Monthly Archive for: ‘February, 2013’

• Feb 26

  Crafting 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 …

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• Feb 19

  Pull Marketing vs. Push Marketing – The Shifting Battleground

  Even though I make my living as a marketer, I get as bothered as any other consumer by the constant intrusiveness of unwanted promotions. The abundance of unsolicited marketing pitches from TV, radio, Internet ads and other media exasperates me daily. Yet, as hard as …

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• Feb 12

  B2B Pull Marketing Takes the Guesswork Out of Timing

  One of my favorite bloggers, Paul Castain, posted an excellent article titled The Patience/Urgency Conundrum in Sales on his Sales Playbook website. Using the “courtship” metaphor, Paul explains that sales relationships, just like romantic relationships, have a natural timing, and that it can sometimes be …

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• Feb 06

  Why Your Long-Forgotten Boilerplate May Hold the Key to Your Marketing Strategy

  Perhaps some of you have participated in scenes like this: your B2B company needs some marketing boilerplate copy—you know, the stuff that appears at the bottom of press releases, in the “About” section of your home page or on some evergreen sales collateral. You convene …

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