Strategy, Delivery, Future Trends
Addressing The Complexity Of B2B Marketing
Many issues add to the complexity of B2B marketing. They include the project driven nature of many B2B markets and servicing the needs of a large decision making team. This post offers some guidance on how an appropriate content marketing strategy can address these...
read moreIs It Really Possible To Measure Marketing ROI
In an increasingly competitive B2B marketplace every department must prove its contribution. Manufacturing output is relatively easy to measure, as is the contribution of the sales department but what about the marketing department? Is it possible to measure marketing...
read moreAn Integrated B2B Marketing Campaign Vs The Ad Hoc Approach
It may come as a surprise but spending money on ad hoc marketing in a short term push to make the year-end sales figures is unlikely to succeed. Following the latest and greatest marketing trend just because everyone seems to be doing it is often not the best idea....
read moreA B2B Market Analysis Template
When building a B2B strategic marketing plan for any business an in depth market analysis is of vital importance. Without analysis the resulting plan is likely to be of little practical use resulting in significant wasted resources on a document that simply sits on a...
read moreB2B Market Penetration Strategies
In B2B markets growth tends to be based on either new product introduction or attacking new markets. In this post we cover how to execute a new market penetration strategy with the aid of a case study. Successful new market penetration depends on the nature of the...
read moreThe Product Innovation Process
It’s a hard truth but without a product innovation process most manufacturing companies are destined to fail. In this post we discuss some tools and techniques to develop an innovative culture and the process of developing and screening new product ideas. As...
read moreHow To Grow Sales In A Niche Market
Any business with a target to grow sales in a niche market faces a unique set of challenges. Unfortunately, most marketing advice and literature focuses on mass markets and little information is available on marketing to a niche. A niche market is defined by the...
read moreCan A Content Marketing Mentor Add Value
It is difficult to avoid the hype about content marketing (it is everywhere) but is it really of value to businesses in B2B markets? The first step is to research if content marketing will deliver an acceptable ROI. It does not work well for every business in B2B...
read moreWhy All The Hype About Branding?
As a professional B2B marketer I get the value of branding but I also believe all the hype surrounding it is doing serious damage to the marketing profession. The public (and many business owners) believe marketing equals advertising or branding and that is a problem....
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