I cringe whenever I look at how many unopened emails live in my work inbox. I’m lucky if I open maybe ten percent of them — including anything promotional. But, of those ten percent, what convinced me to open and...

There is a very common way to lose a deal you might have won had you avoided the tendency to talk about yourself, your company, your clients, and your solution. We call this the legacy approach. In Elite Sales Strategies: A...

One of my favorite things to do is watch college football. And if you think I’m going to compare optimizing B2B conversion rates to football, you’re absolutely right. Just like each player of the team needs to work together to...

By Brittany Lieu, Marketing Consultant at Heinz Marketing Good messaging is an art, but effective messaging is a science. Done right, your messaging should not only be indicative of your brand value but also differentiated, persuasive, and backed by insights...

Six years ago, I led a website content overhaul that nearly derailed when the product team and sales department had completely different ideas about our messaging priorities. Despite my experience with content strategies, I made a rookie mistake — I...

I’ve been in content marketing for over a decade, and let me say that it’s never been this hard to rank highly in search. The reason is that there’s a lot of content out there — Google says that it...

Lead generation is essential for growing any business, but I can’t stand those telemarketing calls that interrupt dinner. I cringe every time my phone rings mid-meal, and, let’s face it, those calls never seem to connect with real leads because...

By Lisa Heay, Vice President of Business Operations at Heinz Marketing When we begin a strategic engagement with clients, we look at the five pillars of what we call the Predictable Pipeline: Target Market, Content and Messaging, Buyer’s Journey and Sales...

If it feels like the “B2B marketing funnel” concept has been around forever, you’re not far off. In 1898, advertising pioneer Elias St. Elmo Lewis created the AIDA model, laying the foundation for the funnel we marketers use every day....

Graza. Fishwife. Brightland. These brands represent some of my favorite CPG designs. Marked by bright colors, bold fonts, and creative illustrations, this style of packaging is now moving beyond specialty stores and into big retail aisles. “If you walk into...