Author Archive for: ‘cryan’

  • 11 Rules You Must Follow to Be a LinkedIn Marketing Master

    At my company, Fusion Marketing Partners, we have a policy of not spending money on marketing or sales. We are “pull” (inbound) marketers to the core and this philosophy has served us well. Of course, we do lots of “push” (outbound) marketing for clients, but …

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  • Should You Market to Pain or Persona?

     I just had an interesting conversation about campaign targeting with a really smart client. We were discussing the best way not only to attract prospects, but also to set up a lead nurturing campaign that will convert the largest number possible into paying clients. The technical …

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  • Important Lessons for Working with Channel Partners

    It can be a compelling proposition to have external companies working for your success without the heavy investments necessary to build, equip, and train an internal sales organization – particularly if you need to reach a broad geographic area. However, there are some tough lessons …

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  • How to Use B2B Marketing to Propel Rapid Sales Growth

    I just listened to an interesting podcast featuring my old colleague Heidi Melin. Heidi is CMO of Plex Systems and is a well-respected marketer. It was an interview-style podcast, hosted by Glenn Gow of Crimson Marketing. The topic of the podcast is How CMOs of …

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  • Do You Need to Recombobulate Your B2B Marketing?

    Bear with me a bit and I will explain the odd title of this post. I read an interesting tweet from Moira Geary, who gave herself the moniker of “Recombobulator.” While I had actually heard of this term previously, I was not sure of its …

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  • Commerce Interrupted – Four Barriers That Stop Your Prospects from Becoming Customers!

     There are three primary objectives of a marketing campaign: Find qualified prospects (potential buyers). Create desire within these prospects to purchase your product or service. Remove all barriers to the purchase process. Many B2B and B2C companies do a good job at the first two objectives. They know …

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  • Five Great Ways to Drive Brand Engagement

    Every year, millions tune in to the PGA Championship, where golf’s finest duke it out on the green and golf enthusiasts cheer the winners and sometimes, even the heartbreaking losers. Last Sunday, Scotland’s Rory McIlroy won his second PGA championship and cemented his streak as …

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  • Can We Please Tell the Truth in Our Marketing Communications?

    This post was inspired by a negative marketing event. I received a personalized letter in an official-looking envelope from a company called: ABC Shareholder Services (real name not used to protect the guilty). The letter claimed that since I was a holder of shares in …

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  • Do Multiple Authors Create Better Marketing Content?

    I just read an interesting newsletter article titled “Copywriters: should you guarantee your clients results?” written by noted copywriter Bob Bly. I enjoy reading Bob’s writing because he usually offers opinions that are both practical and frank. This article was no exception because it brought …

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  • B2B Appeals that Motivate Action

    Napoleon Bonaparte said, “There are two levers for moving men: interest and fear.” These are indeed the two master motivators, and all others are subset of these behavioral drivers. Because we humans can be motivated in a surprising variety of ways, using the correct incentive …

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