Entries from August 2006
What’s Working NOW B-to-B Webinar – Sep. 14
I’ll be the featured presenter during this webinar. I hope you’ll join us for an informative session.
What’s Working NOW B-to-B Webinar
Featuring Mac McIntosh
Wed., Sept. 14
The latest lead-multiplying tactics and strategies that are working NOW to drive leads and sales–in less than 2 hours. Receive over $200 worth of valuable bonuses!
Register early– Save $20 if you register by Sep. 4
Along with B-to-B list and database marketing expert John Dodd of MarketModels we’ll be presenting dozens of response-producing ideas, tactics and strategies that are
working right now to drive leads and sales for B-to-B marketers.
I’m calling my part of the webinar What’s Working NOW In B-to-B Marketing To Drive Leads & Sales.
Plus, when you register and attend you’ll receive a bonus package of
B-to-B marketing tools valued at well over $200.00. Best of all, this
package includes – customized to your exact specifications and free of
charge – a 500-record prospecting database.
And, as a way of thanking you for your past support, I’ve arranged for
you to get exclusive “Friends of Mac” pricing. Registration is just $59
if you act by September 4 and the program is backed up by a
money-back guarantee.
For complete information and to register go to:
www.whatsworkingnow.net/mac
Here’s a small sampling of the timely business-building know-how you’ll
take away from this fast-paced 115-minute “no-fluff” What’s Working
NOW program:
- You’ll learn specific actions top B-to-B marketers are taking today to drive down demand generation costs while driving up response rates and ROI
- You’ll discover how to uncover profitable emerging markets from within your customer database
- You’ll find out about the specific marketing communications – online and offline – that are now working best to move prospects forward in the buying process
- You’ll learn how one company used powerful new data modeling techniques and technology to generate $460,000 in sales and an 1800% ROI in just thirty days.
- Get complete information and register now at www.whatsworkingnow.net/mac for what promises to be one of the most informative and helpful online events of the year.
Thanks for reading. I hope to “see you online” on the 14th!
The DNA of Marketing: Book Review
If you’re a lifescience and biotechnology marketer, add The DNA of Marketing to your reading list.
If your company sells equipment, instruments, consumables, supplies or services to research, industrial and diagnostic laboratories or testing facilities, this is the right marketing book for you.
It’s written by Ira Kalb, an experienced, hands-on marketing consultant who started out with degrees in bio-engineering and business administration from UCLA and now teaches there in addition to his consulting work.
The book clearly explains the what, why, when, where and who of marketing in a way that is useful to both the seasoned lifescience or biotechnology marketing professional and to someone who is new to the marketing job and trying to figure out where to start.
It’s full of real-life examples and lessons learned that you can put to work right away.
I also recommend these other books on B2B marketing and related concepts:
Persona-Based Marketing: Getting Started
Persona-based marketing goes beyond simple demographic data
Persona-based marketing describes who a prospect or customer is, by also answering questions about their behavior such as: what keeps this person awake at night? How does he spend his time? How does she like to be sold to?
This concept can help you, as a business-to-business marketer, by creating a vivid, tangible picture of your best prospects or customers, and then sculpting a marketing message that’s pertinent to their concerns, and move them to inquire and buy.
How to get started:
- Convene a group of employees who interact with your customers and prospects. Bring in lunch and a white board and ask them to help you build a persona for each of your target customers.
- Start by describing the customer’s role in their company: CEO, CIO, CFO, COO, sales manager, purchasing agent, user, and any other important influencers.
- Next describe the kind of company they work for. What industry is it in? How big is it? How up-to-date is it? Does it have a lot of competition?
- Then describe the person and their behavior: Give each persona a name, a title, an age, and describe how he or she looks. How does he dress? What kind of car does she drive? What does he do in his free time? What kind of educational background does she have?
- Flesh out as many attributes as you need to give a full, rounded picture of who this person is. Then, turn to your persona’s problems and goals.
- Think about what does this person’s daily calendar look like? What are his or her most pressing concerns? What product or service attributes would be most helpful in solving this person’s problems? Is he or she looking to roll up 20 databases into one, getting ready for an IPO, dealing with a new competitor who has just entered the market?
- Then, when formulating your marketing messages, think about what path this prospect or customer might pursue to solve this problem. Will he or she turn to white papers or articles in trade publications or Web sites? Would this customer or prospect seek input from a speaker at a networking group of their peers? Let the personas steer the route, which you can pave with information that can help your prospect and customers move forward in their consideration and buying process.
Read the full article at my website: Persona-based marketing: Powerful tools for connecting with prospects and customers
