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Tartan Marketing

Doctor Who and the Art of the Value Proposition

By | Value Proposition | No Comments

When the average BBC show lasts between six and ten years, it’s pretty impressive when one show can last for 50. This year marks the 50th anniversary of the classic British science fiction television show Doctor Who. A show that allows you to follow along on the adventures — some wacky, some somber — of a time-traveling alien known as the Doctor, his sentient space ship, and a series of lovable companions.

Fans of this seminal program are fanatically loyal. They buy the licensed products, anxiously await new episodes, partake in in-depth discussions about the philosophy and direction of the show, and are never afraid to recommend it to someone new. With 8 million worldwide viewers, it’s not the most popular show out there, but it sure is one of the most loved.

As a business, that’s the kind of loyalty you want for your brand. Read More

Mad Men Wisdom – Part 2

By | Marketing Insights | No Comments

Mad Men, the wonderfully misogynist television show we all love to… love, is back in all its martini-soaked glory for a fifth season. We couldn’t be more thrilled. But let us not focus on the skirt-chasing antics (this blog is a place for respectable professionals, after all) and talk about what we, in 2012, can glean from these words of wisdom from season five. (Read part one of this multi-part series.) Read More

5 Reasons You Should Meet Clients in Person

By | Marketing Insights | No Comments

For companies in the digital age, there is a whole host of technologies that facilitate virtual interaction with customers. Email, Skype, Webex, GoToMeeting, texting, social media — heck, even the phone. And we use them in the name of efficiency. To save valuable time for ourselves and our clients. But what are we sacrificing?

No matter what we sell, we’re all in the business of serving people. And in the B2B space, we’re talking important decision makers and products and services with bigger price tags. Which means there’s more at stake.

Sure, conference calls and instant messages are convenient, but as Rene Shimada Siegel points out in an insightful article for, we’re only going to be successful if we truly get to know our customers and colleagues. Face-to-face. In person. Here are five reasons why real, live meetings trump virtual ones. Read More

B2B Sales: 4 Steps to Selling Beyond Purchasing

By | Sales Insights | No Comments

These days, rising costs are keeping everyone up at night. Increasingly in the B2B sales cycle, the decision to work with one vendor over another comes down to a single factor: price. And unless you’re willing to significantly cut your margins, there will always be someone who’s cheaper.

The problem with boiling down a purchase decision to price is the underlying assumption that all other things are equal. When purchasing is responsible for vendor decisions, they are focused on the bottom line. That’s their job. They aren’t necessarily concerned with why your product or service is different.

So, if you don’t want to compete on price alone, you need to sell beyond purchasing.   Read More

If You Can’t Say Something Authentic, Don’t Say Anything at All

By | Customer Messaging | No Comments

We’ve been talking quite a bit about brand these days. Specifically, our belief that every brand — no matter what kind of product or service it represents — has a unique story. And that it’s our job as marketers to help clients tell that story in an honest, authentic, and memorable way. Because it’s also our job to help clients “move the needle” and accomplish measurable results.

The concept of “story,” especially in the business-to-business realm, is often met with skepticism. The very word calls to mind fairy tales and works of fiction — hardly the stuff successful big-bucks marketing campaigns are built upon. Read More

5 Insights You Can Learn From Your Blog Analytics

By | Websites | No Comments

A blog is an amazing business tool for B2B marketers. Not only is it a means of sharing valuable information with existing customers, it can also fuel your inbound marketing strategy by boosting your SEO.

SEO blog analytics

According to HubSpot, businesses that blog 20+ times a month generate five times more traffic than businesses that blog less than four times a month. That’s lead generation gold, right there. Especially when your blog helps funnel traffic through the buying cycle, by linking to audience-specific landing pages, email capture pages or additional resources. But if you’re not also measuring the performance of your content, you’re missing out on opportunities to make it even better.

Here are five of the 10 metrics HubSpot says bloggers should be tracking, and what you can learn from each: Read More

3 Ways to Get More From Your Strategic Planning Process

By | Marketing Insights | 2 Comments

The winter months are a critical time to not only reflect on the accomplishments of the past year, but also to look ahead at your goals and objectives for next year. And once you determine those goals, you must come up with a strategic plan for how you’re going to achieve them.

If you’re tasked with a goal like increasing revenue by a certain percentage, the easy solution would be to revisit last year’s budget and shift some numbers around amongst your tactics (i.e. up your ad budget or attend an extra trade show).  Though easy, this solution is not strategic. Purposeful strategic planning involves examining your current strengths, weaknesses and opportunities so you can make sure your organization is well-positioned to actually achieve your goals.  Read More