Category: Strategy

B2B go-to-market strategy – How does it work?

B2B or Business-to-Business marketing is more commonly known as industrial marketing. People are often confused regarding the difference between B2B and B2C marketing. However, the difference is pretty simple. B2B marketing deals with businesses that perform trades with other businesses. On the other hand, B2C marketing deals with businesses that are in direct contact with […]

B2B Marketing Trends in Nutraceuticals

For business-to-business marketing, there are many effective ways to sell health supplements. As a nutraceuticals company, there are many opportunities for promoting your products to other organizations. Whether they are a wholesaler or retailer, the most important aspect of marketing campaigns is to get the product in front of your target audience. Display Ads Using traditional advertising still […]

What Can Marketers Learn from an Innovation Powerhouse?

Xerox PARC. The name is synonymous with “innovation”.  Since it’s founding in 1970, this research center has pumped out a wealth of ground-breaking inventions: laser printing, Ethernet, the graphical user interface (GUI), object-oriented computing, and so much more. Spun-off in 2002, PARC (as it’s known today) is squarely in the business of developing new breakthroughs in technology for […]

Exploring Buyer Behavior With Santa Clara University MBA Students

B2B marketing is about positioning products or services to companies that can help solve business problems, right? Not entirely.  Good B2B marketing is about selling to people, not companies. People who run these companies have needs, wants, and motivations just like anybody does — and B2B marketers must understand, message, and cater to those motivations […]

SocialTech 2010: Building A Social Media Marketing Discipline At A Major Brand

Earlier this week, I had the good fortune to attend and participate in the first social media conference geared to B2B marketers. MarketingProfs sponsored an excellent event. I believe the 200+ who attended in person, and the 400 or so who listened in virtually, would agree. For a round-up of conference activities, here is a […]

The Role of Social Media in Creating Customer Engagement

Customer reference programs, advisory boards, and customer councils are vital activities in B2B marketing. But these activities risk sliding into second-class status among executives if marketers fixate too much on numbers and not enough on creating community involvement among these highly-engaged customers. Are you interested in new ways to increase the value of customer programs in the eyes […]

Why Customer Engagement Is Critical

Making your customer reference program, advisory boards, customer councils, and communities relevant to C-level management means you need to speak their language and help them pursue their objectives. Not yours. Taken individually, a reference or communities program may not show up on your firm’s executive radar. But as crucial aspects of “customer engagement,” these programs — and […]

Making Your B2B Marketing Work — Better!

A worldwide recession and social media have swept up B2B marketers in a perfect storm, tossed between tighter budgets and the demand to do more online without guideposts or established benefits. Opportunities and challenges abound for marketers targeting other businesses through a direct sales force or channel partners. Before 2010 planning — and the push […]