How to Capture Your Company's Essence in 15 WordsKathryn Roy
As a B2B company, you may never air a 15-second message on NPR. But distilling your company description to its essence is a powerful goal. It will force you to ...
What's the Plan, Stan?
If you're the owner or marketer of a small business and are trying to make sense of wikis, WOM, blogs and buzz, you know the challenges of creating a social-media ...
Chop That up Even Finer
"The problem with the word 'segmentation' is that it has lost its meaning," says Andy Hasselwander in a recent post at the B2B Marketing Confidential blog. "Like [saying] 'analytics,' saying ...
Same Old, Same Old
Recently, we talked about what a frosty process B2B cold-calling can be. Well, the next step past the cold call can be just as icy: the cold onsite visit. Odds ...
Problem Solved: How Much B2B Branding Is Too Much?Claire Coyne
How much B2B branding is too much? You want to incorporate your B2B brand message into every encounter with prospects and clients. But how do you do that without overdoing ...
B2B Media Platform Q3 Revenues Down
Signaling continued restraint in marketing spending, the revenue for three key B2B media platforms declined during the third quarter of 2009 at approximately the same rates as during the first ...
Don't You Dare Record This
"This call may be monitored for training purposes." We've all heard that message, or something similar, when calling for tech support or customer service. Generally, we accept it. But what ...
Don't Make These Value-Proposition MistakesKathryn Roy
You think your value proposition is as strong as it needs to be because you are making sales, right? But you may be selling in spite of, not because of, ...
'The Open Brand': How Brands Can Thrive in a Consumer-Driven WorldSean Howard
"The Open Brand" is a power-packed framework and guide for how brands can thrive and participate in a world where the consumer is the creator. Here's a Q&A with one ...
Come in From the Cold
Hard, cold fact: Few B2B sales reps relish having to make cold calls.
And Laura Ramos could not agree more. "I believe marketing should strive to put sales out of the ...
Tip Your Hat to the Tried-and-True
"Too often, we are looking for silver-bullet systems or recipes for success, while ignoring the basics," says Bill Rice in a post at the Better Closer blog. "In my experience, ...
Is Anybody Following Your Thought Leadership? Five Best-PracticesPaul McKeon
A big part of making market leadership pay off is an ability to convey and promote thought leadership. Thought leadership is the outward expression of market leadership. It conveys your ...
Is He a Searcher or a Sleaze?
As B2B companies boost their search-marketing efforts, SEO experts are in greater demand. And why not? With search one of the few bright spots in advertising these days, it stands ...
Yes, It's Viral, but I'm not Afraid
This time of year, the word "viral" strikes fear in the best of us. Images of flu viruses ready to attack spring to mind. (Shudder.)
But that word holds a scary ...
Be a Devil This Halloween
Even though things are starting to look up, companies are still a bit wary about spending limited dollars in a tough economy. Might there be a devilish tactic lurking somewhere ...
Must We Really Move Up to Three?
Just when B2B marketers felt they had mastered Web 2.0, along comes talk of Web 3.0. Yikes. So what's the talk all about? And must you listen to it?
In a ...
B2B Marketers Shift Strategy, Focus in 2009
Read this exclusive excerpt from "B2B Marketing in 2009: Trends in Strategies and Spending," recently published by MarketingProfs and available in full to Pro members.
Oh, Yeah? Give Me One Good Reason.
"Marketers who embrace demand generation and lead nurturing programs must generate a lot of content to keep those programs running," Ardath Albee notes in a recent post at the Marketing ...
Case Study: How a B2C Website's Landing-Page Tests Increased Conversions 67%Jennifer Natsu
What do you do when the landing page for your most popular search term converts some 30 percent less frequently than your general landing page?
Active Headlines Get More Attention
Fact No.1 That We All Know: Providing free content such as whitepapers or research reports can be a great B2B lead generator.
Fact No.2 That We All Know: B2B marketers' ...