To successfully implement your business, marketing, and communication strategies, you need a solid base of B-to-B knowledge and experience. Check out our B-to-B Ideas and Insights and links to helpful resources.

• B2B Insights Blog – Ruminations and revelations from the
  Godfrey team.

• Sophisticated B2B Direct Marketing in the Web 2.0 World
  (6.64 MB   6:53 MP3)
  An overview of how direct marketing to prospective customers is becoming more sophisticated thanks to new technologies made available in the Web 2.0 world.
• B-to-B branding in a 2.0 world
  (12.7 MB   9:01 MP3)
  An overview of how the technologies made available by the new 2.0 world change the way you should be communicating about your brand.
• B-to-B Strategic Search
  (11.8 MB   8:12 MP3)
  Vice President, Jody Jacobs, shares her knowledge about B-to-B strategic search.
• Convergent PR – What B-to-B marketers need to know.
  (10.5 MB   7:30 MP3)
  Learn how social media PR can complement your integrated marketing communications program.

Commentary on trends and technologies influencing the B-to-B marketing community. Subscribe

Recent Insights

• Top B-to-B Marketing Challenges
• Effective Customer Mindshare: Turning Awareness into Results
• B-to-B Marketing 2.0
• How to Spot a Need for Market Research

Branding

• Living your Differentiation in a Web 2.0 World (101 KB PDF)
• Branding Differentiation (55 KB PDF)
• Extending B-to-B Branding Through The Channel (104 KB PDF)
• B-to-B Branding: Consumer Models Need Not Apply (105 KB PDF)
• B-to-B Branding in a 2.0 World (106 KB PDF)

Direct

• Three ways to make B2B direct marketing work (88 KB PDF)
• Change your mind about B2B direct marketing (153 KB PDF)

Marketing Planning & Strategy

• B-to-B Media Channel Planning (190 KB PDF)
• Marketing Planning for Success, tough questions that, when answered,
  help you market more successfully.
• Marketing ROI, Helping you show how your marketing communications programs add to the bottom line.
• Communications for the Customer Lifecycle, building a marketing pipeline to cultivate lukewarm prospects and track results.
• Cause-Related Marketing, linking your brand to a worthy cause.

View All

Public Relations

• Selecting Partners to Communicate Your News (66 KB PDF)
• Podcast White Paper (58 KB PDF)
• Download Convergent PR White Paper (102 KB PDF)
• Change Communications, helping you communicate effectively about business launches, mergers, acquisitions, changes in market
  dynamics, or crises.
• Crisis Communications, keeping your cool in a crisis situation.

Search

• B-to-B Strategic Search White Paper (105 KB PDF)
• Search Engine Optimization, building traffic to your site with higher search engine rankings.
• What B2B Marketers Need to Know about Improving Search Engine Performance (81 KB PDF)

• Developing a Brand Position
• Developing Brand Personalities
• Brand Positioning, Transition, and Implementation
• Implementing Brand Guardianship on a Global Scale
• Brand Awareness and New Product Offerings
• Brand Awareness Before Market Upturn
• Growing a Greener Brand
• Creating a Climate for Selling Engineers, Architects and Owners

Associations
Publications
Online Forums