Why Consumer Marketing Fails B2B Companies

Most of the art and science of marketing was developed to address the needs of large consumer markets. These methods evolved to drive transactions in a retail setting. Consequently, consumer marketing methods are blatantly unsuited to meet the complexity of business buying decisions. You cannot use consumer methods to develop long-term relationships with business buyers. As Adam Needles says in …

David CrankshawWhy Consumer Marketing Fails B2B Companies

How Does HubSpot Staff for Inbound Marketing?

Hubspot, a software company in Boston, has grown rapidly since its formation in 2005. It has achieved an amazing Compound Annual Growth Rate of 88% over the five years starting in 2009. The company sells marketing software for small and medium sized companies. Through articles, tools, and e-books, HubSpot ceaselessly educates these businesses on how to become more successful with …

David CrankshawHow Does HubSpot Staff for Inbound Marketing?

Use Marketing to Disrupt Your Competition

Carlos Hidalgo is worried. He wants to know if business-to-business marketers have the ability “to perform at a high level within their roles.” Hidalgo has good reason for concern. His research reveals startling statistics about marketing departments in companies with revenues over $250 million: When asked “How effective are your demand generation programs at achieving your primary goals?” only 2.8% …

David CrankshawUse Marketing to Disrupt Your Competition

No Easy Answer to the Avalanche of Email. Here’s What You Can Do.

A 2012 report by McKinsey declared that we spend 28% of our work week on email. The avalanche of email will not end soon. Email does some things very well. Communication and collaboration among project team members is not one of them. Here’s what Bhavin Turakhia says in a recent post on VentureBeat: Rapid communication among teams in any organization …

David CrankshawNo Easy Answer to the Avalanche of Email. Here’s What You Can Do.

Use Email to Turn Traffic into Business

A few visits to your website are not enough to build a relationship with a B2B buyer. It won’t turn traffic into business. Before visitors can become customers, they must engage with you enough to trust you, to learn from you, and feel an urgency to address a problem that you know how to solve. Henneke Duistermaat’s recent article for …

David CrankshawUse Email to Turn Traffic into Business

Learn by Example from These SaaS Pricing Pages

It’s not so easy to find pricing pages that are done well. Many of us may not even recognize a good pricing page when we see one. Patrick Campbell of Price Intelligently explains some useful examples of SaaS pricing done right.

David CrankshawLearn by Example from These SaaS Pricing Pages