February 27, 2012 by Diane Fiderlein
Organize your marketing copy so it’s accessible for text-lovers and skimmers alike.
Replace long blocks of text with short bulleted lists. Add compelling headlines and subheads throughout. Use pull-quotes, captions and call-outs to convey key information such as problems solved and benefits of your product or service.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
February 20, 2012 by Diane Fiderlein
Association memberships can add up quickly, especially when each individual or department signs up separately. Centralize the budget for dues, subscriptions and sponsorships, then negotiate group discounts.
Document (and use) additional benefits of membership, such as directory listings, sponsorships, advertising and speaking opportunities, list rental and discounted event attendance.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
February 13, 2012 by Diane Fiderlein
Tired of clip art and poor imagery in your company’s PowerPoint presentations? Make it easy for non-marketers to maintain your brand image by creating an accessible library of approved images.
Purchase, crop and save a variety of brand-appropriate stock photography and illustrations in formats compatible with your presentation software. Solicit input from frequent presenters on new content they need to tell their stories, and add new images regularly.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
February 6, 2012 by Diane Fiderlein
Make sure the resources allocated to your next event match its potential. Set a clear goal up front and drive all event-related activities toward meeting it.
Common goals include: number of booth visitors and number of leads generated during the event, and number of sales appointments set and opportunities produced within a certain timeframe following the event.
Remember, few tradeshows produce new business directly; set up a mechanism to track and measure leads over time as they mature into qualified sales opportunities.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
