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Is Your Content Marketing Self-Serving?
Then It’s Time to Focus on the Complete View Companies are jumping on the content marketing bandwagon. In theory, that means that more people than ever are consuming content to educate themselves. The...
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Recycling—Not Just Good for the Environment
Repurpose Your Content for Greater ROI Content marketing is a big deal for B2B marketers right now. If you didn’t know that, you haven’t been reading enough Navigate-the-Channel lately. In the past few...
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B2B Email: Only As Good As the Inbox It Lands In
Simple Tips for Email Deliverability You’ve done the unthinkable: you’ve crafted the perfect marketing email. A stunning design, perfect CTA, and breathtakingly relevant content. And guess what? None...
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Content Your Audience Wants But Isn’t Getting
Is Your Content Passive or Interactive? It’s no longer enough for content to be good. (Heck, maybe it never was.) It’s not even enough for content to be timely, personalized, well-distributed, or...
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Is Your Sales Promotion Failing? Or Are You Just Failing Your Sales Team?
Drive Sales Promotion Results by Marketing to Your Sales Team Here’s something you might not expect a veteran B2B marketer to say: The success of a B2B sales promotion does not hinge on the prizes, nor...
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B2B Marketing: What’s Easy Isn’t Necessarily What’s Right
Is Your Marketing Making Life Easier for You or Your Prospects? There’s a saying that doing the easy thing is not the same as doing the right thing. It’s definitely true for B2B marketers—what’s easy...
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I Want B2B Marketers to Talk Dirty
Why Now Is the Time for B2B E-Commerce There’s a dirty word in the world of B2B marketing. A word that strikes fear in the hearts of B2B marketers and sales people everywhere. It’s a word many are...
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Not Ready to Speak? Try Listening.
With Building Products Social Media Marketing, Start by Listening I hear constantly from building product marketers that social media doesn’t apply to their business—that it’s “a B2C thing” or that...
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Building Products Marketers Need Sales to Survive
Sales and Strategy Go Hand In Hand What if I told you that all the effort you put into marketing your building products was absolutely useless? What if I told you that no matter how great the creative,...
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2015’s Top 10 Building Product Lumberyards to Follow on Twitter (Part 1)
Prepare to Click Follow—A Lot. You’ll hear a lot of people in the building products industry make the claim that social media isn’t important to their marketing strategies. But the truth is that...
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Building Products Trade Show Tips Roundup!
What You Need to Prepare for This Year’s Trade Shows It’s official: trade show season is in full swing. As someone who attends his fair share of them, I can attest to it. This week, I will be attending...
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2015’s Top 5 Building Product Dealers and Lumberyards to Follow on Pinterest
Stick a Pin in These Ones—You’ll Want to Come Back to Them Later Just as social media has taken the B2C world by storm, it is already impacting the B2B world—especially in building products marketing,...
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B2B Marketers: It’s Okay to Be an Enabler. (Sometimes.)
New Findings Prove the Effectiveness of Sales Enablement I’m an enabler. No, not the kind you’re thinking—a different kind of enabler. I’m referring, of course, to one of my favorite topics: sales...
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What Comes After Sales Enablement?
Take B2B Marketing to the Next Step with In-Person Meetings As building products marketers, it’s amazing to think of the amount of time and energy we spend planning out the perfect marketing tools and...
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There’s a Word for Doing Something Just to Please Yourself…And It’s Not...
Content Marketing Must Be Customer-Centric, Not Company-Centric You know what I just love? Reading content by a business about their business. In my time as a marketer, I’ve learned that most of the...
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Proving B2B ROI Is Hard, But You’re Still Responsible for It
Don’t Ditch Lead Generation—Do Lead Generation Better As B2B marketers, how do we quantify the results of our work? How do we prove the effectiveness? The ROI. That’s the constant challenge we face,...
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Palate Cleanser: Why Building Products Marketing Matters
Now More Than Ever, Marketing Still Matters to the Bottom Line Those of us who have been in the building products industry for many years know that when times get tough, marketing can be one of the...
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6 of My Favorite Building Products Manufacturer Apps
Are You Using All the Sales Tools Available to You? As of July 2015, there are 1.6 million Google Play apps, 1.5 million Apple App Store apps, and 400,000 Amazon App Store apps*. The building products...
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Say It With a Whisper
What the 2016 Color Forecast Means for Building Industry Marketers Guest Contributor: Stephanie Voss, Art Director My favorite bedtime story to read to my daughter is about a whispering rabbit who has...
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10 Trade Show Tips That Speak for Themselves
Be in the Know Before the Show When you’ve been in the building products industry for long enough, you learn some valuable lessons about attending a trade show and making the most of your time there....
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