How do you respond when someone asks “what does your company do?” Do all your team members answer the same way? Is your response compelling enough that the listener wants to learn more, or do you sound like everyone else? Brand messaging addresses the written and verbal statements that quickly describe what you do and how…Read More
Pricing is one of the classic “4 Ps” of marketing (product, price, place, promotion). It’s one of the key elements of every B2C strategy. Yet for many B2B marketers, the pricing strategy in their marketing plan is challenging to write; many aren’t even involved in creating their pricing strategy. There are many factors to consider…Read More
Distribution channels in marketing are one of the classic “4 Ps” (product, promotion, price, placement a.k.a. “distribution”). They’re a key element in your entire marketing strategy — they help you expand your reach and grow revenue. B2B and B2C companies can sell through a single distribution channel or through multiple channels that may include: Wholesaler/Distributor Direct/Internet…Read More
How much have you invested in sales and marketing over the last few years? Thousands? Tens of thousands? Millions? Tens of millions? Your customer retention strategy is about keeping the customers you’ve invested in to acquire. And if you’re in an industry where your customers make multiple purchases over the years, your entire team should be…Read More
For many years, direct mail has been an important marketing medium. Even though many companies have turned to social media, email and internet marketing, a targeted and well-produced mail campaign can still be highly effective. Direct mail campaigns can be used to generate leads, promote special offers, support other campaigns, communicate with customers and raise…Read More
How do prospects decide to purchase your product or service? Does a single decision maker find a product or service and buy on the spot, or does s/he go through many steps and approvals first? Perhaps there are multiple people or departments involved in the decision, each with their own needs? Your sales process management…Read More
Marketers have used traditional media such as print, radio, TV, yellow pages and even outdoor ads to reach consumer markets for the last 50 to 100 years. Traditional media can also play a role in the marketing mix for many B2B companies. These media often reach a broad audience and thus can be relatively expensive….Read More
The phrase “cold calling” sends chills down the spines of many business people. It’s often viewed as an intimidating, difficult, and boring process … and that means it doesn’t get done as often as it should. Telemarketing for B2B helps companies reach a group of targeted prospects or customers to communicate a message, gather feedback,…Read More
Do you know many companies that can sell their product or service without literature or other supporting materials? It’s tough to do. Sales literature and tools help you communicate and strengthen your messages. They’re also known as “marketing communications” or “collateral” and they may include: Company brochures Product data sheets Case studies White papers PowerPoint…Read More
You’ve probably seen quite a few marketing materials such as brochures, websites and ads that are dull, uninspiring, and worst of all, confusing. Good copywriting and graphic design create powerful communications with your market. They help a creative vision and message resonate with your audience. Having talented writers and designers is the first step. But…Read More
If you need to choose a great brand name for your product, service or business, start by considering the importance of the name in your branding efforts. Your name is an extension of your brand, and it can reinforce the value you provide or distance you from it. When you’re developing a name for a…Read More
There’s an old saying in business that people buy from people. If that’s the case, it’s a good idea to get people together as often as possible! Trade show and event marketing is a great way to get people together with common interests to achieve a goal. B2B and B2C marketers use trade shows and…Read More
Statistics show that most business buyers use the web to research vendors. And whether they learn about your company online or through other means, most buyers and potential partners will review your wesite before they transact business with you. Your websiteis potentially the most powerful sales & marketing tool you have, yet many companies still…Read More
Your brand is more than your logo, name or slogan — it’s the entire experience your prospects and customers have with your company, product or service. Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are…Read More
For many companies, marketing campaigns are the main method for both communicating with their market to reinforce their positioning, and for customer acquisition. Good campaigns follow a theme and include a series of touches with the market. It’s noisy in the marketplace, and a message delivered once through a single medium rarely makes a difference….Read More
A marketing plan is a detailed roadmap that outlines your marketing strategies, tactics, costs and projected results over a period of time. Your marketing plan and budget keeps your entire team focused on specific goals – it’s a critical resource for your entire company. Some statistics have shown that up to 85% of small- to…Read More
When was the last time someone gave you a fantastic business card? Did you turn it over and look at it closely? Did you comment on it? And did you generate some sort of impression of that person and company? Corporate identity is an extension of your brand and includes everything with your logo or…Read More
Customer relationship management, also known as CRM, is a term that refers to two things: A company’s strategy for managing leads and customer data Software that manages that data In its simplest form, CRM for small business is a database where sales and marketing teams store critical account data: Contact & account information (contact names, emails, phone…Read More
Business development in the marketing process refers to high-level partnerships that generate revenue, create better products and/or increase efficiency. These partnerships can help you Access new markets Increase sales to existing markets Improve your access to technology Boost your productivity Gain capital (human or financial) In a true partnership, companies collaborate to achieve a common…Read More
Creating a sales management strategy is one of the easiest ways to increase your revenue and profitability. Sales management is about leading the people and process your company uses to sell to prospects and convert them into customers. Responsibilities include: Building the right sales strategy Hiring the right team Creating the right compensation plans, territories…Read More