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2012
Choosing the Right Marketing Interns: 5 Key Things to Look For – Amanda Steeves
Posted by Amanda Steeves
Categories Business: General, Management
We will soon be saying goodbye to our Marketing and Special Projects intern. A co-op business student, we tasked the intern with an incredible amount of work during his four months with The Mezzanine Group. As this intern role was new for us, there was a lot riding on the first person in this role… more »
16
2012
In Defense of the Much-maligned Newsletter – Meredith Low
Posted by Meredith Low
Categories Business: General, Marketing Execution and Tools, Marketing Strategy Tags content marketing, leadership, newsletters, research
In B2B marketing, the e-newsletter is much debated and often maligned. Today I’m going to advocate for them – in part, because at Mezzanine we’ve found them to be very useful tools for our clients when carefully deployed, but also because of how much I learn from the ones I subscribe to. Now, as any… more »
14
2012
Quick Tips for a Great Survey – Milena Nazaruk
Posted by Milena Nazaruk
Categories Business: General, Market Intelligence, Marketing Strategy Tags member needs assessment, research, surveying, surveys
Different types of organization are often looking to glean specific insight from their surveys. Oftentimes B2B companies are looking for feedback from their customers whereas associations may be looking for guidance from their members. At Mezzanine, we typically use a combination of qualitative interviews and surveys to dive into the underlying opinions of customers or… more »
11
2012
Are White Papers Worth the Effort for B2B Marketers? – Andrea Crouse
Posted by Andrea Crouse
Categories Business: General, Marketing Trends, Uncategorized Tags B2B marketing, B2B tactics, Strategic Planning White Paper
MarketingProfs recently released its B2B Content Marketing: 2012 Benchmarks, Budgets and Trends report. Their annual study, conducted among 1,092 B2B marketers, showed that 90% are marketing with content, including whitepapers. Here are a few of the interesting findings around content and white papers in particular: Goals: Marketers are using content marketing to support multiple business… more »
10
2012
How to Build the Right Website for Your B2B Firm – Lisa Shepherd
Posted by Lisa Shepherd
Categories Marketing Execution and Tools, Marketing Strategy Tags B2B Buying Behaviour, B2B Website Lead Generation, B2B White Paper, Lisa Shepherd, SEO, Website Performance
Business-to-business buying has changed dramatically in the last five years. It used to be that B2B sales happened through a sales team. Buyers would identify a problem, research possible solutions, talk with sales people from a few vendors and then pick their solution. But the Internet has changed this process dramatically. Online searches are now… more »
09
2012
Is Direct Mail Dead in B2B Marketing? – Tania Fioretti
Posted by Tania Fioretti
Categories Marketing Execution and Tools Tags B2B marketing, B2B marketing plan, small business marketing, Tania Fioretti
Every B2B company needs to use the most effective marketing tactics possible. In recent times, everyone seems to be more interested in social media and internet marketing. The growth in the use of web-based tools such as Twitter, Facebook and LinkedIn has shifted the focus away from traditional marketing methods such as direct mail. So… more »
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