Tag: B2B

  • Meeting of the Minds in Business

    Meeting of the Minds in Business

    Marketing is a fascinating profession. We tend to ignore most of the marketing tactics aimed at us as consumers, especially online — see for example recent news on ad blocking and that fewer than one person in a thousand clicks on a standard banner ad# and as marketers we fret over how half the display…

  • The Many Faces of Marketing

    The Many Faces of Marketing

    I've been talking to the Business Marketing Association (BMA) about participating in a panel conversation on the then and now of B2B marketing integration. What does that channel mix look like? How does your brand stand out in the streams of text and visuals online and anywhere else? They are two great questions that I…

  • The Upside of B2B’s Digital Transformation

    The Upside of B2B’s Digital Transformation

    57 percent of business buyers complete some form of due diligence online about a service or product beforte they come in contact with sales. With the maturity of search methods even in social, the lion share of the influence work now goes to marketing. Are business-to-business (B2B) organizations mapping their workflows, resources, and approach based…

  • How to Write to High Risk and Low Reward Path to Purchase

    How to Write to High Risk and Low Reward Path to Purchase

    [click on image to enlarge] There are four key elements of brand marketing business people need to approach with more rigor in planning, and measurement. A framework I developed over fifteen years of doing work with complex business models in B2Bs, many of which included technology and digital, helps us guide choices. When you deconstruct…

  • The Truth About B2B Social Media Adoption

    The Truth About B2B Social Media Adoption

    While we've been sharing examples of creative content strategy executions for a couple of years here, it's easy to forget that the rest of the business world may still be wrestling with different issues. The truth about social media adoption, according to the results of a survey conducted by Penton Marketing Services* is that many…

  • Forget Competitors: in B2B Content Strategy, Context Matters

    Forget Competitors: in B2B Content Strategy, Context Matters

    The most important functions on the Web are search and links. While conversation is the mechanism that brings both about through content, it is the context that can deliver the connection – and conversion. Where content and conversation built the relationship and in some cases a community, it's the value you deliver over time that…

  • Writing Content for the Buyer’s Decision Journey

    Writing Content for the Buyer’s Decision Journey

    All content is not created equal. While valuable content is the linchpin of an organization's marketing strategy, different types of content map to different part of the buyer's journey. McKinsey published a report earlier this year that confirmed what many of us with the ear to the digital space have known for a while –…

  • Why B2B Companies Have a Distinct Advantage Online

    Why B2B Companies Have a Distinct Advantage Online

    Beyond online ads, the opportunity for B2Bs is in truly creating, joining, or expanding direct ways to work with their customers. If the goal is broader than just moving existing inventory – service or product that is – it works. Because we know social media is not a new distribution channel for your products, although…