Updating Your Marketing Plan: How Well Do You Know Your Buyers?

Posted by & filed under Buyer Personas, Marketing Plan, Uncategorized.

  Marketing plans aren’t static documents. The best ones are dynamic and responsive. It’s a best practice to be updating a marketing plan every year if not more often, or at least reviewing the plan with respect to significant changes in product, strategy, competition or customer trends. In this article, I focus on that last… Read more »

6 Pro Tips To Get The Most Value From B2B Marketing Automation Platforms

Posted by & filed under Marketing Automation, Uncategorized.

  When we talk to users of various marketing automation platforms we find that the biggest inhibitor to successful deployment of B2B marketing automation platforms is lack of an effective strategy. The second biggest is failing to recognize their full range of available features and potential uses beyond the usual email campaigns. If this sounds… Read more »

How to Use Influencer Marketing for B2B

Posted by & filed under Influencer Marketing, Marketing Planning, Uncategorized.

  When most of us think about Influencer Marketing, a Kardashian or other celebrity comes to mind, and it’s generally in the consumer product marketing space. While some of the fundamental principles are the same, influencer marketing for B2B companies requires a deeper understanding of your customers, and a lot more planning and finesse. Here’s… Read more »

8 Key Metrics for Content Marketing

Posted by & filed under Content Marketing, Uncategorized.

  What are the most important metrics for measuring the ROI of your content marketing programs? As the old saw goes, what gets measured, gets done. But content marketing is so much on the “humanistic” side of selling that its practitioners forget, overlook or fail to realize there are certain performance numbers that tell their… Read more »

B2B Social Media in 2018: Technology and Trends

Posted by & filed under Digital Marketing, Marketing Tactics, Social Media, Uncategorized.

  We are way past the point now in 2018 where marketers can claim that B2B social media is unimportant to their company’s marketing strategy. Anyone still clinging to that notion has long since been left in the dust. But keeping up also matters. As companies make bigger investments in social media brand domination, it’s… Read more »