#4 B2B Website Purpose – 7 things every CEO should know about marketing
As websites have evolved, I am still surprised to find many B2B websites are basically all about the company and what they do or what […]
#3: B2B Buyer Journey – 7 things every CEO should know about marketing
This third blog post of the “7 things a CEO needs to know about marketing” series focuses on the B2B buyer journey. You may believe your company sells stuff to the market – like your products or services, however, that is your seller view and not a buyer view. You indeed have products and services, and you definitely engage in activities that lead to sales but the truth is people are buying what they need […]
#2: Not all marketing is the same – 7 things every CEO should know about marketing
Many CEOs tell me about marketing companies that call or email them to sell automated nurture, or paid search, or SEO, or other services that they assure the CEO is what works. There are certainly some marketing tactics that one might consider fundamental to many business operations but the real truth is, and the #2 in my series of 7 things every CEO should know about marketing, tactics that work for […]
#1: The Ante – 7 things every CEO should know about marketing
The Marketing Ante
What do you, as a CEO, need to know about marketing? If you have a marketing professional in a leadership role on your team, you might initially think you don’t need to know that much. Of course, how do you know if they are doing a good job? If you are a CEO that has part-time marketing staff, or maybe just tactical marketing […]
What will your customers know about you when the COVID-19 crisis is over?
For many businesses today, the first reaction to the current social and economic crisis due to the COVID-19 pandemic is to cut costs by downsizing staff or reducing paid hours, by shutting down production, or other measures. Every business will have to make hard choices. However, if your business, any type of business, firmly believes that you will survive this and you want to grow quickly after this is over, then you need to remember […]
B2B Webinars: Build or Buy?
One conversation that catches my attention with B2B marketers is the “why don’t we just host and promote our own webinars instead of spending all those dollars with media companies?” That’s a great question and the answer is based on a clear understanding of what a webinar “is” and “what media companies sell.”
Anatomy of a webinar
The first thing is to have clarity on the required properties of a successful webinar. There are three things:
- Webinar […]
Where Messaging Matters
You wrote your messaging (some call it value propositions) for your brand and each of your products, now what do you do with that messaging? If you only use messaging in advertising or in a powerpoint or document that you want sales to share, you will miss an important step. Where messaging matters: Everything customer facing
Where messaging matters: Your overall brand messaging and specific product messaging should be used in every customer facing […]
The One-Person B2B Marketing Department Playbook – Introduction
This B2B Marketing Playbook (series of articles and then a real book) is designed specifically to cover the unique challenges that one-person (or small staff) marketers face. The end goal is to accelerate the overall process enabling you to deliver all of the full-service marketing deliverables required to drive sales success for your business.
Increase Your Webinar Attendance (Best Practices)
Webinars are one of the most effective demand generation tools when done right. Why is that true? It is because you get a room full (virtually) of qualified prospects who want to be there to hear and see the content provided on a topic which you control. They are a captive, qualified audience. That is not an easy thing to accomplish as an in-person event. Of course, the part of that original statement that is […]
Marketing in the new world – the cheese is moved
Your “marketing” cheese got moved and I am writing to help you find it. To that end, here are the two things your organization must embrace in terms of sales and marketing in this new technology-driven world.
Technology has completely and radically changed the way your potential and existing customers engage with and purchase from your company.
The spoils will go to the suppliers who commit to engaging customers […]