Some marketers and business owners believe that the strength of their product or service is what determines success. While this is no doubt true in a few rare cases, most often, even a great product or service has to be marketed properly to succeed. And the best marketing is centered around what we call a […]
Getting your marketing strategy just right is critical for B2B marketing success. On the “too broad” end, lots of B2B companies, desperate for recognition and revenue, try to be everything to everyone. One of our Fusion Marketing Partners teammates worked for a company whose small C-level and business development team had dozens of potential deals […]
In my book, articles and presentations, I often talk about the importance of a specific, compelling and differentiated Brand Promise to achieve success in B2B marketing and sales. And although it is a B2C example, I think the following illustrates the point perfectly.