Author Archive

Conduct a SWOT ANalysis

By Karen Enriquez-Wagner for our 15 Ways to Build Your B2B Brand in 2015 blog series

During strategic planning, a tool you don’t want to forget about is a SWOT analysis. SWOT stands for Strengths, Weakness, Opportunities and Threats. It’s a great way to identify and establish a sustainable niche in the marketplace for your company, product or service.

The SWOT is intended for you to take an internal and external review of your company to make you aware of direct and indirect factors that can impact your organization. For example, the Strengths and Weaknesses should be based on what’s internal to your company, product or service; Opportunities and Threats are the external factors.  (more…)


  • Wednesday, December 10th, 2014

  • Must. Love. Advertising.

    B2B Advertising and Marketing

    From time to time, I keep hearing from some people how difficult it is for them to invest dollars into advertising. And sadly, sometimes advertising doesn’t even make the cut. As advertising professionals, we get challenged with comments or questions such as: “I can save money if I don’t advertise” or “Why should I bother advertising?” YIKES!
    First, we know advertising alone is not going to gain you market share or sell your product. Instead, advertising should work in tandem with other marketing initiatives.
    Here are a few quick reasons why you shouldn’t bypass advertising:

  • Tuesday, December 24th, 2013

  • Engaging fact

    Here’s an interesting and useful fact to share from HubSpot.

    hubspot stat


    tagged: ,

  • Thursday, July 25th, 2013

  • Deliver on your promise

    Yesterday, we gathered the staff over the lunch hour for a webinar that we believed to be a beneficial discussion on social media, but ended up turning it off after 10 minutes.

    Why, you ask?

    First, relevant content. We thought the topic was supposed to be on social media and how to get high impact results. However, the webinar turned into a sales pitch for the host company’s software. It failed to give us any new insight or strategies on furthering the use of social media.

    Secondly, poor production values and connectivity: the webinar started late and the sound was very poor with lots of echoing and volume changes. Instead of us watching the presentation, we were constantly asking each other “what did they say?” This is where rehearsing or doing a run-through ahead of time would’ve helped to eliminate tardiness and address any technical difficulties. (more…)


    YouTube announced a new milestone: more than a billion unique users every single month. The video-sharing giant is a great example of keeping a target audience engaged with relevant, ongoing, new content contributed by its users.

    To put this milestone in perspective, YouTube also shared a few other fun facts.

    – All of the Ad Age Top 100 brands are running campaigns on YouTube

    – Nearly one in two people on the Internet visits YouTube

    – Their monthly viewership is the equivalent of about 10 Super Bowl audiences

    – If YouTube were a country, they’d be the third largest in the world, preceded by China and India

    Now thinking about your business, can you tell us what you’re doing to keep your audience engaged? And what do you hope to be your milestone?


  • Tuesday, February 12th, 2013

  • Have you considered mobile advertising?

    If you’re using Google’s AdWords campaign, you can expect a change come mid-year. Google will be requiring that AdWords clients buy mobile advertising space. So what does this mean to you? Analysts predict that mobile internet will grow bigger than the ‘desktop internet’. So if you haven’t already, it’s time to start thinking about this medium as part of your marketing mix. Take a look at your target audience and evaluate their mobile habits and behavior patterns to see if this may be another way for you to communicate with them.

  • Thursday, January 17th, 2013

  • These 2013 trends are nothing to bark at

    Dvm360 put together a list of top trends they predict in 2013 for the animal health industry. They summed it up in three key points noted below – good information to continue to stay mindful of. You can read the entire story at

     1.    The rise of the almighty pet owners: they’re more knowledgeable, influential and demanding than ever before.

    • Spending on pets is at an all-time high: almost $53 billion in 2012, according to an estimate by the American Pet Products Association.

    Veterinarians who succeed will figure out innovative ways to reclaim their role as the primary expert in all areas of their clients’ pet healthcare needs.

     2.    An increasingly digital world: increased use of mobile technology in the exam room.

    • Exam rooms in 2013 will be chock-full of tablets, phones and clients getting information in new, innovative ways.

     3.    The search for balance: The next generation of veterinarians says… “We can be successful and have a life!”

    • Seventy percent of respondents said they did not aspire to own a practice. The era of being on call 24 hours a day, ready to jump into action, may be over.

    AdWeek recently published an article about a study indicating that “Men Are Cheap” when it comes to Facebook.

    While 58 percent of Facebook’s advertiser audience is female, the study revealed that males see and click through more ads. Here are a few stats from the article:

    –          Click response: Males – 60%, Females – 40%

    –          Impression volume: Males – 58%, Females – 42%

    –          Cost-per-thousand impressions: Males – 16 cents, Females – 20 cents

    –          Cost-per-click spending: Males – 51 cents, Females – 68 cents

    For marketers looking to reach men through social media outlets, this now gives you another reason to consider Facebook. I think this is a good opportunity, especially for those B2B marketers who may not be involved with social media. If your target audience is men, Facebook may be the avenue to enter the social media platform.

  • Friday, September 7th, 2012

  • Four is confusing

    In creating any B2B communications we all know that it’s important to focus on one singular message. The same is true for the call to action. If you leave your target audience with too many options you may be causing yourself more damage than good. At first blush, options seem good, right? Not so much. It actually can result in your audience taking no action.

    The other day driving into work, I saw a material handling van with decals promoting Yale forklifts. Got it. But what I didn’t get were the four web site addresses listed on the back of the truck. Frankly, I couldn’t remember any of them (without this photo) because it was too much information to recall for a quick, moving billboard. My suggestion, go back to the basics and focus on a singular, strong call to action or way to respond…like listing just one web address.

  • Tuesday, August 21st, 2012

  • Begin with the correct name

    In the last couple of months, I’ve come across two separate instances wherein a trade media sales rep has done a good job following up after an initial planning meeting. However, all their good efforts go by the wayside by a simple, yet big mistake – the company name.

    In one instance, the proposal I received referenced a competitor’s name instead of my client’s name. Whoops. Another example was a voicemail where the media rep mentioned my client by the wrong name. (more…)