TriComB2B Blogger - Chris Eifert
06
Dec
By Chris Eifert

It never fails. The final part of the year becomes frantic — last-second projects to execute; budgets to prepare; presents to buy; relatives to visit; parties to attend. It seems we work and play harder than ever in November and December.

And when the work comes fast in B2B marketing and advertising, it’s easy to want to do things quickly and suspend thinking about...
TriComB2B Blogger - Chris Eifert
04
Dec
By Chris Eifert

“We need to focus our marketing on getting the attention of C-Levels.” We hear this a lot in B2B. Everyone who is selling sophisticated, technically complex products or solutions with a big price tag knows that at some point, a CXO may need to sign off on a requisition to finalize the deal. Therefore, it only makes sense that the marketing spend needs to address this audience, right?

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TriComB2B Blogger - Chris Eifert
31
Oct
By Chris Eifert

Content, content, content. Yes, the new Marcia Brady of the marketing family has arrived, getting all the attention with its beautiful hair, great wardrobe and many other attractive features. And nearly everyone in the B2B marketing space is a prospective suitor, from professional bloggers to B2B journalists. Everyone wants to be friends with Marcia — I mean, content marketing.

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TriComB2B Blogger - Chris Eifert
03
Oct
By Chris Eifert

It’s strategic planning season. That means team meetings, follow-up meetings and plenty of homework. When complete, hopefully you’ll be looking at objectives, initiatives and activities that will guide your next 12 months and beyond.

To do strategic planning well, we marketers need to play an active role. Our connectivity to the competitive environment, product development/acquisition...

TriComB2B Blogger - Jack Lilienthal
25
Sep
By Jack Lilienthal

Whether it’s called a white paper, technical treatise, opinion piece or technical blog, you want to attract the widest audience possible to stop and read the article. This is best accomplished by breathing life into the project through an informative yet entertaining “story.” Once that includes factual data, empirical knowledge is expressed in real-life examples (e.g., case histories and...

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TriComB2B Blogger - Jon Berry
24
Aug
By Jon Berry

Starting in 2011 and most recently last month, Google implemented new search algorithms that have significantly changed the game of traditional search engine optimization (SEO). Named after cute and cuddly critters, Panda and Penguin updates have wreaked havoc on website rankings and have created a cycle of fear each time a new update is introduced. At an SEO conference this week, one of...

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