I recently participated in a LinkedIn comment thread posing the question of whether B2B or B2C marketing was more fun. Naturally, this sparked a spirited dialogue. As a long-time B2B marketer, I have immensely enjoyed my profession, but it has its challenges. You have to work hard to locate, communicate with, and engage, B2B prospects. […]
In my March column for CustomerThink, titled “Pricing to Win in B2B: The Mindset to Achieve More Revenue and Profit,” I discussed the mindset attributes needed to achieve solid pricing results: courage, differentiation, and relationships. Assuming you are now equipped with this ninja pricing mindset, it’s time to explore specifics of how to choose and implement […]
In my fractional CMO practice, I have to recommend content marketing strategies for my B2B clients. There are times when the best strategy is to pursue an aggressive content practice (including thought leadership), and times when the best approach is to focus on other areas of the business. Following are some of the questions and […]
The key to a good B2B pricing strategy is to structure your pricing model for short-term profitability and revenue while simultaneously building long-term relationships. This is a tough balancing act but achievable if your mindset is based on courage, differentiation and relationships. These three attributes will serve you well even before you start filling in your pricing spreadsheets. […]
I just received an email with the subject line: Re: Featuring Fusion Marketing Partners as a top Sales Tech Services Company. The body text opened with: This email is a reminder that we have shortlisted to feature Fusion Marketing Partners in our upcoming Sales Tech special edition. Based on my previous email, we excitedly look […]
By digital presence, I am referring to everything a prospect, customer, partner or any interested party can find out about you and your company online. This includes your website, social media postings, press releases, articles, etc. It also includes whatever anyone else says about you in an online forum or review website. Your digital presence […]
I recently had the opportunity to share thoughts on a webinar about how digital strategies contribute to organizational objectives with Michael Spinosa, President of Unleashed Technologies. As a fractional CMO, this subject is vitally important to me and my clients and should be to most companies, especially in the B2B space. There are plenty of good […]
Most of can agree that 2020 has been an unusual and troublesome year. A few industries have benefited (online retailers, work from home technologies, video streamers) and some have been hurt badly (in-person entertainment, commercial real estate, gyms, restaurants). Most of the rest of us have muddled along or made some progress. My B2B clients […]
One of my recent articles discussed B2B Marketing’s Role in Driving Revenue With Integrity. I’m not surprised that it received a ton of views because the subject of integrity resonates with both marketers and the CEOs they work for. The same is true for CMO bravery because without this trait, it can be very difficult […]
It is critical for everyone on the revenue generation side of the business (including you folks in the marketing department!) to understand their vital role in generating revenue and profit while doing so in a way that protects valuable company integrity. When the CEO and CFO are frustrated because revenue targets aren’t being met – […]