Financially Responsible Marketing

Posts by Marcia

Step 2 of B2B marketing: the 6 steps to creating the right marketing message

Posted by on Apr 26, 2018

You’ve defined your marketing targets, the people you need to reach. You’ve created the personas. Excellent work! Now you’re on step 2 – creating the message. Get ready for three parts perspiration, one part inspiration. It’s not easy. Over the years, I’ve learned that iteration is key to finding the right message, or to put it another way, time. Start with an idea, discuss it with one or more colleagues, move forward, argue, rethink, rehash. Lather rinse repeat. Note – we’re not talking about the actual words in your content here. We’re talking about the message you want to get across, the...

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How to use an external writer for content development

Posted by on Jun 24, 2015

Twenty years ago, content was barely a consideration for the VP Marketing of a B2B company. Now it’s a necessity for large firms and a critical differentiator for small-mediums. Fresh, engaging, informative content is how you show you are worthy of consideration – growing, evolving, a thought leader and keeping up with change.   Finding your writer Finding a good B2B writer is no easy task. You’re looking for the ability to write clearly and engagingly about intangible topics, business savvy, and marketing knowhow in a single person. Start by asking friends and colleagues for referrals...

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How to Write a Company Description

Posted by on Jun 3, 2015

Why is it so difficult to write a company description? One or two paragraphs, accurate and engaging, that tell investors who you are and what you do? If you’ve been assigned to the task, you already know it’s a challenge. Let’s start with the critical requirements You want your company description to: Be a snapshot of your business: who it serves, how it operates, what sets it apart. Demonstrate that you know your business and why it will be successful. Spark interest from investors. Two examples (these and later examples are fictional) 123 Capital Fund is a leading provider of growth...

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