25
2013
B2B Websites Don’t Have to Stink – Lisa Shepherd
Posted by Lisa Shepherd
Categories Marketing Strategy & Planning, Marketing Tactics, Website
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 »
16
2013
The ‘Just Right’ B2B Marketing Budget – Lisa Shepherd
Posted by Lisa Shepherd
Categories Marketing Budget & Measurement
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 »
05
2013
Moneyball: How Your Small Business Can Play It – Lisa Shepherd
Posted by Lisa Shepherd
Categories Marketing Strategy & Planning
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 »
12
2013
Don’t Leave Your Rebranding Half Done – Lisa Shepherd
Posted by Lisa Shepherd
Categories Marketing Tactics
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 »
25
2013
How to engage your existing customer base in 2013 – Lisa Shepherd
Posted by Lisa Shepherd
Categories Marketing Tactics
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 »
23
2013
Two Methods for Understanding Buyer Behaviour – Lisa Shepherd
Posted by Lisa Shepherd
Categories B2B Buyer Behaviour
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 »
