The most reliable and scalable approach to finding new B2B customers is outbound communications–whether one is using mail, phone, or email, or using rented or purchased lists. B2B marketers typically…
Read MoreOffline Marketing
Lead qualification: the secret sauce of B2B lead generation marketing
The Number One rule in B2B marketing: Never, ever, pass an unqualified lead to your sales force. Why? Because they’ll hate you in the morning… But seriously, if the role…
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Are you making marketing claims that don’t stand up?
I hate to pick on a company in particular, but I honestly think that many companies cross the line. From time to time, we all do a little manipulation of…
Read MoreAre you promoting yourself as a digital marketer?
I run into many people my age or even younger–for some reason more and more people seem to be younger than me each year–who are unemployed or underemployed. I don’t…
Read MoreThe secret of radical innovation starts with roadside bathrooms
What does innovation look like? Is innovation something that only big companies like Apple and Google can do? Absolutely not! Innovation is simply finding a way to provide a “little…
Read MoreDoes brand marketing still matter in the digital age?
Most of you know that Biznology is all about digital marketing, which is a nice hot topic to cover. And you’ll be forgiven if you think that all this focus…
Read MoreOnline and offline marketing combine for customer engagement
Though traditionally online and offline experiences are frequently juxtaposed, they work perfectly together. Your customers hang out online but they didn’t turn into robots, so the offline part of your…
Read MoreB2B: Where social media meets direct marketing
Business marketers have embraced social media with enthusiasm. One of the reasons social media is working so well in B2B, in my opinion, is that business marketers tend to wear…
Read MoreIs your marketing still getting attention instead of paying attention?
I have been seeing a commercial on TV lately that features Yankee pitcher CC Sabathia pitching (groan) Bayer aspirin. Sports fans are likely to pay more attention to CC than…
Read MoreProspecting to IT buyers: How nine data vendors stack up
Buyers of information technology (IT) are one of the most valued audiences targeted by business marketers. Globally, these professionals spend $3.6 trillion on hardware, software and technology services. My colleague…
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