So, your company is coming up on a milestone anniversary: whether it’s 10, 25 or 50 years, it’s a significant accomplishment. As a marketer, you want everyone to know about it, right? Here’s the reality: Outside of your employees, nobody cares.
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
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.
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
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
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.
A competitive analysis is a critical step in brand-building in the B2B space. However, B2B market research often doesn’t exist and performing a deep review is time-intensive. It’s easy to veer into the weeds and lose track of your ultimate goal. That is, unless, you follow these five steps to a comprehensive competitive review. Read More
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
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