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LiSa SHePHerd

major consideration, but some marketing basics are needed
to legitimize the company and support the sales team in
securing early stage customers. The marketing basics vary by
industry but usually include a website (that accurately reflects
the company’s solutions and value), a company overview, and
product technical specification sheets. Other tools that can be
helpful include product demonstration videos, ROI calculators,
case studies, and testimonials.
For any B2B company, no matter how small, these are the
essentials.
Guideline 2: What’s your stage of evolution?
Different B2B marketing tactics have impact at different
stages of growth—some deliver incredible ROI at one stage
and none (or negative) at another. I use this rough framework
to guide what marketing investments a B2B company should
consider:

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© 2012 Lisa Shepherd