Marketing tips for your business
B2B marketing insights for business leaders focused on growing their businesses.
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Marketing Malpractice
National Lampoon’s Christmas Vacation opens up with Chevy Chase (a.k.a. Clark Griswold) behind the wheel of the family truckster. After a near-death experience where he mutters the much-repeated phrase by my sisters and me, “Burn dust. Eat my rubber,” he leads his family out into the woods on a quest for ...
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The Power of Walking
I’ve been a dedicated walker ever since I got my Fitbit 6 years ago. I don’t run. If Mark Twain were a walker, he’d probably have said something like, “Running is a good walk spoiled.” I subscribe to that theory. I’m a numbers nerd. That’s why I love my Fitbit. ...
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How to Set Your Marketing Budget
A marketing budget without a plan is as incomplete as a plan that has no funding. While the former scenario is no doubt preferable to the latter, the ideal approach involves developing a strategic plan that outlines how much you’ll spend on specific marketing strategies and tactics designed to achieve ...
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How to Use Nurturing to Turn Leads into Customers
The business-to-business (B2B) buying cycle can last months or longer, particularly if the capital outlay is significant. While patience may be a virtue, it’s not an effective sales strategy on its own. To convert leads into customers, you’ll need a documented marketing communication (marcom) plan that includes tactics for nurturing ...
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Measure Your Marketing to Find Qualified Leads
“What gets measured gets done.” It’s a popular business adage, and for good reason. The practice of setting measurable goals has proven effective, time and again, at compelling people and organizations to move initiatives forward.
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Marketing to Multiple Decision Makers? Start with Buyer Personas.
In contrast to much consumer buying, the business-to-business (B2B) buying decision is rarely made solo. Larger purchasing decisions typically involve multiple people within the organization, each with individual motivations and needs. Having a deep understanding of your audience is critical to creating marketing strategies and tactics that lead to customer ...
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