B2 BMA Awards

Tartan grabs two more B2 Awards

By | Tartan News | No Comments

We’re proud to announce that we earned two 2017 Business Marketing Association (BMA) B2 Awards, which recognize the best in B2B marketing innovation and performance.

We won Best of Category in the Digital Marketing Tool segment for our work on the Michael Foods interactive sales portal, and received an Award of Excellence in the Promotional Incentive category for the Cargill Victory® Canola “Drone Zone” Grower Sweepstakes.

“It’s an honor to, once again, receive these prestigious awards on behalf of our clients,” said agency president, Jim MacLachlan. “Tartan is thrilled to be recognized, but we’re most proud of the fact that these programs helped Michael Foods and Cargill achieve the business results they were looking for, and added value to their brands and bottom line.”

With these two 2017 awards, Tartan Marketing has now earned 16 B2 Awards in the last six years for our work with a variety of national and global companies, making ours one of the most recognized B2B marketing agencies in the Twin Cities.

Subject matter experts

Forbes says subject matter experts are the new rainmakers. We agree.

By | Sales Insights | No Comments
In a recent Forbes article on the 10 trends that will drive business success in 2017, subject matter experts (SMEs) topped the list of what will grow revenue for B2B companies.

Seems obvious, doesn’t it? We all know a few great sales people who can go beyond just schlepping a product—people who work hard to understand customers’ pains and problems, and can align product and service solutions to address them. Of course, our challenge as sales and marketing leaders is that only about 20% of sales people have been in the industry long enough and intuitively get how to demonstrate subject matter expertise.

Imagine what could happen if your other 80% could solve customer problems like your top performers do. How would that change the game? How would it affect your ability to achieve results?  Read More

4 Reasons to Consider Rebranding Your Company

By | Brand Management | No Comments

Brand matters to the success of every B2B organization. A strong brand has the power to help you win in a competitive marketplace. It’s more than a logo or tagline. It’s a strategic business asset—a reason your customers look beyond price to choose you over your competitors. Strong brands can drive billions in market capitalization.

So how do you know when it’s time to breathe new life into your brand?  Here are 4 situations when a rebranding strategy might be in your best interest.

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B2B Research Dilemma: The DIY Approach to Market Research

B2B Research Dilemma: What to Do When Your Market Research Doesn’t Exist

By | Marketing Insights | One Comment

B2B marketers must come to grips with one reality of our unique space: adequate, let alone comprehensive, market research often doesn’t exist. Why? Small, nuanced markets and indirect sales channels are the nature of the B2B world. Nevertheless, marketers still need information to help them make the tough, timely decisions that produce positive results. But how? Read More

Overcome Marketers Block

Overcoming Marketer’s Block

By | Marketing Insights | No Comments

It happens to writers, musicians and artists. And, yes, it happens to marketers, too.

We call it marketer’s block. It’s that moment when you find yourself and your brand at a standstill, constantly questioning what’s next and lacking the insight to set your course.

The problem is that stagnancy and success don’t mix. To move the needle, you need to make moves.

But what do you do when you don’t know what to do? Read More

Stealing budgets from other departments

How to Steal Budget from Other Departments

By | Marketing Insights | No Comments

We know. “Steal” is such an ugly word. But if you have big goals for 2016, and lack the marketing budget to make it all happen yourself, you have to do something to get things done.

Think about it. Marketing touches every part of your organization, so why not (okay, let’s say) “borrow” funds from other departments? Here are some tips on where to find extra dollars, and how to convince other areas that “sharing” budgets can help achieve mutual goals.

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3 Ways to Use Growth Hacking in Your Marketing Planning

By | Marketing Insights | No Comments

As you gear up for your marketing planning, the “do more with less” mandate doesn’t have to be a pipedream. The secret? Growth hacking—a new modus operandi that’s disrupting the B2B marketing world as we know it.

For the unfamiliar, growth hacking (or growth hacker marketing) has its origins in start-ups. It’s a mindset born out of the need to skyrocket growth as fast as possible, using unconventional resources, on a limited marketing budget. Read More

own the pitch

The Secret to Winning Enterprise Accounts

By | Sales Insights | No Comments

Picture this: It’s EOD Thursday, and John from Sales knocks on your door. He’s pitching a huge account on Monday. It’s an enterprise account—one that’ll fundamentally change business for your company. John asks if you can give his presentation a once-over, so “you know, it looks good and sounds smart from a marketing perspective.”

You got it, John! Then he drops a 100-page hard copy of his PowerPoint on your desk and whistles his way out of your office. Read More