Guides - Page 11 of 12 | Marketing MO - A Comprehensive Brand Strategy Toolkit
Campaigns & Execution

How to Hire the Right Sales Rep

What’s the difference between a great company that outperforms the market and an average company?  Great products, services, strategies and execution … and your employees are responsible for those successes.  A company can accomplish far more with a strong team in place than it can with an average one. Recruiting is essential for building a…Read More

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Creative & Brand Development

How to Communicate a Brand at Every Touchpoint

Many small to midsize B2B companies don’t consciously think about branding – they think it’s a concept for consumer marketers, not business-to-business marketers. Branding IS important in B2B. A brand is an expectation that you create and fulfill for your market. For your prospects and customers, it’s the entire experience that they have with your…Read More

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Campaigns & Execution

How to Find a Hook

You probably know that publicity in the media can be extremely valuable in building credibility and awareness for your company. A legitimate news story is an endorsement that can reach a wide audience for very little cost beyond your own creativity and time.  It can help you Build awareness about your products/services, expertise and people…Read More

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Campaigns & Execution

How to Determine a Statistically Valid Sample Size

If you’re running a survey or a test, how many responses do you need for your data to have a  “statistically valid sample size?”  It’s often a difficult goal to achieve, but without valid data, you can’t trust your test results. When you’re determining the statistical validity of your data, there are four criteria to…Read More

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Creative & Brand Development

How to Be the Brand

I’ve always been an article clipper:  newspapers, magazines, blog posts, websites (favorite online tools:  Netvibes & Del-icio.us) … I even have 20 colored clipboards hanging in my office with hot articles & ideas. Russ Wiles at the Arizona Republic wrote one of those articles on January 22 (but AZCentral has since taken it down).  Here’s…Read More

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Campaigns & Execution

How to Increase Your Email Response Rates

Wondering how to increase your email response rates? Here’s the #1 tip: Shorten your subject line! There’s been a lot of buzz about Return Path’s recent analysis on email click-through rates.  Using data from two years’ worth of client campaigns, here’s their discovery: Subject lines with fewer than 50 characters generated a 75% higher click-through…Read More

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Campaigns & Execution

How to Calculate Your Max Bid Price

Have you (or someone you know) spent a bundle on a pay-per-click campaign with negligible results? Or are you shying away from paid search because you’ve heard that it’s expensive and difficult to manage? (If you’re new to paid search, here’s a quick intro.) In any PPC campaign, it’s important to watch your bids and…Read More

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Creative & Brand Development

How to Share Documents on Your Website

I’ve had a lot of people ask me about the Word & Excel documents we display in specific areas of our website. They look like they’re embedded in the page, and we’re able to share documents and spice up a page that has a lot of text. It’s actually very easy and inexpensive to create these files.  The…Read More

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News & Updates

How to Generate Word of Mouth (WOM!)

Reading about “WOM units” in marketing articles makes me chuckle. Oh, the acronyms! But word of mouth is a tremendous tool. The big question – how can you get it? Roy H. Williams, of the New York Times bestseller Secret Formulas of the Wizard of Ads, explains How to Buy Word of Mouth in…Read More

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News & Updates

How to Learn from Bad Websites

Warning — this site can be addictive:  Web Sites That Suck. But it can also teach you a LOT about what NOT to do on your website.  And you’ll learn from corporate giants like Microsoft, FedEx & Intel. Hot topics include Mystery meat navigation, What would Amazon.com do?, and The Worst Web Pages in the World. Writer…Read More

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News & Updates

How to Melt an Ice Cube

Recently I had great fun writing about how to get past a gatekeeper when cold-calling a prospect or potential business partner.  But getting past the gatekeeper is only part of your battle to get your prospect’s attention. Nobody wants to be dragged into a phone call.  If you’ve strongarmed your way in, you have to…Read More

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News & Updates

How to Use Metrics to Improve Performance

If you’re a Wall Street Journal reader, there was a great article by Peggy Anne Salz on page A10 yesterday (it’s not available online).  Peggy talks about the value of using metrics as a corporate tool and how companies like Anheuser-Busch, Procter & Gamble and Google use metrics to improve decision-making and performance. I’m a…Read More

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News & Updates

Free Marketing Book

In lieu of a single “How to” today, I’ve got 96 pages of them – in our Marketing Guidebook, which we’re now offering as a free downloadable PDF. The free marketing book includes a quick intro to 29 B2B sales & marketing subjects – everything from competitive positioning & branding to customer retention and ROI. …Read More

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Campaigns & Execution

How to Calculate Customer Lifetime Value

Do you know how much profit your customers produce over their lifetime?  “Customer lifetime value”, or “CLV”, is a valuable metric that helps you target your most profitable customer segments and understand how much you can spend to acquire them. How does the theory work in action?  Let’s say you sell two products:  widgets and gidgets,…Read More

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Strategic Planning

How to Write an Executive Summary

I’m catching up on my reading and came across this great post by Guy Kawasaki.  He’s a managing director of Garage Technology Ventures, an early-stage venture capital firm and a columnist for Forbes.com.  He’s also written eight books including The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the…Read More

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Campaigns & Execution

How to Find Great Paper and Envelopes

It’s amazing what great paper and envelopes can do for a direct mail campaign.  They aren’t necessarily cheap, but they can lift your response rates and give you more creative firepower. If you’re purchasing large quantities, the internet may not be the most cost-effective place to buy paper.  But if you’re doing a small mailing…Read More

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Campaigns & Execution

How to Set Campaign Goals

Are you generating enough leads to meet your revenue goals? If you’re winging it, you’re less likely to hit your numbers. If you have to feed a village, you can’t toss your line and hope for the best. Instead, tie your marketing campaigns into your company’s customer and revenue goals. A few simple calculations can…Read More

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Strategic Planning

How to Do a SWOT Analysis

I’m not a fan of corporate jargon, but SWOT is an important one that’s useful for businesses of all sizes. What is it?  If you know how to do a SWOT analysis, you’re brainstorming about Strengths, Weaknesses, Opportunities & Threats in a particular business scenario. You can use SWOT to analyze Your competition Your distribution strategy Your marketing strategy An…Read More

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News & Updates

How to Handle Sticker Shock

You know this prospect is a hot one.  You’ve established the need, presented your value proposition, and she wants your product or service. And then BOOM, she’s gone like a cat up a tree. What happened?  Sticker shock. Like coaxing a cat, overcoming sticker shock requires finesse.  You’re going to have to be convincing so…Read More

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Campaigns & Execution

How to Get Past a Gatekeeper

Whether you’re cold-calling a prospect or trying to pitch a high-level marketing partnership, you’ll likely run into a roadblock early on. A gatekeeper. Now I have no trouble dealing with gatekeepers, but I’ve been doing this for 20 years.  It takes practice and confidence.  But if you or your team can’t get to the decision…Read More

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