Let’s talk about advertising effectiveness. What should we, the B2B marketers, be looking for in the metric?
If you ask any B2B marketer about the objective of spending advertising money, most likely the answer is to look for business leads. But some marketers may not have a thorough understanding about how media agency works, how to […]

While many of my fellow B2B bloggers are covering the market issues, this blog focuses more on practice. If you know me, integrated B2B marketing is my area, where digital practice is always leading my thought. In my everyday business, I handle a lot of pitches for my clients. But almost every time when I […]

In B2B world, sourcing is a decentralized supply chain where different companies are trying to strive for information while maximizing the value of the currency. We have trade media and sellers, both are competing in this flat world.
Wait… trade media, should be a companion, are competing with sellers? Well, if the information that everyone is […]

If you live in Hong Kong and read Metro News, an advertising-sponsored free newspaper distributed to subway commuters, you will read a new Alibaba column written by David Wen, the CEO of Alibaba.com.
Mr. Wen talks about how Alibaba works and why SMEs will be benefited from using the Internet sourcing solution. The idea behind Internet […]

Two weeks ago I was talking to a trade show organizer in Hong Kong. They wanted to improve their online marketing spend but were still feeling skeptical about how much the exhibitors and buyers, mostly the SMEs in China, had adopted the Internet. Well, I certainly can answer this question with confidence. The SME’s adoption […]

I want to begin this post by reblogging Tom Teynor, The Lonely Marketer blog’s “Are Trade Shows a Waste of Time and Resources?” Tom makes some good points and has provided a template for measuring trade show ROI. I recommend every trade show organizer should include Tom’s article in the survival kit for your exhibitors.
Here […]

Respectful B2B blogger, Trapp Lewis, left this comment for his own blog post,
… What is ironic is that the web helps these businesses (trade shows) with all of these items but I can only name a few companies that are anywhere close to maximizing the power of the web to improve their trade shows and […]

My last two weeks have been a total hectic. Meeting and pitching clashed with my blogger’s conscience of guilt. I haven’t posted anything for almost two weeks. Now, I am very happy to be able to pick up my writing again!
I want to write about Nick Swanson. Nick is a commercial jet pilot, but he […]

Trade show organizers are spending enormous efforts to engage buyers on the web. This marketing goal almost dominates the entire digital spend for a trade show marketing budget. A typical B2B digital mix include briefly 80% for email marketing, around 20% spend on SEO & SEM, and a slight percentage on display advertising. Email marketing […]

The Internet has evolved. It gives marketers many new options to challenge their creative thought. Ten years ago when we started marketing our products over the hyperlinking web, we were thrilled by seeing how people being engaged by the hyper references and responded with their clicks.
Today the whole hyperlinking web has grown clever. In this […]