Double Shot: A B2B Marketing Blog

buyer persona development

Personas – a Third Dimension Brings Buyers to Life!

A while ago I ran a marketing program for a disaster recovery solution provider. These are the people who ensure your servers are up and running and your data remains secure. It was a multi-channel marketing strategy launched with a publication and promotion of an ebook. We had set a target of 150 downloads of...
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email marketing

Email Marketing – Lessons from a Japanese Garden

Thinking about a Japanese garden brings images of simplicity, order and calm – a well-placed rock, a pool, a small grove of bamboo focuses the mind. To quote one authority on Japanese gardens, “The minimalist approach applies to all aspects of gardening. The overall design should have smooth, clean lines and no unnecessary flourishes… with...
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what is new in website design

Website design – what’s new!

“We want to redesign our website to make it look up to date. Can you help?” I’m sure that many marketing agencies hear this from time to time. We certainly do. Just like fashion, what’s considered “cool” in website design changes frequently. Apple and Salesforce were once considered trend setters with their slick, engaging sites....
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go-to-market messages

Why “THE WHY” matters when building go-to-market messages

“All the great inspiring leaders and organizations in the world … all think, act and communicate in the exact same way, and it’s the complete opposite to everyone else.” So, starts a remarkable and thought-provoking TED talk given by Simon Sinek. As Sinek points out, most organizations can describe WHAT they do – the familiar...
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B2B PPC – The 10 Most Common Mistakes with AdWords Campaigns

Google AdWords and other similar pay-per-click (PPC) advertising platforms can be a great way to generate leads for your business. Unfortunately, many businesses jump into AdWords with little or no training. The result is often a huge waste of money. It’s interesting to note, however, that most of these businesses understand so little about AdWords...
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great marketing content

Build Great Marketing Content – Capitalize on the Inner Couch Potato

By nature we are lazy creatures – there’s really not much we can do about that. The gravitational pull of the couch and the remote control on a Saturday afternoon comes from eons of evolutionary forces that led us to conserve energy when we weren’t engaged in searching for food, finding a mate or protecting...
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What signals are you sending in your marketing content?

We craft ourselves a nice piece of content, do proof reading, add graphics, and we’re ready to go – perhaps not knowing that inside every piece of content are little “bombs” waiting to explode.  Well, not bombs exactly, but “signals” that directly impact the ways readers respond. Consider signals as components of content – with...
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marketing message be familiar

Marketing Messages: Be Familiar and Be Remembered

We are bombarded by thousands of marketing messages every day – to survive the daily onslaught of information we selectively process and recall just a handful.  It’s estimated that of the thousands of messages we see and hear on a daily basis, we remember just four.[1] For content marketers, that’s a huge wall of noise...
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don't call them email blasts

Email Marketing Strategies: Don’t Call ’em “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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B2B Benchmark

Introducing the new B2B Demand Generation Benchmark Project

Have you ever wondered what demand-gen channels your peers find most successful? Will they be spending more or less on leads next year, and for what channels? Research firm Software Advice launched a survey to answer these questions and more. If you are a B2B marketer, you’re invited to participate. After the report comes out next month, we will...
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