Ignite | A B2B Marketing Blog

Old School Art: Telling a Corporate Story

By Mac Logue | May 04, 2015

Our client, as they aptly put it, makes small rocks out of big rocks. Granted, these rocks form the foundation for our country's infrastructure. The challenge: how to use those rocks to represent Vulcan's commitment to the communities in which they live and work. It turns out that not everything in our business these days is made from pixels. 

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Posted in: Branding, B2B Marketing, Creative, Art

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What to do when your prospect doesn't understand what you do

By Kelsey Robinson | April 30, 2015

Is the Services Marketing Dilemma costing you business?

I took my car to be serviced a couple weeks ago.  When the mechanic had finished, he handed me an invoice of all the checks and changes he’d made. The problem is I have a very limited understanding of cars.  I can’t determine whether he actually repaired what he said he did; I have no way to know whether his work was sloppy or exceptional.  Unless my car breaks down on the way home from the garage, I assume that he did a good job. 
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Posted in: B2B Sales, B2B Marketing, Financial Services

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B2B Sales and "Menu Engineering"

By Sean Doyle | April 29, 2015

OK, I love food. If you know me at all...you know that's true. So what? This is a B2B sales and marketing blog...well, as it turns out, the science of selling is wonderfully demonstrated on a good menu. 

This weekend I ran across this wonderful article in...

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Posted in: B2B Sales, B2B Marketing

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How Better Writing Can Help You Sell More

By Mac Logue | April 28, 2015

Aristotle and Good Copywriting

 

Aristotle and the art of writing that sellsSo, does good writing sell?

In the world of business-to-business marketing, in particular complex industries like financial services, the short answer is of course yes. In fact, good writing sells exponentially more than poor or mediocre writing. But what is good writing?

Above all else, good writing is compelling. The trick is that there are an almost limitless number of ways to compel people to action. One sound way to prepare your argument follows the ancient science of rhetoric. It’s amazing that after thousands of years, the basic principles that Aristotle defined still apply to your business.

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Posted in: Content Marketing, B2B Sales, B2B Marketing, Copywriting, Creative, Financial Services

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46% B2B product buyers are millennials

By Sean Doyle | April 14, 2015

I am 50 years old. What I see in my clients offices are millennials rapidly moving into the age of business leadership and authority. According to a recent Google and Millward Brown study 46% of potential buyers researching b-to-b products are millennials today. Guess what. They do not buy the way we did back when we were younger!

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Posted in: Marketing Automation, B2B Sales, B2B Marketing

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Can business learn from basketball?

By Sean Doyle | April 06, 2015

Did you yell “Go 286” or are you yelling “Go 287”

 

OK…regardless of who you “pull for,” as we say in the south, the real question was: Pantone 286 or Pantone 287?

What I am referring to is the system of color controls called Pantone Match System. Pantone 286 is the official color of University of Kentucky’s basketball team. Pantone 287, just a shade different, is the official color of the Duke University.

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Posted in: B2B Marketing

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Bankers do not belong on social media!

By Sean Doyle | March 31, 2015

Should the bank be listening to social media? Why should my credit union be involved with Twitter? Many bank and credit union executives ask this question.

Perhaps you say its hard to believe that it is even a debate. Perhaps you wonder why anyone would even ask.

Back off. If you have it figured out and are doing it then fine. But by doing it I mean you are listening to your customers, solving customer service problems and actively investing and garnering profit from your social tools, well then ok. Act all flabbergasted. 

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Posted in: Digital Marketing, B2B Sales, B2B Marketing, Financial Services

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Investment banking and "Finding Profit"

By Sean Doyle | March 26, 2015

Learn what Zane has to say in this short video clip: http://ow.ly/KEoBz

My career has been dedicated to helping business leaders with sales and marketing matters. But yes, there are many tools a leader needs to achieve success. Recently I heard Zane Terrance, a managing director and partner at Founders Investment Bank, speak to a group of business leaders and he held there rapt attention with insights on finding ways "leverage your firm up" using equity, ways to find smooth and predictable cash flow, insights on the various “club models” we are seeing with many online SAAS businesses, he even gave a look at how a customer concentration analysis could yield insights that help create profit.

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Posted in: B2B Sales, B2B Marketing

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Aligning sales and marketing. What? Why?

By Sean Doyle | March 23, 2015

 Learn what I had to say in this short video clip: http://ow.ly/KEnB9

Aligning sales and marketing. What does that mean? Why care? Is it not just small incremental gains that will yield miniscule results?

I’d say it's a whole lot more. It’s about finding profit. Real bottom-line cash.

At its root this alignment is simple. It’s about finding a way to have the efforts of your marketing and the efforts of your sales force working together. This is important because regardless of the power and skill of your sales team your buyers are finding information and moving through the customer decision journey outside the realm of influence at least some of the time.

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Posted in: B2B Sales, B2B Marketing

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Much more than a good “bean counter”...

By Sean Doyle | March 22, 2015

Learn what John said in this short clip: http://ow.ly/KEpxx

John Shank, a CPA, GGMA and founding member of Barfield, Murphy, Shank & Smith, has helped me think through many business situations over the 25 years FitzMartin has been in business. It's true that an accountant can add value as much more than a good “bean counter.”

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Posted in: B2B Sales, B2B Marketing

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