By

Dave Brown
don't call them email blasts
A few days ago, I was reading a blog where the term “email blast” was used – without irony! I’ve heard the expression many times in my career and shudder each time. To me a blast recalls an uncoordinated explosion – or to quote one dictionary, “a mass of hot air that moves quickly and...
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I was recently running  a lead nurturing workshop with a client and we were  discussing the fact that buyers today progress through a significant portion of their buying cycle without  engaging a sales person. Both CSO Insights and Sirius Decision recently found many buyers put off contacting a vendor until the latter part of the...
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You’re driving down a deserted road when your car hits a pothole and the engine cuts out. The car slowly rolls to a halt by the side of the road. You’re alone, there’s no cell phone reception and there’s no building for miles. You have the choice of trying to fix the problem or sitting...
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A few years ago people noticed a fundamental shift in the way companies bought products and services. Gone are the days when cold calling to generate leads was effective. Gone too are traditional selling cycles where sales executives could orchestrate the whole process from first meeting to contract signing. The internet changed all that. Today...
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(A number of people have asked us to re-print this article by Espresso B2B Marketing. It was originally published by PSVillage. Here it is!) Hey! What happened to my market? A VP of Sales at an IT services organization recently told me, “Sometime in 2008 cold calling just stopped working for us. At first, we...
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A friend of mine recently wrote, directed and produced a movie. He’s a very talented guy. He didn’t have a lot of funding, so he had to get the filming done with a minimum number of ‘takes’ – ideally, each scene complete in one shot. With this goal in mind, he created an extremely detailed...
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People often tell me they’re disappointed with a marketing program they’ve run – a telemarketing campaign, an email blast, or a booth at a trade show, for example. They’ve launched a single activity and hoped for an inflow of fresh, new leads. Unfortunately, it doesn’t work that way. To run a telemarketing program this month,...
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What is an elevator pitch? It’s that short, concise sound bite that explains what you do. It’s a verbal presentation about the products and services you take to market. It’s the time it takes to ride an elevator from the first floor to the boardroom at the top of the building. Not so long ago,...
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A sign outside a pub in Ireland reads: “Husband Crèche. Is he getting under your feet?? Why not leave him here while you shop? Free crèche, just pay for his drinks!“ The word “crèche” roughly translates to a child’s day care center. I love this sign, and not just because it sits outside a pub...
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Dear Espresso B2B, We’re an information technology consulting company based in Michigan. We have a marketing department of just one person – that’s me. Our marketing budget is not large, we cannot afford to hire a marketing firm to build a huge presence on the web. Do you have any suggestions on how we can...
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