Tag: B2B
Social Media: You Don’t Have a Choice
Companies have a choice: get into social media, or get into it later. Either way every company is going to have to embrace social media as a key component of their marketing and communications very soon. Yesterday I laid out this challenge to the Benefits Alliance Group in a keynote presentation titled, “Grow Your Brand … Continued
Passionately Differentiate Your Business
Do you ever feel B2B marketing is just a little too clinical? Or better yet, a little too professional? I’ve been flipping through trade magazines today, and struck by the number of ads that are plain boring. Transportation and logistics firms marketing themselves with glossy photos of trucks and taglines like, “Providing solutions for your … Continued
Your Website Trumps Your Sales People
Buyers verify everything. Whatever a sales person says will be checked and double-checked online. This point was clearly driven home for me this week. Sticky Branding is in the process of upgrading our office. We’re negotiating with our landlord, we’re getting new furniture and we’re buying a new phone system. Each purchase is being carefully … Continued
93% of B2B Purchases Start With Search
According to Marketo, “93% of B2B buyers begin their buying process using Internet search.” That’s an astonishing statistic. Especially when you consider Google was only launched in 2000. Buyer behavior has changed. In the 80’s and 90’s, B2B buyers started their purchasing process with their networks. They spoke with friends and colleagues, and asked for … Continued
Google Dictates Web Design
We all play by the rules; Google’s rules. Scan the web, and you will see website-after-website conforming to the rules. As search has grown in relevance, companies are doing everything in their power to rank high in Google. According to Marketo, “93% of B2B buyers begin their buying process using Internet search.” No wonder everyone … Continued
Sales People Are Not Enough, Buyers Have Changed
Sales isn’t all that different than it was thirty or forty years ago. E-Commerce didn’t displace sales people as many pundits predicted, and I don’t see that trend ever truly materializing. People still buy from people. Even though technology has made it easier for us to engage with organizations, we still need people to assist … Continued
Branding Professional Services: Making the Intangible Tangible
What separates one professional service firm from another? Its people. But how do you know one firm’s people are better than another’s? The brand! The challenge of selling services is they are intangible. You can’t touch, smell, hear or see them. Which means you have to work that much harder to make an intangible service … Continued