B2B Marketing Traction

One Big Reason Your Email Marketing Fails: It’s Not Responsive

B2B Marketing Traction

In our eighteen years in business we’ve helped hundreds of companies improve marketing and their results. A large percentage of your email recipients will open your email on their mobile device. Here’s one critical thing you need to do to make sure they read it!

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Getting Visual with Your B2B Marketing: Pinterest or Instagram?

B2B Marketing Traction

Photos and images of work activity, products being developed or used, fun events and stories about people or about your company – it’s all good on Instagram. It’s about pinning many things that relate to your product, your industry, your company, and your customers.

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Trending Sources

Content Marketing: How This Software Company Achieved More with Less

B2B Marketing Traction

Learn why and how a software company doubled organic traffic to their website and increased leads with less content marketing. There are lessons to be learned about why and how this company was successful. SuperOffice is the company in the case study.

Just When You Think You Know B2B Marketing, The Millennials Are Here

B2B Marketing Traction

B2B marketing needs to be transparent, and the human side of a company’s story needs to come out. You did the research. You wrote the plan. You know where your B2B target audience gets information and how they buy, right? Not so fast.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

8 Elements of the Perfect Blog Post

B2B Marketing Traction

The call-to-action can be as simple as an invitation to comment on the post itself or to contact the author or company for more information. What does a perfect blog post look like?

3 New Promotional Product Campaign Ideas for Your B2B Marketing

B2B Marketing Traction

Consider sending key customers a selfie stick with a note asking them to record photos of their employees using your product or service or a video testimonial for your company and to enjoy it for their own personal use. Are you wondering if promotional products or giveaways make a difference?

Why The Most Effective B2B Marketing Tactic May Surprise You

B2B Marketing Traction

More than 1800 businesses and organizations were surveyed in the summer of 2014 with what appears to be a pretty even distribution of company size. She’s worked with hundreds of B2B companies to drive strategic marketing results and increase growth.

Case Study: Getting Results with Social Media Marketing

B2B Marketing Traction

We’ve helped hundreds of companies get results from their marketing through strategic planning, systematic implementation and results tracking. Still on the fence about social media marketing?

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

With information at their fingertips, the chances are that potential customers have already met you, judged you and have a firm impression on your company and products. B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy.

Positioning is Key Factor for Social Media (and All Marketing) Success

B2B Marketing Traction

If you understand your competitors’ strengths and weaknesses, you can position your company’s value-add to create a competitive advantage. The two stand-outs were not necessarily the biggest companies. Second, you need to know your own company.

3 Questions to Answer before You Click Send on Your B2B Marketing Email

B2B Marketing Traction

A few days ago I got an email from a company announcing their name change. I didn’t recognize the company, and I didn’t recognize the sender. I scanned the email subject line, introduction, body content and signature line, and I still had no idea what the company did.

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Spark New Results from Your B2B Marketing at Mid-Year

B2B Marketing Traction

At a software company where I was Director of Marketing, our President allowed a Customer Service Rep to develop (in his spare time) a handheld device that would allow our users to more easily enter data into our system.

3 Tips for Creating Great Posts on LinkedIn and Facebook

B2B Marketing Traction

Facebook can pose some challenges for display of photos on company pages. On LinkedIn Company pages you have 600 characters to describe your update, but keep it as brief and compelling as possible. It’s easy to add an update on LinkedIn and Facebook, right? Not so fast!

Google Mobilegeddon: Don’t Panic, Here’s What You Need to Know

B2B Marketing Traction

This solution is probably best for consumer companies with huge budgets. Google changed their search engine algorithm to favor mobile friendly websites. But don’t let a web developer or SEO vendor sell you a bill of goods as a solution. Here’s what you need to know.

Another Big Reason B2B Marketing Fails: Failure to Engage

B2B Marketing Traction

They also buy because they feel good about the company that manufactures or supplies a product or service. Does your brand make your customers feel good and what to associate with your company? By telling the world what values your company stands for.

B2B Marketers Must Be Transparent to Build Trust

B2B Marketing Traction

In 2009 Domino’s employees videotaped extremely bad behavior, damaging the company’s reputation. Kerpen points to the BP Gulf oil spill as an example of what a company should not to do when something bad happens.

6 Ways Competitive Analysis Benefits Your B2B Marketing

B2B Marketing Traction

Mature with larger companies acquiring smaller businesses? We’ve worked with hundreds of companies to do the research and analysis, provide new marketing insights and written plans that become our clients’ marketing road maps to more growth and success.

7 Ways to Get Better Results from Your B2B eNewsletter

B2B Marketing Traction

Provide news about your company and employees? You send a regular eNewsletter, but are you getting results? Read this post to find out how to increase the return on your investment in time and money on your newsletter. Set clear objectives for your eLetter.

Where in the Product Lifecycle is SEO?

B2B Marketing Traction

There are still some SEO companies that are selling the old way of doing SEO. After years of “gaming the system,” SEO companies don’t have many games to play, because Google won’t let them.

30 Creative Ideas for Your B2B Video Marketing

B2B Marketing Traction

Clear rooms or cubicles of any notes or signs that may provide sensitive information about your company. Be careful not to focus on a competitor’s wrongdoing, but instead make a statement about your company’s values and policies that rise above others’ wrongs.

11 B2B Website Mistakes and How to Avoid Them

B2B Marketing Traction

Today there are many options for your website technology platform, and it’s important to know which one will best suit the needs of your company. There are some great deals in web hosting, now that that industry has consolidated into a few big companies that rely on volume.

How to Increase Customer Loyalty through B2B Marketing

B2B Marketing Traction

If your customers publish blog posts on their website and have branded company pages on social media platforms, by all means follow them and like and comment on their posts and updates.

Your Baby’s Ugly and Other Difficult Things Marketing Consultants Have to Tell Clients

B2B Marketing Traction

I once had a technology company owner tell me he wanted to run a $26,000 ad in Time magazine, with regional distribution (to save money), featuring his black box. A good marketing consultant delivers solutions, implementation and results.

Why LinkedIn is a No-Brainer for your B2B Social Media Marketing

B2B Marketing Traction

A professional services company found me online last week and inquired about my outsource marketing services. In just a few steps, you can create a presence for your company brand on LinkedIn and begin to create awareness and engage with prospects. Create a LinkedIn company page.

5 Creative Ways B2B Marketers Can Use Twitter’s Vine

B2B Marketing Traction

A quick video of your company’s timeline or milestones. Why do companies or people have to get dragged through the media ad infinitum? Quick announcements about the company – tombstones, deals, new employees. I don’t know much about Vine, and I like it already.

3 of My Favorite Strategic Marketing Models

B2B Marketing Traction

A marketing persona is a story written about each customer segment your company serves. Your company (and are you honest about it or are you in denial)? Tweet. Blog entry excerpted from the Marketing chapter written by Jennifer Beever in The Book on Business from A to Z.

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3 Companies that Failed to Listen

B2B Marketing Traction

Seena wrote “ Playing the Blame Game ,” about leaders and companies who ignored market and customer signals and blamed external factors for their product or business problems. The #1 Fastest Growing Company in 2009 Fails to Follow Market Signals.

Why B2B Marketers Must Pull Up From Boring Product Marketing

B2B Marketing Traction

Because the buying cycle usually starts online (studies show that buyers are often more than 60% through the buying decision cycle before they contact your company), showing the “human-ness” of your company and brand online is critical. Companies are not operated by ghosts!

What Marketing Content Works Best for B2B eNewletters?

B2B Marketing Traction

Include your company “personality” A lot of B2B marketers feel they should keep communications limited to business. Can you include a photo of your company picnic, basketball team or volunteering in the community?

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4 Winning Tactics to Put in Your Marketing Plan

B2B Marketing Traction

Create your Google+ Company Page. Happy New Year! Marketing continues to change at lightening speed. Here are 5 top tactics (four new, one timeless) I recommend for your marketing success in the coming year. . Substance is king. SEO Is dead.

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The 6 Most Common B2B Questions about Twitter

B2B Marketing Traction

In this blog post I provide answers and how-to’s for the six most common questions B2B companies have about getting started on Twitter. Learning to use Twitter can be perplexing, because it has it’s own language and coding.

2015 B2B Content Marketing Survey – 3 Takeaways You Need to Know

B2B Marketing Traction

I think that this is because eNewsletters have existed for so long, backed by email utility companies that have trained marketers on how to use them and measure results. There’s a big difference between what B2B marketers are using in their marketing programs and what is effective.

How Burger King Turned World Peace Day into a Cheesy Marketing Ploy

B2B Marketing Traction

” “Are we adding value and being transparent about our products and company?” A recent marketing stunt by Burger King reinforced what works in marketing today: value-add and transparent content, NOT opportunistic gimmicks.

Why Written Plans Improve Web Site Project Success

B2B Marketing Traction

Year ago, a client firm – an IT services company – insisted on including Macromedia Flash in their web site update. Studies show that up to 25% of web site projects fail and 30% are over budget. But, don’t worry, there is a solution!

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Does Your B2B Marketer Plagiarize like Melania Trump?

B2B Marketing Traction

I have a thirty-plus-year career in B2B marketing and sales, and I’ve consulted with hundreds of companies in the last twenty years.

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12 Benefits of Blogging for B2B Marketers

B2B Marketing Traction

Blog posts that include how-to information or provide insightful opinions about your industry serve your audience, create goodwill for your company, and move you away from just selling. Increase content creation for your company. Is blogging worth it for B2B marketers?

Four Things to Add to Your Marketing Plan

B2B Marketing Traction

Distribute these personas to everyone who touches customers in your company and make sure they understand what they mean. Now more than ever B2B marketers must focus on their existing and prospective customers.

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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 ).

When it Comes to Blog Post Length, Is More More?

B2B Marketing Traction

I also found a very interesting post in Fast Company that said readers on average spend seven minutes on a blog post, which amounts to 1,600 words. My answer to the question, “How long should my blog post be?” ” has always been, “As long as it takes.”