Marketing is marketing. The basic fundamentals are as true today as they ever were. You must understand your audience – their hopes, their desires, their problems, and their fears. You must differentiate your offering and strive for a market position that is unique, sustainable, and profitable. All other strategies and tactics build out from those […]
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As a B2B marketing professional, part of what I do is work with individuals on their LinkedIn presence. It’s a key element of fostering employee advocacy and helping the people in our organization look professional to the outside world. One of the natural questions that arises is how and when to connect with other people.
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Early in 2015, I was inspired to write a book that solved a very specific problem. After many years of launching and marketing products in B2B companies of all sizes, I noticed that, in most cases, they usually encountered many of the same stumbling blocks. These usually had to do with a lack of planning […]
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Any professional marketer can tell you that it’s difficult to get all of the things done in a day that you need or want to. That’s why I’m honored to have contributed a class to MarketingProfs University Marketing Project Management Essentials series.
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In a perfect world, it would be ideal if individual salespeople could be so engaged, so knowledgeable, and so polished that every one of them could create stunning, thoughtful material to share with their prospects and customers on social media. However, asking salespeople to create content from scratch to fuel their social selling initiatives comes with […]
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