Branding
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Strewn around my house are pens, coffee cups, calculators, USB memory sticks, and assorted swag from various companies I’ve met over the years. What is the purpose of all this stuff? Does having a leather portfolio with a vendor’s logo on it make me more likely to buy their products?
Proponents of swag will argue that it builds brand by getting the business’s name in the office of potential influencers and purchasers, where it will stay top of mind. Is this really effective? Put more…
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RainToday.com’s recent report "What’s Working In Lead Generation" got me thinking about the relationship of thought leadership to branding and lead nurturing. In B2B marketing, all three serve the same purpose: to establish your company as a trusted adviser, so when a prospect is ready to buy, he or she will think of you and will want to speak with your sales reps.
B2B Branding
I’m often asked whether branding matters to B2B marketing. RainToday’s report helps to demonstrate that…
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Before the Internet, buyers got most of their information by talking directly with sales reps. As a result, it made sense for sales to engage with the customer early in the buying cycle.
Today, however, buyers use the Internet to research and get smart before they ever want to speak with a representative of your company. By the time they engage with sales, the buyer is more educated than ever before – perhaps even more educated than the sales rep.
In today’s world, it is the B2B…
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Seth Godin recently had a post called The 249% Solution, in which he referred to a Yahoo! study on how brand ads and search ads interact. The study found that for one Yahoo! client, (Harris Direct, an on-line brokerage), a "reasonable buy of banner ads" grew unaided brand awareness by 7% but increased clicks on text paid search ads by 249%.
Digging into the numbers a little further, the full study found that viewing banner ads on various Yahoo! pages had positive impacts on a variety of…
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I had the opportunity to attend this year’s CMO Council Summit in San Francisco, titled “The Power of Engagement: Gaining Customer Intimacy, Influence & Inspiration”. The sessions were heavily focused on consumer marketing and brand building, so this summary will be a little off my normal topic of best practices in B2B marketing. If consumer marketing and brand building don’t interest you, feel free to skip this post.
The Power of Engagement
Speakers: Christine Heckart, GM of Marketing…
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