Susan McPherson

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So far Susan McPherson has created 48 blog entries.

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

Stealth marketing — don’t get caught doing it

If you’re piloting a jet fighter and need to avoid detection on enemy radar screens, then “stealth” is a wholly positive attribute. However, if you’re trying to sell a product or service to your market, you can’t be stealthy and successful at the same time. Yet occasionally, companies get into a mode we call stealth marketing. Stealth marketing is characterized by a hesitancy on the part of marketers to promote their wares too boldly — due to lack of confidence, lack of appropriate resources, or fear of tipping their hand to the competition. […]

By | December 8th, 2015|Marcomm 101|Comments Off on Stealth marketing — don’t get caught doing it

Proactivity – the path to successful public relations

A survey of large high-tech companies found some mighty unhappy campers in the executive offices — on average, they ranked their satisfaction with their own companies’ public relations programs a lowly 5.8 on a scale from 1 to 10 (least to most satisfied)*. When these same respondents were asked, “What would you say is the main reason that PR hasn’t been fully effective for you?” […]

By | November 4th, 2015|Public relations|Comments Off on Proactivity – the path to successful public relations