3 Keys to Understanding Your Brand’s Health

Monitoring brand health is vital for growth and success regardless of the company. But, for B2B marketers understanding brand health presents a unique set of challenges. For example, every industry has its own sentiment. Each brand’s customers have a different user experience. Still, there are approaches that can help companies better assess how their brand is overall. Here are three keys to understand your brand’s health. Key #1: Monitor Brand Recall As marketers we get trained early that awareness is the foundation of brand success. If customers don’t know a brand exists, there is no way they will seek it… Read More

Top 3 Things to Consider for Event Marketing in a Hybrid World

With the Covid-19 pandemic, the way events were held changed. Suddenly, there was no possibility of people gathering in large numbers and, if not cancelled, events became virtual. Now that we are on the other side of the pandemic, most events of the future will be hybrid – consisting of in-person and virtual elements that complement each other for both IRL and the virtual attendees. This new approach will greatly impact how attendance, logistics, and sponsorships are navigated. Hybrid events will certainly bring unique challenges with them. Event management tech now has to take virtual meetings into account. It is… Read More

5 Ways to Build Excellent B2B Advertising

An effective B2B advertising strategy differs greatly from any other types of advertising management. While executing a good B2B advertising strategy can be challenging, there are certain indicators that will show you, yours is on strategy. You’ve Planned It Out Planning a well-defined and accurate strategy is the first step towards successful B2B advertising. Typically, this involves audience mapping, media planning, message and creative planning by audience segment, and of course budgeting. A solid plan will have included a pro-forma ROAS analysis so there is an expected return on investment for the program. You must also decide the end-game of… Read More

How to Choose the Right Keynote Speaker: Myths and Truths

Today’s speaker marketplace comprises literally thousands of speakers who are potentially available as a keynote or featured speaker for your association’s events. How do you know if you are making the right choice before you commit to a speaker and perhaps paying a very large speaker fee? Here are some myths and truths when it comes to selecting your keynote or featured speaker. Myth No. 1: The higher the speaker fee, the better the speaker. Speaker fees are based on two things: 1., The demand for a given speaker and 2., the perceived demand that the speaker feels exists and… Read More

B2B Marketing 3.0 – It’s a (r)evolution!

There is a new sheriff in town and its called: people. B2B Marketers will need to adjust their thinking from MQLs, SQLs, LMNOPQLs to consumer / customer experience. We’ve seen the backlash on LinkedIn as automated intros in the message queue go unanswered and the robot follows get eliminated to the halls of inhumanity of marketing automation.  That’s the (r)evolution – The transformation of B2B marketing from drip-campaigns and tech stacks to well orchestrated human interactions. Sure those interactions are still aided by technology and the insights tech brings, but Skynet must be subservient to humans. So what does that… Read More

3 Reasons Why B2B2C is Brilliant B2B Marketing

Over the past several months consumer package goods companies making cleaning products and hoteliers / restaurant owners have joined forces to create cleanliness brands for consumers. For example, Proctor & Gamble started CleanPlus, Reckitt Benser & Hilton created CleanStay. This will continue to be a trend as consumers clearly are using sanitization as part of their travel decision making. From a b2b marketing perspective these initiatives are brilliant for 3 key reasons.  Reason 1: Creates Incremental Revenue As an industry focused brand marketing effort these programs typically drive incremental activation of purchases for that industry for both partners. In these… Read More

5 B2B Marketing Blogs We Love

Over the years there have been several B2B marketing resources that we use for thought leadership, team training and client education. These include: Saastr – https://www.saastr.com – Great insights for SaaS b2b marketing and sales and marketing. Thanks @JasonLemkin Marketing Profs – https://www.marketingprofs.com – Ann Handley’s team does a great job at teaching the basics. Hubspot Blog – https://blog.hubspot.com – Solid B2B Marketing Information with good hands on insight using Hubspot. ANA B2B blog – http://www.marketing.org – Great insight from B2B practices and leaders B2B marketing – http://www.b2bmarketing.net/ makers of the excellent Ignite events also have some great insights. There… Read More

3 Keys to Successful Business Marketing

Telling your story in the B2B marketing world is challenging. It is a complicated landscape with many stakeholders, complex relationships, and multiple customer needs. Based upon my experience doing just that for the past 20 years, I’ve come up with 3 keys to achieve success in this daunting world. Key #1: The CRO is Your Friend When I’m inside firms that sell Business 2 Business, I can’t believe how often I see the disconnect between sales and marketing. Business Marketing has one objective: driving revenue (see my previous post). So a good head of marketing not only must have a… Read More

3 Keys to Grow Revenue

Marketing and selling to the “buy-side” is complex. There is a duality in the way we sell ourselves to brands and their agencies. On one hand, we need to market at scale across the 10s of thousands of business decision makers. On the other, it is still very much about individual relationships. So, how do we create scalable and personable marketing and sales efforts in the complicated landscape? Over the course of the last 20+ years working at and with brands and their agencies, I have learned 3 Tips that help media, marketing and ad tech companies be more successful in connecting with brands and their agencies, as follows: Revenue… Read More