Advertising is one of the most expensive elements in the marketing mix, whether print, broadcast or online. And because of the fickle and subjective nature of advertising, seemingly great ideas can flop, while unexpected approaches surprise even the most experienced marketers. With all financial investment at stake, it makes sense to gain insight into customer [...]
Author Archive > Neil Brown
3 Ways to Find a Great Marketing Agency
One of the most important decisions you can make as a marketer is finding a marketing agency to partner with that can generate great ideas, as well as manage and implement projects expertly and efficiently. And perhaps most important, help you be successful with measurable marketing results. Shouldn’t be too hard, right? After all, there [...]
Business-to-Business Marketing 2012 Outlook Survey
FUSION b2b announces a survey of business-to-business (B2B) marketers that will identify marketing budget outlook, top marketing priorities, and tactical marketing plans for the upcoming 2012 fiscal year. The quick and anonymous survey will be conducted via SurveyMonkey, a web-based tool, and will pose four (4) questions: For the coming fiscal year, do you [...]
Right-Sizing Your Advertising: How to Create a B2B Advertising Machine
Originally posted by The Business Marketing Institute, by Eric Gagnon We’re hearing all kinds of news about companies pulling out of their print advertising schedules, with no end in sight. At the same time, there’s a lot of happy talk out there from people in and around the B2B marketing field telling you that cutting [...]
Naming: Your Most Important Marketing Decision
This blog is an excerpt from Neil Brown’s book: Branding Best Practices: A Guide to Effective Business and Product Naming. What’s in a name? That which we call a facial tissue or gelatin dessert or adhesive bandage by any other name would still be the same Kleenex or Jell-O or Band-Aid. Yet, for fear of [...]
Email Marketing Best Practices (Part 2 of 2)
This blog, Part 2 in the a series will share testing tips, measuring email campaigns and a Glossary of Terms. Part 1 covered email marketing basics, and email tips and tricks. Email Testing One of the advantages of email is the ease of testing and optimizing campaigns. Before sending an email out to your full [...]
Email Marketing Best Practices (Part 1 of 2)
This blog (Part 1) will cover email marketing basics, and email tips and tricks. Email Marketing Part 2 will share testing tips, measuring email campaigns, and a Glossary of Terms. What Is Email Marketing? Email marketing is the first social media. Long before blogs, Twitter and Facebook, marketers used email to communicate with customers and [...]
The Changing B2B Marketing Mix
Business-to-business marketing is changing rapidly. The marketing mix is evolving, in a good way. There are many reasons for this metamorphosis. First, business-to-business buyers (like consumers) increasingly use the Internet for sourcing and selecting products and services. Therefore search optimization becomes more important than ever. Internet search engine optimization (SEO) and social media both improve [...]
5 Social Media Training Tips
The importance of social media in business-to-business continues to grow, with more and more examples of companies and brands realizing financial results. The promise of social media is improved search engine results, increased website traffic, real interaction with customers and prospects, and ultimately, measurable revenue generation. In addition, a huge opportunity exists to unleash employees, [...]
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