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2012
Building a B2B Marketing Program is like Building a House – You need a Strong Foundation
Posted by Amanda Steeves
Categories Marketing Strategy Tags Amanda Steeves, B2B marketing, Marketing, Marketing Planning
Most of us can appreciate the need to buy a home with a good foundation –you’ll often hear people say ‘that house has good bones’. Having a solid foundation makes it easy to maintain and is often a matter of cosmetic fixes. The same can be said for marketing. Of course that’s easier said than… more »
22
2012
Government Funding Programs for Marketing in B2B Companies
Posted by Adam Brophy
Categories Business: General Tags Adam Brophy, B2B marketing, funding, government funding, Marketing
There is a world of opportunity for small and mid-sized Canadian B2B companies. The federal and provincial governments recognize this and have launched a number of programs, from grants to tax credits, to help Canadian companies market themselves and get their message out to the world. Here’s a list of popular funding programs for Canadian… more »
22
2012
When you’re Small, Looking Big Can be an Effective Marketing Strategy
Posted by Amanda Steeves
Categories Marketing Strategy Tags Amanda Steeves, B2B marketing, B2B marketing strategy, Marketing, Marketing Communications
In our work with small-to-medium sized Business to Business companies, sometimes the key to growth lies in our ability to help them elevate their reputation in the marketplace by implementing a marketing strategy and tactical plan that shifts the perception of the firm from a ‘small fry’ to a ‘serious player’. Let me preface the… more »
09
2012
Seven great ways to repurpose your B2B marketing content
Posted by Lisa Shepherd
Categories Marketing Execution and Tools Tags B2B marketing, B2B marketing strategy and tactics, business strategy, Business to business marketing, Lisa Shepherd, Marketing, Marketing Communications
The heart of effective B2B marketing is content, which marketers also call “Thought Leadership.” Good examples of content include case studies, white papers, blogs, presentations and articles. Generating newsworthy, original and high-quality content is time-consuming and challenging in the B2B environment. As a result, content repurposing has become a hallmark of good marketers. Repurposing content… more »
22
2012
Can You Use Humor in Business to Business Marketing?
Posted by Lisa Shepherd
Categories Marketing Strategy Tags B2B, B2B marketing, Lisa Shepherd, Marketing, Marketing Communications
Several years ago I consulted for one of the Canadian telecommunications companies. I worked with the VP of SME Marketing (the guy in charge of getting companies to sign up for wireless services). My assignment was to help him put together a business case for innovating their advertising. He felt that they were spending tens… more »
08
2012
Make Small Changes to Pave the Way for Big Changes in B2B Marketing
Posted by Lisa Shepherd
Categories Marketing Strategy Tags B2B marketing, B2B marketing strategy and tactics, Lisa Shepherd, Marketing, Marketing Strategy
There’s an analogy from the world of ships and airplanes that I find useful for B2B companies who are thinking about making big changes in their marketing strategy (or any aspect of their business). The container ships that move the billions of tons of cargo around the planet are massive – up to 400 metres… more »
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