Getting it right! When marketers and business owners want to create a marketing campaign that will help build a stronger, more competitive position for their brand, they can borrow some lessons from those in the ad agency world. This piece from AdAge is geared to agencies on how to be more strategic when developing creative […]
Rebrand or brand re-fresh? One is strategic, related to a new vision for your business and includes every aspect of your organization. The other, more tactical, is what people see from your company like a new look, colours, or messaging. In this blog post we will look at when and why a B2B company should […]
#171303562 / gettyimages.com Like tomato, ‘tomahto’, many business people think strategy and tactics are one in the same. Or, they say strategy and mean tactics. Strategy and tactics are distinctly different, both very important, and need to be aligned. Tactics can be easy, fun and creative to conceive. But, creating a tactical plan that will […]
Business-to-business sales cycles are long, arduous journeys. Compared to marketing to consumers, the B2B buyer path is a marathon. Long before social media and digital marketing disrupted everything, B2B marketing was all push. The more that companies pushed their sales pitches outward, the bigger and better their sales pipelines became. Then came the Digital Tidal […]
We live in an instant world. As business people, we want our business performance results to be just as snappy. And why not? Technology makes it easier and faster to get information. That may apply to some business initiatives, but marketing doesn’t work that way, especially in the B2B space. Why? Because as I already […]
For B2B leaders who see the potential upside of social marketing, many still struggle with how and when to craft social content in order to generate demand and nurture relationships. Mainstream social networks (Facebook, Twitter, Pinterest) were not specifically built for the business-to-business audience so the task can be overwhelming and appear pointless. Indeed, a […]
When you look at successful social media campaigns, they all seem to have one thing in common – they are easy to participate in. It’s something we touched on in last week’s post about the Kony 2012 campaign. The fact that all that was required of people was to click a few buttons in […]
If you ask most clients about what they hope to accomplish with their social media campaigns, they will probably tell you that they want to go viral. It’s the sort of thing marketers don’t like to hear, because it really can’t be promised. Even if you set everything up for success, there’s just no way […]
There’s no doubt about the fact that B2B marketing is changing, especially with the increased use of social media. Would you be surprised to learn that B2B companies are actually leading the charge when it comes to social media? 81% of B2B companies have accounts on social media sites, compared to only 67% of B2C […]
I recently watched an excellent webinar from BtoB Online called “From Caveman to Customer: What the Evolution of Storytelling Means to Marketers”. (Featuring Lynn Randall and Laura Lear.) This presentation talked about how our brains have adapted to our use of technology and how that has changed the way we respond to storytelling. There were […]
