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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 »
07
2012
Infographics – Telling Stories with Data – Meredith Low
Posted by Meredith Low
Categories Business: General, Marketing Execution and Tools Tags B2B marketing, data management, writing
If you’re feeling curious about how data can be more creatively presented, you could do worse than taking a few minutes to browse through this set of the best infographics of the year from Co.Design (an offshoot of Fast Company). It’s fascinating to look at these in the abstract – not being involved in the… more »
02
2012
The Invisibility of B2B Marketers – Meredith Low
Posted by Meredith Low
Categories Marketing Execution and Tools, Marketing Strategy Tags B2B marketing, B2B Strategy, marketing tactics
I’ve been reading a (good) book on branding – but, as is typical of what I’ve come to expect, you’d think branding only happened in the B2C space, because all the examples so far are B2C. (Maybe at some point they’ll tell me about Intel, a B2B company, leapfrogging their buyers to brand directly to… more »
25
2012
Are You Wasting Your Strategic Planning Investment? – Meredith Low
Posted by Meredith Low
Categories Business: General, Consulting, Market Intelligence Tags Consulting Services, Meredith Low, Professional Associations, strategic planning, Strategic Planning White Paper, Tactical Planning
How much value do professional associations and other non-profits really get out of strategic planning? From what I hear from our clients and others, it appears that many organizations go through a strategic planning process which may be more or less rigorous, depending on the organization and its circumstances, but then often the strategic plan… more »
16
2012
Getting the Most Out of Your Customer Research – Meredith Low
Posted by Meredith Low
Categories Business: General, Consulting Tags b2b consulting, customer research, management consulting, Market Research
Back when I used to sit on the client side of the table, when I got a chance to review reports from market research or management consulting firms I often saw them offer overly-grand recommendations, and it would really irritate me. Here’s the kind of thing I mean (paraphrased to protect the innocent and guilty… more »
04
2012
Old-fashioned Persistence – Is it Underrated in Lead Nurturing?
Posted by Meredith Low
Categories Business: General, Consulting Tags B2B marketing, b2b sales, business development, Consulting, customer research, lead nurturing
Recently we’ve been doing a customer insights project where we are speaking with potential customers (of our client) in the real estate development industry, and it got me thinking about lead nurturing. For starters, wow, were these people hard to reach! It’s not uncommon for us to have to really hustle to find people to… more »
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