Double Shot: A B2B Marketing Blog

5 Ghastly Habits a B2B Marketing Agency Can Help You Break

When you think of bad habits, what springs to mind? Smoking? Nail-biting? Overeating? These are just a few of the nasty habits that millions of individuals attempt to break every year, often spending a lot of money in the process. Businesses also suffer from their own vices which (left unchecked) can stifle the organization’s lead...
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PPC vs. SEO – Are you missing the opportunity SEO offers?

Pay per click advertising (PPC) has taken root in businesses large and small. This should come as no surprise to anyone who follows business news. Google’s recent quarterly revenues grew to $9 billion. Many business owners and managers are familiar with Google’s AdWords pay per click (PPC) search advertising service. But how many are familiar...
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Death of the Salesman?

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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A B2B marketing agency makes sense for small and mid-size companies

Modern marketing require a dizzying array of marketing skills. From strategy to execution, many skills are required by companies with a business-to-business (B2B) target market. Most small size companies have no one dedicated full time to marketing. Mid-size companies may have only 1-5 full-time resources in marketing. Even if you have a few people on...
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Ten Ways to Improve Your Website Grader Score

What is a Website Grader? Website Grader is a great tool created by HubSpot and is available at www.websitegrader.com. It evaluates a website’s “marketing effectiveness”. HubSpot compares the website to the millions of websites that it has evaluated and generates a website grade on the spot.  The grade is between 1 and 100, with 100...
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Ten Can’t Miss Landing Page Optimization Tips

Here are ten can’t miss tips for landing page optimization. There are several types of landing pages, but for the purposes of this article, I’ll be addressing landing pages that are used to offer downloadable content, such as white papers. Landing pages are one of the basic building blocks of internet marketing. They are used to...
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Go-To-Market Messaging – We Often Miss the Point When Talking With Buyers

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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Seven Steps to Marketing Success – A Program for Content Marketing

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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Using inbound marketing to lower lead generation costs

When I started my career in sales, the most common sales model was the lone direct sales person and their territory. Many long days were spent cold calling into the territory, trying to penetrate accounts. Later, it became more common to use inside sales teams (or outsourced telesales) to do the bulk of cold calling....
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Is cold calling dead? The birth of content marketing.

(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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