Archive

Archive for the ‘Business To Business’ Category

Teamwork Turns Leads into Sales

October 13th, 2008
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Teamwork is essential to any project involving more than one person. Strong teams are more efficient, reliable and create work of higher quality. It’s impossible for your marketing team to be at its best if it’s not working together. Read more…

B-to-B Ad Slump: Time to Supplement Revenue

October 8th, 2008
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The shaky economy looks like it’s having an impact on B-to-B magazines. Revenue declined 6.59% in the first half of 2008, and ad pages fell 9.36%, according to the latest Business Information Network report from American Business Media

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Are White Papers Still Effective for B2B? Absolutely!

August 26th, 2008
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Last week, we invited 35 MarketingSherpa Members to a virtual roundtable discussion to tackle a question we’ve been hearing quite a bit about recently: “Are white papers still effective?”

From our standpoint, the answer is a resounding “yes.” Data show that white papers are still an integral part of the business buying cycle:

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What’s the Best Day of the Week to Host a Webinar?

June 28th, 2008
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If you’re a B-to-B marketer who hosts lead-generation webinars, you’ve probably asked yourself that question. The most recent newsletter from webinar services vendor Bulldog Solutions offers some guidance.

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Do Webinar Attendees Take a Summer Vacation?

June 15th, 2008
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I recently interviewed a B-to-B marketer who had completely revamped her webinar strategy to generate a 400% increase in attendance. One change they made was to eliminate events in July and August, when they’d seen generally low interest from their prospects and customers.

Her theory: People tend to take a vacation in the summer, or else find the nice weather just too enticing to sacrifice an extra hour in front of a computer.

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Ecommerce Content Advice: Take a Cue from Digg

June 10th, 2008
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Choosing the right title for white papers and webinars can mean the difference between catching your prospects’ attention and being overlooked in a sea of competing ecommerce content. For some ideas on creating titles that get attention, check out the homepage of the popular social bookmarking site Digg.com.

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B-to-B: Try Marketing to Canadians

June 4th, 2008
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There’s a lot to be said for marketing to one of our closest neighbors, Canada – especially when their economy (and dollar) is strong, and ours remains weaker.

There is plenty of opportunity for B-to-B marketers targeting Canada. I discovered this opportunity while doing research for a special report on marketing to Canadians.

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Treat Rebranding Like a Product Launch

May 6th, 2008
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Marketers often face skepticism within their companies when they embark on a new brand launch or corporate rebranding effort. Non-marketing types, particularly engineers, tend to think of branding as one of those fuzzy, feel-good exercises that don’t really have an impact on their jobs.

So, I was intrigued by a unique approach to this problem adopted by the marketing team at NetApp, which recently unveiled a new brand identity. (You can read more about this project in our Sherpa Case Study,(here).

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Web Contact Forms = Black Holes

April 23rd, 2008
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A few weeks back, MarketingSherpa founder Anne Holland recounted her frustrations with Web contact forms, speculating that the communication channel is where customer inquiries go to die. New data shows that the situation is as bad as she suspected.

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