How do you respond when someone asks “what does your company do?” Do all your team members answer the same way? And is your response compelling so the listener wants to learn more, or do you sound like everyone else?
“Messages” are written and verbal statements that quickly describe what you do and how you’re different. They’re used throughout your interactions with your market:
The “elevator pitch” - the 30-second response to “what do you do?” Read the rest of this entry »
When was the last time someone gave you a fantastic business card? Did you turn it over and look at it closely? Did you comment on it? And did you generate some sort of impression of that person and company?
Corporate identity is an extension of your brand and includes everything with your logo or contact information:
Business cards
Envelopes Read the rest of this entry »
How important is the name of your product, service or company? It depends on your industry, the amount of time you’ve been in business, your competitors and how you want to position yourself in the market.
Your name is an extension of your brand, and it can reinforce the value you provide or distance you from it. When you’re developing a name, you have a number of options:
Use the founder or inventor’s name (Hewlett-Packard) Read the rest of this entry »
Most businesspeople agree that good planning is essential for success. Even so, it’s surprising how many companies don’t create a thorough plan to generate and manage their customers.
A marketing plan is a detailed roadmap that outlines all your marketing strategies, tactics, activities, costs and projected results over a period of time. The plan keeps your entire team focused on specific goals - it’s a critical resource for your entire company. Read the rest of this entry »
In many B2B companies, a sales team is the primary method for reaching out to the market. Salespeople call prospects and customers, but they can only do so much in a day. Marketing campaigns can dramatically increase your reach.
A marketing campaign is a series of touches with your market to communicate a key message. Read the rest of this entry »
Price is one of the classic “4 Ps” of marketing (product, price, place, promotion). Yet in many B2B companies, marketers aren’t necessarily involved in pricing strategy.
Pricing is a complex subject - there are many factors to consider, both short- and long-term. For example, your prices need to
Reflect the value you provide versus your competitors Read the rest of this entry »
What is a brand? Is it a logo? A name or slogan? A graphic design or color scheme?
Your brand is the entire experience your prospects and customers have with your company. It’s what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-t0-day interaction you have with your market: Read the rest of this entry »
What sets your product, service and company apart from your competitors? What value do you provide and how is it different than the alternatives?
Competitive positioning is about defining how you’ll “differentiate” your offering and create value for your market. It’s about carving out a spot in the competitive landscape and focusing your company to deliver on that strategy. A good strategy includes: Read the rest of this entry »
Before you begin
You can evaluate a new distribution channel or improve your channel marketing management at any time. It’s especially important to think about distribution when you’re going after a new customer segment, releasing a new product, or looking for ways to aggressively grow your business.
Evaluate how your end-users need to buy Your distribution strategy should deliver the information and service your prospects need. For each customer segment, consider Read the rest of this entry »
How do you sell to your end-users? Do you use a direct sales team? Resellers? A catalog or website?
Distribution channels are the pathways that companies use to sell their products to end-users.
B2B companies can sell through a single channel or through multiple channels that may include
Direct/sales team: One or more sales teams that you employ directly. You may use multiple teams that specialize in different products or customer segments. Read the rest of this entry »
