Strategic Planning

/Strategic 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. […]

What can B2B marketers take from “Mad Men”?

The much-talked-about TV series “Mad Men” is no more. Its last episode aired Sunday, May 17, 2015. Fan or not, if you’re in marketing or communications, you’ve heard about it. The show depicted life in the 1960s in a New York ad agency that handled consumer brands — fast food, airlines, cars, cigarettes. Given that premise, what could be the take-away for a Midwest B2B marketing communications professional in 2015? […]

By | May 28th, 2015|Branding and Creative, Strategic Planning|

Hard truths and easy tools for B2B social media

There are no two ways about it — implementing and maintaining a business-to-business social media program is hard work and not immediately rewarding. Here are some truths you'll come to know:

• Social media marketing is time consuming.

You will need to designate someone in your organization to find content, manage posts and so on. Or you may need to give the responsibility to an agency or social media expert. Plan on at least a day of work per week.

• Building an audience takes time.

One of the beauties of social media marketing is the fact that you create your own audience. However, attracting the right followers can be slow and [...]