B2B marketing

Rule #2 of Marketing: Concentration

Ever hear the term “scatter shot”? Or “shot gun approach”? While few of us would admit to such a lapse of common sense, the reality is that most small businesses engage in Scatter shot Marketing. The symptoms of this disorder include: constantly trying to figure out who to call on the reinvention of the prospecting process every week high numbers of single touches to random people poor closing ratios Scattershot is the opposite of Concentration. Bullets are flying but there’s no telling which will lodge in someone’s cortex. I think the military calls it “Spray and Pray”. Maybe I’m crazy but, if I’m investing in marketing activities, I’d like a little better odds. Concentrating your marketing AND sales on a defined target (a list of people who fit your idea of a “best customer”) greatly increases the odds that your efforts are going to deliver new customers. The rule of[…]

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Rule #1 of Marketing: Simplicity

Marketing success comes down to one thing: knowing the rules of the game. Think about that for a minute. Let it swirl around in your brain. Seems like common sense, right? You can’t win a game if you don’t know the rules. Over the last couple of decades of creating successful marketing initiatives, I’ve discovered some hard scrabble rules. Violate them at your own risk. For some, this might be new information – for other experienced marketers, I hope the rules coming over the next few weeks are a refresher course in fundamentals. After you read them, if you disagree, feel fired up with renewed vigor, or are just lonely, feel free to comment. 1. The Rule of Simplicity When it comes to effective marketing communication, simplicity is key. The more precise you can be in communicating your value, the easier it is to buy from you.

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Pants on the Ground and the Macarana Gambit

Here we go again. Mr. Pants on the Ground is this year’s William Hung and a viral sensation! It just shows that viral distribution for marketing and entertainment content is a viable ploy. But wait a second. Viral has nothing to do Larry Platt’s rise to temporary fame.

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What first impression are you making?

At the risk of sounding a bit judgmental,  (as businesses we are being judged constantly) but I feel a need to share some thoughts about a disturbing trend that threatens to destroy us all! Sorry, got carried away for a minute, but in the context of sending a message that you can be trusted and are a credible and reliable resource – the way you make your first impression is critical to winning customers. So often people seem to get first impressions wrong.

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How to spot a marketing wanker

If you’ve known me for any length of time, you know I’m somewhat disappointed in the marketing industry with regard to how they obfuscate, mislead clients and generally say and do anything to make a buck. I know this is true because almost every client I talk to has several horror stories of those who came before me. And, rightly so, they are suspicious and guarded when it comes to engaging. Fair enough. Now, I’m not saying that ALL folks involved in the marketing business (and related categories) are all money grubbing slight of hand artists. I know many consultants, designers, web developers and other people who really know their stuff and operate at the highest levels of ethics. I just believe they are in the minority. I’m going to share with you some warning signs to look for when choosing a marketing partner so you can avoid getting ripped[…]

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How’s your recession going?

What doesn’t kill us makes us stronger As we wrap up a rough year (for everyone) and head into 2010 I’m looking back and realizing that 2009 was a pretty good year. Have I lost my mind? Am I smoking crack? Perhaps. But it depends on how you define “good”. 2009 has been a year of revelation for me and there’s a few things that stand out as highlights in my ongoing education about business, friends and life. For the record, I’m not one of those annoying “glass half full”, wake up cheerful, happy smappy types. Not that I’m a grouch, I just have a rather realistic view of life. Yeah, that’s the ticket. But the fact is, 2009 has renewed my faith in human kind in a big way.

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A life without risk is a life without growth.

Looking back over the years I can see that my path has been what one might call “the road less traveled”. For me, risk and reward are inexorably linked and I have never worried about the possible consequences of zigging where most people zag. Of course this is the mindset of an invincible young man. As I grow, uh…, more mature, I can see that the risk I took so effortlessly was far more than I needed to shoulder. This was because I never thought about having a plan – I just jumped from the cliff and figured I’d know how to build my wings at some point before I hit the ground. Luckily for me, those wings somehow were constructed and the sudden stop at the bottom of my flight was avoided. Managing risk takes a four letter word.

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Media Fragmentation: Nightmare or Beautiful Dream?

Back in the good old days of advertising, marketing was simple. You’d whip up a T.V. and/or radio ad, broadcast it out to a huge audience and the dollars would roll in. It worked because there were few media choices and huge numbers of people tuning in to three channels of content. Fast forward to today and everything has changed – except the way most companies think about reaching people most likely to buy their products and services.

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web site hurting your sales effort?

by Pete Monfre When many companies talk about marketing, they inevitably end up focusing myopically on their company web site.  Do a search in any search engine for “marketing” and the vast majority of topics will be on-line marketing. It’s as if the web has become the singular representation of  of marketing and sales tactics. While your web site is important, it is a mistake to consider it as the only factor in reaching prospects and converting them to customers. For most companies the web is a critical focal point during the early stages of your sales process for prospects. The trouble arises when the we attempt to make the site everything to everyone. I’m not saying there are many different uses for a corporate web site (service, support, education, social interaction, etc.) but most of my clients expect their site to primarily help drive sales. Whatever you are trying[…]

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