Susan McPherson

/Susan McPherson

About Susan McPherson

As the owner of CCC and a passionate B2B marketer, Susan loves to share wisdom and witticisms from her 35+ years of technical, industrial and commercial products marketing experience.

How to identify a good B2B case study

Trade magazines and website editors love a good case study. (You know, those stories about your satisfied customer using your saved-the-day product.) So do magazine readers – your customers and prospects. This public relations tactic gets your product success stories into the editorial columns of print and electronic media, and it lets readers learn how you helped solve real-world problems. So what separates strong case studies from less effective ones? […]

By | May 4th, 2017|Marcomm 101, Public relations|0 Comments

B2B blogs: How to spread the word

So you’re doing the right thing by writing a blog as part of your company’s marketing efforts. You’re sharing high-value content, avoiding self-promotion and posting regularly. Yet one thing is missing — readers.

The good news is that you can use some low-cost, online tools to get the word out. [...]

By | March 30th, 2017|Content marketing, Marcomm 101, Web|Comments Off on B2B blogs: How to spread the word

Leveraging LinkedIn for B2B advertising

LinkedIn PPC ads for B2B marketing
When most people think of LinkedIn, they think of it as a platform to find employees or employment, or to connect and network with colleagues in one’s field. It’s not readily known as a pay-per-click (PPC) advertising venue. Recently, however, LinkedIn has made significant advances as an advertising platform and this has huge implications for B2B marketers.

But don’t just take our word for it. In the 2016 State of B2B Digital Marketing, published by Demand Wave, they found [...]

By | October 26th, 2016|Sales support, Social media|Comments Off on Leveraging LinkedIn for B2B advertising

Winning B2B tactics: The 3-pointer

Over 50 million of us follow college basketball’s annual March Madness, but you can bet not everyone is a devoted fan. For many, it’s a fun time to scan predictions, fill in brackets and follow the story lines as the teams get whittled down to one champion. Part of the drama is the 3-point shot. Done well, 3-pointers [...]

By | March 30th, 2016|Marcomm 101, New marketing strategies|Comments Off on Winning B2B tactics: The 3-pointer

Match B2B content to stages in the marketing funnel

The sales funnel, sometimes called the marketing funnel, is a visual representation of the journey buyers take from being one among many in your target audience to becoming a loyal customer. The concept is depicted many ways, but the overall idea is that the journey is composed of stages — and each successive stage contains a smaller group of people. What can business-to-business marketers do with this idea? Plenty. Smart marketers employ the content types that are most effective at each stage in the sales funnel. [...]

By | February 10th, 2016|Marcomm 101|Comments Off on Match B2B content to stages in the marketing funnel