B2BMarketingSmarts

B2B marketing that talks “Outside-In” not “Inside-Out”

Susan Fantle — Mon, 06 May 2013 15:01:19 +0000

A few weeks ago, a colleague forwarded a post — “Better SEO through Integrated Content Marketing,” by Scott Fasser — that was on the Optify blog in 2012. In the post, Scott recognizes that SEO is no longer a separate tactic but an integral part of B2B marketing strategy. He discusses four essentials to maximizing [...]

B2B marketing that talks “Outside-In” not “Inside-Out” is a post from: B2BMarketingSmarts

Why B2B marketers must read this book on lead generation.

Susan Fantle — Mon, 29 Apr 2013 15:08:25 +0000

The title of David Scott’s new book “The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI” is a bit misleading. It doesn’t just cover the new rules of lead generation marketing that involve LinkedIn, Twitter and Facebook. It covers all the channels and all the practices necessary to achieve successful B2B marketing [...]

Why B2B marketers must read this book on lead generation. is a post from: B2BMarketingSmarts

5 must-dos in B2B marketing measurement and metrics.

Susan Fantle — Mon, 22 Apr 2013 14:51:00 +0000

I just attended another fabulous live presentation by the San Diego Direct Marketing Association. The speakers, Randy Gerson of Gerson & Associates and Chris d’Eon of Deon Direct, knocked one out of the park — again. Last time I saw Chris speak was when he was at ProFlowers. It was at that talk that I [...]

5 must-dos in B2B marketing measurement and metrics. is a post from: B2BMarketingSmarts

Personas: They’re not just for B2B marketing anymore.

Susan Fantle — Tue, 02 Apr 2013 17:16:39 +0000

Thanks to Software San Diego, I finally got the opportunity to learn about why there is such a widespread interest in personas these days. I always thought of them in terms of B2B marketing. Although creating personas is more formalized than it used to be, we B2B direct marketers have been targeting messaging to customer [...]

Personas: They’re not just for B2B marketing anymore. is a post from: B2BMarketingSmarts

Three B2B marketing practices driving me crazy this week

Susan Fantle — Mon, 25 Mar 2013 15:05:35 +0000

Some B2B marketing best practices are costly or complex. For example, B2B lead generation that uses direct mail is a best practice as it’s always proven to work better than email marketing. But it is much more complex and costly than email. I understand it when B2B marketers do not follow best practices because of [...]

Three B2B marketing practices driving me crazy this week is a post from: B2BMarketingSmarts

Last-ditch B2B marketing metric.

Susan Fantle — Mon, 18 Mar 2013 15:26:23 +0000

Recently I responded to an offer for a paper, “Getting Started with Marketing Measurement,” from Act-On Software. The paper opens with: “The B2B marketing world has changed a lot over the past decade. One especially important new trend is the growing emphasis on measurement and analysis.” Coming from a direct marketing background in which measurement [...]

Last-ditch B2B marketing metric. is a post from: B2BMarketingSmarts

Steps #2-6 in creating ideal B2B lead generation copy.

Susan Fantle — Mon, 11 Mar 2013 15:03:03 +0000

My previous post covered the first and most important step in any B2B marketing copy for successful outbound B2B lead generation. That first step is the most important as it must contain the information necessary to make a connection with the prospect. Once the B2B lead generation opening statement “gets the prospect” or “hooks them [...]

Steps #2-6 in creating ideal B2B lead generation copy. is a post from: B2BMarketingSmarts

Step #1 in creating ideal B2B lead generation copy.

Susan Fantle — Mon, 04 Mar 2013 16:25:03 +0000

After a short stint writing copy at an ad agency, I discovered the world of B2B direct marketing. The difference that made me love it is that B2B direct marketing requires an action on the part of the prospect or customer — so every dollar that’s spent is trackable. Early on in my B2B marketing [...]

Step #1 in creating ideal B2B lead generation copy. is a post from: B2BMarketingSmarts

B2B marketing that uncovers hot leads & builds involvement.

Susan Fantle — Mon, 25 Feb 2013 16:04:58 +0000

LinkedIn may have flaws and spam problems at times, but the ability it gives us to meet and share ideas with colleagues all over the world is wonderful. One of my new LinkedIn acquaintances, Tracy Johnson, President of Spotted Dog Promotions, recently sent me an article he wrote about “Contests and your Marketing Strategy.” What [...]

B2B marketing that uncovers hot leads & builds involvement. is a post from: B2BMarketingSmarts

Is data killing your B2B marketing opportunities?

Susan Fantle — Mon, 18 Feb 2013 15:54:07 +0000

Those who read this blog probably think I’m a B2B marketing copywriter and consultant offering insight into B2B marketing best practices. According to the mailer I received today, however, they’d be wrong. It appears I am the owner of the Coca-Cola Company. Well, if that’s true, I’m living way below my means. Receiving this type [...]

Is data killing your B2B marketing opportunities? is a post from: B2BMarketingSmarts