One of the great things about B2B marketing is that the world is fairly easily divided up into handy verticals. Pick a few industries your product seems to suit and then find the watering holes where your market congregates. We used to call these watering holes professional associations, and when the dermatologists, sprinkler head testers, […]
Five Steps to Catching Your Subject Matter Experts
(Plus Two Other Ideas) This is our third installment on the subject of Subject Matter Experts. Two weeks ago we discussed the merits of a catch and release program for SMEARS (subject matter experts at rest) and last week we talked about the best ways to turn them into SMELTS (subject matter experts liberally talking). […]
How to Use Your Subject Matter Experts for World Domination
Last week we visited the world of SMEARS (subject matter experts at rest) and the compelling reasons why marketing needs to step up and turn these poorly-used resources into something every bit as exploited as the rest of us. I mean that in a good way: subject matter experts include product managers, lawyers, C-suite dwellers, […]
Four Ways to Get Sales Off Your Back and Out Selling
Last week I gave you a small song to sing at the end of the quarter as the inevitable fingers seek to assign the inevitable blame. I hope that saw you through to this, the first full week of the shiny new quarter. So full of promise, so full of hope, so full of time. […]
Seven Spring Break Diversions for Marketers
Hooray! It’s Spring Break! Time to reconnect with your kids by imposing them on an airplane full of people or dragging them off to grandma’s or holding a Dora marathon in the comfort of your home. No kids? Well you can keep busy during a quiet week at the office while your co-workers’ kids experiment with shredders […]
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