B2B Marketing Traction

SEPTEMBER 20, 2013

In the book Likeable Business , David Kerpen uses Domino’s Pizza as an example of doing the right thing when customers aren’t happy. Marketing Soapbox b2b marketing trust' What that means for marketers is that we do need to tell the truth. And, when we make a mistake, we have to own it and correct it.

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Transparency Trust Marketing B2B Marketing Ad Building 100

B2B Marketing Traction

DECEMBER 6, 2011

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.

B2B Marketing 100

B2B Marketing Planning B2B Marketing & Strategy 100

B2B Marketing Traction

JANUARY 10, 2014

B2B buyers, like consumers, have very little time to spend figuring out websites, lengthy and technical copy, or detailed diagrams. According to Dave Kerpen in his book Likeable Business, buyers want simplicity. Marketing Soapbox b2b marketing' We’re out of time because our customers are out of time.

B2B Marketing 100

B2B Marketing B2B B2B Sales Click Rate 100

B2B Marketing Traction

JUNE 14, 2012

Doerr make in their book, Professional Services Marketing: How The Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success. B2B marketers – what do you think? This is one of the points that Mike Schultz & John E. I believe we need to balance the details with the results.

B2B Marketing 100

B2B Marketing Planning B2B Deliverability 100

B2B Marketing Traction

JANUARY 5, 2012

B2B CMOs must break out of the marketing silo (ivory tower?) Marketing is now with “the people” ( Read my previous post about “citizen marketing,” B2B Marketing Trends I’m Thankful For ). and lead , among other things. The way people buy has changed forever. That means new roles and challenges for CMOs.

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CMO B2B Leads Lead 100

B2B Marketing Traction

FEBRUARY 9, 2012

Blog entry excerpted from the Marketing chapter written by Jennifer Beever in The Book on Business from A to Z. How much should you spend on your business-to-business (B2B) marketing budget? The answer requires a combination of science and art.

Spending 100

Spending Planning B2B Marketing Marketing Budget 100

B2B Marketing Traction

NOVEMBER 2, 2011

B2B Marketers need to confront and act on today’s brutal reality, but they must never lose faith in the end result. In the book Good to Great, Jim Collins wrote about how great companies confronted the brutal truth, yet never lost faith in their vision of success.

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

B2B Marketing Traction

MAY 18, 2011

But a big question B2B marketers have is “What content do I give away, yet not give away the store (and potential sales revenue)?” ” The answer comes down to three questions B2B marketers can answer for their buyers. B2B Service Marketer – Answer Why and What. and how to use concrete.

B2B Marketing 100

B2B Marketing Online Marketing High Quality Lead Planning 100

B2B Marketing Traction

SEPTEMBER 21, 2010

B2B marketers are continuing to scrutinize the return on investment for marketing programs and campaigns. Associations like the Independent College Book Association has benefited from this model. For some ideas about how to increase your ROI on trade shows, see my post “ Trade Show Tricks to Maximize B2B ROI.”

Trade Show 100

Trade Show Trends B2B Marketing B2B 100

B2B Marketing Traction

SEPTEMBER 21, 2010

B2B marketers are continuing to scrutinize the return on investment for marketing programs and campaigns. Associations like the Independent College Book Association has benefited from this model. For some ideas about how to increase your ROI on trade shows, see my post “ Trade Show Tricks to Maximize B2B ROI.”

Trade Show 100

Trade Show Trends B2B Marketing B2B 100

B2B Marketing Traction

MAY 4, 2010

For a long time I’ve told my B2B clients that if they focus too much on their competition, they will be looking at their business and marketing strategy laterally. Blue Ocean Strategy first emerged as a book written by W. What markets do they serve that we do not? How are they positioned? What is their strategy?

Marketing Strategy 100

Marketing Strategy Marketing & Strategy B2B Marketing B2B 100

B2B Marketing Traction

MAY 24, 2012

There’s a great new book out on how to be more creative called Imagine: How Creativity Works. Written by Jonah Lehrer, Contributing Editor at Wired, the book has some very interesting information for marketers. Here are some of the major takeaways from the book. The old brainstorming rules no longer apply.

Creativity 100

Creativity B2B Marketing B2B Rules 100

B2B Marketing Traction

JANUARY 11, 2012

Chan Kim and Renee Mauborgne take this a step further in their book Blue Ocean Strategy. Another way to lead is to stay ahead of opportunities for your business and your industry, because sometimes your customers don’t know what they need. They don’t know what they don’t know. It’s up to you to tell them.

B2B Marketing 100

B2B Marketing Marketing & Strategy B2B Paid Search Agency 100

B2B Marketing Traction

APRIL 4, 2012

Blog entry excerpted from the Marketing chapter written by Jennifer Beever in The Book on Business from A to Z. When you budget your marketing dollars, it’s important to understand where you are in your product, service, or company life cycle.

Spending 100

Spending Marketing Budget Planning B2B Marketing 100

B2B Marketing Traction

OCTOBER 19, 2011

In the book Good to Great , Jim Collions wrote that great companies acted more like hedgehogs – simple, dowdy creatures that know one thing and stick to it. In business there are hedgehogs and there are foxes. I believe the concept applies to marketers, too.

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Planning Paid Search Agency B2B Marketing Comparison 100

B2B Marketing Traction

DECEMBER 21, 2011

Bradley reviews the Z and F viewing patterns, referencing Nielsen as well, and explains the Gutenberg Diagram, which shows how readers view text-heavy pages such as newspapers or book pages. Here are some questions for readers of this blog post – feel free to comment below.

Paid Search Agency 100

Paid Search Agency B2B Marketing Eye-Tracking Advertising Agencies 100

B2B Marketing Traction

DECEMBER 26, 2012

The groundbreaking research done by Robert Cialdini in his book, Influence: Science and Practice, will change the way you market forever.

Video Marketing 100

Video Marketing B2B Marketing Planning B2B 100

B2B Marketing Traction

NOVEMBER 9, 2011

In the book Professional Services Marketing , co-authors Mike Schultz and John Doerr write that marketers should take Occam’s Razor into consideration. Their point is that, when it comes to marketing, keep it simple so you can get things done.

B2B Marketing 100

B2B Marketing Trade Show B2B Rules 100

B2B Marketing Traction

JUNE 27, 2014

” A person who says they are also a “B2B Marketing Consultant” wrote a comment that was dismissive of my entire post and, in my opinion, snarky in tone. Being on the receiving end of a snarky comment about my work made me more sensitive to how I treat my B2B marketing colleagues. ” I sure hope not.

Social Media 100

Social Media Media Class Consulting 100

B2B Marketing Traction

APRIL 12, 2012

Blog entry excerpted from the Marketing chapter written by Jennifer Beever in The Book on Business from A to Z. B2B marketers need to track lead quality as well as lead quantity. Marketing is a numbers game, right? Fill up that pipeline and increase sales! Not exactly. It is important to track the quality of your leads.

Cost per Lead 100

Cost per Lead Trade Show Marketing Leads Leads 100

B2B Marketing Traction

APRIL 19, 2012

In his book Good to Great , Jim Collins wrote that great companies never saw or tried to use technology as the way to greatness. See my previous post on this, B2B Marketers: Are You a Hedgehog or a Fox? That is why Jason Alba wrote the book, I Am on LinkedIn, Now What? That is why the blog abandonment rate is over 90%.

Social Media 100

Social Media Media Planning Profiling 100

B2B Marketing Traction

AUGUST 11, 2011

Blog entry excerpted from Jennifer Beever's Marketing chapter in The Book on Business from A to Z. What’s the best way to price your product or service for business to business (B2B) marketing? This is one of the most common questions B2B marketers have, and pricing your product or service wrong can be a disaster.

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Pricing Price Elasticity Work Management 100

B2B Marketing Traction

AUGUST 17, 2011

Blog entry excerpted from the Marketing chapter written by Jennifer Beever in The Book on Business from A to Z. Blue Ocean Strategy originated as a book co-written in 2005 by Kim Chan and Renee Maubourne and published by Harvard Business School Publishing Corporation. Blue Ocean Strategy – know thy industry.

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SWOT Planning Analysis Marketing & Strategy 100

B2B Marketing Traction

APRIL 21, 2015

As long ago as 1991, author Geoffery Moore pointed out that the number one reason buyers choose a technology is peer reviews in his book Crossing the Chasm. Crossing The Chasm Marketing Miscellany Technology Marketing b2b marketing technology' Get customers and industry experts to recommend your product. No one wants to be first! (

Peer-to-peer 100

Peer-to-peer Planning Marketing Management Cross-Selling 100

B2B Marketing Traction

MARCH 26, 2010

Using Twitter can help B2B marketers reduce “time-to-trust” with prospective customers. But, be careful as you use Twitter for B2B marketing. I’ve blogged before about David Maister et al’s book The Trusted Advisor , and his trust equation (see Trust: Get It, Measure It, Grow It Online or Offline ).

Trust Marketing 100

Trust Marketing Twitter Buying Cycle Paid Search Agency 100

B2B Marketing Traction

APRIL 19, 2013

In the book, Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success, authors Mike Schultz and John E. See my previous post on this – What Does Occam’s Razor Have to Do with B2B Marketing? Kudos to the award winners.

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Paid Search Agency Advertising Agencies Ads Ad Agencies 100

B2B Marketing Traction

NOVEMBER 9, 2009

I just finished reading two books about trust, Trust Agents and The Trusted Advisor. Reading these books was very meaningful for Jennifer Beever the marketer who does social networking and wants to establish a better presence, and for Jennifer Beever the CMO for Hire and B2B marketing consultant who wants to add more value for clients.

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Consulting Trust Marketing Social Networks Social Media 100

B2B Marketing Traction

APRIL 6, 2010

What is even more amazing to me is that the book is still highly relevant for high tech marketing today; in fact, I believe it was a harbinger of today’s “new” buying paradigm that is made possible through social networking. – pre-YouTube!) videos of customer testimonials.

Peer-to-peer 100

Peer-to-peer Buy Work Management Web 2.0 100

B2B Marketing Traction

NOVEMBER 2, 2012

Instead, I get an offer for a book on SEO…? B2B marketers – it’s time to be transparent. Here’s a recent experience I had while on the website of a self-proclaimed “SEO expert” and “Top Social Media Marketer” I saw an offer for a list of top WordPress Plugins (see above). Make the offer.

SEO 100

SEO Social Media Transparency Internet Marketing 100

B2B Marketing Traction

MARCH 31, 2011

I read a book on Servant Leadership co-written by Ken Blanchard , author of The One Minute Manager, and Colleen Barrett , CEO Emeritus of Southwest Airlines. In the book, Lead with LUV: A Different Way to Create Real Success , the co-authors use a great analogy for the style of customer service employees provide. Eagles soar.

Conference 100

Conference Marketing Management Service Leads 100

B2B Marketing Traction

JUNE 7, 2011

Blog entry excerpted from Jennifer Beever's Marketing chapter in The Book on Business from A to Z. Mike Schultz and John Doerr, authors of the book Professional Services Marketing , state that marketing has the ability to “engage potential customers, increase the close rate, increase revenue and increase affinity with employees.”.

Marketing Management 100

Marketing Management Buying Cycle PR Marketing & Strategy 100

B2B Marketing Traction

FEBRUARY 13, 2014

One of the quotes Kerpen uses in the book surprised me. Those who work gratitude into their business, giving back to charity and thanking employees, customers and partners on a regular basis, are more likeable, which leads to greater brand value and prosperity.

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Advertising Agencies Lead Scoring 100

B2B Marketing Traction

JANUARY 27, 2011

Years ago I read a great book on this topic, called Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense by Peter Krieg and Kevin Clancy. In the book, Krieg and Clancy write about what they call “the intuitive, testosterone-driven decision-making practices” that permeate business marketing today.

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Advertising Agencies Paid Search Agency Marketing Proposals PR 100

B2B Marketing Traction

FEBRUARY 3, 2012

In the book Good to Great , Jim Collins says that great leaders are disciplined – they not only have a to-do list, but they also have a stop-doing list. When it comes to your marketing, sometimes it’s important to stop doing what you’ve been doing. And start some new things.

Trade Show 100

Trade Show Planning Paid Search Agency Marketing Prospects 100

B2B Marketing Traction

JUNE 28, 2012

After writing the marketing chapter in The Book on Business, The 260 Most Important Answers You Need to Know , I created a category for when I post about the book. I added Role of the CMO for topics that pertain to Chief Marketing Officers. Rename the Default “Uncategorized” Blog Category.

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Social Media Blogger CMO Privacy 100

B2B Marketing Traction

NOVEMBER 11, 2009

In my last blog entry, Trust: Get It, Measure It, Grow It Online or Offline , I wrote about what I learned in reading the books Trust Agents by Chris Brogan and Julien Smith and The Trusted Advisor by David Maister et al. The exercise made me think of an issue I’ve seen on a lot of web sites: the position of the About Us page.

Trust Marketing 100

Trust Marketing Marketing Prospects Positioning Design 100

B2B Marketing Traction

NOVEMBER 11, 2009

In my last blog entry, Trust: Get It, Measure It, Grow It Online or Offline , I wrote about what I learned in reading the books Trust Agents by Chris Brogan and Julien Smith and The Trusted Advisor by David Maister et al. The exercise made me think of an issue I’ve seen on a lot of web sites: the position of the About Us page.

Trust Marketing 100

Trust Marketing Marketing Prospects Positioning Design 100