content marketing Archives - GrowthPoint, Inc.

#7 Hidden Pothole – 7 things every CEO should know about marketing

It is time to wrap up the “7 things every CEO should know about marketing” series with our final topic, #7 – the hidden pothole that I believe you as a CEO should avoid. What pothole am I talking about? It is the martech pothole (“martech” being the common term used in the industry for marketing & sales enablement technology solutions). Currently, there are over 8,000 martech solutions available (see Figure 1). That is overwhelming […]

Victoria Anders2021-05-18T02:29:23+00:00March 17th, 2021|Marketing Strategy, Sales Enablement|

#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 […]

Victoria Anders2021-10-12T01:29:02+00:00August 10th, 2020|B2B Marketing Playbook, Branding, Content Marketing, Marketing Leadership, Marketing Strategy, Messaging|

#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 […]

Victoria Anders2021-04-09T19:10:42+00:00July 21st, 2020|B2B Marketing Playbook, Content Marketing, Marketing Leadership, Marketing Strategy, Sales Leadership|

#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 […]

Victoria Anders2021-04-12T17:10:57+00:00July 10th, 2020|B2B Marketing Playbook, Branding, Content Marketing, Marketing Leadership, Marketing Strategy|

#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 […]

Victoria Anders2021-04-09T23:35:22+00:00July 6th, 2020|B2B Marketing Playbook, Branding, Content Marketing, Marketing Leadership, Messaging|

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 […]

Victoria Anders2021-11-09T16:11:18+00:00February 27th, 2020|Content Marketing, Marketing Strategy, Virtual Engagements|

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 […]

Victoria Anders2021-01-21T19:45:42+00:00February 4th, 2020|Branding, Content Marketing, Marketing Strategy, Messaging|

The One-Person B2B Marketing Department Playbook – Chapter 5 – Marketing Content: Baiting the Hook

One-Person B2B Marketing Department Playbook: Chapter 5 – Marketing Content

If you have ever fished, you know that having the right bait greatly increases your chance of catching fish compared to just having a plain steel hook in the water (it’s shiny but not fooling anyone!). If marketing content is a fishing analogy, then your content is the bait.

When engaging marketing prospects to respond […]

Victoria Anders2021-02-22T23:35:27+00:00January 10th, 2020|B2B Marketing Playbook, Marketing Leadership, Marketing Strategy|

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 […]

Wayne Madden2020-05-23T00:47:04+00:00June 13th, 2019|Content Marketing, Marketing Leadership, Marketing Strategy, Virtual Engagements|

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 […]