Program Measurement

/Program Measurement

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 [...]

Content marketing for B2B: Where to put your content

Wonderful! You know what you want your content marketing program to achieve and you’ve inventoried your existing content (Content marketing for B2B: Start with a plan and an inventory). But now you’re stumped. There are so many channels you could use—websites, blogs, and social media vehicles. Where should your content go?

There’s no simple way to answer that question, but here are a few things to consider:

Find out where your audience goes for information

Identifying the online vehicles your audience uses is critical for successful content marketing. It’s just like identifying vehicles for advertising and public relations, though print and broadcast media make your job easier by [...]

By | November 13th, 2014|Program Measurement, SEO and Pay-per-click, Strategic Planning|

5 Steps for Nurturing Leads

Most leads don’t turn into sales right away. Maybe the prospect decided to buy a competitor’s product. Maybe the need changed. Or the purchase was put off. Maybe the specs and timing weren’t fully defined when the inquiry came your way. When a sale doesn’t come through or a lead is not super-hot, what do you do? Some companies toss all those leads aside and start over, generating new leads. What a waste! CCC recommends a different approach. Think of leads as seeds. They’re full of potential, but seeds need help and encouragement to grow. So do leads. When someone reaches out to you — by visiting your website, requesting a white paper, commenting on a blog post or whatever — that person has taken the first step in establishing a relationship with your company. The next move is up to you. Why not provide some help and encouragement?

Step One: Acknowledging the contact

The first, most important thing to do is acknowledge the contact. That lets prospects know you heard them and they’re important to you. You’d be amazed at how often this step is ignored. It’s a shame because it’s so simple. If someone requests information, send it right away with a thank you. If someone comments on your blog, respond. If someone [...]

By | December 17th, 2013|Media Planning, Program Measurement, Strategic Planning|

Generating Leads: The Fuel That Powers Sales

Businesses sell things. And to fuel their sales engines, they need leads. But how do you generate leads? How do you ensure your sales engine is fueled by the best quality leads? And how do you know which marketing communications programs give you the most bang for your buck when it comes to lead generation?

Inquiries versus leads

Let’s start with a couple definitions. These terms are sometimes used interchangeably, but this is how we define them at CCC:

INQUIRY   Anyone who’s expressed any interest in your products, services or company. It could be a student, an arch-rival, a random person or [...]

By | December 3rd, 2013|Program Measurement, Social media, Strategic Planning|

Build your plan with objectives, strategies and tactics

Think of a good business-to-business marketing communications plan as a building. A sturdy building starts with a strong foundation-that’s the objectives we talked about in our recent blogpost. Now we’re ready to talk about framing and finishing.

Framing In – Strategies

Strategies serve as the framework of your plan. If objectives define where you’re going, strategies define how you’re going to get there. Strategic decisions take into account:
  • Target audience – Who’s involved in buying your product? How will you prioritize industries and job functions?
  • Competition – What promises are they making? What benefits do they offer?
  • Timing – Is there any seasonality involved in the purchasing of [...]