B2B Marketing Resources
Recent Posts
How to Navigate Tariff Uncertainty: 5 Proactive Steps for Small Businesses
Worried about tariffs impacting your Canadian small business? Stop stressing and take action. Here are five proactive steps to manage pricing, suppliers, finances, and market diversification.
Not All Customers Are Created Equal: Focus on Your Most Profitable Market Segments
When it comes to marketing, not all customers are created equal. Some bring tremendous value to your business, while others may only contribute minimally. If your marketing efforts aren’t targeted, you could be wasting time and money on segments that don’t align with your business goals.
Market Segmentation vs. Contact Profiles: What B2B Businesses Need to Know
Market segmentation and contact profiles are related but distinct tools that help B2B businesses understand and reach their audience effectively. This blog explains how they work and how you can use them together to create a more focused marketing strategy.
Making Sense of B2B Market Segmentation for Effective Campaigns
Tired of casting a wide net and missing your best customers? Market segmentation ensures your marketing connects with the right people at the right time with campaigns that resonate. Most businesses target broad market segments, but within these are often smaller sub-segments with unique needs. Recognizing both levels helps you create campaigns that truly resonate.
A Practical Guide to Identifying and Targeting Your Most Valuable B2B Market Segments
Market segmentation is about dividing your potential customers into distinct groups based on shared characteristics, needs, or behaviors. By identifying and prioritizing these segments, you can focus your efforts where they’ll have the most impact.
Why Permission Matters: Media tips for B2B businesses
Visual content is a powerful tool for B2B businesses, but it's crucial to navigate the ethical and legal aspects of sharing photos and videos. Respecting privacy and obtaining consent builds trust and protects your company
Tips for Top Notch Photos & Video
Creating engaging photos and videos at events is crucial for B2B companies. Great content helps you tell your story, showcase your expertise, and connect with your audience. These can be used in social media feeds or in corporate marketing. Here are some quick tips to help you and your sales team capture great content.
Overcoming Sales Team Gaps
Overcoming Sales Team Gaps Short on Salespeople? You're not alone. The challenge of finding skilled salespeople is a common issue today, with over 27,000 sales job postings on Indeed.com. When [...]
Nobody Likes the CRM
Is your team struggling with your customer tracking system or Customer Relationship Management (CRM)? It’s more common than you think. Many businesses face resistance when implementing new systems but it’s worth the effort to make yours a top priority. Here’s why.
Thoughtful Forecasting Matters
Thoughtful Forecasting Matters Ever been short on cash because a market imploded, or a critical deal didn’t go through? Most businesses have been here before. Sometimes the situation was a [...]
Give Your Customers a Taste
Give Your Customers a Taste When we go to a farmer’s market, specialty grocery or even a big box grocery store on a Saturday, you could eat a meal made [...]
Leveraging Influencers in B2B Marketing: A Strategic Approach
Leveraging Influencers in B2B Marketing: A Strategic Approach In today’s digital landscape, influencers play a pivotal role in shaping consumer perceptions and driving purchasing decisions. While we often associate influencers [...]
Marketing Tool Spotlight: Feedly
Marketing Tool Spotlight: Feedly Stay in the know. Feedly is a great option to add to your marketing tool kit. You tell it the site or topics relevant to your [...]
B2B Event Marketing Checklist
Trade shows are a great opportunity to showcase your products and services, but they can also be stressful and costly. That's why we created a checklist to help you plan ahead and make the most of your time and money.
Marketing Tool Spotlight: Screamingfrog
Marketing Tool Spotlight: Screamingfrog Improve your SEO without being an expert. We like the Screamingfrog Spider Tool because it helps identify some of the basic things you can do on [...]
What you sell is different. How to make sure potential customers know it.
You know you’re different. You know you’re better. But does the customer know? How to differentiate your business.
Writing a Case Study People Will Read
Writing a modern case study is a great way to showcase your brand’s value and success stories to your potential customers. Here are some tips to help you write a more effective and engaging case study.
Are Midsized Manufacturers Doing Enough? Easing your way into better marketing.
Where should manufacturers be focusing their marketing efforts - regardless of budget? We suggest picking 1 or 2 initiatives that you can do well and will contribute to your bottom line. Create consistency in your messaging and cadence, build processes and momentum, and then expand your efforts when it makes the most sense.
The Value of a Fractional CMO for Small and Medium-Sized B2B Businesses
Hiring a full-time chief marketing officer may not be feasible if you have limited resources, budget, or marketing needs. This is where a fractional CMO provides a valuable solution.
Responding to Research Studies and Ratings
Using Research & Reviews in Marketing & Sales Many companies find their products part of research studies that compare their products to others in the marketplace. The results can help [...]
Demystifying the Fractional CMO: Do You Need One to Supercharge Your Marketing?
Demystifying the Fractional CMO: Do You Need One to Supercharge Your Marketing? Marketing plays a crucial role in driving growth and staying ahead of the competition. But if you’re the CEO [...]
Marketing Tool Spotlight: Markup.io
Marketing Tool Spotlight: Markup.io A simple way to request website edits. We like to use Markup.io as an easy way to share comments on our clients websites. It requires an [...]
Social Media is Everyone’s Job
Social Media is Everyone’s Job Many of our clients hire someone to manage their social media feeds for them. This is a viable alternative to hiring an employee specifically for [...]
Covering the SEO basics for a small business
Covering the SEO basics for a small business All of our clients have heard me say: “I’m not an SEO expert, but…” Honestly, I don’t think anyone is an “expert” [...]
Using Social Media – Personal vs. Business
Using Social Media – Personal vs. Business Using Social Media: Personal vs. Business Have you seen too many trolls? Fake people want to connect with you? Watched the train wreck [...]
Social Media from a New Perspective
Social Media from a New Perspective ‘We don’t do social media.’ We hear this from many of our clients who do business with other businesses. Seeing the possibility in using [...]
Building Your Sales and Marketing Team
Great marketers and salespeople aren't always easy to find. 3 questions to help you manage growth and labour market challenges.
How to Add Marketing to Your Sales Mix
When you add a marketer to your sales team, the result can be disastrous unless you invest time into creating an atmosphere of cooperation. Here are some tips to help you get there.
Working the Show – a Different Way to Do Trade Shows
When public events were cancelled, that also cancelled the only way some companies generated leads and made sales. Now that trade shows and conferences are starting up again, should you go?
Trade Shows: Go or No Go
Trade shows organizers are knocking on your door again. Some people in the company treat them as a given but are they really? Should you go?
What marketing KPIs should you measure? The ones that matter.
There might be lots of things that matter to your business, but at the end of the day, the bottom line is what keeps the doors open. (...)
The Chamber YXE Power Up! Series with Jill Sauter
Buckle Up! Preparing your B2B business for a sales wave. Jill Sauter presents to the Saskatoon Chamber Power Up! Series. Tune in.
“I need a salesperson!” – Or do you…
If every company needs sales, then every company needs a salesperson, right? Not so fast. Evaluate your marketing before you build your sales team. (...)
The Business of the Olympics
What can a small business learn from the Olympics? The biggest business lesson of all: Promise – Deliver – Repeat (...)
The Cost of Abbreviating your Company Name
McDonalds, Nike – all the big brands – don’t mess with their name on purpose. Learn how nicknames and acronyms could be eroding the value of your company’s brand. (...)
The Olympic Marketing Extravaganza
Don’t have the budget for an Olympic sponsorship? You can still learn from those big budget companies. (...)
Think you need a website refresh? Stop here first.
Looking at a website refresh? Start by making sure you really need one. What to look for on your website. (...)
Save Money and Time – Marketing Asset Management
Marketing assets cost a lot to produce. Manage them so they’re available and ready to use. You may be sitting on a pot of gold and don’t know it.
Be an Armchair Ad Expert this Weekend
Why should we care about advertising, sponsorships and other marketing when we’re relaxing and taking in a sporting event? Here’s why. (...)
Recruitment experts weigh in on hiring salespeople in today’s market
Whether you’re hiring your first salesperson or your 30th, it can be a struggle. How should you prepare and how important is your company brand? Read on to find out. (...)
Foundation for Marketing Success – Shared Calendars
When you hired your marketer you probably didn’t include mind-reading in the job description. Don’t leave your marketer and your team out of the loop. Access to your schedule gives them insight into how they can best help you succeed. (...)
Writing your own blogs?
Are you asking someone on your team to write blogs for your website? Planning to write some yourself? Start with these tips. (...)
Celebrate Your Marketing Wins
Maybe you have more marketing wins to celebrate in 2021 than you thought. Here are some small wins that mean a lot in the big picture (...)
B2B Content Marketing Benchmarks
A summary of the highlights from the 2021 Content Marketing Institute’s annual B2B Content Marketing Benchmarks, Budgets, and Trends report.
Who’s Minding the House? Managing your marketer.
When you employ a marketer, the measurement of their work can feel like a black box – you don’t know what they do and you don’t know how to measure it. (...)
Don’t chase everything. Make a go/ no-go decision first.
Looking at opportunities through a formal go/ no-go decision process helps you focus your efforts and resources on profit-first, strategic priorities. (...)
What’s On Your Calendar?
A marketing calendar can make you more effective and efficient – without the burnout. (...)
Is your website designed for B2B interactions?
A B2B website and a B2C website have different goals and different expectations. Learn the difference and how to evaluate yours. (...)
Tough conversations about your strategic foundation
Can you pick out tiles before the foundation is built? No. Start with a marketing strategy before you move on. (...)
Drive to the Endzone. How to Create a Winning B2B Sales Presentation
A B2B sales presentation should focus on customer pain points but start to move the conversation toward how you can solve their problems. (...)
Know the Field. Start with a B2B Sales Discovery Call
We hear a lot about how to generate new leads, but what happens when it’s time to close that lead? If you want to get to the endzone, the sales discovery call is the play to run on first down. (...)
Finding Great Salespeople
If you thought that finding someone for a warehouse or administrative position is hard today, you may not have the fortitude to look for a great salesperson. You’re not alone – US estimates for sales position turnover range from 25% to a whopping 55% and Canada is ...
Know What’s News. PR tips for B2B
PR tips for B2B I just saw a post from a company saying they were 19th in the country in a specific metric. Please note that I saw the company’s post – it was not an article in the news. Can you name the 19th place team [...]
Are you missing out on partner marketing opportunities?
Whether you sell a product or a service, chances are you have supplier partners who could be a resource for your marketing. Some suppliers develop marketing assets [...]
Staying On the Fairway: How a marketing strategy keeps you focused
As anyone who has golfed can attest, once you hit your ball into the rough, it’s difficult to get back on the fairway. I find that executing a marketing strategy can be like that. When everyone has a clear [...]
Is it time to follow up with your undecided leads?
Your prospects have options. They can choose you, choose your competitor, or choose to do nothing. If your last conversation with a prospect ended with "let me think about it" and is followed by no responses to your emails or [...]