I’ll start with a question: do you know if your website can easily be accessed and used by someone with a disability? Many marketers don’t know that guidelines exist for developing an accessible website, let alone that if their website is not designed and maintained to be accessible by people with disabilities, that they’re actually […]
“We’re taking an API approach and working more with our partners who want to go there.” That was the quote that stuck with me after listening to a senior marketing executive from Schneider Electric a few weeks back. I had been in Chicago for three days, participating in a panel discussion and taking in a […]
Manufacturing marketers working with a distributor or dealer network face unique challenges. Among them is that sinking feeling of frustration we can have as marketers when we know we’re generating leads, but we’re unsure of how they’re being managed after we send them into the dealer network. Too often, when we think about accountability in […]
TL;DR—Focus your marketing by targeting it to those members of the B2B buying committee who are Active Buyers and have a role in saying Yes. A few weeks ago we talked about the need to focus your marketing efforts. In the process, we talked about Active Buyers. Let’s unpack that a bit further. There are several […]
Who are we creating for? It’s the question that smart marketers ask before beginning almost anything—from strategy development to website redesigns. And while Buyer Personas are more commonplace now as a tool marketers use in answering this question, nowadays, the answer is a bit more complex than it used to be. We know the B2B […]
Whether you’re nurturing your marketing qualified leads (MQLs) to a lead score trigger before engaging business development, or eagerly vetting everyone in almost real time, there will come a time when the marketing-to-sales transition happens. And from there, the next step is for someone to make direct contact with the prospect. It’s at this moment […]
I played basketball as a kid. And from a young age, I remember my coach always stressing the fundamentals: set shot, layup, dribbling, bounce pass, etc. Get the basics right, and expand from there. He hated the fade away jump shot… he would yell: “Too complicated, stick to the basics!”. He was right. Here’s the […]
In my work with manufacturing marketers, I have found that many of you struggle with content—what to produce, how much, and how often. I want to look at the question of “what to produce” first, because if we get that right I think it will help determine exactly how much of it we should be […]
