Tag Archives: B2B marketing

The Shifting Landscape of B-to-B

In B-to-B marketing, there are essentially five promotional channels: inbound sales, outbound sales, outside sales, Web and catalog/mail.    Given today’s marketplace, I thought it might be useful to talk about some of the bigger changes I see happening in … Continue reading

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Hope Isn't a Strategy

We're hearing a lot about hope these days. Barack Obama was elected on that word more than any other. While hope and a vision for the future are necessary parts of any business strategy, they're not a strategy in and … Continue reading

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B-to-B Takes Notice of Social Sites

Emerging B-to-C online marketing trends are heading toward B-to-B applications. Recently we saw a prime example of this. Facebook, which most B-to-B marketers view as a B-to-C phenomenon, made a bold move into building small business communities by providing advertising … Continue reading

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B2B SEM: How Are You Really Performing?

When I talk to catalogers these days, I often ask about their online acquisition performance. Inevitably, they respond by telling me about the percentage of their total orders they’re now taking online and how efficient that is. (If you’ve read … Continue reading

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Are You Falling Behind in Your Online Marketing?

With recent increases in postage and paper costs, many B-to-B catalogers are pushing harder and deeper into the online marketing frontier. It’s amazing to see many of the new technological innovations in online marketing (e.g., video, webcasts, podcasts and Google … Continue reading

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