Christopher Ryan

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...

Full Potential Marketing

All of us want to achieve our full potential, for both ourselves and the organizations we work for. Yet many of us don’t reach even a fraction of what we can achieve from a marketing standpoint. So what is “full potential marketing” and how...

B2B Direct Marketing – Importance of the House File

What’s the not-so-secret but often neglected success factor in B2B direct marketing?  Simply this: your in-house prospect list (house file) can be your most important asset in a successful direct marketing operation. And this is equally true whether you are communicating with prospects at their email addresses, physical addresses or...

Should You Use a Marketing Consulting Firm?

I was doing a talk about branding and positioning to the Peak Venture Group last week and was asked an intriguing question from a technology start-up CEO: Should I hire an in-house chief marketing officer (CMO) or outsource this role?  Here is a rough...

Salespeople: Are they Dinosaurs or Something Else?

I read an interesting discussion on LinkedIn titled: How soon will the internet turn your salespeople into dinosaurs? Not surprisingly, this discussion generated a lot of comments – 132 to date. Some agreed that sales reps are an endangered species while others took the...

Do You Need a Coach to Be Successful in B2B Marketing?

I read a posting by Patrick McClure at the Sales Lead Management website titled The First Fundamental of Success: Get a Coach. McClure points out that every Olympic athlete has a coach and this is one of the reasons why they are able to...

Push Marketing vs. Pull Marketing

I am a marketer by trade but as a consumer, I get as annoyed as anyone by the persistent and unrelenting intrusiveness of push marketing techniques.  As hard as we try to get away from unwanted promotions (TiVo, Sirius Radio, cable, etc.), marketers find new...

Is the B2B Marketing Services Industry Broken?

I just read an interesting article at Hubspot.com titled Is the Marketing Services Industry Broken? The article makes a rational case that services firms are failing to provide good value to their clients in many important ways. And while I believe many of these types of generalizations...

Pricing Strategies in B2B Marketing

There is no magic bullet in pricing.  However, we can all agree that maximizing our value to customers is a very good thing for both the top line and bottom line.  I happened to attend a very good presentation on this subject at the...

Nine Questions to Develop Your B2B Branding Strategy

The first step in developing a branding and positioning strategy is to determine your starting point through a series of nine questions: 1. What is the scope of your branding problem—is it to position an entire organization or simply to position a product or series...

Are You a Ram or Peacock Marketer?

I was on a panel last Friday sharing some thoughts on lead generation to a group B2B marketing execs.  I was encouraging the attendees to find and articulate their unique value proposition and use it to attract prospects. In other words, I asked the audience to consider moving...

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