It’s that time of year, when B2B marketers create their big ideas and big plans for market domination in 2019. And as every good marketer knows, next year’s plans begin with a review of this year: what campaigns worked ...
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Goldstein Group Communications announces the addition of Rachel Kerstetter to its expert team as Marketing Manager. With more than seven years of business-to-business marketing communications experience, Kerstetter will ...
B2B marketers seem to spend so much time preparing for product launches – get the web page launched, fuss over the data sheet, and prepare for searchability. Then, we throw it over the transom to the salespeople, and ...
Much of our work involves helping manufacturers prepare their new products for launch. We’ll spend quite a bit of time crafting a message for a product, and then building a lead generation campaign to support it.
It all begins with the budget, and that’s where the confusion starts as well. Every CEO asks, how much should I spend on marketing? And every marketing VP asks, where will I get the most impact?
I’ll admit that I’m a fan of industry studies. Among my favorites are the surveys conducted by publishers to document how engineers learn about new products and where they go to buy them. In an era of growing ecommerce, ...
One of the common questions our agency is asked is what marketing automation software platform clients should choose. We think they’re all good tools, and certainly add a strong dose of measurability and analytics to ...
Everyone hates to do it, and in truth there are few people who are good at it. And even though an earlier blog post from us talked about the increasing difficulty in selling over the phone, particularly to younger ...
Can You Sell to Millennial Engineers on the Phone? Recently we’ve had some discussion here at the agency about the use of tele-sales, and whether that time has passed. Is it possible to reach people and sell on the ...
Tech Accelerators Will Win the Marketing Battleground I was stunned to read this: Gartner Group reported recently that the technology budget for the Chief Marketing Officer in 2017 will be bigger than the CIO’s tech ...
50% of Your Content Should be Video That was a surprising comment, made by one of the speakers at HubSpot’s recent Inbound 2016 event on digital marketing. It’s one of the better conferences on all things online, all ...
Why is CRM So Hard? Sales Enablement is all the rage these days. The concept of getting more traction in sales and more alignment between sales and marketing is certainly not new. However, the spotlight on finally ...
If you’re in the market for a marketing firm, you’ve probably read a dozen articles about how to select an agency. After a while, they all sound the same: “we’re experts in digital marketing, we know b-to-b, we ...
Engineers are not like the rest of us. Or, perhaps, maybe they are? Many companies are confused about how to market to engineers. In fact, while there are similarities, the technical buyer and engineering community does ...
There are quite a few assumptions people make about the “right” way to reach engineers. In fact, at some recent focus groups on marketing to engineers conducted by two of our clients, there were a variety of surprises ...
CRM can be a powerful ally for senior managers or another frustrating software tool that fails to live up to its promises. We recently interviewed a wide variety of CEOs and marketing/sales VPs to uncover, after three ...