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Join us for actionable business-to-business insight that will help you get sales and marketing results. You will find many valuable ideas here across a broad spectrum of B2B marketing topics and issues.
In the B2B World, Market Awareness Trumps Sales Skills
Earlier in my career, I was VP of marketing for a mid-size software company in the content management space. There were a couple of very large competitors, who we termed “gorillas” in the marketplace. The VP of sales used to say something to the effect of: “When we get invited to the dance, we can beat our large competitor, but …
Read MoreDatabase Marketing is Alive and Well
I’ve been practicing the B2B marketing thing since the late 1980s, when the term “database marketing” first started being mentioned. Endless articles and entire conferences were devoted to the subject. While the buzz around database marketing has waned, its importance to the B2B marketing community has not. You can find a lot of definitions for database marketing (just Google the …
Read MoreThe Dangers of Magical Marketing Thinking
Today’s post is about realism, which is the opposite of the magical thinking. Wikipedia defines magical thinking as “…thinking that one’s thoughts by themselves can bring about effects in the world or that thinking something corresponds with doing it.” In the world of marketing and sales, magical thinking is confusing what you want to happen with what can realistically happen …
Read More10 Questions to Evaluate Your Marketing Effectiveness
Your Two Minute B2B Marketing Assessment All of you hard-driven and numbers-focused marketers understand the importance of the quantitative side of B2B marketing. If you don’t understand this, you will face the displeasure of your CEO and/or CFO. You measure the number of inquiries, cost per inquiry, number of opportunities, specific media performance, and many other details. Assuming you don’t …
Read MoreMake it Easy for People to Buy
Every day it seems that another business I deal with violates the principle of making it easy for prospects to buy. Roadblocks are thrown up where none are necessary and the buying process is often stopped dead in its tracks. Remember that buyers make the decision of whether or not to purchase based on the perceived value of the offering …
Read MoreMarketing for the Precipitous Event
My friend Roger Heroux, who is one of the nation’s pre-eminent healthcare and hospitalist advisors, shared an interesting observation. He said that much of his business comes from what he calls “precipitous events”. The word “precipitous” is an adjective that means dangerously steep or like a precipice. In marketing terms, this refers to anything that causes a swift change in the business or sales …
Read MoreWhen It Comes to Marketing, You are Not Your Prospect
One of the issues I face as a B2B marketing services provider is the “personal preference” challenge. This manifests itself when my team and I put a great campaign together that we believe will achieve solid results. Then our client, who is usually the CEO or CMO, kills the campaign because he or she doesn’t like something about it, often …
Read MoreCrafting Your Unique Brand Promise: Finding the Big Idea
Do you want truly competitive differentiation for your company—with a value-added extra that makes the products and services you offer resoundingly unique and clearly better than your competitors? You can find it in The Big Idea—your unique brand promise. A compelling brand promise is essential for creating a powerful marketing and sales engine. In fact, this is one of the …
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Most companies are successful only to the degree they are able to generate qualified sales leads. And, for long term success, that lead generation needs to be effective, predictable and scalable. So why is B2B marketing and lead generation such a mysterious subject to so many? And how does one apply web strategies, pull marketing tactics and social media in an effective manner to achieve these goals? Considering the stakes, it behooves you to take marketing to B2B seriously and become a master. At our B2B marketing consulting firm, Fusion Marketing Partners, we see a full range of marketing practitioners ranging from novices to masters. marketing.
Our passion is delivering what we call the unstoppable marketing and sales machine. We implement B2B marketing strategies and tactics for a variety of organizations to drive consistent, quality lead flow, thus fueling B2B sales success. Here at Great B2B Marketing, we share that knowledge we have gained from years of practice about successful marketing to B2B. We hope you find this site highly informative and valuable.
Christopher Ryan
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B2B Marketing Actions You Can Take Now to Have a Better 2013
How to Build Company Value in a Down Economy – Part Two
Little Things that Make a Big Difference in Sales and Marketing Success
Applying the Olympic Model to Marketing and Sales Alignment
Beating Large Competitors in Your Marketing Campaigns
B2B Marketing: Do This, Don’t Do That
D-Day Marketing: The Land and Expand Strategy
B2B Lead Management – 6 Best Practices
10 Minutes to Better B2B Marketing
B2B Lead Generation – How Much Information Should You Capture?
