B2B Marketing Blog

4 Reasons to Invest in SEO

12 Jun

Lisa Shepherd

When was the last time you Googled for the services/products you offer? Go ahead and try it now.  If your company does not show up in the search results, you need to get to work on your Search Engine Optimization (SEO).

Online marketing is one of the most successful tools used to maintain brand awareness and drive sales.  However, it’s not just about having a marketing plan that includes website and social media presence.  It’s about showing up at the top of search engines and ahead of your competition.  70-80% of users ignore the paid ads, focusing on the organic results.   SEO will help you drive traffic to your website through organic, editorial and natural search results on search engines.  There is a starter guide created by Google you can check out by clicking here. It provides a step by step guide on how to set up your website by improving your site structure, optimizing content, dealing with crawlers, and enhancing mobile presence. It’s a great place for you to start. 

SEO is extremely important for the survival of your business.  It will require you to invest your time, but it will provide a major return.

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

23 Practical Tips for Strategic Marketing Planning

12 Dec

Lisa Shepherd

We’ve all read the articles, whitepapers and books on strategic marketing planning.  And we’ve even learned some great academic frameworks and concepts from those sources for building strategic marketing plans. 

But when you’re in the thick of writing a plan for your company, what you really value is practical advice. Those little tips and insights that come from people who’ve been there and done that, and that help you avoid pitfalls and end up with a plan that is actionable and useful

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Topics: Marketing Strategy and Planning, Strategic Marketing Planning, B2B Marketing, marketing planning, B2B Strategic Marketing Planning, B2B Marketing Planning, Marketing Plan

What’s marketing worth for your business?

26 Sep

Lisa Shepherd

Here’s a formula to help you evaluate. 

Leaders of business-to-business (B2B) companies often wonder if the cost of marketing is going to be worth the rewards.  They wonder what kind of return they will get if they implement a full marketing plan that goes beyond the basic minimums of marketing.  For most B2B companies, who have traditionally relied on sales people to generate revenues, it’s difficult to determine how the investment that marketing entails will deliver the results that will make all the work pay off.   

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Topics: marketing strategy, B2B Marketer, Strategic thinker, Marketing Plan

Is your marketer brain dead?

19 Sep

Lisa Shepherd

When I saw this comic, I gasped.  I sent it to my colleague, and we both gasped some more.  We agreed that the comic portrays a real and unfortunate perception – that if an employee can’t do anything else, send them to work in marketing. 

This perception is a major reason that marketing is so maligned as a business function, and fails to deliver results for a lot of companies. A lot of business people - especially in B2B companies – believe that marketers and their trade are fluffy nonsense that can’t contribute to the bottom line.   

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Topics: marketing strategy, B2B Marketer, Strategic thinker, Marketer, tactical marketing, Marketing Plan, marketing function

10 Marketing Automations Myths That Need to be Debunked

12 Sep

Lisa Shepherd

There are many common misconceptions about marketing automation. As a result, myths abound about what this technology can (and can’t) do for B2B marketing teams. Our goal is to debunk some of those myths so you can harness the power that marketing automation brings. 


Top Ten Myths About Marketing Automation:

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Topics: Email Marketing, marketing strategy, Marketing Automation, Marketing Plan

Why It’s Important to do a Formal Launch For New Products

06 Sep

Lisa Shepherd

In today’s competitive marketplace it is important to get out in front of customers to make sure that they are informed about what your company has to offer. Companies gain revenue by selling their products or services, this is why product launches are so critical. Product launches serve to bring a new product or service to market. Companies sometimes spend millions developing a new product only to treat the product launch as an afterthought which can greatly impact the success of the product and the company.

The product launch is the most critical and vulnerable point of the product production process and according to the 2012 Study of Product Team Performance by Acutation Consulting1, it is paramount that a company has one person dedicated to the product launch, however only 37% of companies actually take this step.

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Topics: maketing strategy, Product Launch, Marketing Plan, New product

Marketing is a Marathon, Not a Sprint: The 4 Stages of Year-One Marketing that Guarantees Results

11 Aug

Lisa Shepherd

With the 2016 summer Olympic Games underway in Rio, we thought it was a great time to drive home the analogy that marketing is a marathon and not a sprint. What do we mean by this? Basically, it takes more than a short burst of energy to see long term success in B2B marketing. Most of the time, B2B marketing strategy and tactics take almost a year to play out fully.

During the first year of marketing, there are 4 major stages that, depending on your sales cycles, almost always take place. Here are some tips on what to do during these stages that guarantees results at the end:

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Topics: marketing strategy, B2B Marketing Strategy, B2B Marketing Planning, Marketing Plan