How Psychographics and Insight Selling Drive B2B Behavior
In the age of data, it’s easy to get swept away by metrics, KPIs, and the bottom line. After all, these numbers are often fundamental
Insight Selling’s most overlooked question: Why now?
The CEB’s research on buyer behavior in the digital age has led them to form a new maxim: “Given the choice, customers will generally engage
IT Security Buyers Defined
We wondered about the key characteristics and requirements of IT security solution buyers – what they’re thinking and what’s driving their behaviors – so we
3 Critical Stages to Develop Commercial Insight
If your prospects don’t buy your product or service, getting them to read your collateral doesn’t do much good. The key is changing behavior, and
Beyond Cold Calling – Warm Calls with Intelligence
The game has changed – with the advent of Big Data, the cloud, and all of the information-rich capabilities these have created; buyers today expect
3 Key Ingredients to Making Sales Enablement Work
“[L]ess than 40% of executive buyers say that meetings with salespeople meet their expectations…”[i] Depending on your perspective, this recent statistic from Forrester Research
Vertical B2B: The challenge and advantages of marketing deep and narrow
“Strategy 101 is about choices: You can’t be all things to all people.” – Michael Porter Today’s software-as-a-service (SaaS) offerings enable companies to address the
Insight Selling: Make Me Care
“Make me care.” It’s the greatest story commandment and the ultimate goal of all B2B content creators. Yet, for all of our best efforts to
Marketing and Selling IT Security Solutions
Top 4 survey findings on the marketing and selling of IT Security solutions A recent survey of IT security professionals undertaken by Gatepoint Research investigated
Empowering the sales conversation
Here’s a frightening statistic for B2B marketers: 90% of the content produced by marketing is NOT used by sales.[i] For all of our focus on
Leveraging Surveys to Gain Commercial Insight
What are commercial insights? The internet today is awash with mediocre content, creating a significant challenge for B2B marketers – to rise above this noise.
The Technology Buying Process Evolution
The accelerating rate of technological change in today’s digital context has transformed the B2B technology buying process, while creating unique challenges for marketers of complex
Aligning Marketing and Sales for Better Quality Leads
The logic of alignment A critical component to any organization’s success is its ability to continuously equip its client-facing team members with the capabilities, opportunities,
The Power of Role-based B2B Marketing
Not all lists are created equal, but focusing on roles vs. titles gives marketers of complex solutions a great advantage over their competition. Generally identifying
Incorporating the “Human Element” Into Your B2B Marketing & Sales Enablement
“The ‘Human Element’ can sometimes be lost in our zeal to maximize the advantages of the latest technologies. In the end it’s people that we
This Year’s Top 6 B2B Marketing Predictions– Are You on Track?
Now that everyone in the blogosphere has had a chance to chime in on what the biggest B2B marketing trends and recommendations are for 2014,
Using Survey Responses to Drive Customer Engagement
Here’s the logic: customer engagement is predicated on establishing connections, which in turn are predicated on effective communication, and effective communication begins with listening. As the
Trends Driving Account-based Marketing
This past year has seen a considerable increase in the trend towards account-based marketing (ABM). As a recent blog post by Sirius Decisions* notes, 2013