Marcomm 101

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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

5 tips for making your B2B website work harder

For most business-to-business marketers, there’s no marketing tool more critical to sales success than the company’s website. As the digital face of your company, it is often your prospects’ first point of contact with you. It can also be their last if their online experience is frustrating or less than fruitful. Let’s start with the basics. A marketing website must look professional, accurately project your brand, be easy to navigate and offer useful information to visitors who want to solve problems and find answers. Hopefully, your products and […]

By | October 20th, 2015|Marcomm 101, Web|Comments Off on 5 tips for making your B2B website work harder

B2B marcomm — How to be seen everywhere at once

The benefits of combining advertising and PR in your marcomm program

Keeping your messages in front of your target audience at all times is one of the keys to marketing communications success. Whether your prospect is reading a trade journal, surfing the internet, opening the mail, checking email or attending a trade show, the more times he encounters your messages, the more likely he is to remember your company and products and, ultimately, to buy from you. [...]

By | October 20th, 2015|Advertising, Marcomm 101, Public relations|Comments Off on B2B marcomm — How to be seen everywhere at once