Step 3 of B2B marketing: how to develop your content mix
Now that you know who you are talking to and what you want to say, you need to decide how and where you want to deliver your messages. Determine what types of content you want to create There are a many ways to deliver your message. Each one can provide the right amount of information to answer the questions a prospect has in their stage of the buying process. For prospects who have realized they have a problem (awareness), you want to deliver short and concise descriptive content to help them identify what solutions are available. Once they’ve determined how they’d like to solve their...
Read MoreStep 2 of B2B marketing: the 6 steps to creating the right marketing message
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...
Read MoreFive Insightful Growth, Innovation and Marketing Ideas for Tech Companies
Imaginis’ President, Melanie Dowhaniuk and Director of Marketing, Sean Cotnam, share perspectives on key themes and ideas presented by influential speakers at the Elevate Toronto Festival 2017. By Melanie Dowhaniuk and Sean Cotnam Three days, 5,000 tech industry professionals and more than 100 inspiring speakers at 70 different venues. The vibrant and engaging Elevate Toronto Festival was a strong representation of the immense support for technology, high-caliber talent and vast resources that have moved Toronto up the ranks in the tech scene. As the third largest and fastest growing...
Read MoreHappy 150th Birthday Canada!!
Happy Canada Day!! It’s Canada’s 150th birthday and like everyone, we’re ready to celebrate. If you can’t make it to Ottawa but you’re around the city of Toronto, check out these awesome events and activities to celebrate with us. Where to celebrate Canada Day 150 if you can’t make it to Ottawa Wishing you and your families a Happy Canada Day...
Read MoreBuild buyer personas for a higher ROI on your B2B marketing
Turning a B2B prospect into a customer is not a simple process. It takes time to cultivate the relationship and build the necessary trust. Before a prospect becomes a customer, in most instances, you will have met virtually or in-person. Possibly presenting a deck that speaks to the offering you have, and how it will help them solve their problem. But before that happens, you have to do the marketing. Make them aware you exist. Help them understand how you can help them solve their issues. Become the Advil to their headaches. And in order to do this, you must find them. That way, you can...
Read MoreMarketing and sales – joined at the hip – let the dance begin!
Did you catch Ben Firman’s recent Globe and Mail article about the never-ending battle between sales and marketing departments? Sales and marketing have joint accountability and a common goal; one would think that alignment would be inevitable – even easy. Yet the opposite is often the case. Ben described a state of co-operative competition that readily descends into finger-pointing and arguments. Who takes the budget? The fall? The credit? Since the turn of the century the term smarketing has been used to describe sales and marketing groups that are fully aligned and integrated. Yet while...
Read More