Successful international marketing requires more than cloning your domestic marketing efforts
If you think it’s time to break into new markets, don’t just plan to clone your domestic marketing efforts. The strategy and messages that may resonate with home-country audiences may not work in foreign business landscapes. Before you start your global expansion plans, check these five marketing tactics:
Topics: International Marketing
Build your brand - By effectively using an orchestrated outreach strategy, such as PESOTM (created by Gini Dietrich), across all channels, marketers will extend the reach and increase the overall effectiveness of their efforts, boosting both brand loyalty and revenue.
Topics: Journalist, Press coverage, Content marketing, Content, Marketing, Metrics, Social media, Brand, Audience, Corporate communications, Client relations, PESO, Earned media, Shared media, Owned media
Topics: Marketing, Persona, Brand, Customer communications, Audience, Sales, Planning, Marketing strategy, Tactics
Marketing and selling to B2B customers used to be a lot easier, straightforward, and predictable. As marketers and salespeople, you were in charge.
Topics: Marketing, Sales, Client relations, B2B, Marketing strategy, Tactics, Buyer's journey, Sales funnel
Understanding the role of market research and up-to-date intelligence
An article on 31 product launch statistics for 2022 revealed this nugget from a Harvard Business School professor: about 30,000 new products are launched each year, and about 95 percent of these will probably fail.
Topics: Market research, Customer communications, Message, Messaging, B2B, Marketing strategy
Hmmm…should this be a blog or rant?
We’re constantly amazed at the number of companies who’ve been around for years and don’t have a cohesive messaging document (MD).
While I understand the aversion – MDs are difficult to execute, with various stakeholders within the company trying to get their voices heard – a well-conceived MD creates a virtual paint-by-numbers scenario, where all of your USPs are well defined for audiences across the purchasing chain, smoothing the account-based marketing process.
Topics: Marketing, Brand, Customer communications, Message, Messaging, Corporate communications, Client relations, Integrated marketing
B2B messaging should clearly explain the unique selling propositions (USPs) and myriad advantages of your solution to everyone participating in purchasing process. Sometimes, that just isn’t achieved.
Fail 1 - The “too-broad” B2B messaging
General marketing blah-blah is not appreciated. Technology products are very rarely designed for general use, and the more specific you message to your personas, the better. Messaging must make it immediately apparent who benefits from your product and how.
Topics: Persona, Customer communications, Message, Messaging, B2B
Sales enablement content is the bridge that connects the challenges your customers face to your solution’s features.
Topics: Messaging, Sales, USP, Sales enablement content, UVP
“Writer’s block happens to all writers, including content marketing writers.
With 91% of companies today using content marketing to attract leads and engage customers, as content marketers you can’t afford to run out of ideas. True, ideas are literally all around us, but finding that truly exceptional concept that results in more traffic, more leads and conversions, and greater consumer love and loyalty for your brand can be quite challenging – challenging, but not impossible. If you want to come up with fresh, relevant topics all the time, but feel that your well of content ideas has dried up, read on.
Topics: Content marketing, Content, DIY, Persona, Brand, Ideas
Since starting our business almost two decades ago, we’ve seen companies
Topics: Public relations, Blog, Content, Marketing, Valuation