December, 2011

B2B Marketing Traction

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Why a Square Logo is Better for Online Marketing

B2B Marketing Traction

If your logo is not square, it should be! Why? Because more and more online and electronic logos display best in a square format. For example, a logo that is horizontal must be reduced to a small size to fit in your email signature line (and to avoid having a large graphic in your email). As a result, the company name in the logo may not be legible.

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B2B Marketers – Do You Zee What I Zee?

B2B Marketing Traction

People’s eyes view print marketing pieces in a Z format and on-screen marketing content in an F. Why should you care? Because if your most important information – e.g. your call to action – isn’t strategically located on your page or screen, you will get less than optimal results from your marketing. Years ago an ad agency guy told me about the “Z” scanning format for print pieces.

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What does B2B Marketing Have to Do with Downhill Skiing?

B2B Marketing Traction

Basing marketing plans and campaigns on intuition isn’t enough anymore. Now with websites and measurable marketing activity through online content downloads and sharing, B2B marketers can to move away from an intuitive, creative approach to marketing and base their campaigns and plans on facts. I liken counterintuitive marketing to one of my favorite sports: skiing.

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B2B Marketers to Increase Online Content, but What Kind?

B2B Marketing Traction

Now more than ever, online content is the key to attracting and engaging qualified prospects online. According to a study done in August of 1092 B2B marketers , 60% plan to increase content spend in 2012 (compared to 51% in 2011) and 62% plan to outsource content creation (it was 55% in 2011). But, the biggest challenge B2B Marketers have with content is figuring out what kind engages prospects.

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Before You Abandon Your Social Media Accounts, Read This

B2B Marketing Traction

This blog post answers questions you may be having about social media – Why do it at all? How do I do it efficiently? There are good reasons to invest in social media, and there is a way to create a credible presence on social media without a lot of time and money. At a recent presentation I gave on social media, one of the attendees commented that he had just cancelled his Twitter account, because he didn’t understand the value of that social media platform account or how to use it.

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How We Know Users Are in Charge of Technology

B2B Marketing Traction

It’s clear to me that users are in charge when it comes to technology. It wasn’t always that way. When programmers ruled, we had acronyms. Confusing, unintelligble acronyms. Acronyms so obtuse the technologists often didn’t know what they mean. Acronyms so bewildering that even the strongest in the user community were cowed and didn’t dare ask what they meant.

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Leverage Your B2B Marketing Assets

B2B Marketing Traction

Are you leveraging your B2B marketing assets to achieve better results faster? Spending your marketing time, resources and budget on tactics and strategies that accelerate marketing results is better than spending your time, resources and budget on tactics that take a long time to produce results. So, before you launch that expensive, new marketing campaign for a new market, ask yourself – is there anything I can leverage more quickly and less expensively?