OEM, reseller, software partner. When your business revolves around servicing or consulting on another vendor’s product—like offering consultancy for a specific software suite or project management process—you face a common challenge: sameness. Unless you have exclusivity around a territory or a particular product range, you’re up against competitors who look, sound, and market exactly like…… Continue reading Third party vendor consultants: small differences from rivals are not enough
Category: B2B lead generation
Should B2B services pretend to be bigger than they are?
If your small to midsize B2B services firm is struggling to attract clients, it is tempting to over-represent your capabilities to win the business. From claiming “we” instead of “I” to counting freelancers as full-time staff, or inflating the range of services and locations you cover, there are many ways (some subtle, some not) that…… Continue reading Should B2B services pretend to be bigger than they are?
B2B direct marketing: what do you say after you say hello?
The subject of B2B direct marketing for lead generation and opportunities was suggested to me by one of my LinkedIn connections who works in the area of experiential events and brand activations. Direct marketing is communication with a customer or lead that is not through a mass media platform such as advertising. Email, social media,…… Continue reading B2B direct marketing: what do you say after you say hello?
There is more to B2B lead generation than long email lists
Many small and mid-size enterprises outsource B2B lead generation to obtain long lists of names and emails. For some, this strategy has worked. I’m okay with the cost-effectiveness of outsourcing data collection or having a robust collection of potential lead data for your industry. However, as someone who has worked with purchased lead data in smaller…… Continue reading There is more to B2B lead generation than long email lists
Data engineering services marketing shouldn’t sit on the fence.
I recently had the pleasure of delivering marketing consulting services to an up-and-coming South American data engineering firm with an eye on global growth. A large part of what we worked on was the differentiation of their firm in a crowded market. My market research into my client’s competitors gave me an idea of what…… Continue reading Data engineering services marketing shouldn’t sit on the fence.