For Greater Brand Loyalty, Vow to Keep Customers Engaged

Engagement marketing continues to broaden its reach, with increasing numbers of marketers employing cross-channel campaigns to capitalize on this highly effective method to build customer loyalty.
The Web 2.0 era – and all its various forms of user-generated content – is here to stay. Engagement marketing is yet another facet. Involving customers in interactive ways helps establish a [...]

Getting Personal with Better B2B Segmentation

One of the biggest marketing challenges that confronts B2B firms is figuring out the best way to segment prospects and customers. Too often, target markets are cut in traditional pie shapes along the lines of company size, industry and geography.
Unfortunately, that approach – while a good start – doesn’t go far enough to develop an understanding of the subjective [...]

Getting to Know You — Marketing’s New Terms of Engagement

Now that “new media” marketing has grown from fad to fixture, the next step for b-to-b marketers is logical: take advantage now, and capitalize on the tremendous marketing potential of these new technologies.
But how? A panel of experts addressed the issue recently at the NetMarketing Breakfast in Chicago, and delivered a consensus opinion on the the three keys [...]

Why a Value Proposition Is Invaluable To B2B Marketers

Do you develop a specific value proposition for your best prospects? Or do you maintain a broader, one-size-fits-all approach in your lead nurturing?
Many B2B marketers fall into the latter category. Developing a strong value proposition takes time and hard work – especially for complex products — and time is always at a premium. But it’s a highly effective strategy that [...]

Keep Your Marketing in Top Shape With a Year-Round Plan

Normally, I frequent the health club for a break from work. But while climbing the StairMaster the other day, all I could think about was marketing.
The place was packed with people I’d never seen before. It gets that way every January, when new members flood in, eager to exercise more, get in shape and lose weight.
Sure as the calendar [...]

Why Case Studies Are Like An Effective Referral Program

For every case study I write — regardless of the product, the person or the company — I always strive to present it as a one-on-one conversation. I envision two people at lunch, one telling the other how life has changed thanks to an exciting new solution.
After all, the spokesperson should be the focus of your case [...]

Storytelling, Case Studies Bring Life to Your Message

Every marketer has a message to convey. But are you getting your point across? Sure, you can pack some impressive information into your communications. That doesn’t mean the audience is absorbing it. Or even listening, for that matter.
Data and facts are important. And often boring. How many times have you yawned through a slide presentation [...]