• Archive for September, 2011

    Is Your B2B Prospect Database Undermining Your Hard Work?

    by  • September 26, 2011 • Lead Gen, Marketing • 0 Comments

    Today, at the Marketing Sherpa conference in Boston, Brian Carroll (author of Lead Generation for the Complex Sale) listed the most common tactics B2B companies pursue to increase lead generation, then he cited the one B2B companies rarely address, though it often offers the highest return.

    Here’s the list, the exception, and a cautionary tale of how and why one of my clients was surprised to find out how poor their expensive prospect database was.

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    Infographic: How to Estimate the Value of Social Media Marketing for Your B2B Company

    by  • September 19, 2011 • Content Marketing, Inbound Marketing, Marketing, Social Media Marketing • 4 Comments

    When marketing techniques like inbound marketing, social media marketing, and content marketing are on a hot streak, they are promoted as if they have equal value to all B2B companies.

    Some B2B companies get burned investing too much in these tactics, then protest that these tactics don’t work for B2B companies.

    The truth is, their value in terms of helping produce leads or driving prospect awareness and interest is proportional to the number of prospects you target.

    Here’s how to size up how much of your time and budget should be spent on these investments.

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    B2B Marketing Lessons from Kayaking with Alligators

    by  • September 14, 2011 • Marketing • 0 Comments

    B2B marketing is a little like kayaking in the everglades. You don’t have signs to let you know the exact right route. Deep experience elsewhere doesn’t always help in the current situation. Plotting your course by interpreting the moves of others can mislead you. You can spend a lot of time testing the wrong channels before you find the right one.

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    Why Your B2B Social Media Marketing Results May Disappoint

    by  • September 6, 2011 • Inbound Marketing, Marketing, Social Media Marketing • 4 Comments

    So your B2B company invested heavily in social media marketing, and the results were underwhelming to say the least. Were you incompetent or just unlucky? The fact is, you might have been doomed from the outset – you just didn’t realize it.

    If you haven’t already experienced this pain, here’s how to avoid being lured into relying on social media when it’s not appropriate.

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