B2B Marketing Traction

APRIL 1, 2015

For example, “B randed Company is a provider of blue widgets for K-12 educators.”) Include some kind of positioning statement for your business just in case the recipient doesn’t remember what you do. They may remember your name and brand, but they could have forgotten what you do. It’s always good to remind them.

Email Marketing 100

Email Marketing B2B Marketing Planning B2B 100

B2B Marketing Traction

APRIL 9, 2012

For example, do you want to entertain with your blog posts? One example is Spin Sucks , a blog by PR firm Arment Dietrich. Another example is The Maine PR Maven blog by Nancy Marshall Communications. It is its tone, its style, and how both of those fit its purpose. Do you want to be controversial? All of the above?

PR 100

PR Opinions Planning Blogger 100

B2B Marketing Traction

DECEMBER 30, 2013

It’s a great example of creative marketing, leveraging a fan base and followers on social media as well as using the element of surprise that resulting in record-breaking sales on iTunes. The media coverage was extensive, and it was “free” – a great example of leveraging social media resulting in “ earned media.”

Web 2.0 100

Web 2.0 Planning Business Advertising Agencies 100

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. Kerpen points to the BP Gulf oil spill as an example of what a company should not to do when something bad happens. And, when we make a mistake, we have to own it and correct it.

Transparency 100

Transparency Trust Marketing B2B Marketing Ad Building 100

B2B Marketing Traction

NOVEMBER 16, 2012

Take my profile, for example. My recommendation is to be very careful with endorsements – in making them (for example, does an insurance broker really do strategic planning? But LinkedIn has made this so easy, people are endorsing skills that connections don’t have – and sometimes adding skills that make no sense.

Linkedin 100

Linkedin Ad brokers Work Management Opinions 100

B2B Marketing Traction

MAY 18, 2011

” For example, a commercial lighting installer might put out information about the cost-savings, environmentally-friendly impact, and employee productivity increase that you get when you install new lighting systems – the “Why? ” and “What?” and how to use concrete.

B2B Marketing 100

B2B Marketing Online Marketing High Quality Lead Planning 100

B2B Marketing Traction

JANUARY 13, 2016

An example is a client of mine that wanted a new website. Here’s an example. First, you don’t take the time to consult with vendors and ask for their recommendations. You may end up asking for something that is not cost effective, not necessary, or not feasible because other critical tasks need to be done with or before it.

Planning 100

Planning Marketing Plans Vendors Trade Show 100

B2B Marketing Traction

JANUARY 31, 2013

My colleague, PR pro Roger Gillott, suggests General Petraeus’ brief statement about his affair could be an example of this. ). Twitter’s Vine might prove another refreshing example of less being more. Quick announcements about the company – tombstones, deals, new employees. Readers, what do you think?

Creativity 100

Creativity B2B Marketing Paid Search Agency B2B 100

B2B Marketing Traction

JANUARY 19, 2015

For example, you might include some of the following: A section that lists 3-5 headlines from your industry with a brief description of why the news is important. For example, if you are targeting the millennial generation, perhaps your eLetter can include some short blurbs and links to a variety of media.

Process 100

Process Product Newsletter Template 100

B2B Marketing Traction

OCTOBER 16, 2012

All of these are examples of things you can measure in your social media marketing program. Take business blogs, for example. 100 followers of your LinkedIn Company Page? 500 Twitter followers? 5 or more comments per blog post? Traffic to your website from social media sites? Conversion rates? Attainable.

Planning 100

Planning Social Media Marketing Plans Social Marketing 100

B2B Marketing Traction

FEBRUARY 25, 2010

An example is a business that doesn’t have a platform from which to communicate its marketing message for a product launch. A Micro-Strategy Example. The example Dave showed was that of a health organization that needed to improve compliance with health standards to reduce patient infections. 93% compliance!

Planning 100

Planning Marketing & Strategy Cable Conference 100

B2B Marketing Traction

NOVEMBER 11, 2011

An example is how Budget Rent-a-Car followed Hertz and Avis with lower prices. One example might be “Intel Inside,” where Intel’s processor came pre-installed on most computers. Encirclement Attack! You’ve surrounded the marketplace with your products, brand and services.

Guerilla Marketing 100

Guerilla Marketing Planning B2B Marketing Marketing & Strategy 100

B2B Marketing Traction

JANUARY 10, 2013

One great example is the Inbound Marketing Strategy infographic published recently by Slingshot SEO (see below – included with the authors’ permission). I just love infographics as a great way to capture a process and a story in a way that I can understand.

Planning 100

Planning Inbound Marketing Marketing Plans Paid Search Agency 100

B2B Marketing Traction

SEPTEMBER 30, 2010

Build social media guidelines (see some examples below). Examples of Social Media Guidelines. Here are some good examples I selected from Laurel Papworth’s blog entry and Chris Boudreax’s Social Media Governance site : New Media and the Air Force.

Social Media 100

Social Media Guidelines Media Social Networks 100

B2B Marketing Traction

AUGUST 28, 2015

To me, this campaign is a good example of what NOT to do in marketing, whether it’s B2C or B2B. They also do not seem to be aware that millennials especially don’t like cheesy marketing – they see right through attempts to be artificially funny, cool, or attempts that try to newsjack something beautiful like Peace Day.

Planning 100

Planning Transparency Paid Search Agency Marketing Proposals 100

B2B Marketing Traction

MAY 5, 2015

For an example, look at the email images below. Your email recipients should no longer have to squeeze, scroll and swipe to manually increase the font size of your email and struggle to read it on their mobile device. Note that the one on the left appears with large font and one column that makes it easy to read.

Email Marketing 100

Email Marketing Template Paid Search Agency Mobile Marketing 100

B2B Marketing Traction

NOVEMBER 19, 2014

Often these are by product or service names (for example “car insurance”) as well as general industry searches (“insurance companies”). To identify your the top competitors online, you’ll need to do several searches.

Analysis 100

Analysis Verticals Planning Customer Surveys 100

B2B Marketing Traction

AUGUST 23, 2013

For example, when marketers were asked to choose their top platform for social media, 49% chose Facebook and only 16% chose LinkedIn. They should also understand how create a social media strategy, how to integrate social media with other marketing tactics and how to measure social media results.

Social Media 100

Social Media Consulting Media Linkedin 100

B2B Marketing Traction

OCTOBER 2, 2015

Some people are creating mind maps ( it’s not my thing, but do a Google search for “mindmap for marketing” and you’ll see some cool examples ). There are other visuals you can use with your marketing, too.

Planning 100

Planning Marketing Plans B2B Marketing Work Management 100

B2B Marketing Traction

JANUARY 6, 2014

An example is Lexus doing improv-based commercials during the Jimmy Fallon show. #61 . #25 Contemplative computing , which is trying to pull us out of the 24/7 email, social media, mobile device technology trap and into mindfulness. Can you imagine that? Think of Buick’s campaign: “Look up from your phone and live.”

Trends 100

Trends Paid Search Agency Broadcasting Mobile Marketing 100

B2B Marketing Traction

DECEMBER 26, 2012

The video embedded below is an engaging way to learn Cialdini’s six (6) universal principles that guide people in their decision making and includes examples and tips on how to sell and market more successfully.

Video Marketing 100

Video Marketing B2B Marketing Planning B2B 100

B2B Marketing Traction

APRIL 24, 2013

Selling on price, for example with a cost-plus pricing approach, is not as profitable. Market the Value of Your Solution. Value-based pricing has been used for years because B2B marketers realize that their ability to differentiate from the competition drives pricing. Educate Prospects about Your Solution.

B2B Marketing 100

B2B Marketing Planning B2B Trade Show 100

B2B Marketing Traction

APRIL 12, 2012

The graphic below illustrates a real example. Then, create a comparative graph that shows cost per lead compared to conversion rate. You might be surprised by this kind of analysis. This is the comparison chart that I produced in Excel. A manufacturer thought that print advertising had a greater return on investment (ROI) than trade shows.

Cost per Lead 100

Cost per Lead Trade Show Marketing Leads Marketing Qualified Leads 100

B2B Marketing Traction

JUNE 21, 2012

For examples, read the outsource marketing cost-analysis article I wrote on my website. ). Senior-level marketing expertise – make sure your outsource marketing person has experience to bring to the table.

Planning 100

Planning Work Management Analysis Creativity 100

B2B Marketing Traction

MAY 22, 2012

For example, if you sell to small business owners , they may like eBooks they can download and read on their iPads. Just as with TOFU (top of the funnel – attracting qualified prospects), it is imperative that you know your buyer’s persona. Develop your B2B buyer personas. What information or content would be valuable to them?

Top of Funnel 100

Top of Funnel Buyer Personas B2B Buying Cycle 100

B2B Marketing Traction

JULY 11, 2011

You will learn how other B2B marketers use Facebook and Twitter with detailed examples of the messages they post as well as how much time you can expect to spend on Facebook, Twitter and blogging. You can watch this video in full screen or on YouTube by clicking in the lower right corner of the video screen above.

Twitter 100

Twitter Facebook B2B Privacy 100

B2B Marketing Traction

APRIL 14, 2014

For example, I may want to follow one product or service that IBM showcases, rather than follow IBM the company on LinkedIn. They also allowed visitors to the page to “Recommend” a product or service. Now, LinkedIn is offering Showcase pages instead.

Linkedin 100

Linkedin Service Product Sample 100

B2B Marketing Traction

AUGUST 19, 2013

I log in to www.Flickr.com, and enter my search term in the upper right corner – in this example, I searched for “copyright.”. When I write a blog post, I go to Flickr to search for a photo or image that I can use with permission of the creator or owner.

Copyright 100

Copyright Eye-Tracking Display Blogger 100

B2B Marketing Traction

MARCH 30, 2012

Corporations are searching for specifics such as “R&D Tax Credit Specialist” or “Senior SQL Server Developer,” not generalities like “Founder” or “Co-founder,” as in the randomly-chosen example below. Be mindful about the words you use to describe yourself online.

Linkedin 100

Linkedin Keywords Profiling Internet Marketing 100

B2B Marketing Traction

OCTOBER 18, 2012

For example, in marketing, a business can hire strategic marketing planners to help identify and set strategies, and then hire specialists to execute or implement PR, inbound marketing, social media, direct mail, or whatever tactical programs are in the plan. The main benefit cited by the study is increased flexibility while reducing costs.

Contingency Planning 100

Contingency Planning Planning Marketing Management Marketing & Strategy 100

B2B Marketing Traction

FEBRUARY 15, 2013

Show up in new and innovative ways (Twitter chats, Google+ circles are two examples – join #b2bchat on Twitter Thursdays at 5 PM PDT). Chances are that if your competitor has to follow your contacts, they won’t have much original material either. Be original, organic and true. Don’t be a follower.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Marketing Management Inbound Marketing 100

B2B Marketing Traction

DECEMBER 9, 2014

For example, write about the history of the industry you are about to enter. Post about the problems you will solve and any existing solutions without discussing your solution. You can write some blog posts pre-launch that can become a thorough white paper for your launch. What has gone on before; what are the successes and failures and why?

Planning 100

Planning Startups Advertising Agencies Marketing & Strategy 100

B2B Marketing Traction

MAY 24, 2013

Curation done well requires one who “finds and shares things of real value, whether because of their inherent beauty or truth, or because they are exquisite examples of a particular genre.” BrandVoice, Turn Off the Social Media Noise , Mike Tittel calls for marketers to curate content, not just broadcast messages.

Social Media 100

Social Media Media Curation Broadcasting 100

B2B Marketing Traction

JUNE 4, 2012

For example, on LinkedIn you can get a weekly email digest of comments from discussion groups, individual emails per discussion, or no email. Each social media platform has setttings or preferences that allows you to limit or control how you receive notifications (email, text messages to your phone, etc.)

Social Networks 100

Social Networks Social Media Twitter Curation 100

B2B Marketing Traction

JANUARY 11, 2013

For example, Facebook defaults its news feed to the most popular stories, or those with the most likes and comments. .” Cialdini’s last point above is that the more uncertain someone is about a situation, the more they will be influenced by what others do or think.

Linkedin 100

Linkedin Social Media Act-On Display 100

B2B Marketing Traction

FEBRUARY 6, 2015

See the example below of my colleague Art Hobba’s profile, with the Relationship tab selected showing our recent activity. Art is an expert in leadership and talent development and author of five books.

Linkedin 100

Linkedin CRM Work Management Marketing Management 100

B2B Marketing Traction

NOVEMBER 27, 2013

Your scores identify on a scale (say, of 1 to 10 for example) how ideal is each prospect that finds you online. What industry are they in? From the answers to these questions you can develop a profile of your ideal, qualified customer. Develop a conversion process for lead types. Not all of your leads will receive a top score.

Inbound Marketing 100

Inbound Marketing Lead Scoring Lead Ranking Sales Qualified Leads 100