There’s a very important place marketers have to be when conducting B2B marketing or selling B2B products or services. envision the person on the job, interacting with others, agonizing over problems or barriers that my client’s product or service can solve. With this in mind, I can formulate copy that, I hope, will capture their attention and make them feel the message is personal to them. Her focus is ecommerce Web sites, but her insight also has value for B2B marketers selling high-end, complex products or services. It’s not in the office. MORE >>

did pretty well for not being an IT person. The person with the most points at the end of the game wins. That even the prospective buyers of IT products and services can be engaged in something fun. Ninety-percent of the B2B marketing copy I write is serious stuff. It addresses a business prospect’s biggest pains and challenges, then offers content or a product solution that shows the path to meeting those challenges and ending that pain. Hopefully, my messages have energy and enthusiasm, are fun and are easy to read. It’s filled with a number of red herrings. MORE >>

If your greatest value is in your personal service, your name could be sufficient. Steven Moody is the founder of a Citizenship Application service, and writes regularly on his Marketing Technology blog. Welcome my guest Steven Moody, who has some excellent advice to share on company and product naming. —————————————— As I explored starting and building a company, I became acutely aware of the opportunities around choosing a name for it. The product strategy (“Clothing World&# ). MORE >>

It’s never a good idea for B2B marketers to project our own personal opinions and practices on the B2B audience to which we market. How we like to receive information, our work patterns, and our preferences are not likely to mirror the people who buy our company’s B2B products or services. But there is one [.]. B2B Content B2B Lead Generation Lead Handling and Nurturing Lead Generation Best Practices Nurturing MORE >>

It’s the perfect formula for large-ticket B2B products and services that have a long buy cycle. But what if the product or service being sold isn’t a big-ticket item that has a long sales cycle? Sales people know that, when a prospect calls the company, the sales person has a big edge in the conversation. So B2B marketers need to support sales by using messaging that encourages prospects to call, and not mention that a sales person will call, even if they are planning to do so. Then it’s time for B2B marketing messages to start “selling.&#. MORE >>