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Keys to Winning B2B proposals

Keys to Winning B2B proposals

With the wealth of information available about all of the advances being made in marketing, it always surprises me how little is written about best practices when it comes to creating winning B2B proposals. Here’s what you need to do: Step 1: Information gathering. This may be through various sources – speaking with contacts, site…
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Why Proposal Debriefs are Important

Why Proposal Debriefs are Important

I’ve always enjoyed proposals. Part of the reason is the immediacy of the work. It also involves a number of things I enjoy: collaboration between sales and marketing and when you’re done, you know whether you’ve won or lost–there is no gray area. There’s been a huge increase in the volume of RFPs over the…
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Why marketing automation is such a big deal

Why marketing automation is such a big deal

Automation is all the rage in every industry and sector and now it’s hitting marketing departments, too. Simply put, marketing automation refers to a type of software platform that helps marketing departments more effectively connect with their customers and prospects through multiple online channels (email, social, etc.) and automate repetitive tasks.  For digital marketers, marketing…
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Influencers, buyers, and the roles they play

Influencers, buyers, and the roles they play

If you want your Content Marketing strategy to succeed, you have to understand your target audience. This goes well beyond simple demographics and drills down to the specific needs, opinions and behaviors of the influencers that will impact the buying decision. In other words, you have to understand the buyer personas of your target audience….
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Why content marketing matters

Why content marketing matters

It’s certainly getting a lot of buzz, but exactly what is content marketing? According to the Content Marketing Institute, “Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” What does that…
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Mapping content to the buyers’ journey

Mapping content to the buyers’ journey

B2B decisions are a long, complex process that may take up to a year from the time that someone starts looking for a solution to actually making the purchase. The Internet has made the process more personal than it’s ever been and in so doing has led to the rise of content marketing. Put simply,…
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Winning with buyers

Winning with buyers

The starting point for any effective marketing/content creation strategy in the B2B space is understanding that buying decisions are made by committee after a long process involving many people. It is incredibly rare (in fact it almost never happens) that one individual is responsible for researching, considering and deciding what product or service to purchase…
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Accelerate your branding through re-targeting

Accelerate your branding through re-targeting

There has been much attention given to all of the amazing technologies that can help SMB increase the number of visitors to their website.   Pretty much every article out there covers the same basic tools – search engine optimization, inbound links, blogging, online advertising and pay per click advertising. The list is long. And thanks…
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Measuring the ROI of your B2B marketing

Measuring the ROI of your B2B marketing

Understanding the return on investment of your marketing dollars is one of the keys to success for anyone in the marketing profession.   Good marketing is all about strategy and on a fundamental level, it’s critical that you understand what works well and what doesn’t. Yet, for marketers, in particular those in the B2B space, measuring…
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Advertising for SME’s too

Advertising for SME’s too

Advertising has long been thought of as a tool for big businesses. We think of big flashy ads in the Globe & Mail and National Post costing thousands upon thousands of dollars. However, advertising as a tool has changed dramatically in the past 10 years. Today, advertising is more cost-effective than ever before, bringing it…
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