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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 »
30
2012
The B2B Marketing Skills Gap – Lisa Shepherd
Posted by Lisa Shepherd
Categories Management, Marketing Outsourcing Tags Burlington Economic Development Corporation, digital marketing skills, Lisa Shepherd, marketing skills gap
I attended a session at the Burlington Economic Development Corporation last week. Peter Hall, the chief economist for Economic Development Canada (EDC), was the keynote. He had a very positive message for the 200-plus business owners, advisers and financiers in the audience: big opportunities lie ahead. Despite Europe’s sovereign debt issues, slowing growth in the… more »
27
2012
The dangers of customer satisfaction assessment
Posted by Lisa Shepherd
Categories Management Tags customer satisfaction, Lisa Shepherd, performance assessment
Measuring customer satisfaction is a delicate affair for B2B companies. I recently wrote about three ways to measure this customer data. One of the options I covered was online surveys. B2B companies like them because they can be inexpensive. That’s true, although companies have to be careful that an online survey makes sense for them… more »
25
2012
Canada’s B2B Companies Have New Priorities and Problems – Lisa Shepherd
Posted by Lisa Shepherd
Categories Market Intelligence, Marketing Trends Tags B2B marketing trends, business marketing, Business to business marketing, Lisa Shepherd, Marketing Trends, marketing white paper
Last week The Mezzanine Group released its annual report on trends in business to business strategy, marketing and market intelligence. We looked at our projects over the last year and the discussions we’d had with partners and prospects, and identified some broad patterns. We undertake this process to get a view of what’s changing in… more »
20
2012
Ten Ways To Becoming a Thought Leader – Lisa Shepherd
Posted by Lisa Shepherd
Categories Business: General, Management, Marketing Execution and Tools, Marketing Strategy Tags B2B marketing, Business to business marketing, Lisa Shepherd, SEO, Thought Leadership
There’s a big difference between consumer marketing (the stuff we see every day from Coke, Disney, Ford and other big brands) and business marketing (B2B or business to business). The biggest part of that difference is thought leadership. Thought leadership is the idea that the most effective companies in B2B achieve positions as thought leaders…. more »
13
2012
Making the Four Ps More Practical
Posted by Lisa Shepherd
Categories Marketing Strategy Tags four ps, Lisa Shepherd, Marketing Strategy, place, price, product, promotion
There are four famous Ps in marketing strategy: product, price, place and promotion. Product. What do you offer? This also includes service. Price. How much do you charge? Are you a low-cost or premium provider? Place. This denotes distribution model. For example, do you sell at retailers or online? Promotion. How do you spread the… more »
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