizing that ...
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Scratch That Niche
Reaching a niche audience—and only those people—can be tricky. But in a post at his eponymous blog, Seth Godin proposes the inventive approach of piggybacking onto a product that your ...
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