Tag Archive | "susan tatum"
10 Questions that Drive Increased B2B Marketing Campaign Results.
10 Questions that Drive Increased B2B Marketing Campaign Results. Over the years I’ve noticed that B2B marketing programs tend to revolve around a single tactic. An ad campaign. A direct mail campaign. An email campaign. If you or your marketing people are still looking at a single marketing tactic as a “campaign”, you have an opportunity get [...]
Continue reading...B2B Marketing Tip #12: Stop Wasting Money on Collateral
B2B Marketing Tip #12: Stop Wasting Money on Collateral I was on a tour of a new client’s office recently when Jacob, the company president, opened a door to a storage room piled nearly floor to ceiling with boxes and boxes of marketing collateral. There were presentation folders, product spec sheets, and a glossy corporate brochure. “We [...]
Continue reading...Are trade shows worth the marketing effort?
Are trade shows worth the marketing effort? If I had a dollar for every time I’ve heard a CFO rant about the high cost and no measurable results of trade shows, I’d have, well honestly, I’d have about 10 bucks. But the point is: the CFOs may be right. There’s no doubt about it, trade shows can [...]
Continue reading...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...Lead Development: Keeping Prospects Warm
Lead Development: Keeping Prospects Warm If you know me or you’ve been read this blog for any length of time, you know I believe wholeheartedly that one of the biggest mistakes a B2B marketer can make is to ignore the prospects who aren’t ready to buy yet. This is a straight path to inefficient marketing 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...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