In his posting “What Works in B2B Technology Marketing”, Tom Pick over at WebMarketCentral has provided a nice summary of Marketing Sherpa’s free whitepaper, Business Technology Marketing Benchmark Guide 2007-08: Practical Data for B2B Software, Hardware & Services Marketers. (The whitepaper itself distills the complete Benchmark Guide, which is available for a fee […]
Continue Reading April 23rd, 2008
We’ve certainly gotten some strange looks when we urge our B2B clients to stick with their website-renovation schedule, regardless of the state of the broader economy. But there are some very sound business reasons for doing so, and here are three of them…
In a downturn, smart companies seek to grow market share.
It […]
Continue Reading Add comment April 4th, 2008
If you’re like most B2B marketers, you probably would choose webcasts almost every time as the preferred means to influence your prospects; they’re visual and provide a richer, quasi-personal means of communicating your message to your prospects. Chances are, you do white papers – if at all – primarily because your competitors do, […]
Continue Reading Add comment March 28th, 2008
In a recent posting on our B2B Web Strategy blog, we summarized David Meerman Scott’s fine piece on RainToday, provocatively titled “Don’t Trust An Advertising Agency To Build Your Web Site” …primarily because we couldn’t agree more with his premise.
Today we thought we’d turn it around to the positive, and discuss why you should engage […]
Continue Reading Add comment March 4th, 2008
Getting a handle on the ROI of your e-marketing is really pretty simple …and because it can be all-electronic, it involves a lot less guesswork or assumptions than measuring traditional marketing elements like direct mail or space advertising.
Let’s look at a fictional – but fairly typical – B2B example: Foobar Enterprise Software. Foobar’s […]
Continue Reading Add comment February 26th, 2008
Of course, it’s great sport to debate the strategy behind Microsoft’s proposed mega-gamble on Yahoo, and whether it might actually pan out. What’s clearly not debatable, though, is that Microsoft’s 40+ billion chips on the table represent a stunning affirmation of the probable future growth of online advertising …especially since we can be certain […]
Continue Reading Add comment February 13th, 2008
While we couldn’t agree more, fortunately we didn’t have to say it; David Meerman Scott did, in his recent RainToday article.
David acknowledges off the top that his premise is a fairly sweeping generalization …but one based on his personal review of more than 1,000 websites. By and large, he says, agencies are conditioned […]
Continue Reading Add comment February 7th, 2008