Blog Post(s) relating to B-to-B Marketing

Blog Post

SherpaBlog: So Long and Thanks for All the Case Studies

Summary: By Anne Holland, Founder

I woke with a start at four in the morning in a hotel room in Scottsdale, Arizona, where I was conducting research at a marketing trade show in October 1999.

Back then, as now, marketing, PR and advertising professionals were nearly deafened by a deluge of... continue...
Posted: Nov 10, 2008
Blog Post

SherpaBlog: 3 New Demographic Segments Emerging in Economic Maelstrom

Summary: By Anne Holland, Founder

Right now, classic demographics, such as 'Men aged 18-24,' just won't cut it anymore. I've asked MarketingSherpa's research team to conduct a formal study examining the changing demographics of our fair nation in the face of this seemingly endless series of economic crises. You can... continue...
Posted: Oct 13, 2008
Blog Post

SherpaBlog: Nano-Niche Marketing: How to Beat the Recession (And Your Competition) More Easily

Summary: by Anne Holland, Founder

No matter how difficult marketing is in your industry right now, folks in real estate probably have it harder. So, I figured: Why not research what's working in real estate and see if we can apply it elsewhere?

Turns out the secret weapon is what I call... continue...
Posted: Oct 06, 2008
Blog Post

SherpaBlog: Please Tell Politicians – Stop Saying Your Competitor's Name in Speeches

Summary: By Anne Holland, Founder

Every time I turn on the radio or TV news these days, I have to grit my teeth. Most political sound bites and commercials from the presidential race break a cardinal rule of advertising – saying your competitor's name.

Ad research has proven, over and over again,... continue...
Posted: Sep 29, 2008
Blog Post

SherpaBlog: B-to-B Marketing Numbers: Where Did Sherpa Get Data?

Summary: By Anne Holland, Founder

Thanks for all of your questions before and after our teleseminar, 'B-to-B Marketing: Top 10 Quick Fixes', last week. More than 100 Sherpa readers wrote in, and I and our senior reporter Sean Donahue are preparing answers to post with our compliments on Sherpa by next... continue...
Posted: Jul 21, 2008
Blog Post

SherpaBlog: The Secret Key to Marketing & Sales Working Together

Summary: By Anne Holland, Founder

Want to keep your job during this recession? If you work for a sales-driven organization, hard work and great measurement may help... but what really matters is office politics.

If the sales department eagerly sticks up for marketing's efforts and budget, then you are golden.... continue...
Posted: Jul 14, 2008
Blog Post

SherpaBlog: Should You Reveal Pricing Online? Overcoming Fear & Loathing ...

Summary: By Anne Holland, Content Director

If you’re in a services or B-to-B marketplace -- enterprise software, for example -- the last thing you’re probably doing is posting your prices on the company website.

Study after study reveals, however, that pricing information is precisely what prospects visiting your site are looking for:

-... continue...
Posted: Dec 17, 2007
Blog Post

SherpaBlog: Attention, Marketers - Hire Your Own IT Staffer for 2008

Summary: By Anne Holland, Content Director

A single theme emerged from last week's MarketingSherpa B-to-B Summit in Boston -- marketing rather desperately needs their own dedicated IT personnel.

Few people actually said it out loud. But, having heard the biggest marketing challenge of 29 speakers and 233 delegates, I can tell you it... continue...
Posted: Oct 22, 2007
Blog Post

Tour of Talent: Why Marketers Should Go on the Road to Visit Vendors' Offices

Summary: By Anne Holland, Content Director

In 2004, the marketing team at Ciena Corp., a global telecom equipment supplier, had a major image problem with management.

As VP Global Marketing Bill Rozier explains, "Marketing was seen as a press release and trade-show team, a tactical group with marginal business value. At best, marketing... continue...
Posted: Aug 06, 2007
Blog Post

Does Sex Still Sell in B-to-B Marketing? New Web Site Study Reveals Answers

Summary: By Anne Holland, Content Director

I've always wondered why so many B-to-B homepages feature photos of beautiful young professional females. I mean, why should Web sites for companies selling proxy servers, enterprise software, electronic components and the like use stock footage of pretty women on their homepages?

Back when I graduated from... continue...
Posted: Jun 11, 2007

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