Joseph Mann

Of Focus Groups, Marketing and Social Influence in B2B

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Email Creative: B2B is from Mars, B2C is from Venus

by: Joseph Mann 

It's no secret that marketing to a busines-to-business audience is very different than marketing to a business-to-consumer one. A recent Silverpop study1 on the clickthrough effectiveness of various email marketing creative seems to bear that out:

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Web Video: More than Regurgitated Cockroaches

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Blood on the Dashboard

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Web 2.0 / Demand Creation 2.0

by: Joseph Mann

Web sites have been an important part of the lead generation process for business-to-business companies for some time. Those who have been doing it correctly left behind "brochureware" sites long ago and learned to leverage the Web to engineer the creation of demand (sales) through integrated marketing activities and customer-focused content. I call these “Demand Creation Websites,” and they go hand-in-hand with the first iteration of the Web.

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Don’t Put the Metrics Cart Before the Strategy Horse

by: Joseph Mann

In a recent post I pontificated on the importance of having a systematic approach to lead generation by employing a formal lead scorecard to qualify leads prior to sending them on to the sales team.

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Taken your Metrics Multivitamin Today?

by: Joseph Mann

Can it be that 72.4% of direct marketers have no marketing dashboard or performance measurement system? So says a new survey by the CMO Council.

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Show Me The (Podcasting) Money

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The Rise and Fall of a Demand Creation Strategy

by: Joseph Mann

A Case Study: Marketers know a successful demand creation strategy requires a commitment not only financially but of support from senior management. Unfortunately, while the benefits of an integrated, multi-channel demand creation strategy for a business are enormous, building an opportunity pipeline typically takes more time than many companies have the stamina for.

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Dunkin Donuts is Watching You

 by: Joseph Mann

Recently Brandweek reported a February 2006 licensing agreement between Dunkin Donuts and in-car GPS manufacturer TomTom allowing customers to download Dunkin Donuts and Baskin Robbins logos onto their in-car GPS systems so the chains show up on the driving map when a store is in the vicinity. 1

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