B2B Marketing Blog

8 Questions To Diagnose Sales And Marketing Integration Health

27 Mar

Lisa Shepherd

I’ve seen companies with good strong sales teams, and good marketing teams.  But somehow they still struggled to achieve the ‘revenue engine’ they were trying to create.  In many cases, the issue was a gap between the sales team and the marketing team, rather than a weakness or problem within either team. 

Have you made solid investments in your sales and your marketing, but aren’t seeing the revenue results you expect?  It may be sales and marketing integration. 

Here are eight questions to evaluate whether sales and marketing integration is a problem for your business, and a few practical tips to fix it.    

[Read more...]

Topics: Sales and Marketing Integration, Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing strategy, B2B Marketing Strategy, B2B marketing tactics

4 Reasons Why You Need to Hire a Photographer

20 Mar

Lisa Shepherd

Thinking about refreshing your brand, website or updating your sales toolkit?   You need to choose between investing in stock photography or hiring a photographer to create original photos.  We use both stock photography and custom photography, but we believe custom photography helps set your website and sales collateral apart and should be considered as an important piece in your marketing strategy.

[Read more...]

Topics: Social Media, Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing strategy, B2B Marketing Strategy, tactical marketing, B2B marketing tactics, photography, photographer

2017’s Big Hit and Big Miss in B2B Marketing

13 Mar

Lisa Shepherd


Two events this year have B2B companies making headlines.

It's rare for business-to-business (B2B) marketing to make it into the news. That's because most B2B marketing focuses on niche customers and markets, so there’s no room (or ROI) for mass market initiatives. 

 
But two major events in 2017 have put B2B companies in the mainstream news.  

 

[Read more...]

Topics: B2B Marketing, State Street, PwC, Oscars, Fearless girl, International Women's Day

Practical Tips for B2B Sales Management Greatness

06 Mar

Lisa Shepherd

You always know when you're talking with somebody who has spent a lifetime at their trade, honing their expertise and developing insights that are powerful, and practical.

That was what it was like talking with Kevin F Davis, author of the upcoming book The Sales Manager’s Guide to Greatness.  This is Kevin’s third book on sales management, with a particular focus on business to business companies. I recently interviewed Kevin about the book, and I learned a lot during our discussion so wanted to share some of it: 

[Read more...]

Topics: Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, Sales,, marketing strategy, B2B Marketing Strategy, B2B sales management, Sales Management, B2B marketing tactics

The Importance of Foundational Activities

27 Feb

Lisa Shepherd

When we conduct your b2b marketing audit we look to establish a solid foundation for us to build out marketing activities.  We don’t want to push leads back to an outdated website or a website that doesn’t contain all of the services or solutions your offer.  Most often, we find some important gaps that need to be filled and can’t be skipped over.  We believe that building marketing campaigns without a strong foundation is like building a house without a foundation.  It just won’t work in the long run.  We understand the need to get to campaigns so we have techniques to build out the foundation as quickly as possible.

[Read more...]

Topics: Social Media, Website, Marketing Strategy and Planning, Marketing Tactics, Brand, B2B Marketing, Sales,, marketing strategy, B2B Marketing Strategy, tactical marketing, B2B marketing tactics, website strategy

Importance of SEO in Your Website Strategy

22 Feb

Lisa Shepherd

Search Engine Optimization (SEO) and website strategy go hand in hand like two birds of a feather. The reason most people decide to invest in building a website is so that their target audience can search and find them when considering related products or services. But without optimizing each webpage for search engines, you’re pretty much flying solo. In order for your website to rank higher than your competitors in search engine query results, such as Google, Yahoo and Bing, you will need to build search engine optimization (SEO) tactics into your website strategy.

[Read more...]

Topics: SEO, Website, Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing strategy, B2B Marketing Strategy, tactical marketing, search engine optimization, B2B marketing tactics, website strategy

What an outdated website communicates about you

13 Feb

Lisa Shepherd



Perception is stronger than reality. Your website isn’t just a marketing tool it is a representation of you and your company in every way. 

Two-thirds to 90% of the buying process happens before a potential customer or lead even contacts you.[1] What does this mean? What is the customer doing in the early stages of the buying process? The answer is simple, research. They are researching what they want, weighing their options and checking out potential businesses that can fulfill their needs. That means they are visiting your website to learn more about you and what your business does. However, a bad website can turn a hot lead absolutely cold.

[Read more...]

Topics: Website, Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing strategy, B2B Marketing Strategy, tactical marketing, B2B marketing tactics, outdated website

6 Tips to Boost Your Profile on LinkedIn

06 Feb

Lisa Shepherd


With over 467 million users worldwide, LinkedIn is considered the most professional and effective digital marketing vehicle for reaching clients B2B marketing. From building your personal profile on LinkedIn to targeting your desired audience, here are 6 ways to make LinkedIn your number one marketing tool:

 

[Read more...]

Topics: Social Media, Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing strategy, LinkedIn, B2B Marketing Strategy, tactical marketing, B2B marketing tactics

Tips to Improve Email Engagement

30 Jan

Lisa Shepherd


Email marketing is one of the most popular tools in the business to business marketing tool-belt. It is predicted that by 2020 there will be over 3 billion email users worldwide![i] Email marketing makes it easy to communicate with your mailing list for little to no money. However, while email marketing is a handy tool, it is not always easy to garner the results that you want from your email campaigns. How do you get more people to open your emails? How do you convert these opens to clicks and how do you convert these clicks to actions? Here are some simple tips to improve your email engagement:

 

[Read more...]

Topics: Marketing Strategy and Planning, Marketing Tactics, Email Marketing, B2B Marketing, Email, marketing strategy, B2B Marketing Strategy, tactical marketing, B2B marketing tactics

4 Tips for Strategic Marketing Planning That Work

23 Jan

Lisa Shepherd


In our recent whitepaper on strategic marketing planning for Business-to-Business (B2B) companies, we shared advice from over 65 Chief Marketing Officers.  The whitepaper provides guidance on how to create a practical, workable strategic marketing plan.  A plan that will actually be used, and achieve results. 

The report is a great read, full of useful tips.  If you haven’t had a chance to read it, you can download it here (no sign up needed).  

But the amazing thing was that in talking with so many CMOs, we had more ideas than we could pack into a single whitepaper.  There were 4 suggestions that are practical and helpful, but they didn’t make it into the whitepaper.  And we didn’t want to miss sharing them, so here they are: 

[Read more...]

Topics: Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing strategy, B2B Marketing Strategy, tactical marketing, download whitepaper, B2B marketing tactics, whitepaper