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- 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
Additional Resources
- Why Marketing Wastes Money.
- Whenever I take Marketing to task for wasting money, marketing folk try to explain how fundamentally wrongheaded I am. For example, the blogger Jacqueline Barnett, in a comment to my post "Market Requirements = Garbage," complains: "[Marketing] is a strategic, complex function which defines performance and tactics for...
- Blog posts 2008-01-03
- 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
- Is Your Marketing Working?
- From the executive summary: ‘Smart marketing based on in-depth research can generate leads, build brand awareness, and grow the business. But, marketing that is based on luck or raw instincts only wastes money.' Thus, it is essential to devise an effective marketing plan. Sound marketing plan drives an organization towards...
- White papers 2003-01-01
- Can I Bootstrap Without $$$ Ads?
- In the post "How Branding Can Kill Your Profits", one reader commented that my critique of traditional "branding" didn't help him with his problem, which was launching a business without much of a marketing budget. This is a pretty common problem and it's...
- Blog posts 2009-02-09
- 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
- Planning the Campaign Cycle
- Every sales prospect goes through a "customer journey," moving from a prospect with little or no awareness of a company and its products to a loyal, repeat customer. At each stage of the journey, companies can use specific marketing tools and activities to engage prospects and communicate with them effectively....
- Articles 2007-11-30
- Top 10 Reasons Marketeers Roll Their Eyes at Sales Reps
- Last week's post "Top 10 Reasons Sales Hates Marketing" produced a detailed comment titled "Top 10 Reasons Marketing Rolls Their Eyes at Sales."Â In attempting to tell the other side of the story, that comment was a perfect example of how screwed up thinking can get inside some Marketing groups....
- Blog posts 2009-09-22
- The Marketeers Have Finally Gone Insane
- It's official. The brand marketeers have gone totally off the twist. Call the men in white coats. For decades, brand marketeers have hosted corporate events. These events are supposed to build good will among the customer base, but in fact are colossal wastes of money, with unmeasurable...
- Blog posts 2009-08-13
- How to Generate Your Own Leads.
- As I've pointed out here and here and here, most B2B marketing activities waste money. Even when marketing groups are doing what they're supposed to be doing - generating qualified leads - they do it in a way that's inherently wasteful. For example, advertising and direct mailing...
- Blog posts 2007-09-04
- Creating a Mailing List
- A high quality mailing list is probably the most important element in a direct marketing program, and assembling a top quality list is key to your success. There are several routes to a good list:use internal sources to compile a valuable mailing list of both customers and prospectsrent or purchase...
- Articles 2007-02-15
- World's Most Clueless Marketer?
- A reader writes: I do sales for a marketing/advertising company. I am interested in building relationships with potential clients, and I am successful in achieving this. Unfortunately, it takes a lot of time to get in the door for an initial meeting when making my...
- Blog posts 2008-10-01
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