Social media marketing takes over the Internet. It is an undeniable fact. And it brings an extended package of challenges for the B2B sector. Social media marketing takes over the Internet. It is an undeniable fact. And it brings an extended package of challenges for the B2B sector.
Romanian Management Consultancies Association – AMCOR celebrated its 20 years of activity on the Romanian market by organizing an event we also attended. The focus was on the launching of the book “Consultant in Romania”, the first consulting book written entirely by senior Romanian consultants. We had the chance to contribute as well with an extensive analysis about the “Marketing of Consulting Companies” – that turned into the 10th chapter of the book. We started from the idea that, in a highly competitive environment, effective marketing has become one of the key success factors for consulting firms. It has the [...]
Inbound Marketing is the “Cinderella” of B2B marketing. On the one hand it is not understood, it is not valued and it is not applied and measured correctly; on the other hand it is the “must-d0” marketing for B2B if you need to make it BIG!
Recession has come as a strong incentive for companies to understand more than ever the importance of customer loyalty and word-of-mouth, and to create strategies to ensure they come out of this downturn with good results, profit even. Especially in B2B, there are three main tools that you can use to make sure that your company survives the crises, and maybe even thrive afterwards: Retention. Attracting a new client costs much more than keeping the ones you already have happy. Furthermore, an old customer can bring new clients using word of mouth. Financially speaking, retention can lead to big returns. FedEx, [...]
Can B2B marketing be fun and creative? The idea came to me to write about it because at newAD we are now talking to one of our clients, an IT company, to use viral campaigns as part of their marketing plan. With viral marketing, online campaigns get a life of their own, because, if the spot is both funny and witty, everyone wants to see it and share it. The rules for success in B2B viral campaigns could be summarized in: Make sure the specialized agency delivers good content, which is both interesting and funny, and conveyes the benefits of [...]
Numerous clients and colleagues ask me what they should do about marketing these days, because they find it a very hard job to market and sell even the best imaginable product or service, in this bad economy. As far as sales are concerned, cycles are much longer and actually closing a contract lasts twice as longer than one year ago, let’s say. And even if you do close a contract, the profit will be smaller. In terms of marketing, there is a tremendous pressure to achieve better results by investing less money. Many marketers may think that quickness is the [...]
B2B budgets are going down, and still CFOs wonder what is the next process for which they should cut down on their expenses. Now more than ever, they want to see those results that justify the expense. If you are a CMO who wants to keep the CFO happy, what can you do? You must provide the hard fact “evidence” that the marketing pragrams you want to start these days will prove to be profitable for the company in the end. Some random ideas on how to produce those cold facts that CFOs want to see from the CMOs these [...]
Being in the lead generation industry myself, I am curious what the competition is doing. Since „classical” sales methods don’t seem to work so effectively in the last few months, it seems that lead-gen activities are the last resort for some companies to stay alive. However, you should be very careful with selecting your lead-gen solutions provider, and keep in mind that not everything they present on paper can become reality. Their job is to pass as many qualified prospects through the sales funnel, as fast as possible, to bring you more sales and a bigger income. When they cannot [...]
Every year the CEO hands down the revenue goals in the annual business plan. Everyone scrambles to make the figures, but nobody seems to take the time to think about what shaped those decisions. First of all, you have to bear in mind that the main focus should not be deciding which strategy to adopt, but which criteria you use to select the right strategy. You start to develop those criteria, by figuring out what matters to your company and what success looks like. Here are a few guidelines that will help you develop a set of criteria for [...]
…even if you’re quite busy dealing with the mighty crisis! J Which is perfectly understandable, since the CRISIS is everywhere on the news and in the papers, as if it were another self for the business people. Seriously now, it seems like the only preoccupation of the media and of the business environment is to offer us tips & tricks on how to fight/escape/overcome this downward spiral of our economic state. „Cut the marketing budget” seems to be one of people’s favourite tunes these days. Sad to say, but they forgot to tell us something even more important: no [...]