Q2 Marketing Blog - Technology Marketing, Public Relations, Brand Consulting

The Quickest Ways to Generate Leads-3 & 4

Thursday, May 21st, 2009 - by Becky Sheetz-Runkle

Keeping the pipeline full and opportunities moving through it has gotten increasily difficult for almost everybody. I talk wtih sales people and leaders all the time in industries as diverse as technology, marketing, professional services, advertising, financial, healthcare and more. They’re all pretty much saying the same thing. Chances are, these are the same things being said within your organization.

We may not be able to unilaterally market our hemisphere out of a lingering recession, but we can put some programs in place to begin developing and nurturing leads–today. Let’s explore two more of the five fastest wasy to generate leads. Read about the first two of the fastest ways to generate leads here.

3. Speaking Gigs. Secure speaking engagements for your executives, technical people and other relevant and qualified experts. Large conferences and tradeshows will begin accepting abstracts for presenters at least nine months in advance. Not exactly a quick way to generate leads. But the sooner you start looking for these opportunities, the sooner you will have executives lined up. And stay plugged into good events so your executives can be reached out to for regional events that don’t take as long to plan. Remember, some people come to tradeshows to evaluate and buy.

In addition to major conferences, contact chambers of commerce, relevant associations and other business organizations to see about being added to their calendar for a more imminent event. There are a multitude of such organizations in most metropolitan areas in the United States. If the audience is a fit and includes some well qualified potentials, this can be a powerful initiative. If the topic and content are good, this builds and fosters credibility that will move your organization to the short list of service providers or vendors.

4. White Papers. Do you have valuable, current white papers that fit with the strategic direction of your organization? Even if you don’t have finely polished papers, you probably do have components of good white papers circulating in your proposals, internal documents, client deliverables, etc. We know that nailing down your subject matter experts to develop white papers can be a challenge. But it’s worth it. White papers can be important for promoting to your marketing database, as well as to the rest of the prospect world. And if you use a white paper distribution service, you’ll build valuable credibility and leverage Search Engine Optimization (SEO) for your key services and products.

Posted in Advertising, Business to Business Marketing, Business to Government Marketing, Direct marketing, Economy, Industry Trends, Lead Generation, Public Relations, Sales and Marketing, Technology Marketing, Trade Shows, White paper marketing | No Comments »

The 5 Fastest Ways to Generate Leads

Monday, May 18th, 2009 - by Becky Sheetz-Runkle

Now is the time to leverage marketing to generate leads. In an economy where it takes considerably more leads and more times to make sales, moving quickly to keep the pipeline full is of the essence. Marketing should be helping you in the endeavor.

This article examines the five fastest ways to leverage marketing to generate and nurture leads. These tactics are designed to work in unison with more long-range marketing activities, and can be executed on an ongoing basis. They’re also meant to fit tightly with and enhance your selling process.

Webinars. Once you’ve figured out what you have to say with your webinar or series of webinars, promotion is the biggest consideration. Any media organization that you team up with to promote your webinar will be able to provide you with the list of registrants. Assuming you have a good topic that people care about, this should represent a healthy list of prospects in a reasonably finite period of time.

But beware, there are many webinar pifalls to avoid.

Seminars. The next step up from webinars is face-to-face seminars. These are more risky because you need to fill a real live room. With webinars, none of your attendees knows if they are one of 50 or one of 5,000. But when you’re in a room together, it’s all transparent. So seminars pose a constant challenge to fill a room. If the topic of your seminar is “Ten Ways Product X Can Improve Your Business Process,” don’t expect much of a turnout. The seminar must be educational in nature. Advertise good content and deliver, and you’ll build a reputation for high quality events.

As with webinars, seminars provide qualified leads. But unlike webinars, you’re team is able to actually engage potential buyers face-to-face during networking time and Q&A. Seminars are much more powerful at building and promoting your brand to attendees than webinars. They also build greater interaction with your brand and more vested prospects.

Check back later this week for more of the 5 fastest ways to generate leads.

Posted in Brand Consulting, Business to Business Marketing, Business to Government Marketing, Direct marketing, Economy, Lead Generation, Online Marketing, Search Marketing, Technology Marketing, Webinars | 2 Comments »

4.5 Reasons Not to Spend Money on PR

Monday, May 11th, 2009 - by Becky Sheetz-Runkle

Lots of B2B and B2G companies in the tech sector are talking about PR these days. I’m not entirely sure why that is. A down economy typically has the opposite effect on an organization’s willingness to spend on public relations. But this speaks volumes on executives’ confidence in how PR can impact their bottom line.

Despite Bill Gates’ now-famous PR advocacy quote, “If I was down to my last dollar, I’d spend it on public relations,” not every company should be spending on PR. Why not? Here are four (and a half) reasons why you shouldn’t spend money on PR. At least not now.

1. No room in the budget

This is where PR discussions start—and often stop. If your organization isn’t able or prepared to dedicate at least $4,000-$5,000 per month to an outside agency, or expert internal resources, PR isn’t the way to go. Spend marketing dollars elsewhere to grow the business until the time is right for PR. End of story.

1.5 If you can’t afford a strategic PR initiative….

So you don’t have highly experienced internal resources for PR? There are cost effective means of leveraging the expertise of a PR firm for execution by a junior level marketing/PR person. For details that go beyond the confines of this article, contact me at bsheetz (at) Q2marketing.com.

2. Lack of availability of management team

This is also where a good PR program can fall off. If spokespeople can’t be made available for media interviews in a timely fashion, your dollars are going to fall short. Similarly, your management team must be involved in strategic discussions, even if on a limited basis. This is the only way to ensure the strategy of the PR is in lockstep with the execution.

3. Un-seasoned Spokespeople

This dovetails with the need for the availability of your management team. Everyone wants good and meaningful features and quotes that advance their business’ strategic objectives. Your spokespeople must dedicate some time to honing their message and delivery to maximize each interview opportunity. And they need to make sure they are well prepared to address the reporter’s needs for each interview.

A formal media training is advised for most executives, even the ones who don’t think they need it. (Sometimes it’s especially the ones who don’t think they need it.)

4. Inconsistency

PR works effectively when it happens consistently. It will take some time to begin to generate results. But once the ink starts to land, it has to continue. The good news is that media coverage typically builds and increases exponentially if a good program continues. If you’re going to spend money on PR, be prepared to do so over the long-term. That’s how to create results.

If PR does make strategic sense for your company, it will require a measure of patience. But it’s worth the wait. Read more about how to make PR worth the wait and realize big returns.

Posted in Business to Business Marketing, Business to Government Marketing, Economy, Public Relations | No Comments »

10 tips for finding the perfecting marketing agency–part 2

Tuesday, May 5th, 2009 - by Becky Sheetz-Runkle

How do you choose the perfect marketing or PR agency for your company? Read on for some advice. And be sure to check out the four essential ingredients you’ll need before selecting a marketing agency.

The first three tips from part one were:

1. Delivery commitment

2. Seeing the big picture.

3. What’s the ROI?

Now on to 4 and 5….

4. Order up. No good agency will be content to simply follow orders. If the agency is tuned to your business objectives, they’ll want to do their part to help steer you to your goal. (And if they’re good, of course they’ll be tuned to your business objectives.)

Among the most sought-after strengths of a marketing firm are their creative prowess and innovative ideas. If you want their best, you’ll need to give them some freedom. Even the best agencies and creative pros will become apathetic and slip into order-taker mode if they believe their ideas aren’t being heard. This isn’t good for them—or for you.

5. Birds of a feather. You’ll want your agency to have a track record serving businesses like yours. If you’re selling to government, they must know that market. If you need to reach female consumers, your agency must have demonstrable expertise there. Find out where they’re strong and the difference they have made for those brands. If you’re looking for full service, find an agency that can and has delivered.

Check back soon for the rest of the five tips!

Posted in Advertising, Business to Business Marketing, Business to Government Marketing, Economy, Technology Marketing | 1 Comment »

6 Principles of Brilliant Branding from Starbucks–part 2

Friday, May 1st, 2009 - by Becky Sheetz-Runkle

This is part two of the paradox of branding from Starbucks’ John Moore’s appearance last week. Moore is the brand’s former marketing strategist. Read part one for the first three principles of brilliant branding.

4. “Marketing is too important to be left to the marketing department,” said David Packard, co-founder of Hewlett-Packard Company. Every employee is part of your marketing department. One great person equals three good ones. Moore cited The Container Store, as a living example of this. Their mantra is to pay their great people two to three times more than they would make in a similar position.

Astonished employees, he postulated, will astonish customers.

5. If the market grows, the business must grow. Marginal companies get squeezed out when boon conditions abate. He asked the question, “If your business went out of business tomorrow, would anyone care?” Can you say with conviction you would dearly be missed by your employees and customers? If so, you’re doing something right.

Starbucks closed 1,000 stores. Customers went online and petitioned the closing of many stores. The customers cared.

6. Be influenced by “the paradox of growth.”

The smaller you are, the bigger you must look. The bigger you are, the smaller you must get. For those big guys, he cautioned, remember what it took to get where you are.

He concluded by sharing that Starbucks never set out to be well branded. It just happened. If you build a business that’s profitable, makes employees and customers happy, then you don’t need to worry about branding. Branding will take care of itself.

Posted in Economy, Industry Trends, Marketing Research, Public Relations, Sales and Marketing | No Comments »

Six Principles of Brilliant Branding from Starbucks’ John Moore

Wednesday, April 29th, 2009 - by Becky Sheetz-Runkle

Build a business that’s profitable, makes employees and customers happy and you don’t need to worry about branding. Branding will take care of itself.

These aren’t sentiments you’d expect from a marketer, must less John Moore, who designed and implemented marketing programs for Starbucks Coffee for eight years. But he’s pretty much an authority.

I attended his presentation before Accelerent last week. Special thanks to Brad Powell of JX2 Professional Software Services for the invitation. In his talk, Moore espoused six principles worth consideration—if not embracing—by marketers everywhere. Because he’s a heck of a wordsmith, some of his phrases are repeated here verbatim, or at least close to it. Here are the first three of his six principles:

1. The more obvious you are, the more original you appear…and vice versa. And here’s something particularly compelling for some in the tech marketing world. There’s no such thing as a dull product category. There are only dull brands.

He stressed the importance of earning opinions from your customers. A way to do that: unconventional names for your cup sizes. By taking something common and making it uncommon, you make your customers feel special, citing loyal customers who speak Starbuckian.

2. Be careful when defying your “circle of expectations.” The more obvious you are, the smaller the circle gets. Starbucks’ mark in the sand, as defined by Moore:

· bold coffee (this isn’t Folgers!)

· high quality beans

· not cheap

· non-traditional marketing consisting of locations as billboards and patrons carrying the distinctive cup

· comfortable stores

· engaged employees–another part of the Starbucks experience

The point is that the smaller the circle, the more effective the brand. Starbucks tried milder coffee, cheap coffee, salads, ice cream and other brainstorms that Moore said were unsuccessful because they were outside the circle.

3. If you want to earn customer loyalty, first earn employee loyalty. Your competitors can replicate your products and programs, but they can’t replicate your corporate culture.

Check back later this week for more on Moore’s six principles….

Posted in Advertising, Brand Consulting, Case studies, Industry Trends, Marketing Research, Public Relations, Research and studies, Sales and Marketing | 2 Comments »

ASBC Conference & Award Dinner Highlights

Saturday, April 25th, 2009 - by Becky Sheetz-Runkle

Photos and coverage from a day after the American Small Business Coalition’s first ever conference and awards dinner.

http://www.bisnow.com/washington_dc_tech_news_story.php?p=3504

Posted in Business to Government Marketing, Public Relations, Technology Marketing | No Comments »

Using PR to Boost SEO

Friday, April 24th, 2009 - by Becky Sheetz-Runkle

From PR News, this will help you refine your online media strategy by making the most out of PR to drive SEO. Combine these efforts and minimize dollars spent while maximizing ROI.

http://www.prnewsonline.com/prinsiders/Using-PR-to-Boost-SEO_12769.html

Enjoy!

Posted in Public Relations, SEO, Search Marketing | No Comments »

Avoid B2G Marketing Pitfalls

Tuesday, April 21st, 2009 - by Becky Sheetz-Runkle

Business-to-government (and business-to-business) marketing is most effective when it communicates value. The best B2G marketing is based on compelling content focused on problems solved and clear solutions offered. Read more about why content-rich marketing materials will reign in 2009.

Government decision makers and the corporate C-suite alike tell us all the time that they read resources that help them and their teams be more effective. Examples of such resources include content-rich newsletters, bylined/contributed articles, case studies, blogs, analyst reports, and white papers. For all of your content-driven materials, ask yourself: how does this help the decision maker do his or her job?

The credibility valuable content builds is paramount for companies selling professional services and products to the government. But remember, this initiative won’t be successful if materials are simply sent off blindly to an overflowing inbox of an unwitting recipient. Rather, these resources will serve as door busters for your business develop teams. And they will serve as incentives to use at different points in the sales cycle.

If you don’t have one already, create a library of powerful, valuable materials for your business development team.

Want to learn more about B2G marketing? Join me at The ASBC’s 5^th Anniversary Conference and Gala April 23, 2009 in Vienna, VA. I’ll be presenting on “11 Essential Steps for Marketing to Government.”

Posted in Business to Government Marketing, Case studies, Direct marketing, Industry Trends, Lead Generation, Public Relations, Sales and Marketing, Technology Marketing, Webinars, White paper marketing | 2 Comments »

Selling to Government? Join the ASBC April 23…

Thursday, April 16th, 2009 - by Becky Sheetz-Runkle

If you’re selling to the federal government, you’ll want to be at the Sheraton Premiere, Tysons Corner, April 23, for the American Small Business Coalition’s (ASBC) Fifth Anniversary Conference and Awards Dinner: Celebrating a Culture of Collaboration and Success. The conferece will take place where government business happens–the Washington, D.C. metro area.

The ASBC celebrates five years of support to the stakeholders of the government sector with high-value information sessions, timely content and quality networking of benefit to small, medium and large companies doing business with the government.

Keynotes and breakouts will feature exceptional content on current federal agency acquisition and procurement initiatives and the economic stimulus. Sessions include presentations by David A. Drabkin, Acting Chief Acquisition Officer and Senior Procurement Executive, General Services Administration (GSA); Kevin Plexico, Executive Vice President, INPUT; Sorraya Correa, Director of Procurement Operations, Department of Homeland Security (DHS); Casey Coleman, CIO, GSA; Delores Thompson-Gad, Assistant Director, Office of Small Business Programs Mission and Installation Contracting Command, Directorate of Contracting Fort Belvoir; Mary A. Davie, Assistant Commissioner, Office of Assisted Acquisition Services, Federal Acquisition Service (FAS); Amanda Fredriksen, Deputy Assistant Commissioner, General Supplies and Services and Kendra Turner, Director, Industry Relations Division, Office of Acquisition Management, Public Buildings Service.

I’ll be giving a presentation on 11 Essential Steps for Marketing to the Government.

Attendees are welcome to attend just those sessions convenient for them—or attend the entire day. Different pricing packages are available.

What’s so exciting about the ASBC? It’s helped members capture more than $2.5B in direct and subcontract awards since 2004. It’s the place to be if you want to get smarter and build the connections you need to do more business in the federal sector. Learn more about this great organization and The ASBC Fifth Anniversary Conference and Awards Dinner.

Posted in Business to Government Marketing, Technology Marketing | No Comments »