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B-TO-B

  • The Power Punch

    Carolyn Goodman

    Hello, Complaint Department? My Friends Are Listening

    Carolyn Goodman | May 17, 2013

    If it costs five times more to acquire a new customer than to keep one, why do brands continue to try and ignore customer complaints? For as long as there have been businesses selling goods and services, there have been complaint departments. And I'm guessing that as the number of sales increased, so did the number of complaints. So why did it take until the creation of the Internet and the popularity of social media for so many businesses to really start to address customer satisfaction issues?

  • Ruthless B-to-B Marketing

    Ruth P. Stevens

    B-to-B Marketers Should Take Another Look at E-commerce

    Ruth P. Stevens | May 06, 2013

    E-commerce opportunity is evolving fast, but only 25 percent of B-to-B marketers are taking advantage of it, according to a 2012 Oracle study. Time for another look. The typical B-to-B companies selling online are classic catalogers like Edmund Optics and Seton, which were fast to supplement their print catalogs with e-commerce. But with the new functionality now available, just about any business marketer can find ways to reduce selling expense and attract new customers by integrating e-commerce into their go-to-market strategies.

  • Social Media B2B

    10 Ideas to Make Boring B2B Social Media Posts Captivating

    May 01, 2013

    Many B2B marketers are still trying to figure out social media for their companies. Years of product marketing driven writing, or content as we now call it, has honed their skills on features-based marketing. No matter how exciting your products and services are, this kind of marketing is boring. And it is not going to [...]

  • ViewPoint — The Truth About Lead Generation

    Good Reads for B2B Marketing - Respect Your Competition

    May 23, 2013

      Online content in the sales and marketing industries is dynamic and constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues.     Michael Chassen's Rules for Authentic B2B Communications Blackboard co-founder Michael Chasen credits B2B marketing communications with helping to build the company, which sold for $1.64 billion two years ago. Chasen's five rules for B2B communication involve storytelling to define the company's brand, thinking broadly about who might become your buyer and seeking good advice, but maintain confidence in your own expertise. Via RepCapitalMedia.com B2B Email Marketers Focus on Targeting Content According