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- Product Marketing = Lost Sales.
- Over the last two weeks, I've been talking about Manager-to-Manager (M2M) sales in B2B environments, and how real decision-makers want you to be responsible for results and consequently have no interest in products, even if repackaged as "solutions." If I'm right about that -- and the research...
- Blog posts 2007-11-02
Additional Resources
- Let’s Fix Marketing. For Good.
- In business-to-business (B2B) firms, the legendary conflict between sales and marketing stems from a difference of opinion about what marketing should be doing. Most marketing professionals believe that they should primarily be concerned with market research, building brand equity and creating marketing materials. Most sales professionals believe that...
- Blog posts 2007-05-09
- Why Marketing Wastes Money.
- Why Marketing Wastes Money.Any specific recommendations?You've spent a number of posts hammering away at how useless a "classical" marketing organization is. Actually, I happen to agree with much of what you've said: the ultimate goal of marketing should indeed be to generate qualified sales leads. I'm very...
- Discussion threads 2008-01-03
- Why Your B2B Marketing is So Lousy
- Ever wonder why most B2B marketing is so gawd-awful? The reason: most B2B marketeers wrongly believe that B2B products in the 21st century should be marketed the way that consumer products were marketed in the 20th century. Unfortunately, what made Coke and Nike successful doesn't work today, especially not with...
- Blog posts 2009-06-25
- Whiteboard Video: The B2B Marketing Challenge
- Whiteboard Video: The B2B Marketing ChallengeBasic, but the start of good strategyOne thing to add to this is the addition of the audience framework for communicating within this funnel.At our agency, Schermer Kuehl, we organize by a process we've named Streamlined Messaging. By Streamlining, you can organize the first part...
- Discussion threads 2007-04-24
- SPAM Stinks But Marketing is Clueless
- My recent post "Poll: Promo Items as Sales Tools" spawned a comment from a marketing guy which truly made me cringe. But before I get to the substance of that comment, I want to go over the self-promoting advertisement that the writer included...
- Blog posts 2009-01-08
- Mashable's Weekly Internet and Social Media Events Guide
- It's a brand new week, which means it's time for Mashable's guide to upcoming social media and web events, parties, and conferences. For more upcoming event listings, check out Mashable's Events section. Is your event not on this list? Contact us and let's establish a media partnership. Mashable's Weekly Social...
- News items 2009-08-24
- The Seven Myths of B2B Marketing
- One more post on this subject and then I'm moving on to more practical topics. I've gotten a lot of comments from my so-called "bashing" of Marketing, so rather than answering them individually, here is a list of the seven most common misconceptions about B2B Marketing: ...
- Blog posts 2008-01-04
- Let’s Fix Marketing. For Good.
- Let’s Fix Marketing. For Good.How can anyone flatly discount press releases?Press releases can be very effective especially when used in conjunction with your paid advertising in a particular trade publication (b2b). The two can reinforce one another quite well and work wonders at building your brand while promoting specific...
- Discussion threads 2007-05-09
- Why Marketeers Hate REAL Marketing
- Why Marketeers Hate REAL MarketingRE: Why Marketeers Hate REAL MarketingThis argument all depends on your audience as to how you define branding and even "leads". This is why everyone who commented is doing so from their perspective and you ended up with 2 sides, which I would guess are the...
- Discussion threads 2008-10-15
- Top 10 Reasons Sales Hates Marketing
- A perennial bromide of business advice is "align sales and marketing." That advice is generally doled out with an accompanying dose of finger wags and tut-tuts about inter-departmental squabbling. However, my experience tells me that sales professionals aren't interested in "getting aligned" with marketing. Instead, they insist...
- Blog posts 2009-09-15
- Measuring Marketing Performance
- Marketing is a necessary investment for generating and maintaining profit, rather than just an expense. Finding, getting, and retaining business costs money. As a result, marketing executives need to know the return on investment ROI of their marketing expenditure. However, measuring marketing activities can be problematic. To take a simple...
- Articles 2007-11-26
- In B2B Sales, YOU are the Brand!
- When it comes to B2B sales, the sales rep is the brand. Let me explain.For most marketeers, branding is a way to get funding for fun projects and a way to goose up their career. However, the reason that they can get that money is that...
- Blog posts 2009-01-08
- Business Marketing 'Straight Up'
- Probably the most visible recent statistics proving a point that's perhaps a surprise to many, B2B and business-to-consumer (B2C) domestic shipments in 2003 each totaled about $8.3 trillion, according to government data. More significant than its relative size, however, B2B marketing is a uniquely complex discipline of activities at the...
- White papers 2005-09-09
- The Seven Myths of B2B Marketing
- The Seven Myths of B2B MarketingWhy Bash?Simple. Because unless somebody points out that most Marketing is the proverbial naked emperor, bad Marketing practices will continue forever. That's the problem with having a corporate function that congenitally avoids quantitative measurement that's tied to their own activities. The...
- Discussion threads 2008-01-04
- The True Meaning of B2B Sales
- The True Meaning of B2B SalesRE: The True Meaning of B2B SalesQUOTE: the sole concerns of top management: profitability, image and innovationI agree that top management thinks image is important, but I often think they're more concerned with their own image than the image of the company.Image and innovation are...
- Discussion threads 2008-10-01
- Kiss That Cushy Marketing Job Goodbye
- Due to the meltdown, companies that sell products and services will no longer be willing to pay marketers for unmeasurable activities. At the same time, companies that buy product and services won't be willing to deal with sales reps who can't add value beyond information and...
- Blog posts 2009-03-25
- Sales is essential, Marketing is not.
- Marketing folk continue to throw brickbats at sales pros. The latest salvo came from BNET's new PR blogger Van Travis, whose post Bad Marketing Follows Bad Sales trots out the traditional complaints. According to Van, many if not most sales pros are: Uncommunicative. They "spend so much time...
- Blog posts 2007-07-19
- The 4 P's of Marketing=Fuzzy Brain BS
- I keep getting comments quoting the "four Ps of marketing" in refutation of my critique of brand-oriented marketing. Far from a crushing counter-argument, the "four Ps" are exactly the kind of mental mush that makes marketing ineffective. Here's a typical comment, from the post "How Branding Can Kill Your Profit":...
- Blog posts 2009-04-22
- After September 11, Business-To-Business Marketing Will Never Be The Same Either
- Business-to-business (B2B) marketing is just one of the many sectors of the economy that are being impacted by the attack on America. The potential impact can't yet be determined with any degree of precision. Employees, often influenced by concerned family members, are resisting air travel in many cases. Although, direct...
- White papers 2003-01-01
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