Tag Archive | "marketing"
12 Rules that Transform Ordinary Marketing Materials into Lead Generating Tools.
12 Rules that Transform Ordinary Marketing Materials into Lead Generating Tools. Nearly every time we conduct a marketing analysis for a new client, I’m reminded how easy it is to forget one basic rule of REAL marketing. That is: any and all marketing communications should contribute to your lead generation and/or lead development program. Seems simple enough, [...]
Continue reading...Marketing to IT Professionals – Case Studies, Product Demos & Bloggers
Marketing to IT Professionals – Case Studies, Product Demos & Bloggers Last week’s issue of BtoB magazine contains a vertical market focus on the Information Technology market. If you sell to IT people – or if they influence your sale – you’ll find some very helpful content in that issue. Read it online here: BtoB Vertical [...]
Continue reading...Capturing a Unique Position
Capturing a Unique Position In previous posts on this blog we’ve talked about the need to stand out from that big crowd of annoying competitors and other options your buyers face. As you identify your points of differentiation, here are a couple of factors to take into account. They’re so obvious that sometimes they’re overlooked. The first [...]
Continue reading...Can prospects really understand what makes you unique?
Can prospects really understand what makes you unique? Let’s face it. Technology buyers have lots of choices. They don’t HAVE to do business with us. They can almost always solve their problems in other ways or with someone else’s product or service. The trick is to make them want to do business with you – and [...]
Continue reading...Back away from the shiny marketing object.
Back away from the shiny marketing object. Lately I seem to be getting a flood of questions from business owners who’ve fallen into a “shiny object” marketing trap. That is, they are spending money – sometimes lots of it – on award winning ad campaigns, image and branding programs and other activities that look great but [...]
Continue reading...REAL Marketing Strategy #3: Remember the prospects who aren’t ready to buy yet.
REAL Marketing Strategy #3: Remember the prospects who aren’t ready to buy yet. Here’s a fact that sometimes surprises our new clients, but we find it to be true over and over again. 75% (or more) of your best prospects are not ready to buy right now. 25% aren’t even ready to give you the time of [...]
Continue reading...Technology Peer Groups Explore Lead Generation (Among Other Things)
Technology Peer Groups Explore Lead Generation (Among Other Things) This post is for those of you who own or run technology companies – or know someone who does. You may be familiar with the concept of peer groups – lots of company owners use them as a sounding board / advisory board / board of directors. There’s [...]
Continue reading...The simple brilliance of conquering one market at a time.
The simple brilliance of conquering one market at a time. A few days ago, I talked about a simple approach to marketing success that encompasses basically these three steps: 1) identify your potential target markets, 2) pick the best one, and 3) stick with it. I am borrowing from Mark Joyner’s Simple-ology method of achieving personal [...]
Continue reading...Think of the Website as a Marketing Hub
Think of the Website as a Marketing Hub If there is a universal marketing tool beyond business cards – the one thing that every business needs — it’s a website. I don’t know of a single company, especially a business-to-business company, that doesn’t need a very good website. Go ahead. Send me all your examples of companies [...]
Continue reading...What is Marketing’s Primary Purpose.
What is Marketing’s Primary Purpose. I was having a get-to-know-you conversation with a new prospect the other day, and I realized that as bright and successful as this person is, he really didn’t know what marketing could or should do for him. This, in my experience, is an all-too-common situation, so I decided to try and [...]
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Friday, November 6, 2009
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Written by: Susan Tatum