Author Archive for: ‘cryan’

  • How to Find Elusive B2B Buyers

    Okay, it’s time for a little honesty. How many of your potential buyers want to hear from you on an unsolicited basis?  How many are glad that you called when they weren’t expecting to hear from you? How many are happy that you keep sending …

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  • The Pros and Cons of Competitive Marketing

    As a B2B marketing outsource provider, our clients sometimes ask about the advisability of running a competitive marketing campaign. This is a decision that is rich with opportunity but also fraught with peril.  So how do you exploit the opportunity while leaving the peril behind? …

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  • Why Your Allies and Actions Are Crucial in B2B Marketing

    Tom Peters, noted management guru and author of groundbreaking books like In Search of Excellence and Pursuit of WOW, published some great (and free) content about the importance of allies and action for driving change in business. You can download a copy here. Let’s first …

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  • Assumptions are the Enemy of Good B2B Marketing

    Human nature causes us to assume that others share our interests, fears and motivations. We tell ourselves: I am an intelligent and logical person – so why shouldn’t others feel and think like me? And if this is the case, I simply have to create …

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  • B2B Marketing: Know the Trends, Pick the Right Strategy

    What key tactics best fit our Marketing Strategy?What B2B marketing tactics are working now for others, and how well?Where should we emphasize or deemphasize our marketing focus? In working with leading global B2B companies, our Fusion Marketing team is extremely familiar with the cost/benefits of …

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  • Is Marketing Passé? You Be the Judge

    Steve Case, founder of AOL, just wrote an article for Mashable about Facebook’s acquisition of WhatsApp. The article is titled 10 Lessons We Can Learn From WhatsApp. While I am an admirer of Mr. Case and agree with much of what he stated, I sharply disagree …

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  • How To Protect Your B2B Marketing Budget

    In a recent discussion on the Chief Marketing Officer (CMO) LinkedIn network, Art Hyde asked this question: How do you keep your marketing budget from being cut by the CFO while every other line-item is untouched? There is a lot of interest about this issue …

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  • Big Bang Marketing is Out – Agile is In

    I got the idea for a blog post from an uberflip.com interview with Jeremy Burton, chief marketing officer of EMC.  Burton made some great points in the interview, including the fact that he believes the big B2B marketing trends going forward are the use of video, analytics, …

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  • Get on Board the Mobile Marketing Revolution

    International Data Corp.’s 2013 Tech Marketing Benchmark Study shows that B2B companies this year allocated only 1.7% of their marketing budgets for mobile ads, 1.4% for mobile web and apps, and 0.7% for SMS text messaging. However, many B2B prospects – those people you aim …

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  • Use Digital Content to Shorten the B2B Sales Cycle

    It seems like everyone is talking about B2C and B2B content marketing. Marketers, sales reps, and business owners are becoming aware of the many benefits of propagating fresh and relevant digital content. But perhaps the most important content marketing benefit is the impact on the sales …

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