B2B Marketing Traction

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Why The Most Effective B2B Marketing Tactic May Surprise You

B2B Marketing Traction

really believe in content marketing, and I think it’s here to stay. I’ve been blogging about it since 2010. With all the news and hype about content marketing these days, you would think it’s one of the most effective marketing tactics for B2B marketing, if not the most effective. But, it’s not. But wait a minute. Don’t get me wrong. Some Rights Reserved.

Improve Service with a Customer Touch Point Map

B2B Marketing Traction

Tweet. Have you ever bought a product or service where you were excited about your decision to buy (maybe after a rigorous buying process), only to be very disappointed by the delivery? It happens all the time. Could that describe your level of service to your customers? Make sure you provide an excellent customer eperience by doing a customer touch point analysis. “What’s that?”

4 Ways B2B Marketers Can Benefit from Pinterest

B2B Marketing Traction

Pinterest was founded in December 2010 and was named as a top ten social media site by October 2011 with over ten million visits per week. 3. Like many of you I’m enamored with Pinterest , but I can’t help but ask, “Can Pinterest benefit B2B Marketers?” ” Pinterest is a social media site that allows members to create boards for images that they like.

How to Do Competitive Analysis in a Crowded Industry

B2B Marketing Traction

One reason to focus on competitors who are top online search performers is that, by 2010, 93% of B2B buyers started their purchase decision by doing an online search for suppliers ( Booz & Company B2B Marketing Survey ). You can survey your customers to find out which competitors were included in their review. Contact New Incite today. Photo from Flickr by James Cridland.

B2B and B2C Marketing are Dead. Long Live B2H!

B2B Marketing Traction

In it Segal ( who said that B2B marketing was dead in 2010 ) talks about how the new model of marketing involves engaging with individuals on a very human level. Today more thank ever, buyers want a human experience from the brands and businesses they buy from. This is true of both the business-to-business (B2B) and business-to-consumer (B2C) environments. agree.

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B2B Marketers: It’s Time to Buy a Vowel

B2B Marketing Traction

companies hoarding cash (as of the end of 2010, $853 billion), I was inspired to post about it. Tweet. read a great HBR blog post by Stephen Wunker, Five Rules for Innovating in a Shaky Economy. Then this morning when I saw my colleague Lisa Anderson ‘s post on LinkedIn referencing an Industry Week article about 1,000 U.S. Wunker wrote about Rule #2. ” So, U.S.

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Customer Loyalty, Your Brand and Revenue – The Perfect Storm

B2B Marketing Traction

When customers buy more from you, they become more loyal (source: Outsourcing Trends, www.salesandmarketing.com , January/February 2010 ) and more apt to advocate your brand. Now more than ever your customers matter. Not only for revenue from ongoing sales, but importantly for brand advocacy. In another situation, I bought a waterproof and crash resistant smart phone case.

7 Questions to Ask When You Hire a Marketing Consultant

B2B Marketing Traction

Tweet. Remember the ad where the two big company consultants sat in front of a corporate business executive’s desk, and when the executive asked them, “What do you do?” ” the consultants said, “Err, we don’t  do anything…”? What should you look for when hiring a marketing consultant? Expertise. Make sure your consultant is results-oriented.

Stop Flushing Your Online Marketing Dollars Down the Toilet

B2B Marketing Traction

Tweet. What’s the point of spending money to drive traffic to your web site… …if you’re not getting a return on your investment? Several of our new B2B clients came to us with this very frustration. After years of hearing about the benefits of search engine optimization and/or pay per click advertising, business owners finally bit the bullet and invested in these tactics.

1-Page SWOT Analysis with Action Items

B2B Marketing Traction

Tweet. SWOT Analysis may have a simple presentation, but the analysis is the hard part. My clients have really appreciated this 1-page SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis with Action items. One CEO included it in her presentation to investors because it very clearly and transparently showed the company’s situation and what we planned to do to grow the business.

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B2B Marketers – How to Make Your Website Mobile-Friendly

B2B Marketing Traction

According to a recent blog by MarketingProfs,  Why Are Publishers Dragging Their Feet in Mobile Marketing? , “mobile browsing has increased 192% since 2010, accounting to close to 18% of all web traffic in some regions, according to a study published by StatCounter [in] May [2012].” I’m not the only one talking about the importance of implementing mobile marketing.

Why Marketing Content is Key to Getting Found Online

B2B Marketing Traction

Tweet. The major search engines are placing more emphasis on content, not so much on tricks and behind-the-scene tactics, to rank web sites higher for keyword searches. Let’s say you are a metal-stamping company, and your prospective customers are searching for “flat springs.” It takes time to create all this content. How many videos will you produce? When will you produce them?

Vote for Your Favorite Super Bowl 2010 Ad

B2B Marketing Traction

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Market Like a Tiger in 2010

B2B Marketing Traction

Tweet. The Chinese New Year started on Sunday and is being celebrated around the world. It’s the Year of the Tiger in the Chinese Zodiac, which relates each year to one of twelve animals. The attributes of the tiger are tenacity and verocity, perfect qualities for marketing in today’s economic environment. What does it take to be a tenacious marketer? You’re at Point A now.

Market Like a Tiger in 2010

B2B Marketing Traction

Tweet. The Chinese New Year started on Sunday and is being celebrated around the world. It’s the Year of the Tiger in the Chinese Zodiac, which relates each year to one of twelve animals. The attributes of the tiger are tenacity and verocity, perfect qualities for marketing in today’s economic environment. What does it take to be a tenacious marketer? You’re at Point A now.

Vote for Your Favorite 2010 Superbowl Ad

B2B Marketing Traction

Note that the 2010 ads will not display until the 4th quarter of the game ends. Tweet. There has been a lot of buzz about this year’s Super Bowl ads and the fact that Pepsi eschewed the ad spend this year to run a contest for the best idea to help needy people. Will corporate marketers change their messages to reflect these economic times? Which of the ads is your favorite? If you remember the ad storyline, do you remember the brand it represented? Please vote for your favorite below. You must have Adobe Flash Player 9. or higher installed to view this content. src="[link].

11 Reasons Why You Need a Facebook Company Page

B2B Marketing Traction

Facebook has done a good job of addressing privacy issues that came up earlier in 2010. Tweet. Are you on the fence about a Facebook company page for your business? I’m still hearing  a lot of misconceptions about Facebook from business owners. Your current and future customers are on Facebook connected to millions of friends, family and work colleagues. Facebook is free. marketing

Top 10 Social Media Questions Businesses Have

B2B Marketing Traction

Michael Stelzner published results of an April 2010 survey of over 1300 small business owners about social media marketing. Tweet. B2B marketers are adopting social media, but they have a lot of questions about it! In a recent blog post, Paul Dunay referenced Jeff Bullas ‘ blog on  B2B social media statistics. How do you measure social media marketing? 2. Please comment below.

Crticial B2B Marketing Actions for the New Normal

B2B Marketing Traction

It was all about quality and volume content in 2010, and now it’s even more so in 2011. Tweet. recently did a presentation to a group of managers called Marketing: The New Normal , in which I discussed what marketing action must be taken in the “new normal.” Understand the paradigm shift from a seller’s world to a buyer’s world.

Crticial B2B Marketing Actions for the New Normal

B2B Marketing Traction

It was all about quality and volume content in 2010, and now it’s even more so in 2011. Tweet. recently did a presentation to a group of managers called Marketing: The New Normal , in which I discussed what marketing action must be taken in the “new normal.” Understand the paradigm shift from a seller’s world to a buyer’s world.

Getting Ripped Off on B2B Web Development and SEO?

B2B Marketing Traction

Then again in January 2010, I requested bids for a client that needed a web site update and ongoing SEO. I got bids for $4,000, then $7,000 for the update alone. ” But now in 2010 I am seeing SEO and web development practices that aren’t right, and I’m going to continue to blog about them and consult with my clients to protect them and save them money.

Do You Have a Marketing Plan for 2010?

B2B Marketing Traction

If you haven’t yet done your marketing plan for 2010, don’t panic. Tweet. There is still time. If you have already done your plan, check it against some of our marketing planning success tips below. Marketing Plan Success Tips. Keep it simple. Marketing plans don’t need to be elaborate. The business owner said, “I didn’t know what to do with it!”

4 Marketing Trends to be Thankful For

B2B Marketing Traction

Tweet. If there’s anything constant with marketing in the last ten years, it’s change! Buyers have changed the way they buy. Sellers have to change the way they sell. It’s so easy to complain about change and what it has “done” to marketing and business. Marketing Technology Change Continues. Buyers Rule. Buyers don’t want to be sold to anymore.

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Social Media: Leverage Technology, But Be Human!

B2B Marketing Traction

Tweet. I’ve been doing a presentation called “Leverage Technology for Marketing Success” for about the past ten years. It’s about how to use technology as a tool to make marketing easier. The message about leveraging technology has been valid the entire time – it’s the technology that has changed. No, no, no! But there has to be a human behind the machine.

What to Do When the Social Media Horse Has Already Left The Barn?

B2B Marketing Traction

Tweet. Organizations large and small are finding that employees, divisions and other factions have jumped into social media without guidelines or social media strategy from the central organization. The good news is that people in the organization are passionate about the organization and want to share that passion with friends, colleagues and social network connections. Saying, “Stop!”

Trade Show Trends B2B Marketers Need to Know

B2B Marketing Traction

Tweet. B2B marketers are continuing to scrutinize the return on investment for marketing programs and campaigns. One expensive tactic on the chopping block for a lot of companies is the trade show. Since 2001 (9-11), business travel and trade show attendance dropped. Some of the trends affecting trade shows include: Increase in alternative methods to showcase products and services. Photo on Flickr.

Trade Show Trends B2B Marketers Need to Know

B2B Marketing Traction

Tweet. B2B marketers are continuing to scrutinize the return on investment for marketing programs and campaigns. One expensive tactic on the chopping block for a lot of companies is the trade show. Since 2001 (9-11), business travel and trade show attendance dropped. Some of the trends affecting trade shows include: Increase in alternative methods to showcase products and services. Photo on Flickr.

Social Media Outsourcing – Is It Right?

B2B Marketing Traction

Tweet. The reason to engage in social media sites online such as Twitter, LinkedIn and Facebook is to have authentic, engaging, transparent conversations with people with whom you want to connect. With authentic, transparent engagement in mind, is it OK to outsource your social media to a third party social media company or consultant? Transparent. Authentic. Engaging. What do you think?

Top 5 Reasons to Re-Do Your Legacy Website

B2B Marketing Traction

Tweet. This week I talked to two different organizations whose top managers have a serious difference of opinion. On one side, some of the managers cannot believe their colleagues would allow an outdated, un-optimized-for-search-engines website represent the organization to prospects and customers! They don’t want to be sold to until they have a genuine need. ANY CHARACTER HERE.

What B2B Marketers Can Learn from B2C Stories

B2B Marketing Traction

Tweet. rarely pay attention to a TV ad. But, a new ad for a Toyota Corolla got my attention last night. haven’t been looking for a Corolla, let alone a Toyota, but I watched the entire ad. paid attention because it told an interesting story about a woman who wants to buy a Toyota Corolla. In the story, the woman has a cake decorating business but no car in which to make deliveries. Generic.

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There is No Magic Bullet in B2B Marketing (Sorry)

B2B Marketing Traction

Tweet. As a B2B marketing consultant, I am often asked to figure out the one marketing tactic that is going to break open a market for a client. They are looking for a magic bullet. have news for them. There is no magic bullet in B2B marketing. Sorry to disappoint. Strategy? Planning? Integration? Systems? Not as glamorous as the magic bullet, but they work! Forget magic bullet(s). write a plan.

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Is Your B2B Marketing Consultant Ethical?

B2B Marketing Traction

Tweet. I had lunch recently with CPA Lynne Leavitt of Brakensiek Leavitt Pleger LLP , The Eclectic Accountants & Business Consultants , and Maureen Bernstein of Kaercher Campbell & Associates Insurance Brokerage. We actually talked about – gasp! – ethics. She explained that as a CPA she is bound by the AICPA’ s Code of Professional Conduct. Your consultant? License.

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Transparency is the Best Policy for B2B Marketing

B2B Marketing Traction

Tweet. Let’s face it. Most buyers can smell a rat these days. If you’re not being honest and open about the products and services you are selling or how you manufacture or provide them, people aren’t going to buy. There are over four hundred green seals alone – see the LOHAS Journal article, Proliferation of 400+ Green Seals Detracts from Message ). CC License.

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Transparency is the Best Policy for B2B Marketing

B2B Marketing Traction

Tweet. Let’s face it. Most buyers can smell a rat these days. If you’re not being honest and open about the products and services you are selling or how you manufacture or provide them, people aren’t going to buy. There are over four hundred green seals alone – see the LOHAS Journal article, Proliferation of 400+ Green Seals Detracts from Message ). CC License.

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Is Marketing ROI Enough?

B2B Marketing Traction

Tweet. It’s amazing to me that very few B2B marketers track marketing ROI, let alone any other marketing performance stats. According  the Aberdeen Group , 78% of best practice companies track and measure their marketing results, compared to just 42% of companies that perform at industry average and 37% of companies defined as laggards. What do you track to assess your marketing performance?

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Takeaways from Rock Stars of Strategic Planning

B2B Marketing Traction

attended the Association for Strategic Planning ‘s annual conference in Pasadena, California on February 22-24, 2010. I got value from great networking, exhibits on strategic planning tools, methodologies and materials, author book-signings, workshops and breakout sessions. Tweet. The keynote speakers were outstanding. They truly are some of the rock stars of strategic planning.

Blog with Discipline to Get Marketing Results

B2B Marketing Traction

In 2010 2-3% write multiple blog entries per day, 8% write one per day, 29% write 2-3 per week. Tweet. recent Hubspot survey showed that most business bloggers write no more than one blog entry a week. 38% write once a week, 17% monthly and 6% less than once a month. For those who write 2-3 blog entries per week, Hubspot says 69% have acquired a customer from their blogging activities.

Why B2B Marketers Need Blue Ocean Strategy

B2B Marketing Traction

Tweet. Competitive Analysis. We’ve been taught in business schools and business classes to analyze the competition! What products and services do they have that we do not? What markets do they serve that we do not? How are they positioned? What is their strategy? How do they perform and what is their price point? Blue Ocean Strategy. Blue Ocean Strategy first emerged as a book written by W.

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Why B2B Marketers Should Drink the Inbound Marketing Kool-Aid

B2B Marketing Traction

Why should you  consider Inbound Marketing in your 2010 marketing programs? Tweet. What is Inbound Marketing and why is it important to B2B marketers? couple of years ago, my answer to this question would have been, “I have no idea.” ” Today I’m certified in this specialty. Why did I do it? There are several parts to the Inbound Marketing process.

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Why B2B Marketing Buyer Personas Rule

B2B Marketing Traction

Tweet. When I created B2B marketing buyer personas (“personae” for those of you who studied Latin) for one of my clients last year, it became crystal clear why they beat working from demographic and even psychographic profiles hands-down. Years ago it was considered a standard marketing practice to create marketing programs with demographics in mind. Great! How do they spend their time?