Expert insights. Personalized for you.
For many businesses today, the first reaction to the current social and economic crisis due to the COVID-19 pandemic is to cut costs by downsizing staff or reducing paid hours, by shutting down production, or other measures. Every business will have to make hard choices. MORE
We have arrived at the #5 thing I believe every CEO should know about marketing. In case you are new to the series, you can find #1 – #4 ( The “Ante” , Not all marketing is the same , B2B buyer journey , and B2B website purpose ) in our blog. #5 MORE
Manuel Yanez, CEO of Vosman Branders is a brand evangelist, marketing and brand equity professional. He believes that media has changed drastically and brand building through traditional media is now less effective as new opportunities have emerged. Digital media and the democratization of information are the main challenges facing brands today. Digital has to be considered as part of the media mix. MORE
Chapter 1: Taking Inventory. To ensure the success of your marketing efforts as a one-person (or small-staff) B2B marketing shop, you must start by mapping out your shop’s current knowledge or skills in three categories: those which you can competently bring to the table yourself, those which you believe you can learn to provide, and those which you are willing to outsource. Knowledge and Skills Inventory. MORE
Chapter 2: Filling the Gaps. With your inventory scores in hand (see Pre-requisite Work), we are ready to locate those gaps in knowledge, skills, or time and start considering what will be a priority in either hiring (as budget allows) or outsourcing in order to accomplish your now-progressing marketing mission. Pre-requisite Work. MORE
Chapter 3: Defining What Success Will Look Like. For a smaller marketing department, it is even more crucial to create and implement a plan quickly to inspire confidence, expand your budget, and grow your marketing investments and success for the company. You can’t hide behind much when it’s just you. MORE
Increase Your Webinar Attendance. Webinars are one of the most effective demand generation tools when done right. Why is that true? It is because you get a room full (virtually) of qualified prospects who want to be there to hear and see the content provided on a topic which you control. They are a captive, qualified audience. That is not an easy thing to accomplish as an in-person event. Of course, the part of that original statement that is most important is “when done right.” MORE
Do stay-at-home B2B salespeople perform differently? This week I had an interesting conversation with one of my clients. He manages a B2B sales team and pointed out an interesting statistic that has emerged regarding how his sales team is performing during this “stay-at-home” period. MORE
One very obvious phenomenon during the COVID-19 crisis has been the great increase in online live and recorded webinars and full-on virtual events (multi-session events). We have been directly involved in increasing the use of both and both creating and project managing these events. MORE
There are many ways that marketing and sales go about measuring their efforts for their own purpose. You have marketing waterfall reports. You have sales forecast reports. You have sales activity reports. You have marketing media metrics. MORE
B2B website purpose. As websites have evolve d , I am still surprised to find many B2B websites are basically all about the company and what they do or what they offer. That may sound strange to you as a CEO. MORE
This is probably the one thing that every CEO wants to know about marketing – what are the best key metrics to use for making marketing investment decisions and then to evaluate those marketing investments. MORE
Many CEOs tell me about marketing companies that call them or email them to sell them automated nurture, or paid search, or SEO, or other services that they assure the CEO is what works. MORE
This third blog post of the “7 things a CEO needs to know about marketing” series focuses on the B2B buyer journey. You may believe your company sells stuff to the market – like your products or services, however, that is your seller view and not a buyer view. MORE
What interesting sales data points are you seeing right now? This week I had an interesting conversation with one of my clients. He manages a B2B sales team and pointed out an interesting statistic that has emerged regarding how his sales team is performing during this “stay-at-home” period. MORE
It is time to wrap up the “7 things every CEO should know about marketing” series with our final topic, #7 – the hidden pothole that I believe you as a CEO should avoid. What pothole am I talking about? MORE
So far, we have examined two possible barriers that limit or even prevent timely lead follow-up – lead bottlenecks ( How to Waste Perfectly Good Leads – Part 1 ) and the failure to deliver leads to the right person ( How to Waste Perfectly Good Leads – Part 2 ). In this final article of the series, we’ll look at the remaining two barriers, which are the failure to deliver actionable leads that inspire follow-up and the lack of accountability. Failure to Deliver Quality Leads. MORE
A recent Harvard Business Review article forwarded to me titled, “ How to Sell New Products ,” is packed full of powerful lessons for anyone wanting to launch any new B2B product. MORE
One conversation that catches my attention with B2B marketers is the “why don’t we just host and promote our own webinars instead of spending all those dollars with media companies?” MORE
Product Release: Improve sales effectiveness with cloud-based sales enablement tool. The right message and collateral at a salesperson’s fingertips! Solution Pitch, a cloud-based sales enablement tool, is simply something that sales people dream of and likely don’t have. MORE
Note: Be sure to check out the Trade Show Dollar Challenge at the end of this post. Putting trade show dollars to work. Many companies are tightly squeezing their dollars right now, and that is understandable. One easy target is to pocket unspent or refunded trade show dollars as quick savings. MORE
The Marketing Ante. What do you, as a CEO, need to know about marketing? If you have a marketing professional in a leadership role on your team, you might initially think you don’t need to know that much. Of course, how do you know if they are doing a good job? MORE
Why not to cut marketing during the COVID-19 crisis? As I work to provide marketing strategy and planning for customers during this COVID-19 crisis, I see many B2B businesses choosing to cut their marketing spend as part of their cost savings measures. MORE
The goal of any B2B lead generation program is to ultimately generate as many actionable leads as possible for the sales team. MORE
If you have ever fished, you know that having the right bait greatly increases your chance of catching fish compared to just having a plain steel hook in the water (it’s shiny but not fooling anyone!). If marketing content is a fishing analogy, then your content is the bait. When engaging marketing prospects to respond (generate leads), there is one truth you cannot change: if you don’t have the right content, you will fail. MORE
In this day and age it isn’t uncommon to find a diverse mix of channels and tactics in demand generation and marketing plans, and this is to be expected as each tactic has different strengths and weaknesses. The big question for marketers, however, is how to demonstrate how these diverse tactics effect conversions or e-commerce sales. MORE
Chapter 4: The Stuff You can’t Skip (just because you lack resources). As a one-person or small-staff marketing department, there is likely a tension between executing campaigns/tactics that are visible to the rest of the company and internal marketing investments (which are foundational to delivering the quality and results for those campaigns/tactics). I get it. Your management team wants to measure every dollar you spend. MORE
Introduction. Being a one-person (or very small staff) marketing shop in today’s marketing world is likely going to feel quite overwhelming. Just considering marketing technology choices alone, chiefmartec.com is now charting 7,040 different solutions available for you to evaluate (see Marketing Technology Landscape Supergraphic ). MORE
B2b marketers, when you get sales leadership (or better yet, even just a few of the truly good sales people) in a room, what information should you get from them to create more success for both marketing and sales in your organization? What are the most important questions to ask sales? MORE
You wrote your messaging (some call it value propositions) for your brand and each of your products, now what do you do with that messaging? If you only use messaging in advertising or in a powerpoint or document that you want sales to share, you will miss an important step. MORE
thePoint
MARCH 16, 2021
It is time to wrap up the “7 things every CEO should know about marketing” series with our final topic, #7 – the hidden pothole that I believe you as a CEO should avoid. What pothole am I talking about?
thePoint
MARCH 25, 2020
For many businesses today, the first reaction to the current social and economic crisis due to the COVID-19 pandemic is to cut costs by downsizing staff or reducing paid hours, by shutting down production, or other measures. Every business will have to make hard choices.
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thePoint
OCTOBER 5, 2020
This is probably the one thing that every CEO wants to know about marketing – what are the best key metrics to use for making marketing investment decisions and then to evaluate those marketing investments.
thePoint
AUGUST 24, 2020
We have arrived at the #5 thing I believe every CEO should know about marketing. In case you are new to the series, you can find #1 – #4 ( The “Ante” , Not all marketing is the same , B2B buyer journey , and B2B website purpose ) in our blog. #5
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With nearly 1 in 5 emails from U.S. senders failing to reach the inbox, deliverability challenges still plague senders and prevent email campaign success. Check out this deliverability guide for actionable strategies and real-world examples of companies applying smart inboxing tactics.
thePoint
JULY 21, 2020
This third blog post of the “7 things a CEO needs to know about marketing” series focuses on the B2B buyer journey. You may believe your company sells stuff to the market – like your products or services, however, that is your seller view and not a buyer view.
thePoint
JULY 6, 2020
The Marketing Ante. What do you, as a CEO, need to know about marketing? If you have a marketing professional in a leadership role on your team, you might initially think you don’t need to know that much. Of course, how do you know if they are doing a good job?
thePoint
MAY 21, 2020
The goal of any B2B lead generation program is to ultimately generate as many actionable leads as possible for the sales team.
thePoint
MAY 19, 2020
One very obvious phenomenon during the COVID-19 crisis has been the great increase in online live and recorded webinars and full-on virtual events (multi-session events). We have been directly involved in increasing the use of both and both creating and project managing these events.
thePoint
MAY 12, 2020
Do stay-at-home B2B salespeople perform differently? This week I had an interesting conversation with one of my clients. He manages a B2B sales team and pointed out an interesting statistic that has emerged regarding how his sales team is performing during this “stay-at-home” period.
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When selecting data providers, companies must ensure they’re tapping into comprehensive, high-quality streams of fresh information which can be easily integrated into their products in a privacy-compliant manner.
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thePoint
MAY 12, 2020
What interesting sales data points are you seeing right now? This week I had an interesting conversation with one of my clients. He manages a B2B sales team and pointed out an interesting statistic that has emerged regarding how his sales team is performing during this “stay-at-home” period.
thePoint
MAY 7, 2020
Why not to cut marketing during the COVID-19 crisis? As I work to provide marketing strategy and planning for customers during this COVID-19 crisis, I see many B2B businesses choosing to cut their marketing spend as part of their cost savings measures.
thePoint
APRIL 13, 2020
There are many ways that marketing and sales go about measuring their efforts for their own purpose. You have marketing waterfall reports. You have sales forecast reports. You have sales activity reports. You have marketing media metrics.
thePoint
APRIL 6, 2020
Note: Be sure to check out the Trade Show Dollar Challenge at the end of this post. Putting trade show dollars to work. Many companies are tightly squeezing their dollars right now, and that is understandable. One easy target is to pocket unspent or refunded trade show dollars as quick savings.
Advertisement
This playbook outlines the four phases of program development and illustrates each point with real-world case studies from retailers that have found success.
thePoint
MARCH 5, 2020
A recent Harvard Business Review article forwarded to me titled, “ How to Sell New Products ,” is packed full of powerful lessons for anyone wanting to launch any new B2B product.
thePoint
FEBRUARY 27, 2020
One conversation that catches my attention with B2B marketers is the “why don’t we just host and promote our own webinars instead of spending all those dollars with media companies?”
thePoint
FEBRUARY 20, 2020
B2b marketers, when you get sales leadership (or better yet, even just a few of the truly good sales people) in a room, what information should you get from them to create more success for both marketing and sales in your organization? What are the most important questions to ask sales?
thePoint
FEBRUARY 12, 2020
What is your sales team pitching: When your sales team sends an email to a prospect to pitch a product, what do they say? It’s very likely that many of you have no idea.
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Evolve beyond account-based marketing and create a hyper-personalized approach that considers stakeholders as individuals. Learn 8 strategies to use data and technology to create scalable yet personalized ABM programs.
thePoint
FEBRUARY 4, 2020
You wrote your messaging (some call it value propositions) for your brand and each of your products, now what do you do with that messaging? If you only use messaging in advertising or in a powerpoint or document that you want sales to share, you will miss an important step.
thePoint
JANUARY 23, 2020
Product Release: Improve sales effectiveness with cloud-based sales enablement tool. The right message and collateral at a salesperson’s fingertips! Solution Pitch, a cloud-based sales enablement tool, is simply something that sales people dream of and likely don’t have.
thePoint
AUGUST 10, 2020
B2B website purpose. As websites have evolve d , I am still surprised to find many B2B websites are basically all about the company and what they do or what they offer. That may sound strange to you as a CEO.
thePoint
SEPTEMBER 10, 2019
If you have ever fished, you know that having the right bait greatly increases your chance of catching fish compared to just having a plain steel hook in the water (it’s shiny but not fooling anyone!). If marketing content is a fishing analogy, then your content is the bait. When engaging marketing prospects to respond (generate leads), there is one truth you cannot change: if you don’t have the right content, you will fail.
Advertisement
Delivering sales-ready leads is a constant challenge for B2B marketers. Check out these 7 strategies to find and target high-value prospects who are ready to buy, and motivate them to act.
thePoint
APRIL 4, 2019
So far, we have examined two possible barriers that limit or even prevent timely lead follow-up – lead bottlenecks ( How to Waste Perfectly Good Leads – Part 1 ) and the failure to deliver leads to the right person ( How to Waste Perfectly Good Leads – Part 2 ). In this final article of the series, we’ll look at the remaining two barriers, which are the failure to deliver actionable leads that inspire follow-up and the lack of accountability. Failure to Deliver Quality Leads.
thePoint
NOVEMBER 7, 2018
In this day and age it isn’t uncommon to find a diverse mix of channels and tactics in demand generation and marketing plans, and this is to be expected as each tactic has different strengths and weaknesses. The big question for marketers, however, is how to demonstrate how these diverse tactics effect conversions or e-commerce sales.
thePoint
JULY 14, 2018
Chapter 4: The Stuff You can’t Skip (just because you lack resources). As a one-person or small-staff marketing department, there is likely a tension between executing campaigns/tactics that are visible to the rest of the company and internal marketing investments (which are foundational to delivering the quality and results for those campaigns/tactics). I get it. Your management team wants to measure every dollar you spend.
thePoint
MAY 26, 2018
Chapter 1: Taking Inventory. To ensure the success of your marketing efforts as a one-person (or small-staff) B2B marketing shop, you must start by mapping out your shop’s current knowledge or skills in three categories: those which you can competently bring to the table yourself, those which you believe you can learn to provide, and those which you are willing to outsource. Knowledge and Skills Inventory.
Advertiser: ZoomInfo
In our 24-criterion evaluation of B2B marketing data providers, we identified the 11 most significant vendors — Data Axle, Dun & Bradstreet, Enlyft, Global Database, InsideView, Leadspace, Oracle, SMARTe, Spiceworks Ziff Davis, TechTarget, and ZoomInfo Technologies — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals select the right one for their needs.
thePoint
MAY 26, 2018
Introduction. Being a one-person (or very small staff) marketing shop in today’s marketing world is likely going to feel quite overwhelming. Just considering marketing technology choices alone, chiefmartec.com is now charting 7,040 different solutions available for you to evaluate (see Marketing Technology Landscape Supergraphic ).
thePoint
MAY 25, 2018
Chapter 3: Defining What Success Will Look Like. For a smaller marketing department, it is even more crucial to create and implement a plan quickly to inspire confidence, expand your budget, and grow your marketing investments and success for the company. You can’t hide behind much when it’s just you.
thePoint
MAY 25, 2018
Chapter 2: Filling the Gaps. With your inventory scores in hand (see Pre-requisite Work), we are ready to locate those gaps in knowledge, skills, or time and start considering what will be a priority in either hiring (as budget allows) or outsourcing in order to accomplish your now-progressing marketing mission. Pre-requisite Work.
thePoint
MAY 23, 2016
Manuel Yanez, CEO of Vosman Branders is a brand evangelist, marketing and brand equity professional. He believes that media has changed drastically and brand building through traditional media is now less effective as new opportunities have emerged. Digital media and the democratization of information are the main challenges facing brands today. Digital has to be considered as part of the media mix.
Advertiser: ZoomInfo
Over the last two years, there’s been a 76 percent increase in AI adoption across sales organizations. For sales teams, AI opens up a world of new possibilities, including automating outreach, identifying best-fit buyers, and keeping CRMs flush with fresh data. Read on to learn the four AI hacks sales teams need to improve their performance. Download the eBook today!
thePoint
MAY 23, 2016
Increase Your Webinar Attendance. Webinars are one of the most effective demand generation tools when done right. Why is that true? It is because you get a room full (virtually) of qualified prospects who want to be there to hear and see the content provided on a topic which you control. They are a captive, qualified audience. That is not an easy thing to accomplish as an in-person event. Of course, the part of that original statement that is most important is “when done right.”
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