Press Relations - Analyst Relations - Local and Global Sponsorship Management
Storage Software Reboot
After an acquisition a once strong business had been left to languish and was bleeding marketshare. Using the B2B³ model to turn around a multi-hundred million dollar Information Storage / Data Protection portfolio, to the delight of the executives and the customers.
These articles generally focus on translating IT advances into sustainable growth, though they may include the occasional rant or attempt at humour. To find out about the author, try clicking on Marco Coulter.
Adverts and Advertorials in business vertical publications can be a useful way of building a relationship with a magazine for the purpose of generating valuable journalist generated articles for reprinting and use by sales
In stores now
Once you have a good body of branded content, we can turn that into a perfect bound published book quickly and at a very low cost. There is nothing as impressive to your prospects as a published book telling your story
Famous Keynote Speakers
Using well known speakers can be an excellent cost effective tool to generate attendance at events. And they are always will to sign their latest books.
Know your audience. For one program we found that the average age of the prospects was over 55 years of age. So we tuned our giveaways to their interests. Marketing is always about the customer
Know your audience. For high tech, expensive information technology prospects love sports that use their ideas.
know your audience
If your audience are suit and tie people, dress the same, and if possible think about their lifestyles. For a series of events we generated branded cuff links as a leave behind. Surprisingly low cost and as expected very well received.
Sales enablement works best when you are creative. It's hard to remember the content of 10 hours of presentations, make your ideas memorable
Where possible find ways to entertain your prospects and customers. There is no better place for sales to bond that outside of work hours. And when you do leave your customers with a memory to take to the office or home.
There is nothing as powerful as stories written by third parties that tell your story. The press are the B2B marketers most effective channel of communication
Support your prospects
Whenever possible help your customers and prospects look fantastic. Business is a partnership and those that you help and please and the ones that value the relationship
Think who your customers are
Know your audience. Creating quality giveaways for each demographic works.
If you're holding an event in a hotel or conference center, think how you can quickly and cost effectively bring your brand and culture into the room
Get your experts to be regular contributors to a publication, even have their own monthly or weekly column
Everyone writes, creating a branded notebook with a creative message makes an excellent leave behind or event giveaway. And can be very cost effective
A simple flyer or postcard can be an excellent way to have your staff share an invite ro an upcoming event
Third party content
Things written about you by a third party are always more credible than things written about you by you. Think about paying for sponsored or ghost written content.
Instead of attending a physical trade event or running a roadshow, consider a virtual trade show. While this take creativity to build and run, the impact can be incredible and they can be very cost effective
Webcasts (aka Webinars) are excellent ways to share training or thought leadership with customers and prospects and to enable a global sales team. But they must be of high quality, carefully crafted and use excellent presenters to be effective
Trade shows can be a powerful way to meet new prospects. Clear goal setting, and a focused execution designed to achieve those goals can work well. A flexible approach to booths that allow for low shipping and setup costs and flexibility of messaging to allow for a good fit an each event can pay off. But it's always worth remembering that trade shows are one of the most costly and least efficient B2B demand and awareness tools
Revenge of the Analyst
A humorous video we created to share with Mainframes solidarity at the historically proven inaccurate prediction of the demise of the mainframe