ThinkSpring Marketing & Communications

B2B marketing tip #281: Debut the new you

B2B Marketing Tip of the WeekStart the new year with a fresh social media profile, for your personal and company LinkedIn, Facebook, Twitter and Instaram accounts.

  • Update your headlines and key bullets.
  • Make sure your settings are appropriate for your goals.
  • Take time to review your network, reconnect with important contacts and choose influencers to follow.

A current and focused online presence will support your communication efforts in the coming year.

B2B marketing tip #280: Hold a year-end session

B2B Marketing Tip of the WeekTake advantage of the holiday lull to start 2019 off right. Take a mini-retreat to assess your personal and department successes for 2018, and to develop your plan for the new year.

If you can, take an informal day offsite, at a coworking space, library or other quiet locale. If you can’t spare that much time, find an hour or two a day in a conference room or working from home, where you’re free from telephone calls, emails and interruptions.

B2B marketing tip #279: It’s like

B2B Marketing Tip of the WeekNo, we’re not recommending a return to “Valley Girl” speech peppered with “likes.” But an analogy, or comparison of a well-known and powerful example to your subject, can be the perfect choice to get a new process or concept across in just a few words.

For example: The iPod is like having your entire CD library in the palm of your hand. Our new widget for medium-sized manufacturers is just as transformative. It consolidates all your most important engineering files in a single device.

B2B marketing tip #278: ‘Tis the season

B2B Marketing Tip of the WeekThere’s a time and a place for everything—including when your customers buy and use your services. Maximize your marketing efforts by understanding the seasonality in your industry.

Determine when budget cycles, fiscal years, annual events and other activities ebb and flow, then align your communication efforts with these critical events. Match lead generation with triggers like budget cycles, and customer education or loyalty-driven campaigns when product usage spikes.

Recycle and reuse: 8 ways to maximize your B2B content marketing


Savvy marketers increase their impact and optimize their resources by taking a single content marketing topic and spinning it into multiple iterations.


Try these ideas to repurpose your next topic:

  1. Go social. Extract a few key phrases from an article and turn them into a series of social media posts. Don’t forget to #Hashtag each post with a common phrase.


  1. Make a list. Weave a series of social media posts or tweets into a list or infographic, such as “Top 5 Ideas … ” or “7 Must-Haves … .”


  1. Listen in. Read your article aloud and release it as a podcast.


  1. Hit play. Produce a short video. Animate your key concepts, or simply record a company thought leader discussing the key points as a Q&A interview.


  1. Roll the highlights. Release an even shorter video (under :20 seconds) and use it as a social media lead-in to your longer form content.


  1. Empower your audience. Make a checklist or self-assessment with a list of key points or yes/no questions. These tools help your audience implement your recommendations.


  1. Support your channel. Create a single slide with a compelling graphic and your content’s top three points. Distribute it to your sales channel to add to customer presentations.


8. Refresh your greatest hits. Revisit popular content from the past and post an updated version with a new headline, image and current statistics.


B2B marketing tip #277: It is ours to question why

B2B Marketing Tip of the WeekSwamped by marketing tactics and ad hoc requests? Struggling to create a plan—or stick to it? Regain control with one simple question: “What is the objective?”

Next time sales or management (or even another marketer) asks for an unplanned activity, turn the conversation from tactics to strategy by identifying the goal of the request. Start with why there’s a perceived need, not what the solution is.

Then, evaluate whether the new tactic is the best way to meet the objective, and whether it’s more of a priority than your planned campaigns. Be prepared to suggest alternatives that may better reach the goal

B2B marketing tip #276: Share the good news

B2B Marketing Tip of the WeekDon’t let a positive news article, viral video or customer testimonial go to waste—especially if it occurs unexpectedly. Set up a communication template in advance so you’re ready to share good news with your target audiences—ideally, within 48 hours of a public relations success.

Plan where to post news coverage on your website and social media channels, and when to use email or “push” communications to get the word out to prospects, customers and internal stakeholders.

B2B marketing tip #275: Less is more

B2B Marketing Tip of the WeekWe all collect data as part of the lead nurturing process, but are you really using it? Look over your online forms, analyze your marketing database and speak with the recipients of this information within your company.

Find out what’s absolutely essential, then pare down your online forms so they’re fast and simple for respondents to complete. The less you ask, the more inquiries you’ll generate.

5 Questions: Building a strategy that is practical to implement

Thanks to the crew at 5by5 Design for featuring my advice on practical marketing planning in this month’s guest blog.

Read more as I answer 5 questions on how to build a marketing strategy that’s also practical to implement.

  1. What’s the difference between a marketing strategy and a marketing plan?
  2. What’s the best way to keep strategy on track as you implement ideas?
  3. What are some of the common reasons companies have a hard time connecting a strategy to practical implementation?
  4. How do you keep a team engaged throughout the process?
  5. What trends have you seen in developing and implementing marketing plans?

Read the full article.

B2B marketing tip #274: Good question

B2B Marketing Tip of the WeekWant to gather good information to support your marketing strategy or campaigns? Ask your question correctly.

Use open-ended questions to gather qualitative information and personal impressions:  “What does your process typically involve?” or “How would you describe the impact of our product on your business?”

Use closed questions to gather quantitative data and easily compare responses:  “Do you prefer email, telephone or mail communication from us?” or “Which one of the following choices is most appealing to you?”

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