Archives of Marketing

A Value System – Truth Sells, Honesty Pays

Over my many years of sales and sales management, I’ve noted a fairly common widespread trend. People tend to “get into sales” with a preconceived notion that it’s not an honorable job – they believe that the prime objective is “making lots of money, which is probably going to require deceptive tactics – all salespeople […]
10 years ago

Inbound Marketing – 4 Keys To Success

I recently read an article that questioned the validity of Inbound marketing based on the financials of a company that is probably considered the “poster child” of inbound. Without getting into that discussion at all, let me just say that the validity of inbound marketing success rests upon one of the most solid foundations of […]
10 years ago

SEM: The Challenge of Technical Keywords

In our increasingly complex and technical world, we take for granted many new technologies and related terms that didn’t exist 10 years ago. Because searchers on the web have varying degrees of familiarity with these terms, their ability to find what they are looking for varies as well. To say that technical keywords present a […]
10 years ago

Redefining Your Keyword Strategy

As businesses mature they tend to spend a lot of time refining their keyword strategy. This approach includes looking at existing keywords and measuring their performance in various ways. Inspecting and managing keyword performance is important, but in our ever-changing world, defining (or re-defining) your keyword mix can be equally important. In fact, this may […]
10 years ago

Social Marketing: The Customer Success Program

Some B2B technology and consulting companies are beginning to see the power of social marketing, not as a means to an end (the social networks) but as the end itself (positive customer engagement). They realize that it all began with the power of the “customer testimonial”.  And they understand that when that testimonial went from “static” […]
10 years ago

B2E Tech-marketing: 4 ways B2C Buzz Can Cloud Your B2E Strategy

Do you ever get the feeling that the  majority of available info regarding digital marketing seems geared toward B2C strategy? Despite all the buzz,  not all digital marketing takes place in a B2C or even a generic B2B context. For business to enterprise (B2E) technology marketing, I’d like to share some ideas regarding strategy. And accordingly, we’ll […]
11 years ago

Can Relevance Become “The Box”?

As a marketing professional, my LinkedIn account serves up lots of relevant information about topics of interest to me on LinkedIn Pulse, which is home to lots of well written and informative articles on the subject matter pertinent to my profession. The emails I receive (from HubSpot and others) and the various news feeds served […]
11 years ago

Projectional Marketing – Verticalizing from the Inside Out

There’s no shortage of articles on the web about how to approach vertical marketing in a generic sense. But most of these approach strategy from a standpoint of a “new to market” B2C business model. It can be an effective “miss” to employ a generic vertical marketing strategy in certain circumstances, especially in the  area of […]
11 years ago
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