The Core Problem Of B2B Marketing

  B2B sales and marketing is a different ball game than B2C marketing because prospective buyers are a small subset of the population.   For example, not every person who searches for a warehousing-related keyword using a search engine is a prospective buyer...

The Way of the Ice-Cream Cart

Most marketers have heard of the dichotomy of inbound and outbound marketing. But there’s a middle way, something in between pull and push marketing, and it works like an ice-cream cart. Let me take a step back and examine the two extremes: Pull Marketing Pull...

Does interactive marketing work for B2C firms?

In this post, we examine whether interactive marketing works for B2C products. It turns out once again that there are scenarios in which interactive marketing works great for B2C firms and scenarios in which it does not.   Interactive marketing involves the...

Does content marketing work for B2B firms?

There are scenarios in which content marketing works great for B2B firms and scenarios in which it does not work. B2B firms often need to do concept selling. Let’s take a look at some of the competitive positions from which a B2B firm tries to sell its products...
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