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Tag Archive: perception

B2B marketing tip #45: Write for the non-reader

B2B Marketing Tip of the WeekOrganize 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.

B2B marketing tip #33: Measure your brand impact

B2B Marketing Tip of the WeekFielding an annual perception study arms marketers with demonstrable proof of the impact of less quantifiable efforts like awareness, education and brand-building programs.

Establish baseline awareness for your company brand, key products and those of your competition in year one. Then be sure to sample the same audience with a consistent survey each year to quantify progress.

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.

B2B marketing tip #21: Stamp out acronyms

B2B Marketing Tip of the WeekGive your brands the respect they deserve by spelling out the full company or product name in communications—even on second reference. Avoid abbreviations, acronyms and jargon that erode brand equity.

Be vigilant in policing internal communications as well—bad habits within the organization will quickly find their way into confusing external documents, presentations and emails.

  

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.

B2B marketing tip #17: Stay in the know

B2B Marketing Tip of the WeekSet up free “Google Alerts” to keep tabs on industry trends, your competition and where your own company, products and executives appear on the web. Use the Digest feature to consolidate multiple mentions into a single daily or weekly email.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

Selling the air

Why services marketing matters for all B2B organizations

Promoting B2B products and promoting B2B professional services and consulting used to be two different things.

The first was all about features and innovation, the second a way to deliver efficiency or expertise to business processes. Marketers could specialize and spend an entire career in one niche or the other.

 Technology today blurs those lines:

  • Software is now a service, residing in the cloud rather than the desktop.
  • Distribution and logistics firms are rethinking their offerings as music, video, games and books no longer require physical inventory or shipping.
  • A push to automate paper-based processes is driving everything from the accounts receivable workflow to our medical records into a virtual world.

In essence, products and services are now paired up like salt and pepper. Every B2B marketer needs a working knowledge of best practices for marketing services and consulting.

Click here to read more »

Taking the risk out of decision-making

Q&A with Janese Evans on market research for B2B

Welcome to “Voices,” a new feature on the Springboard blog. Listen in as subject matter experts talk about best practices and trends in their discipline in our monthly Q&A interview.

This month we examine market research for the B2B world with Janese Evans, a research and creativity professional with Strategic Toolbox.

Q:    What’s the ideal role for market research in a B2B organization?

A:    Market research is all about managing the risk in decision-making. It gives you perspective. It lets you test ideas in the marketplace, helps you set priorities, and be more relevant to your customers. In the end, it’s all about having a mix of tools to make informed and conscious decisions, to have confidence in the answers.

Q:    Are there certain times, or triggering events, where research becomes more critical for a B2B organization?

A:    Research can make a big impact whenever you’re making changes. For example, if your organization, or your product or service has changed, or if you’re experiencing changes in your market place. Research lets you keep a pulse on yourself, your customers and your competition.

Click here to read more »

Matchmaking, marketing and the ideal customer

Use audience personas to get the business you want—with less effort

Gathering many of my fabulous clients in one room for the ThinkSpring Marketing 5-Year Anniversary event got me thinking about what makes a good customer—and why it’s so important for every business to identify the ideal target audience for their product or service.

The marketing and sales process is a lot like dating. You’ll find your ideal date—or in this case, the ideal customer—with a lot less effort if you know who you’re looking for.

You can zero in on your ideal customer by creating an audience persona. An audience persona helps everyone in the organization focus their efforts on the target companies that will be most profitable. Personas make it easy to tailor messages that are relevant, specific and memorable.

Audience personas also streamline marketing and reduce confusion between departments by providing objective criteria for decision-making—everything from “is this lead qualified?” to “should we create this new feature?”

Audience personas for B2B marketing include: 

  • Company characteristics such as industry, size, revenue, location and maturity in the market.
  • Decision-maker characteristics such as typical gender, title, average age, level of education and workplace responsibilities.
  • Problems and needs the organization is likely experiencing, especially those relevant to your product or service offering.
  • Current and desired perceptions about your industry, your organization, your competitors and your product or service.

Create an audience persona for each of your core offerings, and for each market segment, industry or vertical market where you operate. Update your personas annually and share them with everyone involved in the marketing and sales process—including your copywriters, graphic designers and agency partners.

Request a sample audience persona. Tweet your request to @ThinkSpringMktg or contact me.

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