B2B Marketing for Technology and Manufacturing
When I hear people objecting for the price of a product, I cannot avoid recalling a documentary I watched some years ago on TV. A Spanish shepherd was asked by the interviewer why his cheese was so expensive. He quietly replied: “My cheese is not expensive… it’s costly”. Period. He then continued explaining that the […]
READ MORE »Product naming is key. Have a look at the picture: The publisher changed the title of this book from CLIENT GUIDE TO HIRING A LAWYER: 21 Questions You MUST ASK Before Hiring A Lawyer to WINNING YOUR CASE: 21 Questions You MUST ASK Before Hiring a Lawyer Why did they do that? Because the old […]
READ MORE »Today is Black Friday. For the rest of the world, this is the day of discounts and exceptional offers. For us, it is much more than that. Because it’s the black Friday of the technicians… meaning that they’ll be in a black mood! All this makes me laugh. I’m kidding, of course. So, what […]
READ MORE »This is a pixel. A big pixel. One of those pixels that make SEO/SEM/PPC technicians happy. Yes, because such pixels, in a microscopic and transparent version, measure and analyze what happens on websites. Have you ever dealt with SEO/SEM/PPC people? I’m talking about those professionals who specialize in getting visitors on your website, either […]
READ MORE »When we talk about storytelling modes, we want to say that there is not only the “plot” of a content, that is the concept itself that the story wants to express. Also, the way we present things can help make people appreciate the content. To make you aware of this difference, today we want to […]
READ MORE »In this article we’ll see how the communicative style called Infotainment can help generate leads. Do you sell a technical product or a complex service? Talk to your target audience about point G. That’s what one of the largest multinationals has done by targeting engineers of potential customers. G-spot, yes… but related to water treatment […]
READ MORE »Designing a website is not like designing a brochure. Moreover, there is an enormous difference between designing a website that works (technically) and designing a website that gives results (commercially). Table of Contents1 The layers of a website2 What it takes to design a website that gives results3 Why doesn’t 99% of websites give results?4 […]
READ MORE »What do bubblies, branding and lead generation have to do with this blog? That’s what the mystery is all about. A couple of Sundays ago I was invited to the FESTIVAL IN CANTINA event in Franciacorta. So, I combined business with pleasure trying to draw some interesting ideas for business. I visited two producers of […]
READ MORE »Lead generation has always existed, but people are talking about it now more than ever. Unfortunately, we often talk about it without knowing much. Especially since it entered the jargon of digital marketers, and they have started abusing it as if they were the repositories of the truth. But lead generation was already existing before […]
READ MORE »As the following story shows, there are bad habits also in the lead generation process. Once upon a time there was a piglet that had never washed himself. In his house he had never seen his mother, father or older brothers wash, so the idea of taking a bath or a shower did not even […]
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