Category Archives: B2B Marketing

Kelly Weppler

Interview: Kelly Weppler, principal and founder of WH & Associates chats about B2B Duct Tape Marketing

Kelly Weppler

Getting a B2B marketing campaign started can be daunting, and many marketing experts have adopted the so-called “duct tape marketing” program created by John Jantsch to provide key focus implementations for their clients. Kelly Weppler is the owner and founder of WH & Associates, an inbound marketing agency that works with business-to-business (B2B) companies to “enhance their online presence, to generate leads, and to design a complete customer experience that helps their clients stand out from their competitors.” Weppler uses Duct Tape Marketing and this week is co-hosting a webinar for B2Bs who want to learn more about this strategy and methodology.

Weppler will be a guest instructor alongside Duct Tape Marketing author and founder, John Jantsch, during a three-day online seminar for business owners starting June 26, 2013. For those unable to “attend” recordings of the entire 18 hours of training will be available for a fee. More information on this session at: http://www.creativelive.com/courses/duct-tape-marketing-john-jantsch .

According to Weppler, her agency is known for promoting a unique combination of high tech and high touch marketing in the technology space. With more than 20 years in sales and marketing, she frequently encounters business owners who are paralyzed by the sheer number of choices they face in promoting their businesses.

So what is Duct Tape Marketing? Duct Tape Marketing was created by small business guru John Jantsch and the term came about because duct tape is a household staple that sticks to everything and that’s essentially how you can think of the Duct Tape Marketing program, says Kelly.

I asked Kelly a few questions about the seminar series, and her take on B2B marketing in her area, since she specializes in Southern California companies and brands.

Christopher: HI, Kelly. Q: what is the #1 question that B2B folk ask you about marketing their small business to local, or hyperlocal?

Kelly: B2B folks seems to be really focused on their online efforts, SEO, content, social networking for local growth and are very focused on having prospects find them. And yes that’s important given we research most of our purchases online before we make any commitment.

This piece is important because it’s what helps to generate the leads. But what is equally important for these folks is that most of these B2B sales aren’t made or closed online. That means you have to create some systems and processes in your sales and marketing plan that deliberately take these leads offline to help move them through the buying process. And this is where your offline marketing efforts have to be considered in your marketing system.

It could be an event, introductions to or from other strategic partners, part of your referral marketing system, phone calls, etc. these are all offline activities that are what really move the deal forward and help to close it. Paying attention to these kinds of things are what will make you successful.

Christopher: What do you think business folks who need a marketing boost will learn from the webinar?

Kelly: From this session, I think the most important thing is for business owners to start thinking about marketing systematically. Marketing is not an event, it’s an ongoing part of the business that needs to be performed routinely and consistently because that’s what builds momentum in the business.

When you treat marketing as an event and do it sporadically, you end up with peaks and valleys in the revenue stream. To build a more predictable revenue stream requires routine and consistency.

Business owners will always ask about specific tactics–should I be doing PPC ads, should I be blogging, doing direct mail, etc., etc. And the second point to remember is that there isn’t one magical marketing tactic. There’s clearly evidence that they all work, however, when they are integrated and work together, they are that much more powerful. And when you employ these tactics on a routine and consistent basis, you see all boats rise with the tide.

Christopher: What kinds of companies in California, where you specialize, have you seen doing better this year in the up/down economy?

Kelly: I’m seeing technology companies and those in the home services and home contractors area picking up. In both cases, it may be because that was the kind of spending that people stopped the last few years. When the economy really slowed, people made due with the technology they had and what was in their homes, and now you’re seeing growth to the point where it’s become very inefficient and breakage in both of these industries.

I think the other point though is that I’m seeing these businesses pick up and do more with their marketing because they’re starting to understand that doing nothing isn’t the answer either. So these business are getting better educated about what they can do and how the internet can really help them compete. It’s one of those tools that makes a number of marketing tactics that much more cost effective and accessible so they can compete and compete well with much bigger companies that have a lot more resources.

Christopher: Thanks Kelly.

Learn more about Kelly and her services at: http://www.whandassociates.com/ .

 
Copr. © 2013 by Christopher Laird Simmons, for Advertising & Marketing News – all commercial and reprint rights reserved. Photo courtesy Kelly Weppler.

Dawn Westerberg Consulting

Duct Tape Marketing Consultant Dawn Westerberg to Present Webinar about Google+ for Association of Strategic Marketing

AUSTIN, Texas /Advertising Industry Newswire/ — B2B Marketing Strategist, and Authorized Duct Tape Marketing Consultant, Dawn Westerberg will be presenting “Adding Google+ To Your Marketing Mix” for members of The Association of Strategic Marketing on Thursday, March 15, 2012. Westerberg believes that the integration between Google+ and other widely used Google applications, services and tools such as Gmail, Google Places, Chrome and Blogger, to name just a few, create a convenient and powerful platform for B2B marketers and business.

“Google+ promises some intriguing possibilities for B2B marketers,” said Westerberg. “When you take into consideration that Google and YouTube are the number one and number two search engines, making content available on Google+ only makes sense.”

About The Association of Strategic Marketing:
The Association of Strategic Marketing (www.associationofmarketing.org) is a training and development website for Marketing professionals. Association of Strategic Marketing provides unique up-to-date Marketing training through audio conferences, webinar and articles.

About Dawn Westerberg Consulting:
Dawn Westerberg invites business owners to “fall in love with your business again” through a sound marketing strategy that drives results and profits. Dawn Westerberg Consulting LLC assists companies in developing marketing plans that take full advantage of online and traditional marketing to create lead demand from ideal prospects.

An Authorized Duct Tape Marketing Consultant – http://dawnwesterberg.com/duct-tape-marketing/ – Dawn is a frequent speaker at conferences throughout the country on the topics of marketing, social media, online presence, and blogging. She publishes a blog on B2B Marketing at http://dawnwesterberg.com and is a contributor at the Duct Tape Marketing Consultant’s blog. With headquarters in Austin, TX, she serves customers in the United States and Canada.

Dawn Westerberg Consulting

At Texas Association of CPAs Conference, B2B Marketing Strategist Dawn Westerberg Speaks on ‘CPAs and Social Media’

AUSTIN, Texas /Advertising Industry Newswire/ — B2B Marketing Strategist Dawn Westerberg was a guest speaker at the Texas Association of Certified Public Accountants (TACPA) Winter Meeting. In her session “CPAs and Social Media,” Westerberg identified areas where Social Media can benefit small CPA firms, and single person firms in much the same way that networking and word of mouth referrals can benefit professionals.

“Social Media provides a powerful way for professionals to extend their networks and business development. With a well thought out strategy, CPA firms can enjoy all the benefits of an online presence that serves to grow their book of business and increase client loyalty,” said Westerberg.

The session held Friday, February 17, 2012, included advice on how to enhance online presence with clients, prospective clients and professional associates using social media sites such as Google+, LinkedIn, Twitter and Facebook.

The Texas Association of Certified Public Accountants (TACPA) is a nonprofit, voluntary, professional organization representing Texas CPAs. The TACPA dedicates itself exclusively to the unique interests of CPAs in public practice, including preserving the integrity and enhancing the value of the CPA certificate within the business and financial communities. The TACPA is committed to helping members meet the challenges and seize the opportunities in public practice.

About Dawn Westerberg Consulting:

Dawn Westerberg invites business owners to “fall in love with your business again” through a sound marketing strategy that drives results and profits. Dawn Westerberg Consulting LLC assists companies in developing marketing plans that take full advantage of online and traditional marketing to create lead demand from ideal prospects. An Authorized Duct Tape Marketing Consultant – http://dawnwesterberg.com/duct-tape-marketing/ – Dawn is a frequent speaker at conferences throughout the country on the topics of marketing, social media, online presence, and blogging. She publishes a blog on B2B Marketing at http://dawnwesterberg.com and is a contributor at BusinessWeek’s Business Exchange. With headquarters in Austin, TX, she serves customers in the United States and Canada.

Masterseek B2B

B2B search technology company, Masterseek Corp., reaches major milestone in company listings

NEW YORK, N.Y. /Advertising Industry Newswire/ — Masterseek, the world’s fastest-growing B2B search engine platform, has announced an important milestone: The business search engine giant has now reached 100 million business profiles.

According to Rasmus Refer, President of Masterseek, “Already included within these 100 million listings for businesses worldwide are comprehensive, accurate contact data for all Fortune 500 companies, and the Masterseek Business Directory also features 408,000 importers and exporters. As another important milestone in business search technology, it is especially noteworthy that over 76 million of these Masterseek-listed businesses can be reached through the platform’s e-mail contact form.”

The importance of achieving such a milestone is logistical as well as psychological: By providing business researchers with access to information regarding every significant company and business enterprise worldwide, and by offering businesspeople the tools to achieve B2B search results with pinpoint relevancy, Masterseek is now poised for more growth ahead.

Masterseek’s achievements leading up to the New Year are expected to provide a foundation for the launch of even more functionality during 2012, building upon Masterseek’s reputation as a business search powerhouse and continuing to highlight Masterseek’s ability to connect buyers and sellers around the world on a common, highly-effective business platform utilizing intelligent software that learns and responds to the needs of users in real time.

Search-technology industry analysts believe that 2012 will be another year of continued rapid growth and development for Masterseek, already an acknowledged leader in B2B search technology, with more news expected soon.

Dawn Westerberg Consulting LLC

B2B Marketing Event: ‘The New Normal: Marketing Your Organization in Today’s Economy’ at Sage Summit

AUSTIN, Texas /Advertising Industry Newswire/ — Dawn Westerberg, president of Dawn Westerberg Consulting LLC, will speak on B2B Marketing, “The New Normal: Marketing Your Organization in Today’s Economy” at Sage Summit on July 12, 2011 in Maryland. Sage Summit is the annual Business Partner and Customer conference hosted by Sage.

“B2B marketers must communicate their message and showcase their expertise in a whole new way,” said Westerberg. “What used to be handled by phone and onsite demonstrations, buyers now expect to find online in the form of articles, videos, and white papers. Only when the buyer is convinced that your company can help them are they interested in engaging face to face. Therefore, B2B marketers have to strategically create, publish and promote valuable, memorable, and frequent content. There’s been a fundamental change from outbound marketing to inbound marketing.”

Over 4,000 attendees are expected for the conference, which will be held July 10-15, 2011 at the Gaylord National, 201 Waterfront Street, National Harbor, Maryland.

The presentation will examine changes in buyer behavior in since the economic downturn in 2008 and how B2B marketers need to examine their strategy and tactics in order to effectively reach and influence today’s buyers.

Joining Westerberg in the presentation will be Sage Business Partners and Dawn Westerberg Consulting LLC clients Jeannie Huckstep, Huckstep & Associates (www.huckstep.com), Kent Hollrah, JMT Consulting Group (www.jmtconsulting.com), and Mike DeRosa, DeRosa Mangold (www.derosamangold.com).

Westerberg is a frequent speaker on B2B Marketing topics and has presented to audiences throughout the United States on a variety of marketing topics including Inbound Marketing, Social Media, Marketing Strategy, Content Creation and Marketing Metrics. She assists B2B professional firms in developing marketing strategy and tactics for business growth and brand awareness.

About Dawn Westerberg Consulting LLC:
Based in Austin, Texas, Dawn Westerberg Consulting LLC serves companies from coast to coast and border to border. Dawn Westerberg (http://dawnwesterberg.com) is the president of Dawn Westerberg Consulting LLC. An Authorized Duct Tape Marketing Consultant, she invites business owners to “Fall in Love with Your Business Again” through sound marketing strategy, creative collaboration and inspired performance.