B2B Marketing Strategy: 10 Goals that Belong in Every Plan

The most important step in developing a business-to-business marketing strategy is the first one: Setting your goals. Why are you investing in marketing? What do you want that investment to achieve for your business? For B2B marketers, the answer to these questions can be surprisingly straightforward. In fact, in my experience as a B2B marketing consultant, there are 10 critical goals that apply to almost every B2B marketing strategy, whether you’re selling manufactured products, professional services, or commodities. Here are the 10 goals that belong in a smart B2B marketing strategy and why they matter:

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7 Reasons Banks Fail at B2B Direct Marketing

Banks are spending big money marketing products and services to small businesses via direct mail. Most of these direct marketing campaigns are terrible. Here are seven reasons why so many banks fail at B2B direct marketing and some lessons for your smart marketing strategy.

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Marketing Tips: How to Create an Effective E-Newsletter

Once cast aside as an old-school marketing tactic, email newsletters are making a comeback as a powerful channel for supporting content marketing and customer relationship management, especially for business-to-business marketers. In part two of a two-part blog post, here are 10 tips for creating a successful e-newsletter that your customers, prospects, and colleagues will welcome […]

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Old School No More: Why E-Newsletters are Back in Marketing

Email newsletters used to be part of almost every organization’s marketing strategy. Then blogging and social media came along and e-newsletters lost their luster. Many marketers stopped producing them. But as more and more companies embrace content marketing and customer relationship management, marketers are rediscovering the value of e-newsletters. In part one of a two-part […]

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B2B Marketing Strategy: 7 Ways to Sell to Influencers

One of the trickiest aspects of business-to-business marketing is selling to influencers – people who are not end-users of a product or service but whose opinions influence the purchasing decision. Here are seven tips for marketing and selling to influencers in a smart B2B marketing strategy.

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