B2B Marketing with Google AdWords

To make AdWords more effective for B2B marketing, its useful to understand some key features of B2B marketing before setting up the campaign. Here are those key features: Why do businesses buy? No business buys a product or service for pure “fun”. All business purchases are for a business purpose. These would include buying machineryContinue reading “B2B Marketing with Google AdWords”

Brand positioning for authenticity: Focus on mission or competition?

The idea of positioning was created and developed in the years before the Internet and social media. Today in a 24 hour news and social media world the marketer or advertiser is not in control of the message. If a customer has a problem, before calling your 1800 number and going through the agonizing 1,2,3Continue reading “Brand positioning for authenticity: Focus on mission or competition?”

Don’t have a mobile website? Why the new iPhone7 should make you worry

The iPhone 7 launched yesterday. The biggest buzz is about the wireless headphones and the removal of the headphone jack.One more urgent reason to make your website mobile friendly. (plug your website URL to the Google Mobile Friendly Test tool to see if you are already mobile friendly). But first more about the iPhone 7Continue reading “Don’t have a mobile website? Why the new iPhone7 should make you worry”

Why consumer marketers always do field visits- and digital marketers should too

If you noticed, all consumer marketers do market field visits-all the time. Let’s say that a CMO or a marketer turned CEO is in town for a board meeting. You’ll find that CMO making the rounds of retailers and distributors. This after getting all those market research and insights syndicated reports. These reports break downContinue reading “Why consumer marketers always do field visits- and digital marketers should too”

Content marketing for : User members of B2B buying centers

The Buying Center is an informal group of people in organizations who influence the decision to buy your product or service. Members of buying centers  have different degrees of influence and things can get pretty political and unpredictable. It is therefore important to tailor your marketing content for each role in the buying center. MarketingContinue reading “Content marketing for : User members of B2B buying centers”

Why are sales force incentives so seductive for businesses?-Understanding attribution

The total US sales force incentives paid out to sales people is probably over $240 Billion/year. This compared to about $60 Billion spent on digital advertising according to the IAB. That works out to sales person commissions and bonuses that are four times the digital marketing spend. We exclude sales force salaries and benefits forContinue reading “Why are sales force incentives so seductive for businesses?-Understanding attribution”

Pokemon Go for location based marketing with millenials

 It’s summer and you see lots of young folks (millennials) busy on their cell phones as they vigorously and purposefully seem to be rushing to a destination. Where are they going? you would tend to ask yourself, if you are not familiar Pokemon Go.For a quick overview watch the NBC video on this post.  TheContinue reading “Pokemon Go for location based marketing with millenials”

Are they looking for an answer to a problem, a specific service or your business?

Business owners tend to be fighting so many battles that they don’t seem to have the bandwidth to figure out  how their customers find them. Here is a simple way to visualize how your customers think, when they Google something related to your business: They have a problem: The problem might be simple like lookingContinue reading “Are they looking for an answer to a problem, a specific service or your business?”

Five tips for screening sales leads for high value products and services

Screening sales leads for the digital age has become even more important. Here is why: You start a Google AdWords campaign and you start getting leads. Lots of leads. But as you start talking with the leads they don’t seem to pan out. Worse, down the line after signing up many of the customers areContinue reading “Five tips for screening sales leads for high value products and services”

3 questions to ask and decide how much to spend on Google AdWords

Our readers ask How much do I spend on Google AdWords? An earlier post provided the strategy answer and this post presents three questions to ask for coming to a better decision. Here are the questions to ask: What were your inquiries before AdWords? Before AdWords you were getting inquiries. These inquiries could be fromContinue reading “3 questions to ask and decide how much to spend on Google AdWords”