I’ve noticed a dangerous trend in business-to-business marketing: a lack of proof in the copy for product claims made in advertising. In the IT marketplace, for example, the most pervasive marketing document is the white paper. Many white papers are … Continue reading →

Sensible organization, crisp photography, bold graphics, and powerful copywriting are a few of the keys to a successful business-to-business catalog. But experienced catalog marketers also use dozens of sales-boosting gimmicks that have little to do with the basics of salesmanship … Continue reading →

Today we are faced with a bewildering variety of choices when it comes to choosing how we will communicate with our prospects. Let me tell you what I know about making that decision. Although print advertising has fallen out of … Continue reading →

It’s not easy being the marcom manager of a B2B company. In addition to the usual marketing communications challenges you must deal with, there are several other issues B2B marcom managers face. One is marketing products that are inherently technical … Continue reading →

My colleague David Meerman Scott recently wrote a second edition of his best-selling book The New Rules of Marketing & PR. In an e-mail, I asked David what are the top 3 new rules of marketing and PR today. His … Continue reading →

It’s true that consumer direct response headlines can get pretty clever, daring, and even outrageous. But powerful headline writing is just as important in business-to-business marketing communications. So let’s look at some successful headlines you can add to your swipe … Continue reading →

If you asked me to name the two biggest trends in business-to-business marketing today, I’d have to say social media and content marketing. And social media seems to work best when it’s based on content. In a recent survey of … Continue reading →

According to copywriter Heather Sloan, case studies are often more effective than brochures and traditional sales collateral. Why? “Everyone loves a story,” explains Heather. “An old adage says, ‘A picture is worth 1,000 words.’ Never did this wisdom ring truer … Continue reading →

There are two schools of thought concerning marketing to business and technical buyers. The first school says, “Copy should be as short as possible, direct, and to the point. Bullet lists are better than sentences and paragraphs. Don’t do any … Continue reading →

There’s a lot of misinformation out there about what works in B2B marketing – much of it spread by highly paid consultants with a new technology or channel to hype and an axe to grind. With that in mind, here … Continue reading →