Think about marketing anything B2B – and you’ll find derived demand at work. Your web content should reflect that you “get” what your B2B customer is trying to do for their customers. Derived demand is defined as : demand for a B2B product is derived from the demand that your B2B customer receives from theirContinue reading “B2B Marketing: Derived Demand web content can help show that you “get” it”
Category Archives: Growth Marketing & Advertising
If you are not in it – you can’t win it: Advertising and the “Consideration Set”
A common question we get asked is : “How do we get into the “consideration set” of our target market?” The consideration set is the number of brands the customer will consider buying and is also called the evoked brand set. If your customer is looking for your product or service, your brand must comeContinue reading “If you are not in it – you can’t win it: Advertising and the “Consideration Set””
“Awkward” money moments avoided: Tenth Yale Customer Insights Conference 2015
The Tenth Yale Customer Insights Conference 2015 (#YaleInsights15) continued to excel and evolve by connecting thought leaders in marketing practice and academia. And it is a lot of connecting to do as technology innovations allow digital marketing and consumer behavior to change faster than ever before. A big idea that came up at the conferenceContinue reading ““Awkward” money moments avoided: Tenth Yale Customer Insights Conference 2015″
Is your innovation R&D intensive or customer intensive?
R&D Intensive innovation: It was a bio-technology strategy executive who explained when asked why it is hard to produce “made in the garage” innovations in biotechnology. The problem is that in biotechnology and pharmaceutical research you need labs, teams and a lot of money and time to come up with a blockbuster cure. You cannotContinue reading “Is your innovation R&D intensive or customer intensive?”
Why and How you should track your email marketing campaigns in Google Analytics
Compared to direct mail, email marketing is much easier and far less expensive. However, observe the time it takes you to open a direct mail credit card piece from a major hotel (pictured above)… our guess is at least 10-15 seconds to find the letter opener and open the envelope, 5 seconds to flatten outContinue reading “Why and How you should track your email marketing campaigns in Google Analytics”
B2B Buying Center members getting younger
If you have enabled demographic reports on your B2B marketing website in Google Analytics, you would have noticed it: there are lots of visitors from the 18-24 and 25-34 age group. We would not be surprised if you sell some non-glamorous industrial product (eg. valves or switches.. with no offence to readers from these industries)Continue reading “B2B Buying Center members getting younger”
Mona Lisa mystery eyes might be due to high cholesterol: tagging images for SEO
The Mona Lisa painting by Leonardo Da Vinci is open to so many interpretations that it is a perfect example of the picture tagging challenge for SEO (Search Engine Optimization). Search Engines do not know if Mona Lisa is really smiling, or just letting you know that she “knows”….. Research for this post on taggingContinue reading “Mona Lisa mystery eyes might be due to high cholesterol: tagging images for SEO”
Assume that customers Googled your product
According to research by Google, 97% people search online before deciding to buy from a local business. Ask yourself this one question and you’ll realize the extent of this problem (or opportunity) depending on how you frame it: Question: When was the last time you watched a movie on TV without checking its reviews?Continue reading “Assume that customers Googled your product”
B2B Marketing on Facebook
If you wanted to advertise your B2B product or service on social media, should you try Facebook marketing is a question that we are often asked. Here are some thoughts as we get started with 2015 and wish our readers a Very Happy New Year ! B2B purchasing is for a business purpose: A businessContinue reading “B2B Marketing on Facebook”
Why treat your Digital Advertising spend as an unused Gym membership fee?
Just as the holiday season is getting underway in the US with multiple parties to attend, people are eating and drinking more than they should. At this time 2015 seems just round the corner and everyone is firming up the "join the gym" resolution for 2015. Wait… you realize that you already pay a monthlyContinue reading “Why treat your Digital Advertising spend as an unused Gym membership fee?”