B2B has changed – the 4P’s don’t apply Most marketers today know or knew of the 4Ps. They are the traditional marketing mix–product, place, price, and promotion. But these narrow views are increasingly battling with the essential need to deliver solutions. In a recent article in the Harvard Business Review, Richard Ettenson, Eduardo Conrado, and …
Are the 4P’s relevant anymore in building products marketing? Read More
Asking Your Company ‘Why Do We do This?’ Recently we heard Eduardo Conrado, the SVP and CMO of Motorola Solutions, talk about the process their company went through as they split Motorola into two companies; the B2C mobile company (Mobility) and the B2B organization (Solutions) Conrado helps to lead. The decision to focus on Purpose …
Why We Need to Focus on Purpose in Building Products Marketing Read More
Guy Kawasaki’s 10 Keys to Enchantment, Success In a recent post, I introduced you to Guy Kawasaki and his first 3 pillars for achieving enchantment. As promised, here are steps 4-10 on how to influence your people and make a difference for your entire company: 4. Launch – tell a story, a personal story Once …
The Top Ten Ways Building Product Marketers Can Achieve Enchantment, Part 2 Read More
Guy Kawasaki’s 10 Keys to Enchantment, Success I recently had the opportunity to hear Guy Kawasaki speak. If you haven’t heard of Guy, you need to look him up. He is known as the former chief evangelist of Apple and is the author of ten books, including Reality Check, The Art of the Start and the new Enchantment: The Art of …
The Top Ten Ways Building Product Marketers Can Achieve Enchantment, Part 1 Read More
10 Lessons from Greg Brown, CEO of Motorola Solutions Recently I heard Greg Brown, the CEO of Motorola Solutions, speak at the Business Marketing Association International GROW! Conference. He spoke about his role as a CEO, which he defined as deploying capital and developing people, but spent most of the time talking about Eduardo Conrado, …
Use Social Media to Fill the Sales Funnel At last week’s Business Marketing Association International GROW! Conference in Chicago, I heard from Kipp Bodnar, an inbound marketing strategist at HubSpot, and Jeffrey Cohen, a social strategist for Radian6. Over the course of an hour, these two showed us the value of social media in …
3 Keys for Using Social Media to Generate Leads in the Building Industry Read More
Learnings from the BMA International Conference While a lot of arguments were made at last week’s Business Marketing Association International GROW! Conference in Chicago – one thing was clear and repeated often: social media is here to stay. It was something nearly every speaker hit on and the keynote speaker, Guy Kawasaki, proclaimed that all …
Social Media Isn't Going Anywhere for Building Products Marketers Read More
Tradeshow strategy is an important and costly element of the marketing mix. Are massive industry tradeshows running out of steam across all industries? Does the cost for manufacturers to exhibit in national tradeshows outweigh the benefits? Is it unrealistic for customers or prospects to travel across the United States for national shows due to cost? …
Building Product Manufacturers Evaluate Tradeshow Benefits Read More
