B2B Marketing Traction

AUGUST 15, 2011

Sure, include the photos of products and company business (press conferences, product launches, user conferences, trade shows, board and sales meetings), but consider including photos about your company culture as well (company picnics, sports teams, community service, employees, etc.). You do have a YouTube channel, don’t you?

Facebook 100

Facebook Trade Show Press Cost per Acquisition 100

B2B Marketing Traction

JANUARY 31, 2012

I like what Karlie Justus suggests in the Social Media B2B blog post 4 Reasons For B2B Marketers To Explore Pinterest – that you could use Pinterest for trade shows. Karlie recommended a board for best tips for trade shows. These are just a few ideas about how B2B Marketers can use and benefit from Pinterest.

B2B Marketing 100

B2B Marketing Trade Show Planning B2B 100

B2B Marketing Traction

JULY 16, 2014

Some traditional tactics, like trade shows ( I’ve had great success with these – see my list of B2B trade show resources here ) or published articles or even print ads (in some cases), still work!

B2B Marketing 100

B2B Marketing B2B Trade Show Paid Search Agency 100

B2B Marketing Traction

FEBRUARY 3, 2012

Stop running those ads/attending trade shows just because you always have. Stop paying for SEO (search engine optimization). Spend it on content. Stop using proprietary platforms and technology for your website. What Marketing Things to Start Doing. Start understanding your customers – create marketing personas and use them.

Trade Show 100

Trade Show Planning Paid Search Agency Marketing Prospects 100

B2B Marketing Traction

APRIL 12, 2012

A manufacturer thought that print advertising had a greater return on investment (ROI) than trade shows. The trade shows were expensive, not only in fees charged to exhibit but also in people travel and attendance time. The graphic below illustrates a real example. This is the comparison chart that I produced in Excel.

Cost per Lead 100

Cost per Lead Trade Show Marketing Leads Leads 100

B2B Marketing Traction

MAY 22, 2009

Trade Show Resources. Get some ideas on how to improve your Trade Show Marketing results by reading our blog entries and our article, The Truth About Trade Shows: 9 Tips for Marketing Success. Marketing and innovation produce results. All the rest are costs.” -- Peter Drucker.

Trade Show 100

Trade Show SEO Consulting Case Study 100

B2B Marketing Traction

MAY 20, 2010

I look at cost per lead for one marketing activity, such as a trade show, along with marketing conversion (how many sales does a marketing activity produce?). Easy to calculate (total cost of marketing activity divided by the number of leads generated). But it’s not enough on its own.

ROI 100

ROI Cost per Lead Trade Show Paid Search Agency 100

B2B Marketing Traction

JUNE 14, 2013

If your marketing doesn’t speak in a highly compelling way to your audience and differentiate you from your competitors, you’re just part of the increasing noise of advertisers, trade show exhibitors, Tweeters and other social media blah-blah-blahers. So, before you jump into social marketing, take a moment.

Social Media 100

Social Media Analytics Media Marketing & Strategy 100

B2B Marketing Traction

MARCH 21, 2012

You paid for search engine optimization (SEO), email and direct mail campaigns, trade shows, perhaps even advertising campaigns to get leads for your sales department. Now it’s time to also focus on MOFU, middle of the funnel qualified lead nurturing and development.

Paid Content 100

Paid Content Top of Funnel B2B Marketing Planning 100

B2B Marketing Traction

FEBRUARY 27, 2015

Before you get caught up in the Content Marketing Craze and cancel all your speaking engagements or trade shows, keep in mind the big picture. B2B marketers have always needed a strategy and a plan for all marketing, not just content marketing. Decide what marketing tactics you’ll invest in based on the results you measure.

Tactics 100

Tactics B2B Marketing Effectiveness Planning 100

B2B Marketing Traction

APRIL 24, 2013

Today there is less focus on a physical or geographic place to sell a product (such as in what media do we advertise, at which trade shows, etc.) Solution selling is not new – for years marketers have been stressing selling benefits, not just features. Provide Access to Your Solutions. Market the Value of Your Solution.

B2B Marketing 100

B2B Marketing Planning B2B Trade Show 100

B2B Marketing Traction

APRIL 19, 2013

Ask questions like, “ Will this attract visitors to our exhibit at the trade show? See my previous post on this – What Does Occam’s Razor Have to Do with B2B Marketing? If you are not a professional graphic designer, don’t try to be one! instead of, “ Don’t you think this shade of green will be better? ”.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Ads Ad Agencies 100

B2B Marketing Traction

MARCH 18, 2013

If you are on Facebook for business, create content that showcases and highlights your presence at a trade show. Go through each traditional marketing activity you have and brainstorm on how you can extend each activity with social media. Use Twitter to link to your press releases, new product information, or events.

Social Media 100

Social Media Social Marketing Media Planning 100

B2B Marketing Traction

NOVEMBER 9, 2011

Shultz and Doerr write that marketers should focus on the prize or the end result of marketing, such as “Will this marketing piece attract visitors to our trade show booth?” Instead of doing four rounds of design revisions, do two. ” not the design details such as, “Do we have the right shade of green?”

B2B Marketing 100

B2B Marketing Trade Show B2B Rules 100

B2B Marketing Traction

APRIL 16, 2012

Imprinted on giveaways for trade shows? Read my previous post on this, Why a Square Logo is Better for Online Marketing. Promo items. Will you have the logo embroidered on shirts? Make sure your logo will transfer to these formats. Do you plan to have your logo on a building sign?

Trade Show 100

Trade Show Social Media Ideal Customer Profiles Planning 100

B2B Marketing Traction

OCTOBER 28, 2014

Are they getting press or running ads in trade publications? Are they going to trade shows that you haven’t thought of? Detail what marketing your competition is doing. Are your competitors on social media and you’re not? Detail what marketing your competition is NOT doing.

Analysis 100

Analysis B2B Marketing Planning B2B 100

B2B Marketing Traction

APRIL 13, 2015

If you piggy-back on an existing event such as a trade show or conference, you have more of a chance of getting people in the room. You will have to do a lot of hard work to get people at the top of the funnel ( see my post about Funnel Marketing here ) to an in-person event that you host.

Top of Funnel 100

Top of Funnel Customer Surveys B2B Marketing B2B 100

B2B Marketing Traction

FEBRUARY 1, 2011

We did direct mail, trade shows, spent a lot on advertising. Traditional marketing had the seller in charge. We crafted the messages, pushed them out to our buyers (if we were smart we did so in a targeted way), and hoped for results. What did you say? We the sellers are no longer in charge?

Television marketing 100

Television marketing Trade Show Buying Cycle Sales Cycle 100

B2B Marketing Traction

MARCH 13, 2015

They understand what works and how it works, whether the tactic is trade shows, ads, SEO, website development or social media. Knowledge of and experience executing tactics. The best marketing providers have executed the tactics they recommend. Understanding of technology.

Consulting 100

Consulting Planning Marketing Proposals Cost per Acquisition 100

B2B Marketing Traction

JUNE 4, 2015

A video of your exhibit at a trade show. Do a time lapse video of your trade show booth and post it online. These are the elements of a good value proposition. Make a video about it by stating the value proposition and then explaining each element in a little more detail.

Creativity 100

Creativity Video Marketing B2B Marketing Paid Search Agency 100

B2B Marketing Traction

AUGUST 25, 2011

Other updates can manually-entered include product, customer, company, trade show, conference and employee announcements. You can set up your press releases, videos, photos, blog entries and other content feed directly to your page. See my previous post, 8 Content Ideas for Your B2B Facebook Page Posts , for more ideas.

Facebook 100

Facebook Paid Search Agency Companies Trade Show 100

B2B Marketing Traction

JANUARY 7, 2010

These might include trade show marketing, web site updates, creating brochures and white papers, sending out press releases, holding webinars, etc. Categories include print, web site, social networking, trade shows, etc. I list the marketing tasks to be done in a left side column.

Planning 100

Planning Marketing Plans Trade Show Paid Search Agency 100

B2B Marketing Traction

JANUARY 3, 2014

Your strategic plan allows you to message and brand consistently, integrated across all platforms, including offline/traditional platforms like trade shows, direct mail and print as well as online/social media platforms such as your website, email marketing, LinkedIn company page and others.

Planning 100

Planning Tactics Marketing Plans Trade Show 100

B2B Marketing Traction

JANUARY 13, 2016

Someone sees your ad, then visits your trade show booth, then gets a follow-up mailer, then attends your webinar. Planned, integrated marketing causes an effect called “response compression,” and is best done with a written plan ( see my previous post, Integrate Marketing for Response Compression, here ).

Planning 100

Planning Marketing Plans Vendors Trade Show 100

B2B Marketing Traction

APRIL 28, 2014

Post updates on new hires, awards, photos from trade shows, speeches, company events, sports teams, community and charity activity on Facebook. So, If someone searches for your company on Facebook, I want your branded Company Page that you created to appear. Then, use Facebook to bring out the human side of your company.

Social Media 100

Social Media Social Marketing B2B Marketing Marketing & Strategy 100

B2B Marketing Traction

APRIL 14, 2011

They were going to exhibit their software product at a trade show in three weeks. With traditional marketing, there’s not a lot you can do with just three weeks before a show. Neither opportunity was a fit for me, but I was encouraged. This year, a B2B start-up in Northern California messaged me on LinkedIn. Could I help them?

Case Study 100

Case Study Case Studies Linkedin Studies 100

B2B Marketing Traction

OCTOBER 25, 2012

This is a critical skill now that marketing has become more multi-faceted, with digital and mobile marketing being added to traditional print, mail, and trade show marketing. Are you great behind the scenes, monitoring details, delegating tasks, holding staff and vendors accountable? analytics is more critical than ever.

Work Management 100

Work Management Marketing Management Planning Trade Show 100

B2B Marketing Traction

JUNE 19, 2012

I am the CMO for Hire that gets the call from the tech entrepreneur, “I have three weeks before I launch at the such-and-such trade show. You should also start early planning your launch strategy, branding and go-to-market tactics. (I Can you help me?” ” By the way, the answer is Yes!).

Planning 100

Planning Trust Marketing Trade Show Validation 100

B2B Marketing Traction

JUNE 13, 2011

I ran some of my website pages through the program and found that two consultants had copied two of my most popular articles – The Truth About Trade Shows and Why Can’t Sales and Marketing Just Get Along?

DMCA 100

DMCA Copyright B2B Marketing Trade Show 100

B2B Marketing Traction

SEPTEMBER 18, 2015

Before marketers had to access the competitions’ marketing materials, watch them at trade shows and in industry advertising. Learn how your competitors position themselves and track their activity online. Online marketing has made it much easier to do this. Now you can get details from websites, social media and more.

Social Media 100

Social Media Positioning Social Marketing Media 100

B2B Marketing Traction

JULY 1, 2015

Learn how to do this and download a free Excel spreadsheet for your tactical timeline here. Now take some kind of action to execute the plan! Even if you do just one thing, I guarantee you will see results.

Planning 100

Planning B2B Marketing B2B Buyer Personas 100

B2B Marketing Traction

JANUARY 16, 2012

Take it to trade shows, conferences, and presentations. By the way, your call to action may be for them to go to your website to get all those details you wanted to include on the one sheet! Don’t leave your marketing one sheet on the shelf. Insert the one sheet in mailers. Include it with proposals and invoices.

Sample 100

Sample Paid Search Agency Trade Show Marketing Proposals 100

B2B Marketing Traction

DECEMBER 14, 2012

In my 29 years in sales and marketing, I have worked a lot of trade shows. My answer to the question is “Yes, but not just because sex sells.” ” There is more science to the story. And I have seen proof of the pudding (so to speak) that sex sells.

Trade Show 100

Trade Show Cold Calling Marketing Prospects Software 100