Marcomm 101

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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

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