Strategy When you say strategy, or you referring to your 50 year strategic plan that considers things like the lack of potable water and the impact of peak oil on your business? The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. If you are using these terms today, it is time to stop and explain what you really mean. Otherwise, we may hear you, but we will think you mean something completely different. Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. Clarity is critical. MORE >>

This perspective should be completely independent of your business and your offerings. For instance, if a database firm chooses to focus on business intelligence and the business applications of their data, they need to consider new competitors like Microstrategy. You are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content. Your content supports the sales process and effectively communicates the value of your solutions to prospects. Content that drives overall visibility for your company is different. MORE >>

In addition, a campaign addresses two issues businesses often face when when they consider a thought leadership initiative. After all, you want Jamie to ultimately meet with people, speak at events and develop personal credibility that extends to your business. Situation: Your B2B company is not seen as a thought leader in your industry. You have been asked to develop a campaign to establish your company as a thought leader and become one of the leading voices within your industry. Normally I am opposed to the idea of thought leadership and campaign being used together. Your Turn. MORE >>

In fact, it makes me, once a potential customer, reconsider if I should even do business with you. Your marketing makes me dislike you. However, your marketing performance measurement doesn’t capture my disdain. am simply one more individual that did not buy. am just part of your standard drop-off rate. How many more people like me are out there? More than you realize. How many other people are tired of your spammy keyword autoresponder on Twitter? How many people are tired of your creepy retargeting ads ? Quite simply: you don’t know. Instead, go talk to them. MORE >>

However, the people B2B marketers want to reach are ultimately trying to solve a challenge or embrace an opportunity based on their unique business. Scenario 2: Small Business Storage and Backup Solution You sell a storage and backup solution for small businesses. Scenario 4: Expanding from IT to Business Offerings You are a company historically known for IT hardware and are a respected supplier of increasingly commoditized products for the IT organization. How do you drive sales of your new higher price point and more profitable services to a new business audience? MORE >>