The myth of the rational B2B sale
One of the big myths of B2B marketing states that because you’re marketing to a group of decision-makers at a company rather than individuals, the creative and copy need to focus on concrete benefits and features as opposed to the softer status and fulfillment benefits usually seen in B2C marketing. I suppose a lot of [...]
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Search Engine Optimization Basics
Build quality Inbound Links. Growing relevant inbound links to your website is the single most important factor in achieving higher search engine rankings. Create unique Meta Titles. Try to make your website page titles unique to the content for THAT PAGE ONLY. Your most important keywords should be the first word in the title tag. [...]
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Publishing is Poised for a Comeback in 2010
The advent of the Internet sent the world of print publications and display advertising in a death spiral that’s lasted more than 10 years now. BusinessWeek is a great case study. Back in 2000, the 80-year old BusinessWeek magazine was valued at almost a billion dollars. Less than 10 years later, decimated by shrinking readership [...]
“Virtual” Tools
What does it mean for IT professionals, marketers, and social networkers when the tools we use become almost purely ‘virtual’? Every day, it seems that researchers and engineers take another big step forward in the ongoing pursuit of placing more and more capacity into our computers. For a technology-based marketing agency such as Sierra, these [...]
An Easy Way to Determine Marketing ROI