Archive for 'B2B'

Oct05

Guest

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Paid Marketing and Media: What Is That Exactly?

Paid mar­ket­ing refers to all kinds of paid adver­tis­ing that appears on the Inter­net and other inter­ac­tive plat­forms. This includes dis­play adver­tis­ing (ban­ners) on the Inter­net (con­tent, ser­vice and social media sites), on video game con­soles, mobile devices (sites and appli­ca­tions) and dig­i­tal dis­plays; video adver­tis­ing; email adver­tis­ing (adver­tise­ment inte­grated into a publisher’s newslet­ter); direc­to­ries and clas­si­fied ads; and mar­ket­ing on search engines (pur­chase of text adver­tise­ments by words/key phrases). Read the full article at The Results People blog.

Sep09

Karl Hourigan

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The Fifth Stepping Stone on the Path to a Purchase

At var­i­ous points in the busi­ness pur­chase process, we need emo­tional sup­port to know that we are mak­ing the right deci­sion for our­selves and our com­pany. There are some reli­able human traits we share when we make deci­sions. Read more at The Results People…

May31

Karl Hourigan

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Marketing for Leads and Sales

Marketing expert Mac McIntosh was in Kelowna on February 22, 2011, sponsored by Accelerate Okanagan. We sat down with Mac for a quick interview, and you can hear it on our new blog site, TheResultsPeople.com

Jan24

Ian Everdell

2

What Star Trek Can Teach Us About Buyer Behavior

The voyages of the Star Trek Enterprise took viewers to distant galaxies, exposed them to alien species, and taught them countless life lessons (right?). But did you know there were also lots of lessons in there about buyer behavior? Allow me to explain… Red shirt, no real purpose = death. Granted, in Star Trek, including an alien battle makes the episode more exciting. But the story line is developed by the main characters, not that ensign you see for 6 seconds before he gets killed. The aliens didn’t have time to deal with insignificant, pointless Away Team members. Think about [...]

Dec17

John Yuill

2

Mobile for B2B Sites: Are We There Yet?

Despite strong growth in mobile use of the internet, there is not enough critical mass for most B2B to focus attention and investment in this area – yet. More and more of us are using mobile handsets to access the internet, and we frequently see headlines declaring that ‘mobile internet will soon overtake fixed internet‘ or advising us to ‘forget desktop, its all about the mobile‘. And of course this time of year we get the usual predictions like ‘the one big trend is mobile‘ and ‘mobile will finally take off [in 2011]‘. There’s no doubt that significant momentum is [...]

Jul06

Gord Hotchkiss

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More Ways B2B Search Marketing Differs from B2C

Last week, I looked at ways that B2B search marketing is different than search campaigns aimed at consumers. I looked at how risk avoidance was an overriding concern. Also, a B2B purchase is almost always an item on someone’s to do list, so they have little patience for being “immersed” in experiences or heading down navigational dead ends on a website. Today, I’ll look at two other ways that B2B buying behaviors differ from those in the consumer marketplace: Unfamiliar Territory In the consumer world, billions of branding dollars are spent to create a sense of familiarity not just with [...]

Jun24

Gord Hotchkiss

1

How B2B Search Marketing Differs From B2C

As I write this, I’m at the B2B Search Strategy Summit in San Francisco. Mary O’Brien, the summit organizer, told me that many potential attendees — and yes, even some panelists — questioned where B2B search marketing was really all that different from B2C. Shouldn’t the same basic practices apply? I answer that question the same way I answer all questions about marketing: Let’s look at it through the eyes of the buyer. And when we do that, we find some significant differences as we step from the consumer side to the business side. It’s All About Risk When we [...]

Jun10

Gord Hotchkiss

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Marketing Leads The Way

At last week’s national BMA (Business Marketing Association) conference in Chicago, three marketing executives from three well known B2B brands each made an interesting comment: “In the 3M scheme of things, marketing wasn’t even a second tier priority. It was fourth or fifth tier at best. But in the future, marketing needs to lead 3M.” Jeff Lavers, VP of Marketing, Sales and Communications, 3M “Emerson didn’t even have a CMO before me. They didn’t believe they needed one.” Kathy Button Bell, CMO, Emerson “We’re announcing a marriage at GE. We’re not sure how they’ll get along, but IT and Marketing [...]

Jun08

Jody Nimetz

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Reminder About Enquiro’s Upcoming B2B Webinar: Managing B2B Leads for Success

Just a reminder that this Thursday (yes this Thursday) that Enquiro is pleased to be presenting our next B2B webinar on Managing B2B Leads for Sales Success.  If your goal is to generate leads and drive more business (and really isn’t this everyone’s goal?) than you will want to check this webinar out.  We have got one of America’s leading experts on B2B lead generation, Mac McIntosh to provide insight into how we can manage B2B leads to drive business.  Some of the questions that we will be exploring include: What technologies exist that will facilitate more collaboration between marketing [...]

Jun04

Gord Hotchkiss

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Our Indelible Lives

It’s been a fascinating week for me. First, it was off to lovely Muncie, Indiana to meet with the group at the Center for Media Design at Ball State University. Then, it was to Chicago for the BMA National Conference, where I was fortunate enough to be on a panel about what the B2B marketplace might look like in the near future. There was plenty of column fodder from both visits, but this week, I’ll give the nod to Ball State, simply because that visit came first. Our Digital Footprints Mike Bloxham, Michelle Prieb and Jen Milks (the last two [...]

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