Posts By: Chris Dippell

Get ahead of the competition with key triggers

Get ahead of the competition with key triggers

We’ve all heard the statistics: anywhere between 60-80% of the B2B buying process is complete before the Sales team has become aware of a prospect. The customer has taken charge of the buying process, and the Sales team is missing out on valuable opportunities to influence prospects. But this doesn’t mean that outbound sales and…
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Co-marketing for Success

Co-marketing for Success

These days, it’s possible to achieve nearly any marketing goal—if you have an unlimited budget. For those of us working within tighter constraints, the challenge is achieving measurable results while limiting spend. That’s why Return on Marketing Investment is the single most important metric I track, and the area that I’m always looking to improve…
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How to Create a Strong Positioning Strategy for a B2B Brand

How to Create a Strong Positioning Strategy for a B2B Brand

In my line of work, I’m often asked: what’s the key to building a strong brand? Branding is critical, especially in today’s cluttered marketplace where it can be difficult to get a marketing message to break through. Because of the challenges, too often I see companies skip the hard work of branding and instead move…
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10 key steps to content marketing success

10 key steps to content marketing success

With the rise of social media, content marketing has become one of the most powerful tools for business-to-business marketers.  Content marketing can provide a company with an amazing platform to demonstrate the knowledge and expertise of its people and the advantages offered by its products and services. However, content marketing isn’t as easy as it…
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How to build a content marketing strategy

How to build a content marketing strategy

Content marketing has come a long way in the last five years. In fact, it is the hot ticket. The accepted stat is that more than 90% of B2B marketers are now engaged in content marketing. Budgets for content marketing are also on the rise (stats). Yet while the overall investment in content marketing has…
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The road to B2B marketing success

The road to B2B marketing success

Today marketing is as much science as it is art.  Gone are the days where a B2B marketer’s role and success was tied to the quality of the graphic design or catchy campaigns they produced. The creative side of marketing is still very important, however, with the rise of technology, marketing has also become about…
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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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