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?
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 – StrategiesStrategies 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 [...]
Being an account manager at Creative Communications Consultants is no walk in the park. In fact, it’s more like an amazing plate-spinning act. Not only do you need to be organized, detail-oriented and a strategic thinker with great timing and awesome communications skills, you also need to be able to wrap your head around technical and industrial topics the average person has never heard of.
Lucky for CCC when we had an account team opening to fill, we found Jennifer Grasswick. Not only does she [...]
Websites are the number-one resource prospects turn to when making a buying decision. So, while you may have many corporate objectives for your site, it is vital your site supports your marketing communications program and ultimately, sales. Corporate must-haves aside, if your website isn’t helping your prospective customer, eventually not much else will matter. Company websites can be asked to do many things: act as your online business card, brochure and catalog, educate visitors about your product category and make it easy for prospects to contact you. Some house ongoing blogs, provide investor information, showcase videos and even double as portals for distributors, suppliers and customers. But does your website work in concert with […]
A few months ago we gave you some ideas for blog content. (Blogpost: Whats in your…blog? ) We hope you’ve put those ideas to good use. However, we know the pressure to come up with relevant content is unrelenting so we have some more ideas for you. Here are some things that have worked well for us:
We have a client who markets an industrial automation product. This year we’ve been writing a weekly blog for them. There’s constant pressure for content.
One of this client’s key messages is about how tough their products are, and one of their marcomm strategies was to get more case histories. We combined the two and [...]