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B2B Marketing

Gianfagna Strategic Marketing / Blog  / B2B Marketing (Page 9)

40 Questions for a Smarter Marketing Strategy

Are you getting a good return on your investment in marketing? Could it be better? One way to find out is to conduct a top-to-bottom review of your entire marketing plan to determine what’s working and what isn’t. This process is sometimes called a marketing audit. I’m often asked to guide audits as an independent marketing consultant and I recently shared advice on how to do an audit effectively. What specific factors should you assess in a marketing audit? Here are 40 questions I recommend for evaluating the effectiveness of your marketing and...

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The 7 Most Important Things to Do with a Sales Lead

Business-to-business (B2B) marketers often use such tactics as direct marketing, e-marketing, advertising, trade shows, and web marketing to generate sales leads. But a smart lead generation marketing strategy goes well beyond the creation of the marketing campaign. If your goal is to build a relationship with a business prospect, increase your sales conversion rate, and maximize the value of your sales resources, you need a careful plan for what happens after the lead comes in. Here are the seven steps you should take with a marketing-generated sales lead to achieve success....

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What Makes Bad Advertising So Bad? It’s Not Believable

When an advertising campaign is so bad it makes you groan out loud, there’s usually a simple reason: It’s not believable. The worst offenders are campaigns that attempt to portray real-life situations. The dialogue often is so forced or the setup so phony that your only reaction is to roll your eyes and think, “Yeah, right.” But lack of believability in advertising is more than annoying. It’s a waste of the marketer’s money. Here are two ways to achieve believability in your advertising and two examples of smart marketers, including one in Northeast...

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21 Tips for Power Networking: When the Product is You

If you break into a cold sweat at the thought of walking into a business networking event as a complete stranger, you’re not alone. Networking is essential to building and growing a business, especially for business-to-business (B2B) marketers who participate in professional associations and trade shows. But it takes skill and experience to feel confident in a networking situation, and it takes careful planning to capitalize on the value of networking for lead generation. Here’s what I’ve learned about personal marketing and successful networking at B2B events, and 21 tips you can use...

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10 Lessons for Blogging Success: Year 1 as a B2B Blogger

Blogging is a powerful marketing tool and an increasingly popular tactic in a smart marketing strategy, especially for business-to-business (B2B) marketers. I know, because I launched this blog to promote my Cleveland-based marketing consulting business exactly a year ago. Here are 10 lessons I’ve learned in my first year as a B2B blogger and three ways blogging has boosted my business. ...

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Want Better Marketing Results? Audit Your Marketing Strategy

What’s the best way to maximize the return on your marketing investment? Take a step back from your day-to-day marketing projects and conduct a marketing audit. A marketing audit is a top-to-bottom assessment of your entire marketing program, from branding to tactics. The beginning of a new year or the start of a new budget period is an ideal time to do it. How do you conduct a marketing audit? And how can an audit help you develop a smart marketing strategy? Here are some answers. ...

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11 Predictions for 2011: Marketing Agency Execs Look Ahead

What’s ahead for marketing agencies and the marketing communications industry in 2011, especially in Northeast Ohio? The top executives of three successful Cleveland marketing agencies gazed into their crystal balls to forecast the future at the Northeast Ohio Communications Advocates (NOCA) Forum at the Cleveland Plain Dealer. Here are 11 predictions these leaders shared for the year ahead, and insights for your own smart marketing strategy. ...

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Success in a Box: The Power of Dimensional Direct Mail in B2B Marketing

What if you got a real mailbox – a full-size, metal mailbox – sent to you at your office? Would you open it? You bet you would. MSP, a direct marketing services company in Pittsburgh, has been sending real mailboxes to its best prospects for nearly 10 years. I still remember my reaction -- “Wow!” -- when I opened the mailbox I received from MSP in 2004. Six years later, MSP’s mailbox remains the single best example of effective B2B lead generation dimensional mail I’ve ever received. Here’s how MSP deploys dimensional...

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7 Things Every Marketer Should Know About Their Best Customers

Are you hard at work on next year’s marketing strategy? If so, there’s a critical first step you should take for a more effective marketing plan: A thorough assessment of your best customers. If your company is like most, you have a core group of customers that drive a large percentage of your sales. Here are seven things you should know about your best customers in order to develop a smart marketing strategy. ...

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