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, I’ve learned that B2B2C is not a B2B—it’s a B2C as far as marketing goes. This means 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

From a sales perspective, website traffic can be categorized into four main types based on the intent of visitors: informational, navigational, commercial, and transactional. If you want to drive sales, it’s best to focus on the last 2. I’ll touch on the first 2 types and go into depth on the others here. 1. Informational Traffic: This consists of visitors seeking information or answers to specific questions. These users typically look for content that provides knowledge,

Industries are considered fragmented when there is no clear leader – no one dominant company with the power to influence the industry. If you’re in a fragmented industry, this is good news in one regard – smaller companies don’t have to worry about being crushed by large competitors. The downside is that, without a smart strategy, opportunities for growth are extremely limited. Fragmented industries are easy to spot, in addition to having no obvious leader, the industry is r

The following is a condensed version of Tom Serani’s excellent article on leveraging the full power of your partner network for marketing—benefits all around for you, your partners and your customers. One of the easiest ways to scale your business—and earn more revenue with less effort —is to work with your existing channel partners. The benefits of partner marketing include: Broader reach and wider networks Building brand trust and credibility through a trusted and well-kno

A thought leader is essentially a trusted resource - and in an information economy - a trusted resource is extremely valuable. A thought leader can be an individual or a company with a thorough mastery of its business, its customers and the dynamics of the broader operating environment. The bottom line is that a thought leader has an enormous industry edge. It doesn’t matter what industry you’re in – whether yours is a Fortune 1000 company or a bakery in a small t

The basic premise of marketing metrics is that marketing produces metrics and metrics guide marketing. Without data, it’s impossible to make informed decisions, set goals, understand how well tactics are working, etc. However, metrics are only helpful if they meet 3 criteria: They are meaningful: Do they matter to the business? They are accurate: Are they being accurately tracked and reported? They are relevant: Do they align with objectives? You can actually have too many

Sam Altman, CEO of OpenAI, the parent company of ChatGPT published a blog post this week with his personal tips for being productive and...