Susan Pascal Tatum, co-founder and president of Tatum Marketing, is a recognized expert in business-to-business internet marketing. She has been helping software, information technology and other BtoB firms achieve greater online marketing results for more than two decades. She is a popular author and speaker, and regularly publishes internet marketing strategies and actionable tips on her Tatum Marketing blog. Visit Tatum Marketing online for a complementary copy of their latest report, Technology Marketing 2008.
Want to know if your marketing program contains all of the critical components for minimizing costs while generating the largest number of high quality leads? Just take a quick run through this checklist.
- We have identified our ideal prospects and invest our marketing resources primarily to attract and develop these prospects.
- We have clearly differentiated ourselves from the competition in a way that is meaningful to our target market, and our messaging reflects this.
- We have defined the stages of our prospects’ buying process and we’ve created marketing responses to meet the prospects’ needs at each stage.
- Our website is a marketing hub that attracts, engages and meets the needs of our visitors. We know this because we monitor traffic and actions, measure against our objectives and adjust continuously.
- We are highly visible on appropriate search engines.
- Our demand generation efforts are focused on establishing a marketing relationship and not on trying to force a premature conversation with our sales team.
- We have an on-going process for developing and nurturing leads that aren’t ready for sales yet.
- Our marketing system qualifies leads before they are passed to the sales team.
- We are continuously improving our conversion rates.
- We have automated or outsourced the labor intensive activities that can easily take too much of our time.
- We have set quantifiable marketing objectives and we are consistently measuring results and testing to achieve better response rates.
Successful marketing is an integrated process that carefully matches your target market’s buying process. If any of the components listed above are missing from your marketing program, you have a weak link that is well worth the effort to fix.
© 2009 Tatum Marketing Inc.
- Related Articles
- Related Q&A
- Automated Website Testing
- Regular Search Engine Submission May Damage Your Website
- Why You Should Practice Manual Website Submission and Search Engine Submission
- Want to Start Website the Basics
- Buy And Sell Established And Turnkey Websites, Site Flipping Tools, Webmaster Tools
- Wedding Websites - How To Enhance Your Special Day
- Buy and Sell Established and Turnkey Websites
- New, Affordable Options for Website Promotion
YouTube Marketing - Why Should You Use it For Marketing?
By: Bill Vannot | 15/11/2009Why should you use YouTube for marketing? Because, every day, millions of people from all over the world visit the site to watch videos. People actually make it a part of their daily routine to visit YouTube and see what's new. And, if you are marketing a product or service,...
Lawn Care Marketing Is Getting Tougher
By: Bob Smith | 14/11/2009Lawn care marketing is getting tougher and tougher these days. In today's economic times running a successful, small business can be exceedingly difficult. Especially, if it requires your customers to have to spend a portion of their discretionary income in order to pay for your services
Search Engine Optimization (SEO) for Real Estate Brokers | Why?
By: TheBrainchild | 14/11/2009Search engine optimization for realtors is a timeless, functional, and very cost-effective marketing medium. SEO focuses on organic search results and placing websites/listings on the first page of such results, which provides more exposure, increased traffic, and most importantly — increased sales.
Restaurant Marketing w/ Blogs + Other Social Media
By: TheBrainchild | 14/11/2009Most businesses, especially restaurants, have a difficult time directly connecting with customers, and all patrons know is what they see in the dining room. This is their perception of a restaurant. I myself, as a true gastronome, want more. Much more. Luckily, blogs feed me with just that...
What is the Best Way to Marketing a Small Business?
By: TheBrainchild | 14/11/2009For all of you small business owners out there, the times are tough and you need to do everything you can to save a dime and increase profits. Now is the time to re-think your marketing efforts and make a real change. I’m not talking about jumping out of bed and being semi-inspired to work on marketing because you read this article, or had a tasty glass of fresh squeezed orange juice then had a marketing epiphany. You need to be truly inspired. This is not a walk in the park....
Law Firm Marketing w/ Search Engine Optimization
By: TheBrainchild | 14/11/2009Law firm marketing has always been a very competitive and costly endeavor, often relying on print advertisements, television commercials, Google AdWords, expensive law directories and a host of other, semi-effective marketing mediums. Yes, results are produced, but are they optimal? The simple answer: NO.
The Difference between Salad and Garbage (and How it Affects Your Number of Clients)
By: Fabienne Fredrickson | 14/11/2009“The only difference between salad and garbage is timing!” At least that’s what I’ve been focusing on recently, especially for businesses that are time sensitive. Some chiropractors have this problem, so do lawyers, but my thought is when you’re in a service business, timing is EVERYTHING. If you wait around, let the proverbial ‘hot iron’ get cold, that hot lead turns into a cold lead, and you can just forget about turning it into a happy paying client.
Attraction Marketing Your MLM Secret Weapon - What You Should Know About Attraction Marketing
By: Sandra Essex | 14/11/2009Attraction Marketing is one of the surest ways to MLM financial success and to build your customer base and loyal following. Using Attraction Marketing is your best way to build your MLM business. It helps channel your energies (marketing efforts) on those who are genuinely interested in your products, while reducing...
7 Major Components to a Great Website
By: Susan Tatum | 19/05/2009 | MarketingA new or revamped website can deliver a tremendous boost to your bottom line – or it can be a big waste of money. Most business owners and even experienced marketers fail to consider all of the critical components that make a good website. Read this article to ensure that your site delivers.
How to Convert More Prospects on Your Website
By: Susan Tatum | 05/05/2009 | MarketingIf your website contains a contact form you hope visitors will complete, you may be driving prospects away instead. Read this article to discover how small changes in your web form can mean big changes in the number of prospects you capture.
Conversion Optimization: How to Get More Leads without Spending More Money
By: Susan Tatum | 16/04/2009 | MarketingWhile you’re working hard to generate more leads and control your marketing costs you might very well be missing your best opportunities. Read this article to find out how to get more from what you already have.
Marketing Plans & Why You May Not Need One
By: Susan Tatum | 20/03/2009 | MarketingMarketing plans are considered fundamental to success, but often the need for a plan keeps businesses from getting any real marketing done. Read this article to find out why you may not need a plan and how to run a successful marketing program without one.
5 Secrets to Successful Online Lead Generation
By: Susan Tatum | 12/02/2009 | MarketingOnline lead generation is the fastest, most efficient way to generate both higher quality and higher quantities of leads for your business. Read this article to understand the big picture.
Checklist to Ensure a Solid Marketing Program
By: Susan Tatum | 05/02/2009 | MarketingEveryone wants more leads and lower marketing costs, but you need a solid foundation to accomplish that. Read this article to discover if your marketing program has what it takes.
Nine Ways to Know It’s Time to Expand Your Marketing
By: Susan Tatum | 29/12/2008 | MarketingRecessions scare a lot of people into reducing their marketing efforts, but for many companies recessions are a great opportunity to expand. Read this article to learn if yours is one of those companies.