Double Shot: A B2B Marketing Blog

account-based advertising

Three Reasons I’m Excited about Account-Based Advertising

Several years ago, if you asked me about display advertising, I would have told you it was low on the list of my favorite lead generation strategies. Why? It was a spray-and-pray approach to marketing. Not at all well-targeted. Inefficient. Unpredictable in terms of lead quality. That’s all changed. Today, with some new display advertising...
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5 Ways to Improve Your Digital Marketing Programs

I’m often asked to give talks on digital marketing. At the beginning of each session I ask the audience to raise hands if they are delighted with their digital marketing programs. A hand or two may be seen, but not always – there are times when all hands stay down. So, I then ask for...
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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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