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Anatomy Lesson: The Evolution of Direct Marketing
Who remembers the days before email marketing became ubiquitous? Those of us who have been in business for more than 20 years likely remember—with a mix of nostalgia and annoyance—when direct mail packages were THE way to communicate and test your company’s direct marketing message. Anatomy of a direct mail package If you ever created…
Six Ways to Sell When You’re Not in Sales
Sales advice is usually geared toward people who embrace their salesperson-ness. But selling isn’t—and shouldn’t be—just for salespeople. Think about lawyers, creatives, accountants, architects, engineers, account managers, support staff…these people tend to hate the very idea of selling, yet many of them must do it on a regular basis in order to succeed. In fact,…
Marketing Trends for 2016
Recently, we asked our customers, prospects and social media followers to help us determine marketing trends for this year by answering a 3-question survey. Here’s what they had to say: Marketing Trends: Revenue Growth Question 1: What percent of revenue growth are you trying to achieve for 2016? Thirty-one percent of respondents (including those who answered “other”)…
5 Business Leadership Books You Should Have Already Read
Business leadership books are a dime a dozen; but from time to time, we encounter one that provides insight. Here are five that are worth your time, if you and your team haven’t already read them. 1. Good to Great, Jim Collins Collins highlights 11 companies that have made the jump from being good at what they…
3 Steps to Determining Your B2B Destination
Whether it’s researching destinations, booking flights and hotels, or simply plotting a route with your GPS, the most successful journeys start out with some type of a plan. While it may be tempting to throw caution to the wind and just see where the road takes you, without some planning you’re just as likely to…
Your Tradeshow Success Checklist
Tradeshows can be a great investment for B2B companies: they present you with a captive, targeted and motivated audience of prospects, give you the opportunity to check out your competition, and showcase what’s new and exciting in your industry. Use this checklist to ensure you’re getting your money’s worth out of every tradeshow. Before the…
How to Double Your Revenue Using LinkedIn
That title isn’t clickbait. In 2015, we more than doubled our annual revenue through our use of LinkedIn. And it wasn’t as difficult as you might think. LinkedIn is a B2B marketer’s best friend; according to a LinkedIn study, 3 out of 4 members use the site to research companies. Functioning like a digital résumé,…
5 B2B Marketing Problems to Fix Now
In our 20+ years as business-to-business marketers, we’ve repeatedly seen a handful of marketing problems that prevent clients from growing. We have compiled a list of the top 5 issues. The sooner they are resolved, the faster you can begin to deliver true business value—the kind of value that transcends marketing trends. 1. Not Reaching…
Pharma Marketing: Selling Sex Isn’t Always Sexy
What’s the first thing that comes to your mind when you hear the phrase “pharma marketing?” a) A flashy TV ad that ends with “Ask your doctor about…” (followed by the requisite laundry list of potential side effects known in the industry as “fair balance”) b) A drug-pushing pharmaceutical sales rep plying doctors with perks…