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Online marketing is more central to success for B2B companies than ever before. That makes having an appealing and effective website critical. Yet the sad truth is that most B2B sites fall well shy of the mark. They aren’t enticing or memorable, they do a… more »

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One of the questions owners of B2B companies ask me all the time is “How much should I spend on marketing?” Chances are, if you own a company like this—one that sells to other companies rather than consumers—you too aren’t sure how to answer this… more »

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What the heck do a book and movie about Major League Baseball have to do with B2B marketing? Quite a lot, actually. When I read Michael Lewis’s Moneyball and saw the movie starring Brad Pitt, I was struck by the similarities between the key challenge facing Billy… more »

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Are you thinking of rebranding your company? Many business-to-business (B2B) organizations find that their image (think logo) needs to be updated more often than it did in the past in order to stay contemporary and relevant in the markets they serve. You may decide to… more »

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When companies put together their marketing plans, they tend to focus on new customers.  What most companies don’t realize is that new customers aren’t where you can get the best return on investment. The best place to get return on investment is by engaging those… more »

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Most companies think about marketing in a general way and fail to align their activities with their prospects’ buying process.  But the reality for business to business marketing is that the more tightly marketing activities are aligned to the buying process, the better the results… more »

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