- Our Approach
March 04, 2015
PR news doesn’t make front-page headlines, and that’s by design—PR is usually making the news, not a subject of it. However, recent reports that Edelman, the world’s largest PR firm, has cut ties with one its biggest clients, the American Petroleum Institute (API), has...
February 25, 2015
As a writer who occasionally hangs out with other writers and creative types, I’m often asked, “Oh, so you’re a technical writer, huh? Wouldn’t you love to do something more creative or challenging? You know, not to have to be so B2B-ish and technical?” When I...
February 19, 2015
Annually, Laura Ramos of Forrester publishes data concerning business-to-business marketing budgets. In this year’s edition entitled, Direct...
February 11, 2015
“It would’ve been flawless, except for…” (insert any number of frustrating issues that could have been addressed ahead of time).
We’ve all sat in at least one meeting and heard those words. And it doesn’t matter whether it was an issue you should...
February 04, 2015
Some of you reading this might look at that headline and scoff. Our PR team involved in our creative? Absurd! PR is perfectly fine dealing with media, drafting news releases and scheduling press events! We’ve got creative types for creative!
Well, I hate to be the...
January 29, 2015
In an earlier blog I encouraged you, the B2B marketer, to invest as much effort into your channel marketing plan as you do your end-user marketing. Effectively engaging distribution partners can be...
January 22, 2015
As a writer, you never forget the moments in your career when you make that potentially career-ending typo (think public but you left out the letter “l”). I’ve made plenty of mistakes, but the one that stands out the most was in a very important html email invitation...
January 15, 2015
The topic of marketing attribution continues to muscle its way into the B2B marketing mainstream as execs demand more and more evidence their marketing investments are working.
Of course, the term working likely means something different for every company. While it will...
January 07, 2015
In the B2B marketing arena, we’re occasionally tasked with developing marketing strategies for products that are commodities at their essence. The big conundrum is: how do we effectively market a product that isn’t easily differentiated from its competitors in terms of features and...
December 23, 2014
With 2014 inching ever closer to 2015, I thought it was appropriate to showcase some of the B2B Marketing blogs worthy of rereads (because we both know that you read these the first time they were posted). Here are some of the authors, listed alphabetically, and the topics they covered...