Ignite | A B2B Marketing Blog

Are you using B2B marketing and PR cyber bullying practices? Three terms to know and four tips for spotting this illicit practice.

By Lauren Litchfield | January 12, 2016

I've been thinking about how special interest groups use “grassroots” efforts to alter public perception on certain issues. B2B marketing often faces difficult issues, such as regulatory change, and can be tempted to fall into these practices only considering the outcome, not the morality.


Posted in: B2B Sales, Social Media, google

B2B marketers can focus less on Google+

By Sean Doyle | January 07, 2016


Do you worry that you have never paid enough attention to Google+. I do, or did! It was "out there" and I knew I should respect it...but I just never got around to it. So, relax...well, a bit.

Here are two articles that might help you understand a bit why the change. The first is pretty easy to read. Dive in. The second...160+ pages of deep thinking and understanding. Dive in if you dare! Both are smart! 


Posted in: B2B Sales

Do you believe these are the two metrics every business leader must know?

By Sean Doyle | August 06, 2015

Have you ever met a business owner that likes to see "red"? Not me. But we must understand that ALL customers start in the red. Agree? 

Over the years I have come to believe that two metrics are more important than any other. The first, to understand "the red." The second...


Posted in: B2B Sales, marketing metrics, metrics

B2B is search-driven, socially empowered and buyer-controlled

By Sean Doyle | July 31, 2015

Today, the B2B buying cycle is search-driven, socially empowered and buyer-controlled. Bam!

This needs to be on the wall in everyone’s office. The path to business prosperity is paved with leads, communication and content. "The Business Man Looking for Expansion", as noted by the Chamber of Commerce in 1916, must be looking!

What’s new is the medium—linkedin-instagram-twitter-facebook-pinterest—not the activity of making connections, sharing ideas, looking and finding solutions by asking friends and associates.

The exception to the rule is found in the typically stated problem. Personal interest. I often hear, “social media is nonsense. It’s just people talking about nonsense that no one cares about. Waste of time.” I might offer that the magazine industry has the same trouble. Thousands of magazines with content that is just a waste of time. Trade shows are the same, sales calls the same, TV the same. Get the point? I agree that having helpful and relevant content is critical. That’s why a few magazines and a few TV shows and a few trade shows are worth your time, and you give it willingly.


Posted in: B2B Sales, Social Media, lead generation

B2B sales success, through social media, is not about scale but specificity

By Sean Doyle | July 26, 2015





In my last post about driving B2B sales through social media I declared:

“Everyone has an opinion about the value of social media, particularly in the B2C realm. But for B2B practitioners, good social media advice is more complex. There are many more nuances involved in terms of audience (multiple layers of decision-makers), complexity of product/services and sales cycle (a B2B purchase usually has a longer gestation period). Regardless of context, there are more ways to fail at social media than succeed. There’s much risk in the wrong approach.”

In balance, I also said: “start today” 

…and the place to start?


Posted in: B2B Sales, Social Media

Finding Profit By Listening

By Sean Doyle | June 17, 2015

Last week I mentioned an experience with a top executive at a small- to mid-sized business (SMB) as we worked to identify opportunities for growth. In it I said, “…we began the discussion of how to find (the desired) growth. We looked at two paths. Core Growth Innovation, growth found in current clients and current markets and New Growth Innovation, growth from customers and markets not connected to current operations.”

To read that post: http://bit.ly/1MSaWHf

The more I thought about Core Growth Innovation it lead me think and consider how I pursue that innovation and what single thing would I share with a business leader who asked about how to lead an innovation effort.


Posted in: B2B Sales, B2B Marketing, Consulting

Finding profit through innovation. ...only part of the story

By Sean Doyle | June 12, 2015

Innovation is critical. Hard to argue I would think… But why innovate? Innovation for the sake of innovation is a hobby not a business model. The obvious answer is you innovate to find profit that is otherwise, in the course of normal operations, not going to be realized. Or is it the obvious answer?


Posted in: B2B Sales, Consulting

Are you interested in 4 more SEO myths hurting your sales & marketing

By Sean Doyle | June 02, 2015

Are you interested in learning 4 more SEO myths? Myths that are hurt your sales and marketing results?

Last week I jotted a few of my errors and shared some poor thinking I had around good sales driven SEO practices. Cathartic and helpful to share. It was so much fun that I jotted down four more.

As I shared before, over the years I’ll admit to committing many SEO errors. It’s true. Hope that does not let you down! However, I am in good company.

Results! Why, man, I have gotten a lot of results. I know several thousand things that won't work. 
Thomas A. Edison

The good news is I learned and do not make these mistakes any more. It is not uncommon to also hear these four questions asked so here goes. While not exactly a “tell all”…I hope these additional comments offer more insights that will help you find profit!

#4 Meta descriptions are the key to good SEO right?


Posted in: B2B Sales, B2B Marketing

3 SEO myths that hurt your sales & marketing results

By Sean Doyle | May 29, 2015

Are you interested in hearing 3 SEO myths that I see hurting sales and marketing results?

Over the years I’ll admit to having had every one of these questions. It’s true. Hope that does not let you down! The good news is I learned and do not make these mistakes any more. It is not uncommon to still hear the questions asked so here goes.

Small business leaders cannot afford to make many errors. Bandwidth is narrow, tasks are looming and the pressures of finding sales results bear down. Search plays such an important role in lead generation that we much understand at least a few key elements.

While not exactly a “tell all”…I hope this offers a few insights that will help you avoid my wayward path!

Good SEO does yield profit.  Here are three ideas to help.

#1 Are “more links” better than “more content” to drive search engines?


Posted in: B2B Sales, B2B Marketing

Sales teams waste time. Sure. It’s true. (part 2)

By Sean Doyle | May 19, 2015

Last week I shgared some thinking about sales teams and the time they waste. Read: you lose profit! If you missed it check it out here: http://blog.fitzmartin.com/sales-teams-waste-time

Part 2: What is the result of hiring you (buying)?

“Our Sales Gap Analysis applies a proven methodology, grounded in behavioral science, to clarify what tools (and selling behaviors) are appropriate at each stage of the consumer decision journey. We start by working with you to appraise the current performance of your sales and marketing efforts. We then look closely to identify what gaps (or barriers) might exist in your sales and marketing processes, all from the perspective of B2B decision makers. From there, we’ll collaborate with you to plug those gaps and tear down any walls.

The result will be more sales from better customers. How?


Posted in: B2B Sales, B2B Marketing