Author Archive for: ‘cryan’

  • 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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  • B2B Content Marketing That Drives Results

    There is a lot of buzz in the air about content marketing. Businesses that need to increase their brand awareness, credibility, and preference with their target audiences are turning to content marketing in greater numbers as a proven pull marketing strategy that aligns well with …

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  • Obsession with “Listening to Customers” Can Lead You Astray

    How often have you heard that the secret to good marketing is to thoroughly understand everything you can about your customers: who they are, their demographics, attitudes, habits, etc. However, this belief, like so much of conventional wisdom, may not be entirely accurate. In fact, …

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  • Sales and Marketing Plans Need to be Aligned

    As a B2B marketing outsource provider, my team and I usually work very closely with the sales department at our client companies. The goal is to achieve effective alignment between what the marketing and sales teams are doing: driving to a common goal and reaching …

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  • Why You Need to Be Hooked on Your Customers

    I just read the brand new book by Bob Thompson: Hooked On Customers: The Five Habits of Legendary Customer-Centric Companies. As a marketer, my job is to help organizations with the front parts of the process: establishing brand awareness, generating inquiries, turning raw leads into …

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