B2B Marketing Blog

Why videos and when to use them

24 Apr

Lisa Shepherd

Video marketing is one of the more recent additions to the B2B marketing toolbox and it is certainly a tactic that has been on the rise for the past few years. Just look at YouTube, which has become the second largest search engine on the web. People want to watch videos and they want to do it now! YouTube themselves report that mobile video consumption rises by 100% every year.[1]

 

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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, video marketing, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing

What to include in a strategic marketing plan

17 Apr

Lisa Shepherd

I’ve been writing strategic marketing plans for small and mid-size companies for over a decade.  About three years ago, I completely overhauled how I do it.  The process I’d been using for all those years was tried and true.  But it was also tired.  It took too long.  It cost too much.  There had to be a better way.

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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing

Email Segmentation and Why It Matters

10 Apr

Lisa Shepherd

In today’s world, online B2B marketing is an efficient and cost effective way of advertising your business to a broad audience. Whether you want to sell to a certain demographic or geographical area, email segmentation is an effective digital B2B marketing tool. It is a tool that all companies should use to introduce a certain product or service that resonates with their target audience. This blog will provide an overview on different approaches you can take when it comes to email segmentation.

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

How to Prepare for a Tradeshow

03 Apr

Lisa Shepherd

Tradeshows can be a valuable part of a B2B marketing plan as they provide a great opportunity to meet new contacts, move leads through the pipeline, and keep your brand top of mind.  But preparing for a tradeshow can seem overwhelming.  Once your company has decided to participate in a show, what do you do next?

Set Objectives for the Show

Before you can determine what to do at the show (attend, exhibit, sponsor, speak) you need to identify your objectives and the metrics you will track to determine success.  The top 3 goals for exhibitors at trade shows are brand awareness, lead generation, and relationship building.1

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Topics: Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing strategy, tradeshow ROI, tradeshow strategy, B2B Marketing Strategy, tradeshow, B2B marketing tactics

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.    

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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.

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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.  

 

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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: 

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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.

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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.

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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