B2B Marketing Traction

Why The Most Effective B2B Marketing Tactic May Surprise You

B2B Marketing Traction

I’ve been blogging about it since 2010. With all the news and hype about content marketing these days, you would think it’s one of the most effective marketing tactics for B2B marketing, if not the most effective. But, it’s not.

Improve Service with a Customer Touch Point Map

B2B Marketing Traction

Tweet. Have you ever bought a product or service where you were excited about your decision to buy (maybe after a rigorous buying process), only to be very disappointed by the delivery? It happens all the time.

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4 Ways B2B Marketers Can Benefit from Pinterest

B2B Marketing Traction

Pinterest was founded in December 2010 and was named as a top ten social media site by October 2011 with over ten million visits per week. Like many of you I’m enamored with Pinterest , but I can’t help but ask, “Can Pinterest benefit B2B Marketers?”

How to Do Competitive Analysis in a Crowded Industry

B2B Marketing Traction

One reason to focus on competitors who are top online search performers is that, by 2010, 93% of B2B buyers started their purchase decision by doing an online search for suppliers ( Booz & Company B2B Marketing Survey ).

How to Optimize LinkedIn Profile Website Links

B2B Marketing Traction

Tweet. Here’s a video that show you how to optimize your LinkedIn Profile website links with keywords.

B2B Marketers: It’s Time to Buy a Vowel

B2B Marketing Traction

companies hoarding cash (as of the end of 2010, $853 billion), I was inspired to post about it. Tweet.

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7 Questions to Ask When You Hire a Marketing Consultant

B2B Marketing Traction

Tweet. Remember the ad where the two big company consultants sat in front of a corporate business executive’s desk, and when the executive asked them, “What do you do?” ” the consultants said, “Err, we don’t do anything…”?

Customer Loyalty, Your Brand and Revenue – The Perfect Storm

B2B Marketing Traction

When customers buy more from you, they become more loyal (source: Outsourcing Trends, www.salesandmarketing.com , January/February 2010 ) and more apt to advocate your brand. Now more than ever your customers matter. Not only for revenue from ongoing sales, but importantly for brand advocacy.

Stop Flushing Your Online Marketing Dollars Down the Toilet

B2B Marketing Traction

Tweet. What’s the point of spending money to drive traffic to your web site… …if you’re not getting a return on your investment? Several of our new B2B clients came to us with this very frustration.

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1-Page SWOT Analysis with Action Items

B2B Marketing Traction

Tweet. A SWOT Analysis may have a simple presentation, but the analysis is the hard part. My clients have really appreciated this 1-page SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis with Action items.

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B2B Marketers – How to Make Your Website Mobile-Friendly

B2B Marketing Traction

According to a recent blog by MarketingProfs, Why Are Publishers Dragging Their Feet in Mobile Marketing? , “mobile browsing has increased 192% since 2010, accounting to close to 18% of all web traffic in some regions, according to a study published by StatCounter [in] May [2012].”

Why Marketing Content is Key to Getting Found Online

B2B Marketing Traction

Tweet. The major search engines are placing more emphasis on content, not so much on tricks and behind-the-scene tactics, to rank web sites higher for keyword searches. Let’s say you are a metal-stamping company, and your prospective customers are searching for “flat springs.”

Vote for Your Favorite Super Bowl 2010 Ad

B2B Marketing Traction

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Market Like a Tiger in 2010

B2B Marketing Traction

Tweet. The Chinese New Year started on Sunday and is being celebrated around the world. It’s the Year of the Tiger in the Chinese Zodiac, which relates each year to one of twelve animals.

Market Like a Tiger in 2010

B2B Marketing Traction

Tweet. The Chinese New Year started on Sunday and is being celebrated around the world. It’s the Year of the Tiger in the Chinese Zodiac, which relates each year to one of twelve animals.

Vote for Your Favorite 2010 Superbowl Ad

B2B Marketing Traction

Note that the 2010 ads will not display until the 4th quarter of the game ends. Tweet. There has been a lot of buzz about this year’s Super Bowl ads and the fact that Pepsi eschewed the ad spend this year to run a contest for the best idea to help needy people. Will corporate marketers change their messages to reflect these economic times? Which of the ads is your favorite? If you remember the ad storyline, do you remember the brand it represented?

11 Reasons Why You Need a Facebook Company Page

B2B Marketing Traction

Facebook has done a good job of addressing privacy issues that came up earlier in 2010. Tweet. Are you on the fence about a Facebook company page for your business? I’m still hearing a lot of misconceptions about Facebook from business owners.

Top 10 Social Media Questions Businesses Have

B2B Marketing Traction

Michael Stelzner published results of an April 2010 survey of over 1300 small business owners about social media marketing. Tweet. B2B marketers are adopting social media, but they have a lot of questions about it!

Crticial B2B Marketing Actions for the New Normal

B2B Marketing Traction

It was all about quality and volume content in 2010, and now it’s even more so in 2011. Tweet. I recently did a presentation to a group of managers called Marketing: The New Normal , in which I discussed what marketing action must be taken in the “new normal.”

Crticial B2B Marketing Actions for the New Normal

B2B Marketing Traction

It was all about quality and volume content in 2010, and now it’s even more so in 2011. Tweet. I recently did a presentation to a group of managers called Marketing: The New Normal , in which I discussed what marketing action must be taken in the “new normal.”

Getting Ripped Off on B2B Web Development and SEO?

B2B Marketing Traction

Then again in January 2010, I requested bids for a client that needed a web site update and ongoing SEO. Tweet. I got an inkling that all was not right in the web development and SEO world in 2008.

4 Marketing Trends to be Thankful For

B2B Marketing Traction

Tweet. If there’s anything constant with marketing in the last ten years, it’s change! Buyers have changed the way they buy. Sellers have to change the way they sell.

Social Media: Leverage Technology, But Be Human!

B2B Marketing Traction

Tweet. I’ve been doing a presentation called “Leverage Technology for Marketing Success” for about the past ten years. It’s about how to use technology as a tool to make marketing easier.

What to Do When the Social Media Horse Has Already Left The Barn?

B2B Marketing Traction

Tweet. Organizations large and small are finding that employees, divisions and other factions have jumped into social media without guidelines or social media strategy from the central organization.

Trade Show Trends B2B Marketers Need to Know

B2B Marketing Traction

Tweet. B2B marketers are continuing to scrutinize the return on investment for marketing programs and campaigns. One expensive tactic on the chopping block for a lot of companies is the trade show. Since 2001 (9-11), business travel and trade show attendance dropped.

Trade Show Trends B2B Marketers Need to Know

B2B Marketing Traction

Tweet. B2B marketers are continuing to scrutinize the return on investment for marketing programs and campaigns. One expensive tactic on the chopping block for a lot of companies is the trade show. Since 2001 (9-11), business travel and trade show attendance dropped.

Social Media Outsourcing – Is It Right?

B2B Marketing Traction

Tweet. The reason to engage in social media sites online such as Twitter, LinkedIn and Facebook is to have authentic, engaging, transparent conversations with people with whom you want to connect.

Top 5 Reasons to Re-Do Your Legacy Website

B2B Marketing Traction

Tweet. This week I talked to two different organizations whose top managers have a serious difference of opinion. On one side, some of the managers cannot believe their colleagues would allow an outdated, un-optimized-for-search-engines website represent the organization to prospects and customers!

What B2B Marketers Can Learn from B2C Stories

B2B Marketing Traction

Tweet. I rarely pay attention to a TV ad. But, a new ad for a Toyota Corolla got my attention last night. I haven’t been looking for a Corolla, let alone a Toyota, but I watched the entire ad. I paid attention because it told an interesting story about a woman who wants to buy a Toyota Corolla.

There is No Magic Bullet in B2B Marketing (Sorry)

B2B Marketing Traction

Tweet. As a B2B marketing consultant, I am often asked to figure out the one marketing tactic that is going to break open a market for a client. They are looking for a magic bullet. I have news for them. There is no magic bullet in B2B marketing. Sorry to disappoint.

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Do You Have a Marketing Plan for 2010?

B2B Marketing Traction

If you haven’t yet done your marketing plan for 2010, don’t panic. Tweet. There is still time. If you have already done your plan, check it against some of our marketing planning success tips below. Marketing Plan Success Tips. Keep it simple.

Is Your B2B Marketing Consultant Ethical?

B2B Marketing Traction

Tweet. I had lunch recently with CPA Lynne Leavitt of Brakensiek Leavitt Pleger LLP , The Eclectic Accountants & Business Consultants , and Maureen Bernstein of Kaercher Campbell & Associates Insurance Brokerage. We actually talked about – gasp! – ethics.

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Transparency is the Best Policy for B2B Marketing

B2B Marketing Traction

Tweet. Let’s face it. Most buyers can smell a rat these days. If you’re not being honest and open about the products and services you are selling or how you manufacture or provide them, people aren’t going to buy.

Transparency is the Best Policy for B2B Marketing

B2B Marketing Traction

Tweet. Let’s face it. Most buyers can smell a rat these days. If you’re not being honest and open about the products and services you are selling or how you manufacture or provide them, people aren’t going to buy.

Takeaways from Rock Stars of Strategic Planning

B2B Marketing Traction

I attended the Association for Strategic Planning ‘s annual conference in Pasadena, California on February 22-24, 2010. Tweet. I got value from great networking, exhibits on strategic planning tools, methodologies and materials, author book-signings, workshops and breakout sessions.

Is Marketing ROI Enough?

B2B Marketing Traction

Tweet. It’s amazing to me that very few B2B marketers track marketing ROI, let alone any other marketing performance stats.

Blog with Discipline to Get Marketing Results

B2B Marketing Traction

In 2010 2-3% write multiple blog entries per day, 8% write one per day, 29% write 2-3 per week. Tweet. A recent Hubspot survey showed that most business bloggers write no more than one blog entry a week.

Why B2B Marketers Need Blue Ocean Strategy

B2B Marketing Traction

Tweet. Competitive Analysis. We’ve been taught in business schools and business classes to analyze the competition! What products and services do they have that we do not? What markets do they serve that we do not? How are they positioned? What is their strategy?

Why B2B Marketers Should Drink the Inbound Marketing Kool-Aid

B2B Marketing Traction

Why should you consider Inbound Marketing in your 2010 marketing programs? Tweet. What is Inbound Marketing and why is it important to B2B marketers? A couple of years ago, my answer to this question would have been, “I have no idea.”

Why B2B Marketing Buyer Personas Rule

B2B Marketing Traction

Tweet. When I created B2B marketing buyer personas (“personae” for those of you who studied Latin) for one of my clients last year, it became crystal clear why they beat working from demographic and even psychographic profiles hands-down.