Media Planning

/Media Planning

How to prevent the sales and marketing disconnect

As a B2B marketing manager, how many times have you spent precious budget and effort to develop ads, website content or other marketing tools, only to have your company’s sales force create their own presentations, write off-the-cuff emails or draft proposals with no hint of established positioning? On the flip side, we bet you’ve heard salespeople groan at websites or beautiful brochures because they don’t support the selling process.

This lack of synergy in purpose and execution is usually the result of poor communication between [...]

By | October 20th, 2015|Media Planning, Strategic Planning|

Why does B2B marketing PR work?

“If the person handing it in wants it published worse than the newspaper, it’s advertising. If the paper wants it worse than the person handing it in, it’s news."

Okay, so that’s one of the more cynical ways journalists have defined their craft, but it does capture the essence of public relations. PR is content that trade magazine and website editors want to publish because it serves their readers. Marketing PR is content that is carefully crafted to [...]

“Play it again, Sam” — what Bogart knew about B2B marcomm

Okay, so Humphrey Bogart’s famous line in Casablanca is one of the film industry’s most widely misquoted. But the idea of repetition is good advice for business-to-business marketers. It’s called the frequency phenomenon, and it explains why we sometimes find ourselves saying the lines to a TV commercial or singing along with a radio jingle. Frequency, in marketing communications lingo, measures the number of times your marketing message reaches your target audience in a given time period. […]

Content marketing for B2B: Start with a plan and an inventory

If you’re in a marketing role, you’ve probably heard of content marketing. In fact, it’s hard to miss the term since it’s our industry’s newest buzz phrase. In case you’re not sure what we’re talking about, “content” refers to information you create that’s of interest to your customer prospects. It could be presented in the form of white papers, infographics, blogs, website content, slide presentations, emails, webinars and more. The Internet and social media have spurred the need for content as marketers rush to fill these web spaces and claim more share-of-mind among prospects. But for B2B marketers […]

The advantage of standing out

I read a Wall Street Journal article about how looking unique can enhance your perceived importance. Although humans are hard-wired to blend in and conform to group norms, we can also view someone who flouts these norms as being more important and powerful. This reminds me of a basic marketing and advertising principle: If you want attention, be different. You can’t bore someone into buying your product, so it pays to be interesting and engaging. Ads, mailers, email and trade show displays that show some flair and uniqueness tend to be the ones that get attention. The trick, of course, is to stay relevant to your target audience while standing out from all the other marketing messages your target sees. […]

By | October 14th, 2014|Branding and Creative, Media Planning, Strategic Planning|