How to Choose a Business or Brand Name

Following are some tips (from my own experience) on choosing a name for your new business or product. Generally, the name needs to be: available (in some form) as a website URL; be broad enough to accommodate growth into a new area; have an intuitive spelling; and add to the value of the business. 1. Check your state’s business registry. To be sure that the name is available. 2. There is an available URL This used to be an afterthought, but now it should be your primary consideration. Even with the explosion of new websites in the last few years, there are a surprisingly large number of decent URLs still available. But, you will have to be creative. For example, if your company name is

Google’s Zero Moment of Truth (ZMOT)

The moment of truth has traditionally meant the moment a buyer has decided to buy. Google refers to the critical period before that when the buyer is researching what to buy and who to buy it from as the Zero Moment of Truth. The number of research sources the average buyer uses before making a decision, the percentage that rely on the internet for research, and the percentage of buyers that rely on that research to make a buying decision escalates as the price of the product increases. It’s clear that buyers of higher ticket items tend to use more research sources. These research sources are not limited to search results, but also emails, websites, social media (for B2Bs primarily LinkedIn)

How the B2B Buying Cycle Has Changed

Today, most people are nearly all of the way through the buying cycle before they contact sales. Ask any sales rep at any company and they will tell you it’s true. Most companies, however, still think they can personally lead prospects through the buying cycle; this was true 10 years ago, it’s not true now. The job of today’s sales rep is primarily to close the sale. The fact is, prospects have already been persuaded and just need to contact the supplier to finalize the process. The most remarkable thing is that this is equally true for low-end and high-end products. This means, companies need to be everywhere people are researching what they sell. And, of course, everywhere means everywh

Differences between B2B and B2C Marketing

First of all, are you really sure you are a B2B? While all businesses that sell to other business rather than consumers are called B2Bs, from experience, I’ve learned that B2B2C is not a B2B—it’s a B2C as far as marketing goes. If the business sells to other businesses that sell almost exclusively to consumers, it needs to be treated as a B2C for marketing (and other) purposes. An example would be a business that is selling point-of-sale systems to retailers (who are then selling directly to consumers). Following are a few differences between B2B and B2C markets and marketing: Size: B2B markets are generally small vertical markets ranging from a few thousand to 100,000 sales prospects. B2C

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