Tag: B2B marketing

The Ebook: The White Paper’s Stylish Younger Sister

By Collin and Christina Canright Ebooks have gotten a lot of attention over last the month with the excitement of the Apple iPad. Before that, however, ebooks had proven themselves as business-to-business marketing tools with distinct advantages over the traditional white paper. Now we are not discussing ebooks as the electronic books read using the Amazon Kindle or Apple iPad. Instead, we are referring  [...Continue Reading]
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Noteworthy Links 03-09-10

Research and articles that have caught my attention this past week. SMB Marketers Segment Emails by Preference, Behavior Email marketing research on trends for small and medium businesses. Does social media generate leads? Reasonable and realistic assessments of Twitter, LinkedIn, and Facebook for business lead generation. Differentiating Your Company’s IT Services Menu Thoughtful discussion of  “trusted relationships” as the differentiating factor in IT services  [...Continue Reading]
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Pondering Social Marketing Purpose

I am trying to figure out where most business-to-business companies land in the social media market, after a conversation with a colleague yesterday. I was thinking of a Brian Solis article I read about a month ago, “10 Stages of Social Media Business Integration.” Solis lays out a continuum from observing, getting a social presence, responding by reacting, and researching to provide relevance and  [...Continue Reading]
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Social Media Moves in 2010

Social media marketing takes the next step in 2010, from the next new thing to a powertool in the integrated marketer’s toolbox, for both business-to-business and consumer marketing, as reported last week in major marketing and technology media articles and blog posts. Optimism, accountability, social media top trendsBtoB Magazine reports “cautious optimism,” especially over ad budget increases, and the “integration of social media as  [...Continue Reading]
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Discovering Your Ideal through the ISAP Method

Canright Communications believes that purpose and vision should drive any sales and marketing plan and project. During the Discover phase  of our Canright Project Methodology, we make sure that we understand a company’s purpose, vision, and goals and how a marketing project will support them. The primary tool at use at this initial state is the Ideal State Action Planning (ISAP) process. The ISAP  [...Continue Reading]
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Case Study Backgrounder

Case studies are influential marketing tools that help a company spotlight and promote its products or services, and can greatly increase credibility with potential customers. A well-written case study illustrates how a specific problem was identified and resolved. The key is to adequately research your case study topic and make sure to ask, and then answer, the right questions. Here is an outline and  [...Continue Reading]
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2009 Year-in-Review and Trends Links

It’s a quiet week, a time for contemplation, review, and planning. Especially review. The best-of lists—for the year and the decade—started some weeks ago. I started to get caught up last week. My Delicious bookmarks from the last couple of days shows: A best-of selection of social media, content marketing, and media links A few realistic views on social media marketing Some initial economic  [...Continue Reading]
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Strategic Moves and Competitive Reactions in B2B Marketing Campaigns

This past month has seen a good number of events focused on innovation, generally based on the premise that it will take innovation to rebuild employment and, as a result, the economy as a whole. This week is also Global Entrepreneurship week, built roughly around the same idea. I believe that companies with vision can create a positive future in a challenging economy—a perspective  [...Continue Reading]
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