B2B Sales Communication: 5 Tips for 1-to-1 Success
Call it contact management, lead follow-up, or just good salesmanship: One-to-one communication from sales representatives to prospects is vital to a smart business-to-business marketing strategy. But how do you do it well? Here are five tips for creating a one-to-one sales communication plan that engages prospects in a dynamic dialogue with your company and converts leads to sales. Use Data to Drive... [Read more]
7 Simple Principles of a Successful B2B Marketing Strategy
Business-to-business marketing doesn’t have to be complicated or elaborate to be effective. In fact, the most successful B2B marketing is often based on a simple strategy: Deliver clear, relevant messages consistently well over time to carefully selected prospects. Here are seven principles of a simple but smart B2B marketing strategy: Targeting. Aim your marketing campaigns toward the people... [Read more]
How a Sloppy List Can Sabotage Your Email Marketing
Savvy direct marketers know that the list is the most important factor in the success of a direct marketing campaign. That’s why so much time and effort goes into keeping mailing list data current and complete. But too many direct marketers fail to pay this same kind of attention to the cleanliness of their email lists. Case in point: The Wall Street Journal. Know Your Prospects – and Your Customers I’ve... [Read more]
How to Select a New Logo: A Checklist for Branding Success
If you’re launching a new company, changing your company name, or revamping your brand identity, selecting a new logo will be one of your most important marketing decisions. The logo is the most visible element of your brand identity and the foundation of a smart marketing strategy. A great logo gets attention, sets you apart from competitors, and solidifies your position in the marketplace. A... [Read more]
A Direct Mail List Mistake Lives On Forever
Ms. Jean Gianfagna is tired of getting Mr. Gean Gianfagna’s mail. When I started a marketing consulting business in Cleveland, Ohio in the early 1990s, someone who was compiling a direct mail list of small businesses made a typo in my name. I became Gean Gianfagna on this list and the compiler assumed I was a man. It’s hard to believe, but nearly 20 years later, I still get direct mail addressed... [Read more]
