| | | Marketing Leadership Council | | | | 6 articles |
| Page 1 of 1 | Previous | Next | MARKETING LEADERSHIP COUNCIL SEPTEMBER 14, 2011 What Football Tells Us About Marketing Planning The NFL is back, and, for much of America, not a moment too soon. I’m a hockey guy myself, but I’ve played a fair amount of (American) football in my life, and last Thursday, as I watched the season kick off, I realized that football coaches and marketing planners have pretty similar jobs. They have to be meticulous enough to draw up most of the game in advance, but flexible and agile enough to call new plays should conditions warrant them. Most of all, they have to have the ability to get everyone on the same page, and motivate and marshal their teams to execute on the plan. | MARKETING LEADERSHIP COUNCIL SEPTEMBER 22, 2011  4 Ways Energy & Utilities Companies can Beat Commoditization This post was written by former colleague Andrew Kent of the Sales Executive Council. Visit the original here. In my previous post , I argued that the conflict of interest between energy & utility companies and their customers makes these companies’ business models unsustainable. It’s a compelling pitch, especially in deregulated markets. Challenge customers’ investment filters. | | | | | |
| MARKETING LEADERSHIP COUNCIL SEPTEMBER 15, 2011  3 Ways to Breathe Life into Trade Shows Rising event expenses, declining consumer attendance, and increased competition from suppliers of virtual event solutions: these are three factors forcing many B2B marketers to rethink whether trade shows are any longer worth the expense. certainly don’t believe that trade shows are worthless. So, what are the ingredients of an effective trade show strategy? Deploy an experiential approach. | MARKETING LEADERSHIP COUNCIL SEPTEMBER 13, 2011  3 People to Befriend Before Investing in Automation Tell us about your marketing automation experiences, challenges, and successes by taking our short survey. As a “thank you,” we’ll send you an advance copy of the key findings. As I wrote a few weeks ago, marketing automation is an increasingly popular arrow in marketers’ quivers – helping them sense and respond to customers’ needs in a more targeted, buying-stage appropriate way. | MARKETING LEADERSHIP COUNCIL SEPTEMBER 7, 2011  Rewarding (Your Customers’) Innovations We know that B2B marketers have a huge effect on the organizations they sell to – they help customers operate more efficiently, less expensively, and with greater levels of confidence. Now, you’ve heard this before: every marketer reading this post has their company’s value proposition memorized or internalized. The result? | MARKETING LEADERSHIP COUNCIL SEPTEMBER 27, 2011  Three Reasons Your Customers Don’t Buy Stalled deals are becoming more and more of a reality for B2Bs these days. We know customers are opening a few of our email newsletters and clicking through to the website (maybe even downloading a whitepaper or spec sheet). Though they are delaying contact with Sales reps , customers do eventually engage, but then…nothing. Customers who seemed like they were ready to buy hit the brakes. | | | | | | | |
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