• Marketing

    A Quick Lesson on Using Graphics Effectively

    by  • May 21, 2014 • Content, Content Marketing, Design, Marketing, Sales Presentations • 0 Comments

    This week I came across two examples of how not to use pie charts. Both came from very smart people. Here are the examples and some simple rules you can remember to avoid similar mistakes. You want to communicate clearly and powerfully. You know graphics can help. We have multiple options to easily make interesting […]

    Read more →

    Great Explanation Why Facebook is Irrelevant for B2B Companies

    by  • December 3, 2012 • Lead Gen, Marketing • 0 Comments

    An audience member at a Babson College panel asked recently about social media, Facebook, and B2B companies. My answer was the social media that mattered to B2B companies were groups (including LinkedIn groups) and 1-1 emails discussing B2B brands, like marketing VPs asking members of their online group: “Who has recent experience with this marketing […]

    Read more →

    2 Dirty Secrets About Content Marketing and Social Media

    by  • October 24, 2011 • Content Marketing, Inbound Marketing, Marketing, Positioning and Messaging, Social Media Marketing • 2 Comments

    The recently published 2011 Demandbase B2B Website Demand Generation Survey Results highlighted 5 findings from its survey of 100 B2B marketing and IT professionals.

    But what I found most interesting was what their data revealed but they didn’t highlight: 2 dirty secrets of content marketing.

    To highlight these conclusions, I converted Demandbase’s results into graphics.

    Read more →

    B2B Paid Advertising Flopped For You? Retargeting Is a Reason to Revisit It

    by  • October 6, 2011 • Content Marketing, Inbound Marketing, Lead Gen, Marketing • 0 Comments

    Let’s face it: paid advertising – banner ads or PPC – has been a huge failure for most B2B companies. The ROI has been pitiful.

    But retargeting ads are dramatically different. They change the cost of customer acquisition so radically, they make paid advertising worth a second look.

    But I’ll warn you, retargeting ads are being miscast as Lead Gen campaigns, when they are really Lead Capture and Nurture campaigns. They play a valuable role, but boost the effectiveness of rather than replace other lead gen initiatives.

    Here’s what you need to know.

    Read more →

    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.

    Read more →

    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.

    Read more →

    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.

    Read more →