B2B Marketing Traction

DECEMBER 12, 2014

I once had a technology company owner tell me he wanted to run a $26,000 ad in Time magazine, with regional distribution (to save money), featuring his black box. The ad he intended was a diagram of the product and its features.

Consulting 100

Consulting Planning Paid Search Agency Validation 100

B2B Marketing Traction

MARCH 7, 2014

Your website and Pay Per Click (PPC) ad campaigns need someone who knows Google and other web analytics. Some smart ad agencies are transitioning to become managed service providers of marketing, so that can act as a one-stop shop for for their SMB (small to medium sized business) clients.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Marketing Management SMB 100

B2B Marketing Traction

JUNE 20, 2014

With today’s open source technologies, costs have come down and website owners can more easily update their site, making text changes, adding blog posts and even adding pages. Open source websites like WordPress are less expensive and put more control and power in the hands of the site owner, which is great.

Marketing Websites 100

Marketing Websites Guidelines Paid Search Agency Vendors 100

B2B Marketing Traction

DECEMBER 21, 2011

Years ago an ad agency guy told me about the “Z” scanning format for print pieces. We were implementing a marketing program for a software company that included print ads and a print newsletter. He explained that people first scan across the headline of an ad (“Is this relevant to me?”),

Paid Search Agency 100

Paid Search Agency B2B Marketing Eye-Tracking Advertising Agencies 100

B2B Marketing Traction

JULY 18, 2012

B2B marketers – don’t throw your valuable marketing dollars away on SEO or pay-per-click ads. Most Internet users skip paid ads and look at organic search results. Create and post valuable content on your website and on social networks so that you will get found by qualified prospects.

B2B Marketing 100

B2B Marketing B2B Content Internet Marketing 100

B2B Marketing Traction

MAY 8, 2013

Before the Internet, consumers would see an ad (the stimulus), go to the store and buy the product (first moment of truth) and use the product (second moment of truth). Now, after seeing an ad, people will consult on average 10.4 Recommendations from others is essentially what the ZMOT is. This is the Zero Moment of Truth.

Peer-to-peer 100

Peer-to-peer Planning Cross-Selling Paid Search Agency 100

B2B Marketing Traction

SEPTEMBER 18, 2012

Some business owners get an ego boost from their clever ad or marketing campaign, designed by a clever ad agency. Marketing says a lot about a company. But, it’s not just what you say, it’s also what you do that tells your story. But today there’s more to the story. Does your marketing add value?

Paid Search Agency 100

Paid Search Agency Advertising Agencies Companies Ideal Customer Profiles 100

B2B Marketing Traction

FEBRUARY 6, 2015

In the last two years, LinkedIn has quietly added fields and features that can help you manage your contact relationships on LinkedIn. LinkedIn has menu options to download your basic profile and connection information (name and email), but not your updates, posts and contact information that you’ve added.

Linkedin 100

Linkedin CRM Work Management Marketing Management 100

B2B Marketing Traction

NOVEMBER 16, 2012

But LinkedIn has made this so easy, people are endorsing skills that connections don’t have – and sometimes adding skills that make no sense. When LinkedIn added endorsements, I went to my profile to check it out. Take my profile, for example. I’ve been doing Search Engine Optimization (SEO) since 1998.

Linkedin 100

Linkedin Ad brokers Work Management Opinions 100

B2B Marketing Traction

FEBRUARY 3, 2012

Stop pay-per-click ads – your money could be better used elsewhere. Stop running those ads/attending trade shows just because you always have. (Because doing the same thing over and over again and expecting different results is the definition of insanity. ). Stop anything that doesn’t yield results. Spend it on content.

Trade Show 100

Trade Show Planning Paid Search Agency Marketing Prospects 100

B2B Marketing Traction

MARCH 25, 2013

A great article in Ad Age , Four Talent Categories You Need to Win in a Connected World , prompted this blog post. This doesn’t mean that one marketing person has to have them all, but the person leading the team needs to understand and know the importance of each.

Planning 100

Planning B2B Marketing CMO Marketing & Strategy 100

B2B Marketing Traction

APRIL 12, 2012

But a comparison of cost per lead and conversion rate showed that cost per lead for the shows was much lower than the ads, and the conversion rate of over 50% far exceeded the mere 12% of the ad conversions. They were seriously considering dropping them. Think you know the marketing answers?

Cost per Lead 100

Cost per Lead Trade Show Marketing Leads Leads 100

B2B Marketing Traction

MAY 6, 2013

Brickstream bought other marketing opportunities – a large floor tile right at the entrance of the show and a sponsorship ad on the event’s mobile app. They did manage to get a partial booth space with a partner, and in the end they got 30 leads and talked to hundreds of prospects.

Trade Show 100

Trade Show B2B Marketing B2B Paid Search Agency 100

B2B Marketing Traction

APRIL 29, 2013

Some of the key factors are adding a photo, getting at least 3 recommendations, adding your education, creating a list of skills. Here is a checklist for making sure your LinkedIn implementation is successful. Make sure your profile is 100% complete. LinkedIn will prompt you if your profile is incomplete.

Linkedin 100

Linkedin Practices Ideal Customer Profiles Ad Frequency 100

B2B Marketing Traction

JUNE 12, 2012

According to ZMOT, Buyers now take a fourth step in the buying process (formerly stimulus (ad) – buy – experience), and consult on average 10.4 I know, I know, I’ve cited surveys and research by a search marketing agency and Google, the seller of pay-per-click ads! 88% of U.S. ThinkInsights with Google.

B2B Marketing 100

B2B Marketing Paid Search Agency Planning B2B 100

B2B Marketing Traction

JULY 6, 2010

I rarely pay attention to a TV ad. But, a new ad for a Toyota Corolla got my attention last night. I haven’t been looking for a Corolla, let alone a Toyota, but I watched the entire ad. I paid attention because it told an interesting story about a woman who wants to buy a Toyota Corolla.

B2B Marketing 100

B2B Marketing B2B Buyer Personas Buy 100

B2B Marketing Traction

NOVEMBER 8, 2012

As a marketing consultant, I’ve already been using Pinterest to pin ad campaigns that I like. Creative Brief Development – A secret Pinterest board can be part of a creative brief for an ad campaign, a new design for a website or print piece. Or, use several secret Pinterest boards to show several design concepts.

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

B2B Marketing Traction

MARCH 29, 2012

One day Joe sees the print ad of a software company in a trade journal. The ad grabs Joe and he thinks, “I’ll check that company’s website.” Integrated marketing leads to response compression. How does it work? Let’s use an example of a prospect we’ll call Joe.

B2B Marketing 100

B2B Marketing Trade Show Planning Paid Search Agency 100

B2B Marketing Traction

FEBRUARY 13, 2014

Adding the simple words “Thank You” to your business and marketing communication can go a long way. Flickr photo by Ivete Tecedor, Some Rights Reserved. Unfortunately, it’s becoming more and more rare to hear these words.

Marketing & Strategy 100

Marketing & Strategy Marketing Strategy Advertising Agencies Lead Ranking 100

B2B Marketing Traction

NOVEMBER 21, 2014

I saw the greatest expression recently while reading an article by Kate Kaye in AdAge , “ This ad industry is awash in agencies doing jazz hands. If you’re not getting analytical reports on your marketing results, it’s time to re-evaluate your marketing provider.

Enterprise Management 100

Enterprise Management Paid Search Agency B2B Marketing Marketing Management 100

B2B Marketing Traction

MARCH 28, 2014

In the early nineties I was inspired by an ad agency with which I worked to start my own marketing business. Sometimes it’s identifying where they are wasting money (today common marketing wastes are PPC ads, paying for SEO, and printing materials that can be emailed or accessed online).

Consulting 100

Consulting Work Management Marketing Management Paid Search Agency 100

B2B Marketing Traction

NOVEMBER 2, 2010

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?” A sharp looking ad or website is a waste of money if it doesn’t generate leads that you can convert to sales and revenue!

Consulting 100

Consulting Paid Search Agency Work Management Ethics 100

B2B Marketing Traction

OCTOBER 16, 2015

Here are actual results one of our clients got when we added social media to their marketing mix. We added features that displayed new updates and posts on all pages so that visitors could more easily find what they were looking for and be informed about what they didn’t know. Still on the fence about social media marketing?

Case Study 100

Case Study Case Studies Social Media Social Marketing 100

B2B Marketing Traction

JULY 2, 2014

I also have added some essential elements of my own, such as the call-to-action at the end. So, I recommend adding a “non-salesy,” factual call-to-action with a phone number and link to a contact form. and I highlight those in this post. Add a Call-to-Action at the End. A great blog post will leave your readers (scanners?)

Opinions 100

Opinions Paid Search Agency Studies Blogger 100

B2B Marketing Traction

MAY 5, 2015

There are many other email programs, and I have to believe they’ve added responsive templates to their platforms. Constant Contact was one of the first email utilities, and if you choose a template that is “mobile-friendly,” it should display well across devices. Get instructions and a screen shot on how to do this here.

Email Marketing 100

Email Marketing Template Paid Search Agency Mobile Marketing 100

B2B Marketing Traction

NOVEMBER 23, 2010

Regardless, slick ads and catchy radio spots are less effective. The marketing middle man, or ad agency, must take a different role today as pretense and subliminal messages fall by the wayside and honest stories become the mechanism for “selling” and marketing. Maybe it’s all of the above. The Decline of Madmen.

Paid Search Agency 100

Paid Search Agency Trends Work Management Marketing Management 100

B2B Marketing Traction

JULY 16, 2014

Some traditional tactics, like trade shows ( I’ve had great success with these – see my list of B2B trade show resources here ) or published articles or even print ads (in some cases), still work! Find out the best way to reach your audience and stay within budget, using the m0st effective tools out there, old and new.

B2B Marketing 100

B2B Marketing B2B Trade Show Paid Search Agency 100

B2B Marketing Traction

DECEMBER 1, 2011

Keep adding content. It’s important to be realistic about your expectations for online marketing. So plan to: Blog frequently. At least three posts per month. Add video – the more interesting the better. Register your website and blog with directories. Engage with others and encourage comments and likes of your site.

Social Media 100

Social Media SEO Media Marketing Analytics Tools 100

B2B Marketing Traction

JANUARY 21, 2010

I think it’s interesting that this show became popular at the very time the traditional ad agency model is in decline. People are inundated with ads and emails that are pushed on them. Yes, I couldn’t resist – see my Madmen avatar below, complete with martini in gloved hand. The Author's Madmen Avatar.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Paid Search Agency 100

B2B Marketing Traction

APRIL 24, 2014

The good news is that LinkedIn has added settings that allow you to remove the endorsement feature from your profile or modify how it works. To find out how, watch the video below (it’s a tad over 5 minutes in length).

Linkedin 100

Linkedin Profiling Training Video Marketing 100

B2B Marketing Traction

JULY 9, 2013

A great way to track offline marketing such as ads or articles is to create landing pages, so we may have created a lot of them. Another way websites are flat is in terms of architecture. We marketers love tracking website traffic and our offline marketing.

Marketing Websites 100

Marketing Websites Google Landing Pages CAN-SPAM 100

B2B Marketing Traction

OCTOBER 2, 2015

New social media platforms keep emerging ( by the way, have you added Google+, Pinterest and Instagram to your B2B marketing plan? A one-page plan is a great visual marketing road map that is easy to change and helps keep your team’s eyes on the ball. Marketing is changing fast, and you have to change with the times. They work! ).

Planning 100

Planning Marketing Plans B2B Marketing Work Management 100

B2B Marketing Traction

JANUARY 6, 2014

Ad agency JWT publishes a list of 100 trends to watch in the coming year. Reviewing this is a fun exercise in the New Year, since many trends affect marketing. And some are just plain fun.) Here are my top picks from the 2014 list : #5 Algae which is booming as an ingredient in many products from cosmetics and industrial products.

Trends 100

Trends Paid Search Agency Broadcasting Mobile Marketing 100

B2B Marketing Traction

MARCH 21, 2012

These include adding great content that helps and engages the buyer as they move through their buying process. This was your TOFU, or your activity generating leads at the top of the buying funnel. But don’t just expect sales to do all the work from here.

Paid Content 100

Paid Content Top of Funnel B2B Marketing Planning 100

B2B Marketing Traction

APRIL 24, 2013

Instead of promoting your solution with cool ads, catchy phrases and “push” marketing (marketing that is pushed upon prospects), educate prospects about your solution and attract (“pull”) them to your solution. Selling on price, for example with a cost-plus pricing approach, is not as profitable.

B2B Marketing 100

B2B Marketing Planning B2B Trade Show 100

B2B Marketing Traction

MAY 11, 2012

In a Psychology Today blog post, Mind control: Neuroscience in marketing , Ray Williams cites Natasha Singer’s article in the New York Times , “ Making Ads That Whisper to the Brain.”

Focus Group 100

Focus Group B2B Marketing B2B Analysis 100

B2B Marketing Traction

APRIL 14, 2014

Companies can run ads to increase followers for a Showcase page and can also sponsor updates on the Showcase page, the same way they can sponsor Company page updates. Showcase pages could be used to provide updates on a company division, a product or service, an event, or a publication such as a blog or newsletter.

Linkedin 100

Linkedin Service Product Sample 100