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
The PESO model is an integrated approach that strengthens your ability to leverage your thought leadership content, building trust and credibility with audiences across multiple channels.
Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media
In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, and still others from the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.
Topics: Content, Marketing, Brand, Customer communications, B2B, Marketing qualified leads (MQL), Sales qualified leads (SQL), Sales funnel, Trends, Customer journey
Topics: Marketing, Persona, Brand, Customer communications, Audience, Sales, Planning, Marketing strategy, Tactics
Today’s B2B buyers and their buyer’s journeys have changed, and that’s why integrated marketing matters - a lot.
Topics: Marketing, Brand, Customer communications, Account-based marketing, Influencer, B2B, Customer journey, Integrated marketing, Influencer marketing
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
Social media always needs to be in complete synch with inbound and content marketing, PR, and customer communications. This is especially critical when it comes to the PESOTM model (created by Gini Dietrich), which drives brand awareness, reputation, and sales by integrating Paid, Earned, Shared, and Owned media, maximizing content.
Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media
How can marketers get smarter about marketing strategy? The answer is goal setting, and more specifically - SMART goals setting. SMART stands for: Specific, Measurable, Achievable, Relevant, Time-bound.
Topics: Content marketing, Content, Metrics, Social media, Persona, Inbound marketing, Messaging, Account-based marketing, Planning, Tactics, Buyer's journey, Integrated marketing, SMART Goals
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