B2B Marketing Blog

5 Simple Steps to an Effective Multi-Channel Marketing Strategy

16 Apr

Lisa Shepherd

In today’s modern era where information is expected to be readily available, it’s more important than ever to understand consumers and how they interact across different platforms in order to effectively reach them with relevant ads and achieve your company’s ROI goals. That’s where multi-channel marketing, the practice of interacting with customers using a combination of indirect and direct communication channels, comes in. It allows you to build customer intimacy, create detailed single customer views, and deliver personalized communications consistently. In fact, statistics show that multi-channel customers spend three to four times more than single-channel customers do.1

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Topics: B2B Marketing Strategy

Competitive differentiation – but not through product differentiation.

09 Apr

Lisa Shepherd

You’ve heard people saying it for years: there are no new ideas. And maybe that’s true. We have a multitude of like products on the market with similar features and benefits, outputs, applications, tastes, colours and looks. You name it, there’s probably at least a dozen options of essentially the same thing. In consumer marketing, the buyer’s choice often comes down to brand preferences based on self-identification with a particular set of brand attributes – they want Nike and not Adidas. But in a sea of similar products and services, where an individual’s brand preferences may not be enough to make the sale, how do you win in B2B marketing?

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Topics: B2B Marketing Strategy

Why Do I Need Case Studies? Here are 3 Reasons

02 Apr

Lisa Shepherd

A ”case study” in the context of marketing is an analysis of a project, campaign or company that identifies a situation, recommended solutions, implementation actions and identification of those factors that contributed to failure or success.1 Case studies showcase your solution from a real customer’s perspective. The 3 critical areas of each case study include the problem your customer had, your solution and the results. Quotes from your customer are also helpful. 

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Topics: B2B Marketing Strategy

LESSON #5: INTERNAL MISUNDERSTANDINGS CAN BE DEADLY

26 Mar

Lisa Shepherd

How to NOT KILL YOUR MARKETING WITH UNREALISTIC EXPECTATIONS

In our world of instant gratification, few people want to hear that success takes time. Einstein didn’t speak his first word until he was four years old. James Dyson built more than 5,120 failed prototypes before he developed a successful version of the bagless vacuum. The slowest progress can yield the richest fruit.

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Topics: B2B Marketing Strategy

How To Get More Leads Than You Know What To Do With

19 Mar

Lisa Shepherd

The main driver for marketing is often lead generation and companies used to rely on sales people to find their own leads via references, social selling and cold calling – which are all great tactics but don’t work alone anymore. The new buyer is well documented in my book, The Radical Sales Shift.  Additionally, 63% of marketers say generating traffic and leads is their top challenge. 1

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Topics: B2B Marketing Strategy

Why We Love Business Cards (And You Should, Too)

12 Mar

Lisa Shepherd

There is an ongoing debate in the business world over the relevance of business cards in today’s digital age. It’s tempting to think that having business cards isn’t important anymore since everything we do is online or on our phones. However, business cards are a great marketing tool to leave a lasting impression on potential clients.

To help you understand the power of a well-designed business card, we’ve rounded up the top 5 reasons why we believe business cards are still relevant.

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Topics: B2B Marketing Strategy

4 Reasons Why You Need To Make Time For A Marketing Audit

05 Mar

Lisa Shepherd

What is a marketing audit?

A marketing audit is a structured review of all marketing strategies, plans, activities, documentation and assets that a company has. It can include strategy documents as well as the finished work – and everything in between. It is a fundamental step in your marketing strategy. Additionally auditing the digital marketing efforts of between 4 and 8 of your competitors is also very important, and will provide you with even more information. We like to start new engagements with an audit for a few very important reasons.

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Topics: B2B Marketing Strategy

LESSON #5: B2B MARKETING IS MULTI-FACETED AND MULTI-TOUCH

26 Feb

Lisa Shepherd

Before the digital age, a message needed to be heard between five and seven times to be remembered. With the average American today being exposed to between 5,000 and 30,000 brand messages daily,1 there’s a lot of ‘noise’ in the marketplace, and it’s difficult for any single message to get through. Most B2B marketers now believe they need to connect with a prospect between 11 and 13 times to make an impact. In some cases, particularly in complex B2B sectors, the number is even higher.

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Topics: B2B Marketing Strategy

Metrics every company needs to measure

19 Feb

Lisa Shepherd

You run a business – and it seems pretty successful. Your employees show up every day, you’re turning a profit, you handle very few customer complaints, and someone has planned a potluck for Friday. But how good is business really? And, if it is good, how much better could it be? Without metrics you don’t really have any idea. But what should you measure to know – and how do you know if your metrics are good? Fret not. Here are some important metrics to measure and why.

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Topics: B2B Marketing Strategy

Why metrics and milestones

12 Feb

Lisa Shepherd

If you run any sort of business, someone at some point has broached the subject of measurement with you. And if no one has – you should be thinking about it. Metrics and milestones should not strike fear into the heart of the intrepid business-person – hiding from the truth has never made it go away. So, instead, consider the possibilities that measurement will provide you to demonstrate success as well as identify problems you can solve to continuously improve your business.

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Topics: B2B Marketing Strategy

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