Sparkinator Marketing Blog

Glenn Chapman

Glenn Chapman
I help companies determine if inbound marketing can help them grow their business and if so, help them implement a strategic plan to accomplish their goals.

Recent Posts

Triangulation for Blog Creation

Posted by Glenn Chapman on Mar 29, 2018 3:47:01 PM

Every blogger wants their blog posts to be found by the right people.  Some bloggers accomplish this and some do not.  There are a million seo and blogging tips online that can help.  But this article is the first to describe a new, systematic  and holistic "triangulation" approach to producing quality content. Content that can be more readily found by online searchers in the ocean that is the internet.

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What Should a Lawyer Blog About?

Posted by Glenn Chapman on Mar 8, 2018 4:37:21 PM

What should a lawyer blog about?  Let's qualify this question by narrowing the purpose of your blog posts to be: attracting more clients to your firm.  Of course, any blog post that brings traffic to your website has some potential to do this--but context and relevancy are key here.  The more relevant your topics, the greater the chance you will attract the right kind of traffic.  The kind of traffic that clicks through to other pages on your website after reading your blog.  The kind of traffic that includes individuals "feeling connected" to your content to the point of reaching out and taking some action to connect further. The kind of traffic that includes lead conversions.

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Market to these Key B2b Customer Profiles

Posted by Glenn Chapman on Feb 15, 2018 4:48:48 PM

Who are the individuals within your b2b target accounts that your marketing should be targeting?  Your prospects' businesses may employ many people, perhaps even thousands.  Should you be broadcasting your marketing to all?  Or zeroing in on key players? This article helps guide you to who your key players are, and how to deliver messages that resonate with each.

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Tags: b2b sales, b2b roi, Marketing ROI

The B2B Internet Marketing Agency

Posted by Glenn Chapman on Feb 8, 2018 5:00:22 PM

The B2B internet marketing agency is a specialty marketing agency dedicated to online business-to-business marketing activities that one business (i.e. vendor or supplier) targets and directs to other businesses (i.e.  potential business purchaser of the supplier company's products or services). The specialty has a drill-down that looks like this: marketing services> B2B> internet specialty. But why is this level of specialization supported by marketers? Don't all marketing agencies work on the internet? What value does this type of specialty bring?

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Tags: b2b roi

B2B Marketing on a Budget

Posted by Glenn Chapman on Jan 26, 2018 4:46:22 PM

According to GlassDoor the average Marketing Manager earns an annual base pay of $80,673. This is no surprise to many. But this level of marketing investment may come as a complete shock to others wishing to build their marketing without busting their budget.

Hiring a first Marketing Manager is, to smaller firms or those accustomed to earlier growth that occurred more organically, a big decision. Accompanying such a decision is the recognition that hiring a Marketing Manager is just the beginning of the investment. Most managers will soon enough make the case for a support person or team. In marketing, a one-person shop will rarely contain all the necessary skill sets, which range from writing content to graphic design to coding websites, and a dozen other technical specialties. A Marketing Manager will also need to have the tools and resources to be effective. All this costs money.

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Tags: b2b roi, Marketing ROI

Does your B2B Web Marketing look like a beautiful old brochure?

Posted by Glenn Chapman on Jan 18, 2018 1:37:12 PM

Many websites are visually pleasing, even beautiful. They are the beautiful online version of the beautiful old brochure. But great B2B web marketing not only looks great, it also goes to work for you everyday. These websites look--and act--more like your company's ideal salesperson. Today's websites, outfitted with several functional accouterments, can do much of what he or she can do. Only, websites are working for little cost and no commissions. They are the hardest working employee! They working 24/7 and 365 days per year.

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Tags: b2b roi, b2b sales

Business Problem Diagnosis and Diplomacy in B2B Sales

Posted by Glenn Chapman on Jan 4, 2018 1:45:29 PM

The pain of change must become less than the pain of remaining the same for meaningful change to occur. Many wise philosophers and business gurus have generally agreed on this principle. But what does this look like exactly in a B2B sales environment? How do we use this principle to our advantage rather than see it as a roadblock? And is this principle even relevant to B2B sales?

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Tags: b2b sales

The 30 Greatest Lead Gen Tips, Tricks & Ideas

Posted by Glenn Chapman on Nov 14, 2017 6:12:15 PM

Only 1 in 10 professional marketers describe their lead generation efforts are "highly efficient and effective." For most business owners, that's simply not good enough.

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Posted by Glenn Chapman on Nov 14, 2017 11:43:59 AM

Ready to hit the “GO” button on your campaign? Before you dive in, make sure you’ve dotted all your I’s and crossed all your T’s. Here’s a checklist to make sure you’ve covered all your bases.  Just click the checklist image to get our FREE CHECKLIST! 

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Six Marketing Metrics CEO's Actually Care About

Posted by Glenn Chapman on Nov 12, 2017 2:05:31 PM

Receiving beautiful charts and graphs full of meaningless and obscure digital metrics? Learn the six marketing metrics CEOs actually care about.  Digitally generated metrics produce a seemingly endless array of artfully displayed dashboards, charts and colorful graphs.  Yet this may only prove that computers can count and beautifully display more data faster than any team of humans ever could.  And we already knew that. What do CEOs actually care about measuring in a marketing program? Ultimately only one thing matters: ROI.  But how does one go about calculating the ROI of marketing time, cost and effort?

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