As you can see, this blog is focused on B2B marketing  best practices – the techniques and tactics that have been tested and proven to generate greater business  marketing results and success. There are, however, barriers between the marketing department and its ability to use these best practices — and they are all human. Barrier #1: CEO. The vital job of the head of the B2B company — regardless of size — is to think strategically, have a vision for the future and help guide the company toward it. Barrier #2: Product Manager. It’s a big and important job. MORE >>

All great sales people will tell you that asking the right questions is one of the most important elements in qualifying and pitching prospective customers. Never ask, “Would you like to have a personal demonstration of the product?&#. Instead, ask, “When would be the best time for you to get a personal demonstration of the product?&#. The rule is to never ask questions that can be answered with the word “no.&#. Unfortunately, many B2B marketers are unaware of this rule. Today’s tip for B2B marketers: Learn from great sales people. To be safe, stop asking questions. MORE >>

Helping a newly formed B2B company create their first Website spurred me to visit dozens of sites in search of examples I could show them from their industry that follow best practices. In the process, I made a sad discovery. Not one followed what I know are the most basic rules of good Web design. The rules (that is — what should be on the page and where) are the ones I learned from Amy Africa of EightbyEight. Her firm specializes in helping e-commerce companies maximize online sales. The rules are built on the results of this research. Website is important. Hard work and confusion. MORE >>

Is it politically correct to talk about the differences in B2B marketing to men vs. women? Maybe not, but working with a new client this past week revealed a bit of the reality related to that issue. It all started with the client implementing the proven, accepted best practice in direct marketing that involves including an offer tied to an expiration date or deadline. The purpose of employing this tactic is to overcome natural human inertia. Here’s how it works. I’ll do it later.&#. Making an offer to generate quick action is effective with both businessmen and businesswomen. MORE >>

What was the best part of playing tag as a youngster? Not being “it,&# of course. Well, here we are conducting B2B marketing for our companies and we want to be “it.&# That’s because being “it&# means having a competitive edge, the most well-known brand, the biggest market share, and generating the most revenue. Last week’s blog on “ Two ways to use your B2B customer database as a valuable targeting tool &# was built from expertise I gathered at a recent San Diego Software Industry Council event. Make it easy to understand. Make it true. Rejoice&#. MORE >>