This is the purpose of the offer – to first drive prospect engagement and then drive prospect action (buying your product or service).  If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle.  Everyone, from CEO to sales VP to sales rep, suffers from this problem and wants to know what to do about it.  The future of your company (and its stock price) may depend on getting revenue in the door faster. What exactly do I mean by the term “sales cycle”? Of course, the sales cycle time is expressed as an average.  Lousy marketing and selling. MORE >>

Every B2B company has its own identity, target market and products or services.  For example, a blog is a great way for reporters, editors, and analysts to find you and get the word out about your company and products. But all have one thing in common.  Each wants to be perceived as a leader in its chosen market space, and each wants to gain as much publicity as possible while spending the least amount of time and money. This is true for our Fusion Marketing Partners clients, and it is equally true for your organization. Kelleher, founder of Southwest Airlines. MORE >>

He preferred long emails that focused on product features—the “tell them everything there is to say” style. One of the issues I face as a B2B marketing services provider is the “personal preference” challenge. This manifests itself when my team and I put a great campaign together that we believe will achieve solid results. Then our client, who is usually the CEO or CMO, kills the campaign because he or she doesn’t like something about it, often saying something like: “I would never respond to this offer/click on this ad/respond to this email promotion/whatever.”. MORE >>

” The core of a marketing plan is the diligent hours that you spend with your team analyzing your product and service in the marketplace and formulating your unique competitive position. Perhaps some of you have participated in scenes like this: your B2B company needs some marketing boilerplate copy—you know, the stuff that appears at the bottom of press releases, in the “About” section of your home page or on some evergreen sales collateral. Then nobody thinks about it ever again because you’ve all got more important things to do. Congratulations. MORE >>

This is a very scary statement that shows a lack of understanding about current trends in B2B marketing and how prospects look for potential products and solutions. For example, according to Hubspot.com , in the B2B arena, 80 percent or more of the product research is done by the potential buyer before they interact with you. Since we are selling a commodity product, we have to compete on price. Creating a compelling and differentiated brand for your products and/or services is hard work but it is essential to revenue and profitability. It is that simple. MORE >>