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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 …
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Database 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 …
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The 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 …
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10 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 …
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Make 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 …
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When 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 …
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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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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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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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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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