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2012
The Importance of Brand Development for B2B Companies – Sylvia Franklin
Posted by Sylvia Franklin
Categories Marketing Strategy Tags B2B marketing, brand development, branding
When we think of strong and recognizable brands, companies such as Apple, Kleenex and The Gap come to mind. Of course, these are all B2C examples. It is easy to appreciate the value of creating a well-defined brand in an overly saturated consumer marketplace and through measures such as brand recall, brand recognition and brand… more »
16
2012
Effortless B2B Marketing Tactics that Deliver Strong ROI
Posted by Sylvia Franklin
Categories Marketing Execution and Tools Tags B2B marketing, B2B marketing strategy and tactics, Marketing Execution and Tools, Sylvia Franklin
There is no better feeling as a marketing director than hearing clients express how thrilled they are with the marketing you’re doing for them. And while I will take this opportunity on behalf of all my colleagues at Mezzanine to say we do hear this quite frequently, it is even nicer to hear when it’s… more »
28
2012
The Fine Line Between Sales and Marketing in the B2B World
Posted by Sylvia Franklin
Categories Business: General, Management Tags B2B marketing, marketing tactics, marketing vs. sales, Sylvia Franklin
Again and again in the B2B marketing world, I am faced with the challenges derived from the delineation between sales and marketing. How do you measure the effectiveness of marketing vs. sales efforts? Where do you draw the line between a lead that needs more nurturing or is ready to be handed over to sales?… more »
24
2012
When Less Means More in B2B Trade Shows
Posted by Sylvia Franklin
Categories Marketing Outsourcing, Marketing Strategy, Mezzanine Tags B2B Trade Shows, Sylvia Franklin
Recently the CEO of one of my clients was approached by a company that runs B2B trade shows for very specific industries that are based on pre-scheduled meetings. He quickly transferred the call to me so that I could suss out whether or not this was legit and if it could be a good marketing… more »
10
2012
B2B Companies and Relationship Marketing
Posted by Sylvia Franklin
Categories Marketing Outsourcing, Marketing Strategy, Mezzanine Tags B2B marketing, Marketing Strategy, relationship marketing, Sylvia Franklin
I recently had a conversation with a friend who is in B2B and I mentioned the phrase ‘relationship marketing’. Well, those two little words became the focus of the next 45 minutes of our discussion. It appears that for some people, lead nurturing software programs may be the tool that they think of when they… more »
16
2011
5 Tips to Consider when Developing a Name for New Products
Posted by Sylvia Franklin
Categories Business: General, Marketing Strategy Tags product launch, product naming, Sylvia Franklin
Coming up with a new name for one of your products can be a long and laborious task. But it is worth the effort. Aside from the design and the function of your product, it can be the most important influencer for a successful launch. And, if it’s a great name like Kleenx, you can… more »
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