Developing Commercial Insight for Buyers of Integrated Systems
Technology has shifted from a business enabler to an integral component of business operations. As a result, a majority share of the technology budget has
Insight for Your Sales Conversations with the C-suite
How well do you really know your C-suite audience, and how prepared are you to engage the conversations they want to have? In search of
Step into your buyer’s shoes: Creating actionable personas
This month, the Strategyzer team[i] provides us with an elegantly simple approach to create actionable customer profiles. The team, widely known as the authors of
Is Your Lead Gen Program Failing? Key Steps for Your Success
Curious how your lead generation programs stack up against other B2B marketers? A recent Gatepoint Research survey (Trends in Salesforce Marketing, Sept 2014) explored just
Sales Enablement’s Best of the Web: Resources for sales enablement strategies
While the definition of ‘sales enablement’ is in a state of flux as the concept continues to evolve, IDC’s definition cuts directly to the core
Quick-Start Guide to Account Based Marketing – the What, Why, & How
What? Account Based Marketing (ABM) is a highly-targeted approach that focuses on strategically selected accounts as markets-of-one. Simply put, ABM focuses on those key accounts
Positioning B2B Content to Appeal to Different Generations: Part 2: Gen X, Boomers, and Traditionalists
Part 2: Gen X, Boomers, and Traditionalists Generation gap: n. a lack of communication between one generation and another. . .brought about by differences in tastes,
Positioning B2B Content to Appeal to Different Generations
Part 1: The Millennials generation gap: n. a lack of communication between one generation and another. . . brought about by differences of tastes, values,
11 Tips to Improve Your B2B Content Marketing
No two ways about it, content marketing is hard. It’s a long, on-going effort to build a cohesive body of work that is compelling, engaging,
B2B Marketing: Simplifying the Complex Sale in 4 Steps
Too often the problem with the marketing of a complex solution is that it tends to be, well… too complex. To this point, a recent
Insight Selling: The Power of Visual Communication
The science behind “a picture is worth a thousand words” is of prime relevance to B2B marketers. Pictures and other visual stimuli dramatically affect how
Inciting Buying Decisions: Creating a Change Imperative Story
Situation: Your marketing/content team has developed an intriguing message which resonates with your B2B audience as insightful, differentiated, and relevant. You’ve produced content to nurture
Maximizing Campaign ROI Begins with a Solid Foundation – the Database
In today’s competitive and highly-targeted markets, getting your contact list/database right is more crucial than ever. Marketing campaigns are only as good as the foundation
Insight Selling: Changing Mindsets
“We don’t see things as they are, we see things as we are.” – Anais Nin We each see the world through the lenses ground
Lost Prospects: Marketing Generated Leads With Outdated Mindsets
Often we get stuck in old mindsets – things that have worked well for us in the past. But if the present context has changed
How to Create the Content Buyers Want to Read
Don’t be a lemming. Last fall McKinsey published an article entitled, “How B2B companies talk past their customers.” The piece focused on new research indicating
5 Ways: Optimize the Content Creation Process
Crafting great content – and ensuring its continued relevance – requires an adaptive process. Here are five steps to optimize the effectiveness and efficiency of
4 Content Challenges for B2B Digital Marketing and How to Best Them
With unprecedented expediency, the internet has enhanced our ability to communicate, while altering how we find and consume that information. This ease of communication has