12 Aug, 2015

Creating SEO-optimized Content That Gets Found, Read and Appreciated

By | August 12th, 2015|B2B Insights|1 Comment

Crafting search-optimized content is essential in marketing today. But much to the chagrin of talented writers and intelligent readers alike, SEO is also having a big impact on the style and substance of copy. Here are five tips to keep in mind to create content that is both optimized and engaging. 1. Make it findable [...]

29 Jul, 2015

Leveraging the Pace of Change: How to Get the Most From Your Long-term Agency Partner

By | July 29th, 2015|B2B Insights|0 Comments

Keeping long-term client relationships fresh takes a lot of effort in today’s business environment. All of us are bombarded by new technologies, ideas and options as we go about our work and personal lives. And let’s be candid, with the quick pace of change in marketing, staying current is a challenge that requires considerable time [...]

8 Jul, 2015

Creating an Effective Launchpad for Your New Product

By | July 8th, 2015|B2B Insights|1 Comment

Introducing a new product or service can fuel growth and boost sales and market share. Yet according to almost any study of product launch success, 60–70 percent of new product launches fail. This is particularly common among mid-sized B2B companies, which — unlike smaller companies and startups that have cultures of innovation and are very nimble, [...]

26 Jun, 2015

Google’s Mobilegeddon Two Months Out: Was It an End or a Beginning?

By | June 26th, 2015|B2B Insights|1 Comment

“Mobilegeddon” was the affectionate nickname, but over 60 days after Google’s April 21st release date favoring mobile-friendly sites in their new algorithm, it’s clear that name was more bark than bite. Did you make it or miss it? Either way, there is good news. On February 26th, 2015, Google announced the pending release of an [...]

8 Jun, 2015

Think “Exposure to Closure” for Lead Management Success

By | June 8th, 2015|B2B Insights|0 Comments

Generating a lead and following it to closure is a pretty simple concept. You define your target audience, develop a compelling offer, communicate the offer to your target, they respond, you follow up, and voilà: a sale happens. As you can imagine, in the real world of business-to-business marketing, it quickly becomes more complex. Whether [...]

31 Mar, 2015

Relevance Is the New Killer App

By | March 31st, 2015|B2B Insights|0 Comments

Your audience is surrounded by a sea of content that grows wider and deeper every day. You need to get their attention, but as more companies make the move into content marketing, the challenge can seem increasingly daunting. While the volume of content continues to expand, attention spans and available reading time do not. Advances [...]

3 Mar, 2015

Confessions of a B2B Brand Geek

By | March 3rd, 2015|B2B Insights|1 Comment

I do consider myself a “brand geek.” If there is such a thing. By that, I don’t mean that I define myself by the brands that I purchase or wear or support. By that, I mean that branding is the single topic that captivates me — no matter the audience or the environment. In fact, [...]

30 Jan, 2015

Learn More. Learn Better. Learn Faster.

By | January 30th, 2015|B2B Insights|0 Comments

In the age of information, we have many opportunities to learn, but the availability of information doesn’t necessarily translate into learning. Giving yourself the “sustainable competitive advantage” that de Geus refers to requires creating a real culture of learning in your organization. When it comes to marketing, it’s not just about learning faster: It’s about [...]

13 Jan, 2015

Increasing Our Business Acumen: A Career Imperative

By | January 13th, 2015|B2B Insights, BMA Events|0 Comments

Like many marketing and public relations professionals, writing a book has been on my “bucket list” for most of my career. I actually started writing three or four books over the years, but I didn’t get much past outlining potential chapters and perhaps a few pages of random thoughts. After opening a gourmet coffee store [...]

13 Jan, 2015

Welcome to the BMA Chicago Blog!

By | January 13th, 2015|B2B Insights|0 Comments

The Business Marketing Association strives to be a leading voice for business-to-business marketers. Our Chicago chapter is the place where B2B marketers in the Chicago area can connect, learn and share ideas, best practices and opportunities. It is in this spirit that I am excited to announce the launch of the BMA Chicago blog. We [...]