There is no “me” in prospect. If there is one reason marketing fails to deliver on its promise of lead generation, sales support and customer retention, it is because companies are to “me” focused. To be sure, every company needs to promote itself. That’s not what we’re discussing here.
In ...
I talked with a marketing manager from a larger material handling company. He told me about their need for more content to meet the demand from the sales team and ultimately, customers and prospects. He also shared two challenges:
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ProMat, the major material handling trade show for 2013 is now a memory. The show wrapped up last Thursday, much to the relief of weary exhibitors. Having done my share of material handling trade shows, I know what they go through. The months of planning. The excitement of setting up ...
As we wrap up the week on content marketing, we come to the inevitable question: What are the challenges associated with content marketing. The 2013 B2B Content Marketing Benchmarks-North America survey conducted by the Content Marketing Institute and Marketing Profs sheds light on this question.
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We are in the season of lists. Not to be outdone, I have compiled a list of content marketing information from the recent survey (2013 B2B Content Marketing Benchmarks–North America), conducted by the Content Marketing Institute and Marketing Profs. In this survey, 1,400 B2B marketing professionals responded to questions about ...
As mentioned in yesterday’s content marketing post, we are in the season of lists. Not to be outdone, I have compiled a list of content marketing information from the recent survey (2013 B2B Content Marketing Benchmarks–North America), conducted by the Content Marketing Institute and ...
It’s that time of year; the time when lists of every kind appear to remind us of the year that was and the one fast approaching. As a good marketing professional, I feel compelled to join in and share some content marketing information. And in the spirit of the season, ...
I’m sure the person who persuaded you to invest marketing dollars in your company’s website had good intentions. He or she truly wanted your company’s marketing efforts to benefit from a website. They wanted your company’s sales and lead generation to increase as result of the website investment.
Good intentions ...
Once there was a man whose house was in a flood. He stood on the porch as the waters rose. A boat came by, the driver urged the man to get on board but the man said he was waiting on the Lord to save him. The waters rose, the ...
I just read an article on BtoB Onlinehow we may be at the beginning of the “golden age” of lead generation. The article stated marketers never had the array of marketing tools now available or the ability to manage the data.
Take control of your company's marketing.
One VP of marketing said, “Buyers have more tools than ever to evaluate products and services, and more are turning to social as part of the due diligence process. Social media offers an opportunity to extend marketing’s reach, optimize the value of existing marketing efforts and increase the return of marketing programs.”
Translation: Marketing has to provide the B2B consumer with a ton of
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