customer experience

#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 […]

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

Why not to cut marketing during the COVID-19 crisis?

Why not to cut marketing during the COVID-19 crisis?

As I work to provide marketing strategy and planning for customers during this COVID-19 crisis, I see many B2B businesses choosing to cut their marketing spend as part of their cost savings measures. I certainly understand their motives, but I strongly suggest that those businesses continue their marketing, and perhaps even increase their marketing spend and cut elsewhere. Why do I recommend this […]

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:

  1. 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 […]

2021-01-21T19:45:42+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 […]