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Lee Chapman

VP Account Services

Recent Posts

Building Your B2B Marketing Team

Though each company organizes its marketing team based on its unique culture, budget, and expected outcomes, there are three general approaches you can take:

13 Inbound Activities to Include in Your B2B Marketing Plan

More and more technical B2B companies are incorporating inbound marketing strategies into their integrated marketing plans. Inbound marketing strategies that are directly tied to business goals can be a methodical, proven, and cost-effective approach to building corporate awareness and credibility, and generating high-quality leads.

Five Critical Steps to Developing a Marketing Plan

Marketers have a saying: “If you don’t know where you’re going, any road will take you there.” Without planning and a sound strategy, how can you know where you are going or what you need to do to get there? Here are five steps to develop your marketing plan. 

Your Covid-19 B2B Marketing Pivot Plan

In the last month, we've seen marketing plans and budgets shift significantly due to the spread of Covid-19. Most notably affected are face-to-face trade shows, events, and sales meetings. Instead of packing your bag and getting on a plane or hitting the road to meet with prospects, customers, and colleagues, you're most likely holed up in your basement or guest room working from home and working across your team to figure out how to reprioritize you marketing activities and budget.

5 Tips for a Successful Product Launch

Did you know that only 25% of product launches are successful after launch? Generating brand awareness, justifying the budget, and establishing credibility are only a fraction of the challenges you will face during product launch. Understanding these challenges helps increase your chances for success.

Ensuring a Cohesive Rebranding Strategy Around a B2B Merger or Acquisition

Rebranding occurs when a company decides to change a significant element of its brand, and is typically necessary when a company is involved in a merger or acquisition. Rebranding could include a name change, new or refreshed logo, revised brand positioning and messaging -- or all of the above.

Our Top 5 Marketing Blog Posts of 2019

Well, here we are at the end of the year, feeling nostalgic and reflecting back on the highlights that we'll remember going into a new decade. On this note, we thought you might like a New Year's Eve look-back at our top 5 most popular blog posts from this year. 

B2B Marketing Planning Checklist

Going to market with only a set of ideas about how to attract and engage your target personas and grow leads and revenue for your business can be a hit-or-miss proposition. Usually a miss. Your time and budget are limited, so to ensure inbound marketing success and deliver measurable results, you need a solid, documented plan. 

The Importance of Content in the Digital World

In today’s digital world, creating content should be a top goal in order to increase more inbound traffic to your website and become a trusted advisor. Start by identifying a handful of employees who could provide quality blog content and then start out at two per month if you are new to blogging. To make sure to stay on top of the craft, block out an hour on your calendar each month to dedicate to writing your post. From there, move to bi-weekly posts and then weekly. Creating a steady content stream doesn’t happen overnight, but the more effort you put in toward it, the greater your return will be. Over time, your content will become better crafted and more educational, making your site the go-to place for relevant knowledge within your industry. Let’s dig into the top reasons content remains so important.

Are You Ready for a Marketing Plan? 4 Key Questions to Consider

A marketing plan is a roadmap that outlines all of your marketing goals, audiences, initiatives, tactics, budget, and expected results over a period of time -- typically produced annually. A good marketing plan can help you reach your target audience, boost your customer base, and ultimately, increase your bottom line. 

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