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Category Archives for "Marketing Strategy"

What is a marketing strategy?

A plan of action and built and designed to promote and sell a service or product. Developing a good strategy for marketing is created from customer insight, research, product market fit, value proposition. Market strategy and tactics include:  outbound marketing, content marketing, inbound marketing, social media marketing, sales strategy search engine optimization, and branding & design

Must-read marketing strategy articles

3 Good Questions to Align B2B Marketing, Sales, and Strategy 31 ways to improve marketing-sales alignment quickly Marketing Strategy: 3 Steps to find the best tactics and results Why Not To Focus On Marketing and Sales Alignment In 2019
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The Difference Between ROI and Marketing Accountability

What’s the difference difference between ROI and marketing accountability? My post a few weeks ago, “On B2B Demand Generation tools and Lead Generation Dashboards,” started an email exchange between me and Jeffrey Eisenberg on the subject. Our exchange spawned an article by Bryan Eisenberg over at ClickZ. Bryan writes, “Measuring the ROI of lead generation […]

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Closed-Loop Marketers More Likely to Reach ROMI Goals

As I’ve written before, I’m a big proponent of using closed loop feedback to improve marketing and lead generation ROI.  I came across a recent report by Aberdeen Group entitled, “Creating a Customer-Centric Marketing Organization,” that reinforces the point with broader empirical data. Aberdeen found, “Companies that adopt closed-loop marketing processes are more than three […]

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Going beyond the sales lead

Ultimately, the purpose of B2B marketing is to help the sales team sell. But marketers often get so wrapped up in driving activity that they seem to forget it’s about driving sales conversion. For example, ask most executives and marketers what sales people need and they will say, “more leads.” Your sales people don’t want […]

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Podcast: What Sales Really Needs From Marketing

John Jantsch, small business marketing expert and author of Duct Tape Marketing recently interviewed me and sales expert Jill Konrath, author of Selling to Big Companies about what sales really needs from marketing. This podcast was conducted for the marketing alliance partners for Sage Software, makers of ACT!, Peachtree and SageCRM software.  John originally hoped […]

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Why CEOs Must Be Actively Involved in Lead Generation

Jeff Thull, author of Mastering the Complex Sale, recently published an article, “Sales and The CEO,” that puts CEOs at the head of the sales department.  I like the article because it emphasizes the key role that CEOs play in developing a successful go-to-market strategy.  I think biggest obstacle to go-to-market success is the absence […]

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Customer Referrals and Your Sales and Marketing Department

For the complex sale you need enthusiastic referrals to help you build your reputation, differentiate yourself, demonstrate your value proposition, shorten your sales cycle, and drive revenue.  So how do you ask for referrals?  I wrote a post called, “Asking for referrals does more than Generate Leads,” based on the Harvard Business Review article, “The […]

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Lead generation and 'the number'

Many financial executives still view marketing as an expense a.k.a. cost center rather than viewing it as an asset that creates revenue.  Does this describe your current situation?  Dale Wolf over at the Context Rules Marketing Blog writes a thoughtful post on how marketers can positively influence executives who see marketing as a liability rather […]

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Consistent Lead Generation Pays Over Long Term

In many ways, the disiplines of B2B and B2C marketing and lead generation are different.  But, Scott Mason’s article in DM News, written primarily for B2C marketers, illustrates an important truth for us all: Lead generation isn’t just about instant gratification.  Mason writes: The perennial rewards of lead generation are reaped from patient tending to […]

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Embattled CMOs share strategies to improve marketing influence

I liked today’s article by Kate Maddox, “Embattled CMOs share strategies,” which gives highlights from the CMO Summit last month.  During the summit, senior marketing executives were challenged to improve the influence of marketing by building more efficient and accountable marketing organizations. Sridhar Ramanathan (a CMO Council Member), over at the Pacifica Group Blog, shares […]

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