Godfrey

Displaying 1-27 of 27 results

  • White Papers // Feb 2011

    Infographics And Your B2B Brand

    Infographics have been quite popular for building link equity in the consumer marketing space over the past few years and you may be wondering how to make them work for the B2B brand. Recently the author stumbled upon an excellent consumer example of a statistical infographic that is a perfect...

    Provided By Godfrey

  • White Papers // Feb 2011

    Actionable B2B Analytics

    It's probably most important to keep your eye on the outcomes you're expecting from your site, whether it's orders, sales leads, downloads, or something entirely different. Establishing goals for your site should be one of the first you do in the planning process, and your primary analytics data collection should...

    Provided By Godfrey

  • White Papers // Dec 2010

    Why It Pays To Be Direct With B2B Email

    In too many business-to-business (B2B) marketing communications programs, email gets little respect. Email is taken for granted because it is used for mundane communications inside the organization and for workaday contact with customers, vendors and suppliers outside. Nevertheless, it pays to take a fresh look at email's strategic value as...

    Provided By Godfrey

  • White Papers // Oct 2010

    Web-Centric Branding: Message Mapping And Your Website

    Managing your business-to-business brand in a Web-centric, Web-driven world - keeping its messages true to the value you actually offer - begins with understanding and controlling how your website sustains your brand. For B2B marketers, the website functions as both a strong foundation for your brand's presence in the Web-connected...

    Provided By Godfrey

  • White Papers // Sep 2010

    Best Practices For B2B International Search Engine Optimization

    Search Engine Optimization (SEO) continues to be a key component of B2B marketing campaigns. Marketers, in general, are becoming more sophisticated at implementing SEO techniques and best practices. However, globalization has added a new layer of challenges and opportunities to this process, many of them involving the issue of the...

    Provided By Godfrey

  • White Papers // Sep 2010

    Branding In A Web-Centric World

    Business-to-business marketers invest enormous resources in developing, refining and delivering their brand message. To be successful, you must communicate your brand consistently and sustain its unique value to every audience you target. Branding is more than logos or slogans: For the most successful B2B brands, branding defines and differentiates your...

    Provided By Godfrey

  • White Papers // Aug 2010

    You've Changed. Will Your Current Customers Care?

    Smart companies will continue to expand their offerings, innovate, and explore new opportunities for growth. Their resources and focus has been on developing and fine-tuning a new offering. But as the launch and announcement approach and their attention turns to communications, they realize that their current customers may not be...

    Provided By Godfrey

  • White Papers // Jun 2010

    Are You Winning The Brand Messaging Battle?

    Every company - regardless of industry, size, product, etc. - emits hundreds, perhaps even thousands, of messages a day to its audiences. For example, think of the local grocery store where you shop. Before walking in the store, you see their sign by the road, you park your car in...

    Provided By Godfrey

  • White Papers // Apr 2010

    Prepare For The Recovery: A B2B Checklist

    What is clear is that, for 2010, business-to-business marketers need to change their focus from "Marketing in a downturn" to "Marketing for success in the recovery." And that's going to take more than just remembering what it's like to have a real budget. Things have changed. The thought processes, the...

    Provided By Godfrey

  • White Papers // Apr 2010

    Why Branding Becomes More Important In Uncertain Times

    It's not unusual for business-to-business companies to cut communications budgets when faced with uncertain times like economic downturns, mergers/acquisitions, reorganization, significant competitive threats, technology changes and the like. And yet, it is precisely these situations in which communications that support the brand are most helpful. If there's ever a time...

    Provided By Godfrey

  • White Papers // Apr 2010

    What Makes Search So Strategic For B-To-B?

    Serious business-to-business marketers are taking notice of their companies' search engine performance. And for good reason: several recent studies have shown that a large majority of B-to-B buyers begin their research into new technologies or products by going to a search engine. More importantly, they're finding that prospects are using...

    Provided By Godfrey

  • White Papers // Dec 2009

    B2B Social Media: The Rules Of Engagement

    In business-to-business marketing, social media - Twitter, Facebook, blogs, wikis and more - are here to stay, and have vast potential for reaching audiences. But what can social media offer that traditional B2B media cannot? Social media "Audiences" are now active participants. They still receive messages, but they also send...

    Provided By Godfrey

  • White Papers // Nov 2009

    BING's Application To B2B

    This paper provides information for business-to-business marketers who want to know how they should consider Bing in their search engine optimization (SEO) strategies. It is based on the white paper, "Bing: New Features Relevant to Webmasters," by Microsoft's Bing Webmaster Center Team (June 1, 2009). The authors tested the Bing...

    Provided By Godfrey

  • White Papers // Aug 2009

    Social Media And The Art Of Listening

    In business-to-business advertising and marketing, there's a great deal of focus on "Reaching" certain audiences. That focus hasn't changed with the rise of social media. But reaching their audience effectively requires a foundation built on listening - an ancient art that's just as crucial to marketing communication in the 21st...

    Provided By Godfrey

  • White Papers // Aug 2009

    B-To-B Branding: Consumer Models Need Not Apply

    The term branding is often misunderstood and not always warmly embraced in the business-to-business environment. It is difficult to take a process that is typically used to describe the creation of yet another toothpaste in the consumer world and apply it to the marketing of electronic components, high-tech machinery or...

    Provided By Godfrey

  • White Papers // Apr 2009

    B-to-B Branding In A Connected World

    Branding has always been about much more than logos and graphics. It comprises the total experience customers and prospects have with the company. By adding newer, richer choices, today's new communications technologies - everything from blogs and podcasts to wikis and mobile - are changing the fundamental basis of business-to-business...

    Provided By Godfrey

  • White Papers // Apr 2009

    Change Your Mind About B-To-B Direct Marketing To Change Results

    Direct marketing has always played a role in business-to-business marketing programs. But new technologies and audience dynamics are inspiring fresh ways to use strategic, actively-managed and highly-agile database marketing to bring new results. Being successful simply requires a different way of thinking. An integrated program of advertising, public relations, online...

    Provided By Godfrey

  • White Papers // Apr 2009

    Extending B-To-B Branding Through (And To) The Channel

    A key difference between consumer and business-to-business branding is the influence of selling channels, including sales reps, dealers and distributors. While many consumer products are also sold through a channel, the marketer generally reaches past the channel with branding messages, relegating the channel to the status of a local point...

    Provided By Godfrey

  • White Papers // Apr 2009

    Differentiation: Living Your Differentiation In A Web-Centric World

    One of the most important questions a company can ask itself is what is the differentiation? The reason is simple: it's how you define yourself in the minds of your customers and beat the competition. Beyond that, it's what guides business strategy as you face decisions and choices on a...

    Provided By Godfrey

  • White Papers // Apr 2009

    Proliferation Of B-To-B Options Requires Strategic Media Planning

    It's not just the number of new choices that raise the bar for the planning of B-to-B marketing media. It is the subtleties of use and approach that transform tactical media buying into Strategic Media Programs. What are those subtleties? The list goes well beyond the ability to define here....

    Provided By Godfrey

  • White Papers // Apr 2009

    What You Need To Know About Convergent PR

    Never before has the public relations world been so complex? and so challenging. Savvy business-to-business marketers need to understand how Convergent PR can complement their integrated marketing communications program. Convergent PR is an evolving PR discipline that effectively combines traditional PR with social media PR. The goal of traditional PR...

    Provided By Godfrey

  • White Papers // Apr 2009

    Differentiation: Why It's So Hard To Do It Well

    Differentiation is a business decision made at the highest levels about the company's positioning and values - how the company adds value to a customer relationship. There are many ways a company can make those decisions, and many different approaches to doing so. The most successful companies adopt a positioning...

    Provided By Godfrey

  • White Papers // Apr 2009

    Three Ways To Make B-To-B Direct Marketing Work

    Many business-to-business marketing professionals are happy with a 2% response on their mailings. Others are thrilled to get a 0.5% click-thru-rate on their E-mail marketing campaign. If that's you, you are probably using mass direct marketing techniques, not the relationship marketing possible with today's targeted direct marketing technologies. What's the...

    Provided By Godfrey

  • White Papers // Apr 2009

    Do You Know Where Your B-To-B Audience Is?

    There's no better way to describe the changing business-to-business marketing communications landscape than to consider what that landscape actually is. It's your audience - the people who make critical buying decisions - and the techniques and technology they use to stay informed. Where B-to-B marketers traditionally focused on knowing your...

    Provided By Godfrey

  • White Papers // Apr 2009

    Brand Strategies For B-To-B Mergers And Acquisitions

    In good times and bad, it seems as though mergers and acquisitions are always in season. And for the business-to-business marketer, there is nothing quite like a merger or acquisition for bringing brand strategy decisions and implementation issues to the front burner. Each merger/acquisition is different and unique. But for...

    Provided By Godfrey

  • White Papers // Mar 2009

    Practical, Empirical Brand Equity Research Enables Better Strategic Decisions

    Executive management depends on quantifiable metrics and measurable actions for making decisions about how to run their business more effectively. Manufacturing and finance lend themselves well to rigorous quantification. Unfortunately, marketing traditionally does not. In many business-to-business companies, marketing measurement is primarily carried out at the tactical level. This fails...

    Provided By Godfrey

  • White Papers // Mar 2009

    The B-To-B Brand Marketer's Dilemma

    The importance of branding is understood by serious business-to-business marketers. But when it comes to measuring brand equity, a gap often exists between brand assessment research and its perceived value. All too often, brand measurement studies fall victim to time and budget constraints, or short-term focus. Marketers often settle for...

    Provided By Godfrey

  • White Papers // Feb 2011

    Infographics And Your B2B Brand

    Infographics have been quite popular for building link equity in the consumer marketing space over the past few years and you may be wondering how to make them work for the B2B brand. Recently the author stumbled upon an excellent consumer example of a statistical infographic that is a perfect...

    Provided By Godfrey

  • White Papers // Feb 2011

    Actionable B2B Analytics

    It's probably most important to keep your eye on the outcomes you're expecting from your site, whether it's orders, sales leads, downloads, or something entirely different. Establishing goals for your site should be one of the first you do in the planning process, and your primary analytics data collection should...

    Provided By Godfrey

  • White Papers // Jun 2010

    Are You Winning The Brand Messaging Battle?

    Every company - regardless of industry, size, product, etc. - emits hundreds, perhaps even thousands, of messages a day to its audiences. For example, think of the local grocery store where you shop. Before walking in the store, you see their sign by the road, you park your car in...

    Provided By Godfrey

  • White Papers // Aug 2010

    You've Changed. Will Your Current Customers Care?

    Smart companies will continue to expand their offerings, innovate, and explore new opportunities for growth. Their resources and focus has been on developing and fine-tuning a new offering. But as the launch and announcement approach and their attention turns to communications, they realize that their current customers may not be...

    Provided By Godfrey

  • White Papers // Dec 2009

    B2B Social Media: The Rules Of Engagement

    In business-to-business marketing, social media - Twitter, Facebook, blogs, wikis and more - are here to stay, and have vast potential for reaching audiences. But what can social media offer that traditional B2B media cannot? Social media "Audiences" are now active participants. They still receive messages, but they also send...

    Provided By Godfrey

  • White Papers // Apr 2010

    Prepare For The Recovery: A B2B Checklist

    What is clear is that, for 2010, business-to-business marketers need to change their focus from "Marketing in a downturn" to "Marketing for success in the recovery." And that's going to take more than just remembering what it's like to have a real budget. Things have changed. The thought processes, the...

    Provided By Godfrey

  • White Papers // Apr 2009

    Change Your Mind About B-To-B Direct Marketing To Change Results

    Direct marketing has always played a role in business-to-business marketing programs. But new technologies and audience dynamics are inspiring fresh ways to use strategic, actively-managed and highly-agile database marketing to bring new results. Being successful simply requires a different way of thinking. An integrated program of advertising, public relations, online...

    Provided By Godfrey

  • White Papers // Aug 2009

    Social Media And The Art Of Listening

    In business-to-business advertising and marketing, there's a great deal of focus on "Reaching" certain audiences. That focus hasn't changed with the rise of social media. But reaching their audience effectively requires a foundation built on listening - an ancient art that's just as crucial to marketing communication in the 21st...

    Provided By Godfrey

  • White Papers // Oct 2010

    Web-Centric Branding: Message Mapping And Your Website

    Managing your business-to-business brand in a Web-centric, Web-driven world - keeping its messages true to the value you actually offer - begins with understanding and controlling how your website sustains your brand. For B2B marketers, the website functions as both a strong foundation for your brand's presence in the Web-connected...

    Provided By Godfrey

  • White Papers // Sep 2010

    Branding In A Web-Centric World

    Business-to-business marketers invest enormous resources in developing, refining and delivering their brand message. To be successful, you must communicate your brand consistently and sustain its unique value to every audience you target. Branding is more than logos or slogans: For the most successful B2B brands, branding defines and differentiates your...

    Provided By Godfrey

  • White Papers // Apr 2009

    Brand Strategies For B-To-B Mergers And Acquisitions

    In good times and bad, it seems as though mergers and acquisitions are always in season. And for the business-to-business marketer, there is nothing quite like a merger or acquisition for bringing brand strategy decisions and implementation issues to the front burner. Each merger/acquisition is different and unique. But for...

    Provided By Godfrey

  • White Papers // Mar 2009

    Practical, Empirical Brand Equity Research Enables Better Strategic Decisions

    Executive management depends on quantifiable metrics and measurable actions for making decisions about how to run their business more effectively. Manufacturing and finance lend themselves well to rigorous quantification. Unfortunately, marketing traditionally does not. In many business-to-business companies, marketing measurement is primarily carried out at the tactical level. This fails...

    Provided By Godfrey

  • White Papers // Apr 2009

    B-to-B Branding In A Connected World

    Branding has always been about much more than logos and graphics. It comprises the total experience customers and prospects have with the company. By adding newer, richer choices, today's new communications technologies - everything from blogs and podcasts to wikis and mobile - are changing the fundamental basis of business-to-business...

    Provided By Godfrey

  • White Papers // Apr 2009

    Extending B-To-B Branding Through (And To) The Channel

    A key difference between consumer and business-to-business branding is the influence of selling channels, including sales reps, dealers and distributors. While many consumer products are also sold through a channel, the marketer generally reaches past the channel with branding messages, relegating the channel to the status of a local point...

    Provided By Godfrey

  • White Papers // Aug 2009

    B-To-B Branding: Consumer Models Need Not Apply

    The term branding is often misunderstood and not always warmly embraced in the business-to-business environment. It is difficult to take a process that is typically used to describe the creation of yet another toothpaste in the consumer world and apply it to the marketing of electronic components, high-tech machinery or...

    Provided By Godfrey

  • White Papers // Apr 2010

    Why Branding Becomes More Important In Uncertain Times

    It's not unusual for business-to-business companies to cut communications budgets when faced with uncertain times like economic downturns, mergers/acquisitions, reorganization, significant competitive threats, technology changes and the like. And yet, it is precisely these situations in which communications that support the brand are most helpful. If there's ever a time...

    Provided By Godfrey

  • White Papers // Apr 2009

    Differentiation: Living Your Differentiation In A Web-Centric World

    One of the most important questions a company can ask itself is what is the differentiation? The reason is simple: it's how you define yourself in the minds of your customers and beat the competition. Beyond that, it's what guides business strategy as you face decisions and choices on a...

    Provided By Godfrey

  • White Papers // Apr 2009

    Proliferation Of B-To-B Options Requires Strategic Media Planning

    It's not just the number of new choices that raise the bar for the planning of B-to-B marketing media. It is the subtleties of use and approach that transform tactical media buying into Strategic Media Programs. What are those subtleties? The list goes well beyond the ability to define here....

    Provided By Godfrey

  • White Papers // Apr 2009

    What You Need To Know About Convergent PR

    Never before has the public relations world been so complex? and so challenging. Savvy business-to-business marketers need to understand how Convergent PR can complement their integrated marketing communications program. Convergent PR is an evolving PR discipline that effectively combines traditional PR with social media PR. The goal of traditional PR...

    Provided By Godfrey

  • White Papers // Dec 2010

    Why It Pays To Be Direct With B2B Email

    In too many business-to-business (B2B) marketing communications programs, email gets little respect. Email is taken for granted because it is used for mundane communications inside the organization and for workaday contact with customers, vendors and suppliers outside. Nevertheless, it pays to take a fresh look at email's strategic value as...

    Provided By Godfrey

  • White Papers // Apr 2009

    Three Ways To Make B-To-B Direct Marketing Work

    Many business-to-business marketing professionals are happy with a 2% response on their mailings. Others are thrilled to get a 0.5% click-thru-rate on their E-mail marketing campaign. If that's you, you are probably using mass direct marketing techniques, not the relationship marketing possible with today's targeted direct marketing technologies. What's the...

    Provided By Godfrey

  • White Papers // Apr 2009

    Differentiation: Why It's So Hard To Do It Well

    Differentiation is a business decision made at the highest levels about the company's positioning and values - how the company adds value to a customer relationship. There are many ways a company can make those decisions, and many different approaches to doing so. The most successful companies adopt a positioning...

    Provided By Godfrey

  • White Papers // Apr 2009

    Do You Know Where Your B-To-B Audience Is?

    There's no better way to describe the changing business-to-business marketing communications landscape than to consider what that landscape actually is. It's your audience - the people who make critical buying decisions - and the techniques and technology they use to stay informed. Where B-to-B marketers traditionally focused on knowing your...

    Provided By Godfrey

  • White Papers // Apr 2010

    What Makes Search So Strategic For B-To-B?

    Serious business-to-business marketers are taking notice of their companies' search engine performance. And for good reason: several recent studies have shown that a large majority of B-to-B buyers begin their research into new technologies or products by going to a search engine. More importantly, they're finding that prospects are using...

    Provided By Godfrey

  • White Papers // Nov 2009

    BING's Application To B2B

    This paper provides information for business-to-business marketers who want to know how they should consider Bing in their search engine optimization (SEO) strategies. It is based on the white paper, "Bing: New Features Relevant to Webmasters," by Microsoft's Bing Webmaster Center Team (June 1, 2009). The authors tested the Bing...

    Provided By Godfrey

  • White Papers // Sep 2010

    Best Practices For B2B International Search Engine Optimization

    Search Engine Optimization (SEO) continues to be a key component of B2B marketing campaigns. Marketers, in general, are becoming more sophisticated at implementing SEO techniques and best practices. However, globalization has added a new layer of challenges and opportunities to this process, many of them involving the issue of the...

    Provided By Godfrey

  • White Papers // Mar 2009

    The B-To-B Brand Marketer's Dilemma

    The importance of branding is understood by serious business-to-business marketers. But when it comes to measuring brand equity, a gap often exists between brand assessment research and its perceived value. All too often, brand measurement studies fall victim to time and budget constraints, or short-term focus. Marketers often settle for...

    Provided By Godfrey