Christopher Ryan

In B2B Marketing, It’s All About the Offer

Assuming that you have a quality product or service, with a compelling value proposition, aimed at the right target audience, the marketing offer will be a key difference in your success (or lack thereof). So what do I mean by offer? In simple terms,...

Brand Promise – A Critical Factor in Your B2B Marketing Success by Christopher Ryan

Last week, I had the opportunity to present at a webinar titled Creating a Compelling Brand Promise. Thought I would share a couple of the highlights of this event, which was put on by my company, Fusion Marketing Partners.  We first defined the terms “brand”...

Why B2B Marketers Should Focus on Lifetime Value

Too many B2B marketers have a shortsighted view about objectives. They may rightly be concerned with a campaign’s efficiency in generating leads or sales, and evaluate the results of each campaign in terms of the total amount of money spent and the short-term gain...

B2B Marketing and Baseball

I’ve seen a number of blog posts and articles lately that use sports metaphors.  I think this is true because sports is a common reference point for Americans.  People who have no idea who their U.S. senator is or which ocean is on the...

The Upside of Marketing in a Down Economy

We are all getting tired of talking about the poor economy. We want to quickly get back to the good times where jobs, prospects and customers were plentiful. But reality being the inconvenient thing that it is, we are forced to deal with an...

Sales Lead Management: Are You a Victim of FTFU (Failure to Follow-Up)?

This post involves one of my pet peeves in marketing: the tendency of marketers to spend money and time to generate inquiries and then fail to follow-up (FTFU) on these inquiries.  This failure can be fatal to the success of your sales lead management...

B2B Marketing Lead “Phoenix” Reactivation Project by Christopher Ryan

How to Generate Revenue from Your Dead Lead Pool Most companies have a database of contacts that have gone stale.  We refer to these lists by different names, including the dead lead pool, lapsed customer list, or inactive database.  But whatever we call it, this...

The Pros and Cons of B2B Marketing Outsourcing – by Christopher Ryan

As a CEO or business owner, you have some tough decisions to make about your marketing and sales operations.  Traditionally, this has involved hiring one or more marketing personnel, and paying them a salary (sometimes with a bonus) as your in-house marketing department.  I...

I Used to Be a Pusher

Why You Need to Explore the Pull Marketing Model Imagine the next meeting of the local B2B marketing group, and you stand up and say.  “‘I’m Chris R and I used to be a pusher.”  Not a pusher of drugs of course, but a pusher...

The Four Pillars of B2B Marketing Success

The Pareto Principle as Applied to B2B Marketing According to our friends at Wikipedia, the Pareto principle (also known as the 80-20 rule and the law of the vital few) states that, for many events, roughly 80% of the effects come from 20% of the...

A Word is Worth a Thousand Pictures

It is said that “a picture is worth a thousand words.”  While this can be true, it is also true that a mere handful of words can have more power and impact than a thousand pictures. Words allow you to form pictures in your...

Don’t Drop Your Drawers on the Web – by John Leavy

The title “Don’t Drop Your Drawers on the Web” may seem harsh at first; the provoking title is really meant to get your attention. This post talks about not trusting every community site blindly with your personal information just because it’s popular or used...

Bridge the Gap in B2B Marketing and Sales by Christopher Ryan

Of all the talks and presentations I do about B2B marketing and sales, perhaps my favorite is called How to Bridge the Gap Between Sales and Marketing. This is a subject that resonates with both the marketing and sales audiences, as well as...

Don’t Major in the Minors in B2B Marketing

I just read an interesting post from Gerhard Gschwandtner, Founder and Publisher of Selling Power, titled How Much Energy Does it Take to Make a Million Dollars? The crux of the article is that it is not the amount of energy expended but rather...

What’s the Big Idea? Why You Need to Pay Attention to Your Brand Promise

Lee Iacocca once said, “When the product is right, you don’t have to be a great marketer.”  While I agree with most of the things he said, I think Mr. Iacocca got this one wrong.  In reality, even a great product or service has...

Do You have the Right B2B Marketing and Sales Model?

Let’s face it – there are many businesses (perhaps yours) that are struggling because they have the wrong marketing and sales model for their particular time and circumstances. For example, the business may utilize a direct sales model when a full or hybrid channel...

Accepting Tradeoffs in B2B Marketing

B2B marketing and sales is similar to the rest of life. You’d like to have it all. You want to eat everything in sight but keep your trim figure.  You want to race down the highway but maximize your gas mileage. You want to...

Why Your Brand Promise Must Be Specific – by Christopher Ryan

In my book, articles and presentations, I often talk about the importance of a specific, compelling and differentiated Brand Promise to achieve success in B2B marketing and sales.  And although it is a B2C example, I think the following illustrates the point perfectly.    It is...

Website Marketing – Do you Need to Tweak or Detail Your Site?

At Fusion Marketing Partners, we get the chance to talk to a lot of companies about their Websites. Since we work with companies that depend on their Website as an important part of their B2B marketing and sales strategy, our ability to diagnose and...

Sales Lead Generation

I talk to a lot of B2B marketers and business owners and hear about the difficulties they are experiencing in sales lead generation and management. These companies have a crying need to get sales leads in large quantities to feed their hungry sales forces. While every sitution...

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