b2b marketing strategy | highlanderconsulting

Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure

There are practical reasons diet companies and national gym chains spend most of their advertising budgets within two seasonal windows: i...

Two Reasons Why Marketing Fails at Small and Medium B2B Firms

There are two reasons why marketing fails most often at small- and medium-sized B2B firms. Either or both of these failings may apply to ...

Make the Short List...Or Die Trying

For most B2B companies, there’s no reliable way to predict when a prospective client will purchase their product or engage their services...

Why Companies Give Up On Content Marketing

“Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and...

Managing Brand Strategy…When Your Name is on the Front Door

Any business founder / owner whose surname serves as their company’s brand name has a unique challenge. If (s)he’s built a successful bus...

Making B2B Buyer Shortlists: Is Your Firm Even in the Game?

For most B2B companies, there's no way to predict when a prospect will purchase their product or engage their services. Sales cycle manag...

How to Sell to Companies that are Out of Your League

The most enduring injustice in the world of B2B marketing is that, very often, a firm with strong brand perceptions will be selected over...

Your Marketing Content: Is it Fake News?

The marketing profession has a reputation for sometimes using less than reliable market research to promote a point of view. And this mar...

The Power of Unsolicited Pitch Letters

Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. These ...

3.5 Reasons to Skip Industry Awards

For certain industries, such as financial services, that aggregate performance-related data – for example, in annual “league tables” rank...

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Featured Posts

Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure

Social Distancing: Marketing's New Strategic Mandate

Are Pitch Letters The Cinderella Of Content Marketing?

Is Your Firm a "Safe Choice" for Prospective Clients?

Why Clients Don't Value Your Ability

A 9-Step Marketing Success Recipe

Two Reasons Why Marketing Fails at Small and Medium B2B Firms

PR's "Big Lie" is Alive and Well

Bare Essentials: Marketing as a Necessary Evil

Write Effective Pitch Letters to Grow Your Business

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Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure

Social Distancing: Marketing's New Strategic Mandate

Are Pitch Letters The Cinderella Of Content Marketing?

Is Your Firm a "Safe Choice" for Prospective Clients?

Why Clients Don't Value Your Ability

A 9-Step Marketing Success Recipe

Two Reasons Why Marketing Fails at Small and Medium B2B Firms

PR's "Big Lie" is Alive and Well

Bare Essentials: Marketing as a Necessary Evil

Write Effective Pitch Letters to Grow Your Business

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Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure

Two Reasons Why Marketing Fails at Small and Medium B2B Firms

Make the Short List...Or Die Trying

Why Companies Give Up On Content Marketing

Managing Brand Strategy…When Your Name is on the Front Door

Making B2B Buyer Shortlists: Is Your Firm Even in the Game?

How to Sell to Companies that are Out of Your League

Your Marketing Content: Is it Fake News?

The Power of Unsolicited Pitch Letters

3.5 Reasons to Skip Industry Awards

Featured Posts

Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure

Social Distancing: Marketing's New Strategic Mandate

Are Pitch Letters The Cinderella Of Content Marketing?

Is Your Firm a "Safe Choice" for Prospective Clients?

Why Clients Don't Value Your Ability

A 9-Step Marketing Success Recipe

Two Reasons Why Marketing Fails at Small and Medium B2B Firms

PR's "Big Lie" is Alive and Well

Bare Essentials: Marketing as a Necessary Evil

Write Effective Pitch Letters to Grow Your Business

Recent Posts

Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure

Social Distancing: Marketing's New Strategic Mandate

Are Pitch Letters The Cinderella Of Content Marketing?

Is Your Firm a "Safe Choice" for Prospective Clients?

Why Clients Don't Value Your Ability

A 9-Step Marketing Success Recipe

Two Reasons Why Marketing Fails at Small and Medium B2B Firms

PR's "Big Lie" is Alive and Well

Bare Essentials: Marketing as a Necessary Evil

Write Effective Pitch Letters to Grow Your Business

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Featured Posts

Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure

Social Distancing: Marketing's New Strategic Mandate

Are Pitch Letters The Cinderella Of Content Marketing?

Is Your Firm a "Safe Choice"​ for Prospective Clients?

Why Clients Don't Value Your Ability

A 9-Step Marketing Success Recipe

Two Reasons Why Marketing Fails at Small and Medium B2B Firms

PR's "Big Lie" is Alive and Well

Bare Essentials: Marketing as a Necessary Evil

Write Effective Pitch Letters to Grow Your Business

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Is Your Firm a "Safe Choice" for Prospective Clients?